The Itinerary
Eye-catching vehicles and spectacular shows don’t necessarily guarantee success. Marketers need to find ways to ensure that consumers are motivated for a little one-to-one interaction with the brand. Here’s a hypothetical schedule designed to generate consumer exposure both intimate and broad, according to the experts. While adopting every method might cause overkill (or budget blowout), making at least a few of these stops should keep the axles greased.
Meet the Press Wednesday: Find an informational, inspirational, or just plain sensational reason for local media to cover your visit. Clairol Inc. books hair-coloring experts on morning TV shows; Maxwell House built 100 homes with Habitat for Humanity; Bank of America brings Australia to Main Street USA. Establish formal agreements with local outlets (radio stations are often willing partners) for on-air promotions and on-site broadcasts.
All for the Cause Thursday: The first stop in every city for Hershey’s Kissmobile is a children’s hospital; the Oscar Mayer Wienermobile (see story, pg 43) raises money for local food banks. Not only does a cause provide a halo for the brand, it often supplies the hook needed to make Wednesdays busier.
Customer Appreciation Friday: Reward retail partners by parking outside their stores for a day (or setting up in-store, like Reebok International does at shoe outlets). Service companies can host exlusive events for their favorite consumers (like Bank of America does every Friday night this fall).
In the former case, work with retailers to drive the crowds into the store for purchases. In the latter, give them an experience they won’t soon forget.
Mass Market Weekend: Racking up consumer impressions is one of the main goals of the tour, so open the gates and pray for good weather.
