The quest to build brand loyalty by creating emotional connections with consumers is at the core of many marketing strategies. To help form this bond, several MC² customers took to the road this summer with unique marketing campaigns that got consumers directly involved with their brand, and allow them to interact with specific target audiences.
“Road show marketing campaigns are a smart, cost-effective way to deliver an interactive experience and create buzz about a brand,” says Rob Murphy, chief marketing officer, MC². “When planned strategically, they are valuable programs for virtually any company, regardless of industry. They can also be used to achieve any number of marketing goals, including increasing brand awareness or educating the market about a portfolio of products and services.”
Road show marketing campaigns can be leveraged in several ways, including as a single element of a larger, as an integrated marketing campaign, or as a stand-alone tool to build a personal connection with a focused audience. MC²’s experts have helped brands implement an impactful road show marketing program from start to finish, including design and execution.
Here are just a few of MC²’s stories from the road:
Starkey’s Hearing Innovation Mobile Tour
Currently on a nationwide tour, Starkey Laboratories’ mobile Listening Lounge is stopping in over 20 cities from the West to East Coast to offer medical professionals and patients one-on-one experiences with its line of state-of-the-art hearing technology. MC² designed the interior of seven distinct educational zones where attendees can demo the product and learn more about its features and technology. The company also executed the build-out and graphic wrap of the trailer. Campbell-Ewald agency handled client management and oversaw the touring and logistical schedules.
Nike Soccer Trailer Tour
Nike, with the help of the MC² team, literally took its mobile tour to the soccer fields to market a new line of cleats. The company drove up alongside soccer fields so the players could have an opportunity to browse the shoes they see on the website and try them out for themselves.
Clinique Fresh Faces Tour
Clinique embarked on a 12-city tour in 2009 with stops from New York to California and back on its Fresh Faces Tour. The cosmetics company partnered with Teen Vogue magazine to create an environment that allowed visitors to receive makeovers and participate in photo shoots, while sampling products that were also available for purchase. MC² handled the production of the 10-city tour and was responsible for the build-out of the trailer used as the foundation for the experience. Phase two will kick off in fall 2010 stopping at college campuses in 10 cities across the country from Boston to Los Angeles.
