As an experiential marketer, you typically prefer to route your mobile tour to large fairs or festivals, professional sporting events, or other large events, where tens of thousands of consumers will have access to your footprint and brand. These events are usually in pretty large DMA's and are, for the most part, easily accessible. But what about events in rural America? In towns that have a total population of 10,000 or less? Is it worth your time? Is it worth your budget?
If you're looking for more than just quantitative results, then I say Yes, with a capital Y. Working with a regional client who offers its services in extremely rural areas, I've seen firsthand the impact that mobile tours can have on consumers in these markets. First reaction: they are shocked to see you in their town. Second reaction: they are excited to see you in their town. Third reaction: they are grateful to see you in their town.
Shocked? Excited? Grateful? Seems like a recipe for some quality consumer interactions if you ask me. Not to sound like a softy, but when I'm at an event and see consumers really having a good time, it's an awesome feeling ' knowing that my client's brand played a role in making their experience memorable. And this happens even more so at events in areas where they are not accustomed to mobile tour activations or larger brands being a part of their community.
Having attended events in both major cities and small towns (and by small towns I mean I've driven past horse and buggy crossing road signs'?¦ on the highway'?¦), I feel event-goers in rural areas will be more receptive to your brand and event presence than their urban counterparts.
So I bid you farewell with the following'?¦ Sometimes it's nice to have a successful event in terms of numbers, but sometimes it's also nice to have a successful event in terms of quality consumer interactions and long-term consumer impact. What are your thoughts?