One of the best parts about summer when you work in the experiential marketing field is the prospect of taking out new tours. So many programs launch as temperatures rise and the opportunity to be a part of events that draw people out comes. When looking at new programs there are a thousand things to learn about the equipment and how the actual shows will run. Something that is hard for new people to the industry, at least those who travel with the tours is that you also have to “live the brand”. The moment you step near that marketing vehicle you represent that brand; fueling, stopping at a rest area, even pulling into a hotel. You, as the road team you are part of the visible element for your client. This should be reflected not just in how you act but also how you present yourself.
Guests to a mobile experiential program don’t know and aren’t going to be understanding that you are “just the driver” or don’t work for the brand on display. It is crucial that you match the image clients to reinforce their message. One of the programs we currently work with is a high-end firm hosting training seminars. It’s key that anyone coming in sees us as a person they can engage with, that we are supposed to be there.
On the other hand we serve two roles when in the field. when setting up the truck or moving down the road we also represent our employer. You never know when a random contact could turn into a long term program. We are careful to look professional even when setting up an exhibit. Years ago we met a gentleman while setting up a trailer in Washington DC, that brief contact put my firm on his radar and a few years later he was a driving force to put a tour on the road. What he saw of us ensured that we would be the right choice to representing that brand on a national scale.
Living the brand goes deeper than that, it takes very little effort to be knowledgeable about the industry your client operates in. It’s as easy as taking a gander of PR Newswire a couple of times a week just to see what is going on with a client’s customers and their competition. This can help you talk the talk as you walk the walk.