By Steve Randazzo Founder and President, Pro Motion Inc.
When I was young and carefree, I loved taking long road trips to nowhere in particular. Nothing felt more liberating than an open road full of possibilities. I’d just get into my car and drive for hours until I found a landmark or town worth visiting.
But today, as the leader of an experiential marketing agency, my impulsive road-tripping days are behind me. Every mobile tour we orchestrate has predetermined destinations and predetermined goals.
Over the years, we’ve learned just how difficult this goal-setting process can be for brands. We’ve also seen the immense pressure they feel to deliver concrete results to CFOs who know very little about event marketing.
When we sense this anxiety, we always ask one simple question: “How do you measure the ROI of your other marketing initiatives?”
The typical answer is “Well, we don’t really have much clarity on those either.”
So really, the confusion surrounding mobile tours really isn’t all that unique. This is a common challenge in pretty much every marketing realm. In fact, 40 percent of brands say proving ROI is their top marketing-related challenge.
Even though event marketing agencies identify objectives and set goals for a living, brands aren’t completely off the hook. They still need to communicate openly and steer their partners in the right direction.
Here’s what the three-step discovery process should look like:
When budgets are involved and ROI is a priority, every road trip needs to have a clear, measurable purpose. Otherwise, brands aimlessly drive across the country, hand out their product to the masses, and return home with little to no idea of whether the trip was worthwhile.
Before you hit the road, gas up with the “why,” mold it into a measurable goal, and make sure every passenger is revved up and ready to go.
Let us know what you hope to achieve on your mobile tour in the comments below!
Steve Randazzo is the founder and president of Pro Motion Inc., an experiential marketing agency located in Missouri. With more than 30 years of experience in the industry, Steve has longstanding relationships with big-name clients, including Dr Pepper Snapple Group, The Walt Disney Company, Hewlett-Packard, Duck Brand, Fiskars, Citgo, the NBA, and Tractor Supply Co.