How to build an effective branded marketing caravan campaign

Taking your next marketing campaign on the road, through a roadshow truck caravan is an effective growth and marketing strategy. Whether you’re just launching a new product or brand into a different market or region (expansion). Whether you are looking to boost your sales or brand awareness in existing markets. Marketing caravans are a tried and tested way to get you some visibility.

At MediaForce Communications, we are able to put together a roadshow caravan campaign for your product or brand.

Roadshow Marketing Caravan Starter-pack: all you need on a roadshow truck

It is not just about the noise, music, and colourful branding. A roadshow truck is more than a rolling box of loud music on wheels. Here is what you need to get your campaign started.

1. The Team (Brand Marketers & Merchandisers) – These are trained professionals with experience in sales and marketing. They should include marketing specialists with exceptional skills in experiential marketing. In addition to the marketing lead, 4-6 merchandisers (foot soldiers) are important to engage the crowds along the route.
2. The Sound (Public Address System & Entertainment) – There’s a very thin line between an imposingly noisy marketing excursion and an intentionally disruptive and engaging publicity campaign. The secret is in finding a well-balanced sound system, and a skilful deejay. As an add-on, you may need 1 emcee (hype-man) and 2-4 skilled dancers
3. The Rig (Branded Lorry and Team Kit) – A roadshow truck is an entertainment stage on wheels. This makes it easy to quickly set up and pack up and leave during and after events. The truck or lorry should be well branded, and the team kitted with branded merchandise
4. The Goal (Campaign Objectives) – After all the noise and colours settle down, eventually, your marketing department will need to account for the money spent on roadshow campaigns. Engage with a professional agency to work out achievable goals for your roadshow activation

How to execute a roadshow campaign

A successful public awareness/marketing campaign requires strategic planning and resources. It is important to plan your routes well to match convergence points such as market centres, key road intersections, shopping centres, and high-population residential areas.

Moreover, it is also very important to be in touch with all licensing and security agencies before embarking on your campaign.

Eventually, when the rubber meets the road, your entire team should be in sync with the strategy and messaging, to ensure that the campaign is delivered efficiently through all its stops. For campaigns that involve direct sales, ensure to carry a few units of the brand/product in question for sampling, sales, or distribution along the route. This goes a long way in enhancing product knowledge.

Catch them all: Deploy multiple marketing approaches

It is important to synchronize your marketing efforts through multiple channels so that the message gets to more eyes and years in the lifetime of your marketing exercise. Furthermore, there’s no such thing as too much marketing or publicity. Every roadshow campaign is an absolutely important sales opportunity.