The world we live in is fast-paced and technologically driven, providing consumers with what can be deemed as overstimulation. This energetic business climate shows a true difference between brands that are reaching customers using experiences and those that are not. One of the most efficient and proven ways to generate greater ROI is by utilizing a custom vehicle for a mobile experience. This can be utilized for many different facets, including:
- Product sampling
- Food and beverage sampling
- Retail experiences
- Sporting retail shops
- Interacting with brand ambassadors
- ... and much more!
Experiences created in a custom mobile vehicle tend to have many longer-lasting positive impressions and greater reach than brands that do not incorporate this strategy. This article highlights some reasons why using experiences to reach customers will increase product engagement and loyalty.
To begin, understanding the objective of your custom-designed vehicle will dictate the design and build process. Questions to consider may include:
- What is the main goal of the vehicle – sell products, provide samples, generate a buzz, etc.?
- What product will be carried in the vehicle?
- How should the interior be configured?
- How many people will be on board the vehicle during display time?
- What will the radius of travel be?
- How will the vehicle be marketed?
Many of the questions that brands must ask themselves will be discovered during the research stage. Just like anything else, not all custom vehicle builders are created equal. The design process looks very different for each builder. For example, APEX Specialty Vehicles spends the majority of the discovery stage in the design process. This allows them to create 3D designs and sort through changes before committing to the procurement and build process. Read more here on APEX”s Design Stage.
Once the build process is in motion, it’s time to focus on the implementation plan for reaching customers using experiences. When determining the strategy, it’s important to consider some of the following:
What emotion would you like the visitor to take away from our custom vehicle? For example, a healthcare or insurance company may want to instill a fear-based reaction to take action for insurance coverage, while a catering company wants to create a light-hearted food-eating contest. Different objectives, but both are aimed to meet the brand’s objectives for the vehicle.
Great employees can be hard to find, so it’s a good idea to get started on the hiring and interview process before the business becomes too busy and you’re scrambling at the last minute. Even though your food truck is not built, you need to have the staff ready to rock when you receive the food truck and are ready to hit the events.
- Market, market, market.
Get a plan together to market your food truck and get the word out for your upcoming events and locations. Have you set up social media accounts? Reached out to local event coordinators about space? Create a buzz! Video is key right now, so ask your builder to shoot a basic video, or even a time-lapse of the build, and post that on your social streams. Reach out to your chamber, radio stations, and companies with promotions to increase business out of the gate.
Even if your custom vehicle is not yet completed, you can still begin to book events, get permits, etc. Begin mapping out your event schedule for 2019 and make the wisest business decisions while increasing brand awareness and reach within the community.
Experience can leave a lasting impression, so we hope this article provided some insightful information on how to begin the process. If there are any additional questions that APEX Specialty Vehicles can answer specifically about custom vehicle builds – designing, engineering, building, etc. – please give us a call. 816.853.3360