How to run a promotional tour for your product

The brief: a new product line to be launched

To promote the new product line, our team at GURU Marketing added a new dimension to the campaign by creating a truck and launching it on a promotional tour. The purpose of this truck was to tour Italy for a month, north to south, and showcase the new product line. We wanted to create an engaging environment where consumers could learn about the new products and be exposed to interesting and fun activities which would increase brand awareness.

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Engagement and fun

During the promotional tour, which lasted a month and went through the major cities of Italy starting in Turin and arriving in Palermo, we gave thousands of people the opportunity to try the products on display, ask questions to industry experts present and discover the offers proposed by the brand. Our goal was to engage with real people and we succeeded.

Promoters are essential in a promotional tour

To be successful, a promotional tour requires a combination of excellent products and great salespeople. The most important element of an effective promotional tour like this one is definitely the promoters—the people who interact directly with the public. A good professional in this position will be able to encourage passersby to approach and come and learn about the products, but only a great one will also be able to keep their attention long enough to get them to learn more than just the basic details. To be successful with a promotional tour, it is essential that promoters are outstanding professionals and great entertainers.
To support the promoters in this important work, the Guru Marketing team came up with the idea of organizing engagement activities outside the truck. We set up play and entertainment areas, with inflatables and other elements that would invite customers to spend time near the truck. In addition, we organized timed challenges where branded gadgets were given away as prizes. Our goal with this part of the tour was to entertain the public and bring people to visit the truck, where they could buy products and receive a 10% coupon as cashback on their purchases.

Conclusion

The client came to us in need of a full-fledged marketing strategy that would propel their product to the marketplace. The product had been developed and perfected and just needed to be introduced to the public in style. Guru Marketing was given the task of developing a four-week campaign showcasing the most important features of the product line, while also allowing the brand to build a rapport with the client base.
To ensure that we built a strong foundation for long-term collaboration, we provided support for every stage of their promotional tour. We supported our client by physically participating in the first two gigs of the tour, marking its start, and afterwards offering our support 7 days a week for the whole duration of the tour. We structured the tour so that we would appear before the maximum number of people, which increased the client’s visibility. Our performance was enthusiastically received by the public and very much appreciated by the client.

Would you like to plan a tour like this for your brand? Call us today!