How many times has it happened that, while walking around the city, a certain brand of station wagon caught your attention? Or, perhaps an even better question – what did the brand of station wagon that caught your eye look like in a sea of others (at a festival, for example)?
Speaking in terms of BTL, it is clear that brand caravans are an excellent way to attract your target audience and “tell” them your brand story, that is, present your products or services in an interesting, interactive form.
But let’s approach this topic in a little more detail:
Brand caravans, first of all, increase the visibility of your brand. Since you can travel from location to location, more people will come into contact with you, which for some of them might not be the case if you promoted your brand in a different way. So, with a caravan, you can reach completely different audiences. In addition, through direct communication with them, you not only contribute to the visibility and recognition of your brand at the local level, but also encourage the building of trust and a stronger relationship between the brand and the customer.
Curaprox karavan
All marketers know that direct interaction with customers is critical to their relationship with the brand, but it is also important to the brand itself. Through these activations, brands get significant (feedback) information that helps them improve the user experience even more, as well as the product and service offering itself. Direct communication, as well as interesting experiences that can be achieved through the caravan brand, strengthen the relationship between the user and the brand, which is a win-win situation for both parties.
Despite other forms of advertising that can be ultra interesting and receptive to the audience, brand caravans enable a deeper form of engagement precisely because of interactive elements – games, workshops, testimonials and the like. Presenting products or services “in action” can be much more persuasive and useful than static or online advertisements. Of course, this will always depend on your goals.
Planet of Plants food truck
Another advantage of the caravan brand is that it is a form that is easy to adapt to specific marketing goals, different locations, and even target groups, so that you can get the most out of them. You have so much room to be creative! Also, such brand activations can be accompanied by digital campaigns, which means that you will use your budget much more efficiently.
The accompanying effect of the brand caravan is attracting the attention of the media, which will provide your brand with additional promotion and visibility. And, if we are talking about other, perhaps less obvious, advantages of such activations, then we should definitely mention a kind of team building through which employees participating in the entire organization can develop some new skills, but also connect with their colleagues in a very interesting way.
Diamant legendary caravan
Smartpoint has extensive experience in organizing branded caravans in cities across Serbia (Belgrade, Novi Sad, Kragujevac, Čačak, Niš, Subotica) for a wide variety of brands, including Diamond, Planet of Plants, Curaprox and many others. Therefore, we will be happy to help you present your brand in such an interesting and interactive way that your target group will surely remember!
The text was written for the Marketing network by:
Irena Ćurčić, BTL coordinator, smartpoint adria
Source: marketingmreza.rs
