Ready for your brand to leave its mark in 2024? Then, an experiential marketing tour may be the perfect fit for your business. As companies increasingly recognize the power of hands-on brand experiences, experiential marketing has been at the forefront of the logistical world. Thanks to new advancements in technology, it’s now more accessible than ever for your company to put together a tour of its own and begin the next chapter of its marketing efforts.

Here at Pyramid Logistics, our goal is to guide you through some of the major considerations you’ll need to make in order to put together a truly impactful campaign. Continue reading below to learn more about how to run a successful experiential marketing tour:

What Is Experiential Marketing

Experiential Marketing is a take on marketing that relies on in-person interaction directly with brand advocates and potential customers. It works by putting the audience at the center of the show as it aims to create memorable, real-world experiences that tie together with the brand’s message. From interactive events to one-time installations and more, the goal is to foster meaningful engagement between a business and its target audience.

Examples of Experiential Marketing

At Pyramid Logistics, we’re no strangers to the world of experiential marketing. Our team has decades of experience working with companies just like yours to put together displays across the country. As one of the nation’s premier logistical service providers, we pride ourselves on creating a seamless experience for our clients from start to finish. 

We offer our clients professional and reliable logistics support and can handle every aspect of your experiential production, from design through the delivery and logistics of your experiential marketing tour. Here’s a closer look at two especially memorable events we were a part of:

Walmart “Iconic Movie Cars” Tour

Pyramid Logistics was honored to provide Walmart with logistical support for its “Iconic Movie Cars” experiential marketing tour. The campaign gave customers the opportunity to interact with iconic movie cars, picking up their online grocery orders. These included Hollywood favorites such as Ecto-1 from “Ghostbusters,” K.I.T.T., the Pontiac Trans Am from “Knight Rider,” the “Jurassic Park” Ford Explorer, and the “Back to the Future” DeLorean. Our truck driver, Kirk Krueger, was the main driver for this project. He utilized a customized transport trailer to move the cars around the country. 

Related Article: Walmart’s Iconic Movie Cars Tour

Sesame Street “50th Anniversary” Tour

Our team had the chance of a lifetime when approached by Sesame Street to support its 50th Anniversary tour. For more than two months, we traveled across the country, helping to create community events for over 50,000 attendees that focused on live performances and kid-friendly fun. Our truck driver, John Perkins, was the main driver for this project. 

Related Article: Pyramid Logistics on Sesame Street’s 50th Anniversary Tour

 

Pros of Experiential Marketing

When it comes to any business decision, there are pros and cons. Here’s a closer look at the pros of experiential marketing:

Brand Awareness

Experiential marketing is a powerful tool for building brand awareness. By creating memorable positive experiences with their potential customers, companies can leave a lasting impression on their target audience. This increases brand recall and creates a connection with the brand.

In-Person Engagement

Another major benefit of experiential marketing campaigns is their ability to facilitate in-person engagement. By directly connecting with their audience members, brands can build trust, strengthen brand-consumer relationships, and allow for real-time feedback.

Cons of Experiential Marketing

However, not all experiential marketing tours end up successful. The ones who fall short tend to do so due to these two issues:

Greater Logistical Challenges

Creating experiential marketing events often requires elaborate setups and specialized equipment. Navigating these logistical challenges demands a strategic approach that not every business is prepared to take on. That’s why it’s so important to work with a partner like Pyramid Logistics.

Requires More Planning

Compared to traditional marketing campaigns, experiential marketing requires much more planning. This usually starts months or even years in advance, depending on the scale of the campaign – and can derail very quickly if every potential setback is not accounted for. 

Planning Your Tour

If you’ve read this far, then you’re serious about launching your experiential marketing tour. While each campaign will have its own unique set of challenges, there are a few considerations that every business should make during the planning process. In specific:

Equipment Acquisition

Any successful experiential marketing tour must first have the right equipment. From the correct transport vehicles to promotional materials, every equipment acquisition decision represents a piece to the puzzle of how you will be effectively communicating your brand’s message.

Tour Staffing

Equipment isn’t everything. As is often the case with many of life’s endeavors, it’s the people who can make or break the experience. Effective staffing, from delivery drivers to event managers, is crucial for creating the experience your fans are there to see. 

Ongoing Vehicle Maintenance

For tours that have a lot of planned miles or rely on numerous vehicles to put on a successful event, ongoing maintenance should be a major consideration. When planning your experiential marketing campaign, make sure that you have set up contingencies for breakdowns and other logistical support your team may need along the way.

Graphics Production & Installation

Visual appeal is a cornerstone of experiential marketing. After all, you’re there to put on a show that your target audience will ideally remember for years to come. Graphics production and how those displays will be installed can be a logistical nightmare if you aren’t working with the right partners. 

 

Logistical Considerations

Executing an experiential marketing tour requires attention to even the smallest logistical details. This is where the Pyramid Logistics team thrives. From route planning to venue coordination, there’s a lot that goes into campaigns of this scale. Ideally, you’ll be working with a partner who has experience with creating travel plans, managing permits, and ensuring that every logistical aspect aligns with your brand’s vision.

Related Article: Experiential Marketing Logistics: How To Deliver on the 11 Pillars

 

Experiential Marketing Trends

Experiential marketing has changed a lot over the years. While at its core, its main purpose remains the same, the means by which brands have achieved this goal have continued to evolve. Here’s a look at what you can expect to see more of in 2024:

Audience Influence

Experiential marketing has seen a recent surge in events that utilize the audience to influence the outcome. Whether that be through hiring an announcer to perform Q&As, or the implementation of voting systems to allow customers to be a part of the decision-making process, it looks like audience influence is a trend that’s here to stay.

Social Media Efficacy

Social media has also become an important part of experiential marketing tours. By leveraging the power of platforms and social media personalities, brands can help ensure that their campaign reach casts as wide a net as possible. Creating experiential displays that play to this trend’s strengths could be the defining factor for your next initiative.

Technological Innovation

As technology continues to advance, innovation has been at the forefront of most major experiential marketing tours these days. Whether it’s the incorporation of augmented reality, or million-dollar light and sound effects, the key to winning over your customers is often through creating a “wow” factor like no other.

 

How Pyramid Logistics Can Help

Looking for help with relocation or transportation services for your next experiential marketing tour? Our specialty transportation services may be the perfect solution. Here’s a closer look at what sets us apart: 

Planning and Day-Of Support

Our team specializes in providing comprehensive planning services and day-of support for your experiential marketing events, ensuring that every logistical detail is executed to the best of our ability. We’ll take care of factors like identifying the best routes, warehousing your equipment, and on-site setup while your business focuses on what matters the most: Making an impact on its potential customers. 

Experienced Team Who Has Seen It All

Navigating the complex world of experiential marketing demands logistical experience and expertise. With Pyramid Logistics, you gain access to a team that has seen it all. Drawing on decades of industry knowledge, our seasoned professionals bring in a reliable perspective and a variety of creative solutions for any challenges your event may encounter along the way.

Related Article: How to Use Experiential Marketing at Your Next Trade Show

 

Trust Pyramid Logistics With Your Next Experiential Marketing Tour

In the world of experiential marketing, the right logistics partner can make all the difference. For over 25 years, we’ve provided secure experiential marketing services to businesses of all shapes and sizes. We offer safe and dependable supply chain solutions for your cargo.

Trust Pyramid Logistics to bring your brand to life on the road. Visit our experiential marketing page to see how we can lend a hand with your supply chain needs.

Located in Los Angeles, California, and Las Vegas, Nevada, with services across America, Pyramid Logistics is equipped to deliver warehousing and logistics services near our facilities and nationwide. If you’d like to learn more about partnering with us, request a consultation by filling out a form on our website.