Manufacturers who have historically relied upon trade shows as a primary lead generation channel have had to find a new way to connect with prospects since trade shows were cancelled because of the COVID-19 pandemic. In response, many companies have chosen to deploy an experiential mobile marketing trailer that they can take directly to targeted customers to showcase and demonstrate their products.
While trade shows have been a mainstay of business-to-business marketing plans for their ability to put exhibitors in front of a large number of people within an industry, the challenge for an industrial company has always been connecting specifically with those attendees who are planning a purchase for a given product or solution.
Experiential marketing campaigns, also known as activations, deliver an immersive brand experience for a smaller but more targeted audience. When executed on a mobile platform, they bring the experience directly to a customer. Manufacturers can focus on specific companies and have their undivided attention to tell their story and demonstrate their solutions.
“After the pandemic started and all our trade shows were cancelled, we first turned to webinars to tell our story,” said Amy Teal, Marketing Manager – Events at Stratasys, a manufacturer of 3D printers and production systems for office-based rapid prototyping and direct digital manufacturing. “But with 3D printing, we really need our customers to interact with our products which led us to seek out a mobile showroom solution. If the customers could no longer come to us at a trade show, then we had to find a way to come to them.”