Part 4: Strategies for Mobile Engagements
There’s always something new and exciting happening with our clients, and the exhibit world in general. While we’re certainly dealing with a lot of unforeseen events these days, this is really just another opportunity to try new things; maybe go out on a limb a lot further than you would have, even two months ago. The ideas here will provide you with some action items to work on now, so you can hit the ground running when the time is right.
Solution 4: Mobile Engagements
If your client can’t get to you or your show, then take the show to them! With mobile engagements, it’s basically like designing your own booth…and then just putting some wheels on it.
You can create plans to maximize ease of travel and set up meetings that are hours or even days apart. Your reps can book a location that caters to just a few people from one company or expand it to handle several different groups who are booked at different times, to come to a common, central location. And while the logistics, operation, and management of the vehicle, and the driver and supporting cast needs can look daunting, they can be handled easily as a turnkey package. So, managing all of these aspects does not need to be your problem if you’re unsure of how to handle it. (That’s where we come in!)
When you think of a mobile engagement, the first thing that probably pops into your mind is a large 18-wheeler. Custom trailers can be large trucks, but you can get similar functionality in smaller trailers that can be pulled with a pickup truck. You can even use the ‘booth in the box’ concept and transport them in smaller branded vehicles.
Below is an example of a medium-sized trailer. This was built to replace some of the brand’s smaller trade show events they had planned to attend. They wanted to bring a wide selection of their fluid pumps directly to their clients, and so they built a recreation of a laboratory so that they could demonstrate fully functional products in a familiar and fully branded environment.
(Note: The visuals presented here are all things that BlueHive as a company have produced.)
This mobile engagement included a built-in generator and a sound system, and the side of the trailer folded down to reveal additional workspace and seating. The sales rep drove the truck himself up and down the West Coast for a set amount of time. (You can certainly do that or, for larger mobiles vehicles, you would hire professional drivers.)
There is no limit to how you design the exterior and interior of the vehicle. Everything is built-in and prewired, so you can bring complex demos right to your client’s doorstep or show off new software applications or solutions all while maintaining a safe and secure environment. Additionally, a mobile engagement is designed for ease of setup. Depending on scale, you can be up and running in as little as 30 minutes. You can even have your own built-in heating or air conditioning as well air filtration. And because you have access to the entire environment, you can control cleaning and sanitation.
You can build this thing from the ground up; you can go all in and create a vehicle and build it 100%. But what we’re finding is that there are a lot of vehicles that when they are retired from the brand that used them, they are resold or rented back out. So, a lot of times we can retrofit vehicles to get this same program up and running with a significantly lower cost.
And then, ultimately, there’s added value as they can become brand ambassadors that offer information or hospitality as you continue to (literally) drive brand awareness and get your name out there.
To the point of scalability: Clients have built their exhibit program around one of these vehicles. You can literally drive (or roll) the trailer into your booth space. You get all of its functionality as well as a commanding booth presence. If there is any space left, you can use it for seating or hospitality, as shown below.
(Note: The visuals presented here are all things that BlueHive as a company have produced.)
And, rest assured there is a different drayage rate that is applied to vehicles for the trade show floor. The truck driver essentially drives it in, drops the trailer and drives away!
Conclusion
We’re all tired of feeling like we’re stuck in this hurry-up-and-wait game. These ideas offer several ways to get busy now with the leg work to implement a strategy as soon as you are allowed, helping you further increase exposure and drive sales through these events. In the exhibit world, after all, you don’t need to know your final booth space or hanging sign regulations before you begin the design process. So, the idea here is to get the ball rolling now and work towards whatever challenges as they come up. When the information is available, you tailor the design to that need.
As groups are allowed to congregate, we should see some live events take place and speed up a return to normalcy. And in the meantime, why not start smaller with your own mobile engagement and grow from there? No investment is wasted; nothing that you do now is wasted. Everything you do now can be used on any scale, later. So, let’s get out there and start brainstorming!