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What is Mobile Event Marketing?

K. Wascher
K. Wascher

Mobile event marketing is a modern approach to advertising an event on behalf of a company. This type of marketing utilizes movable, non-static media that have the potential to target more customers rather than hoping that the target market makes contact with materials from an event marketing campaign. In this sense, mobile event marketing has the potential to reach a larger, more targeted audience with the expectation that these marketing efforts will result in additional event, ticket, and merchandise sales.

The traditional methods of event marketing included promotional mailers, billboard signs, and newspaper advertisements. These methods tend to use static or immovable structures that may be less effective in capturing the attention of a market that is constantly in motion. The main idea behind mobile event marketing is going to the customer rather than waiting for the customer to find the company. This modern type of marketing tries to optimize event exposure by delivering marketing materials and messages directly to a larger audience. Companies have placed their ambassadors to market events in venues such as street fairs, festivals, shopping malls, and supermarkets.

Man with hands on his hips
Man with hands on his hips

Mobile event marketing can be tailored to meet nearly any business's or venue's budget. For example, a community event organizer can mount a magnetic sign to each side of his vehicle that clearly states the date and location of the event, as well as where people can find more information about it. Every person that he passes can quickly glance at his magnetic sign and commit the event, date, and Web address to mind. Advertisements for colleges, Broadway musicals, and movie premiers are splashed across public buses in many cities. These large vehicles bring the event to the eyes of a large number of potential customers as they traverse the public highways and commuter routes.

Large corporations have spared no expense with mobile event marketing by customizing over-sized tractor trailers as traveling advertisements for their products and events. These vehicles not only boldly use their large size as moving billboards for the products and events; they also meticulously appoint the interiors to replicate locker rooms, arenas, or similar venues where they can invite their customers to experience and embrace their product lines. Some businesses have used this type of mobile event marketing to test their products in new regions by allowing customers to shop in mobile versions of their showrooms.

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