Olympus Onsite Tour Elevates Mobile Marketing Tech
Sixteen months after president/coo Mark Gumz decided a face-to-face program would help sell more product, Olympus OnSite hit the road.
Not only does the program push the technological foundation of mobile marketing to a new threshold, but it pushes the very utility of the tactic. OnSite takes a collection of cutting-edge medical technologies direct to doctors, researchers, and administrators at top hospitals and trade events. The triple slide-out 53-foot trailer is pulled by a modified Peterbilt 387. (The extended chassis supports a 100 kilowatt generator, which has enough juice to power 30 residential homes.) As prospects enter, they find themselves in a semi-functional operating room environment (fully functional when sterilized). In another area, blood analyzers and research-grade microscopes provide lab technicians and researchers with a look into the future. Although Olympus uses the tour primarily for b-to-b products, the truck features the company’s consumer items in an interesting bid to paint a full portrait of the brand.
““When people enter, the environment—design, lighting, audio and visual, etc.—engages the visceral senses, allowing for a high level of cognitive engagement,” says Steve Woods, president of Portland, ME-based emg3. “That’s what sells.”
The trailer has a slide-out hospitality suite located in the nose of the vehicle, complete with plasma screens, couches, and a kitchenette. There is a privacy window that with the flick of a switch goes from frosted to clear in a millisecond. An onboard conference area allows Olympus sales reps to close deals with top prospects, while satellite uplink and video conferencing capabilities offer additional education and sales-generation tools. Olympus technicians and sales reps meet the truck and provide the direct face-to-face communication with prospects and customers.
Annualized return on the investment is expected to top 228 percent. Field sales conversion rates shot up 24 percent while sales cycle time dropped by three months. “Our customers have responded,” says Gumz. “We’re averaging six visits a week, and people can now really see what we’re all about.”