Purchasing Power, a voluntary employee benefit brand, for the first time leveraged experiential marketing with a mobile tour to engage clients and customers using its purchase program and financial support services as well as prospective clients. The tour traveled in a “Fueling Financial Wellness @ Work”-themed 45-foot branded coach, launching May 31 at Purchasing Power headquarters in Atlanta and hitting Charlotte, NC, Washington, D.C., Harrisburg, PA, Minneapolis, Cincinnati, Louisville, KY, Nashville and New Orleans. The tour wrapped on June 21.
“This is something very new to us and we have not done anything like it before,” says Margaret Holm, director of b-to-b strategy and operations, Purchasing Power. “We often say there’s nothing better than face-to-face interaction. We deal with our customers every day, so being in front of them is so powerful.”
At each stop, brand ambassadors set up an activation footprint outside the coach, including a tent, a prize wheel, big-branded custom frames for photo ops and product information including a demo of the company’s new “text to enroll” concept. Prizes ranged from mini fans to 10-percent-off coupons, gift cards and t-shirts. And if those didn’t entice visitors, there was a sweepstakes offering grand prizes including a seven-day cruise to the Bahamas for two, a 55-inch television and an Apple MacBook Pro. For every entry, Purchasing Power made a financial contribution to its charitable partner Junior Achievement, which teaches kids about financial wellness and money management. Purchasing Power also gave out food in each market that represented a theme or culinary specialty, like local gourmet donuts handed out on National Donut Day at one client’s employee summer kickoff picnic in Charlotte.
In addition, financial wellness coach Alok Deshpande, author of “Fuel: The Most Important Number in Your Financial Life,” gave seminars on-site and offered free copies of his book. Account managers engaged with clients and customers, as did members of the executive team. To amplify the tour, Purchasing Power booked Deshpande on local television for five-minute spots in several markets to offer consumer tips on getting better control of their finances and credit scores. The company also Facebook Live-streamed the kickoff in Atlanta, including a “champagne christening” of the coach, which generated 15,000 live views.
Among results, Purchasing Power recorded more than 1,000 unique hits to its website during the tour and more than 400 sweepstakes entries. Purchasing Power was also able to secure two key meetings with prospective clients due to the buzz and visibility generated from the tour. Build: Creative Coach Solutions, Atlanta.