TSC Follow Us to the Fair Tour

TSC Follow Us to the Fair Tour

Challenge

Tractor Supply Company—a rural lifestyle retailer with over 1,800 stores in 49 states—wanted to continue engaging in the experiential marketing field in a way that connected with their core customer base: recreational farmers and ranchers who enjoy the rural lifestyle, as well as tradesmen and small businesses. The continuation of the tour needed to meet several KPIs:

  • Acquire customer and prospect data for future marketing use.
  • Increase brand awareness and preference of TSC and incorporating the “Life Out Here” message.
  • Increase usage/trial of TSC.
  • Continue to build relationships with stores and local communities, including FFA and 4-H.
  • Generate media impressions.

Solution

  • TSC continues to partner with Pro Motion with the "Follow Us to the Fair" Tour.
  • Each year the tour stops in many state engaging consumers at state and county fairs, festivals, and Tractor Supply Company locations.
  • The 50'x60' footprint is transported in a 38' branded trailer with a rooftop sign. Guests are encouraged to participate in many different family friendly activities that are sponsored by Tractor Supply Company's vendor partners.
  • Pickles, the Runaway Pig Lasso Game returned this year, and was joined by Moose, a taxidermied rodeo bull for photo opportunities. Activities also included the Purina “Feed the Animals” beanbag toss game, and the Shell High-Striker.
  • Lifestyle brands Purina Pet Food, Purina Animal Feed, Ariat, Carhartt, and several others joined the tour as sponsors, adding to the authenticity and excitement of the events.
  • Fun, interactive stage games included “Thundergun” lug-nut races, egg-and-spoon races, bowling, and much more.
  • New to the program was an award ceremony at each fair honoring 4H and FFA students who won a Good Neighbor Essay Contest sponsored by Tractor Supply Company.
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