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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