TSC Follow Us to the Fair Tour

The Challenge

Tractor Supply Company—a rural lifestyle retailer with over 1,700 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

The Solution

  • TSC, again, partnered with Pro Motion to continue the “Follow Us to the Fair” tour for a third year, reaching state and county fairs.
  • The tour activations visited state and county fairs in 10 states over 19 weeks between June and October:
    • Macon County Fair
    • Wapello Co. Regional Fair
    • Woodford Co. Fair
    • Big Butler Fair
    • Wolf’s Corner Fair
    • Trumbell Co. Fair
    • Perry County Fair
    • OH State Fair
    • Preble County Fair
    • IL State Fair
    • KY State Fair
    • NY State Fair
    • MN State Fair
    • Pottawamie County Free Fair
    • White Co. Fair
    • OK State Fair
    • Titus Co. Fair
    • State Fair of Texas
  • The 2400 square foot footprint included a stage (for fun games including the Carhartt Clothes Relay, Scott’s Miracle Gro Soil Sprint, and many more) and a 10′ x 10′ tent housing register-to-win kiosks for a sweepstakes that included prizes such as a Carry-On trailer, Ariat footwear, and coupons for free Purina products.
  • 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.

“I had high expectations for our partnership from our first phone call – and your team is delivering on every one. You are great partners and we can’t say enough good things about you all. So happy we are working together.”

Tractor Supply Company

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