TSC Follow Us to the Fair Tour
tractorsupply
Tractor Supply Company scaled

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

  • RTSC, again, partnered with Pro Motion to continue the “Follow Us to the Fair” tour for a third year, reaching state and county fairs.
  • REach year the tour stops in many state engaging consumers at state and county fairs, festivals, and Tractor Supply Company locations.
  • RThe 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.
  • RPickles, 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.
  • RLifestyle 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.
  • RFun, interactive stage games included “Thundergun” lug-nut races, egg-and-spoon races, bowling, and much more.
  • RNew 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.

Did you know…

79% of experiential marketers say in the coming years, live events will become increasingly important to their organizations’ success.

2018 State of Experiential Marketing Study