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

  • 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