So you are out in the streets, spreading the word about your brand; face to face marketing allows you to directly impact your consumer. Your street team is distributing samples to everyone around and they are generating excitement about your brand. This is great, but have you thought about a way to incorporate a charitable focus to your program? Have you taken the time to think about how you will give back to the community?
Street Teams and Mobile Tours are great vehicles to help activate a charitable sponsorship, leverage volunteers or give back to the community. Incorporating a charitable component into your experiential marketing program will help to increase the PR opportunities and leave consumers with a favorable impression of your brand. Below are two examples of how Pro Motion’s clients have incorporated a charitable focus into their event marketing programs.
- gmc Uplift Someone Tour – gmc, formerly known as the Gospel Music Channel, re-routed their mobile tour schedule to spend some time in Tuscaloosa, AL and Joplin, MO this year. Both cities were devastated by tornados and gmc wanted to help. They spent the day passing out water and food to the community. Brand Ambassadors were focused on “Uplifting” the residents of these disaster stricken communities with this visible vehicle tour.
- Dr Pepper Snapple Group Summer Sampling Program – Dr Pepper Snapple Group Street Teams have been sampling throughout the St. Louis region all summer. Brand Ambassadors distribute free samples of Sun Drop and HyDrive. The brand realized this was the perfect opportunity to give back to the community by thanking consumers at the Susan G. Komen Race for the Cure, the Feed the Need Benefit Concert and the Tour de Cure by rewarding participants for their efforts with free and refreshing samples of Sun Drop and HyDrive.
Use these tips and examples to help inspire you to add a charitable component to your next experiential marketing program. What is your favorite charity or nonprofit? What provides a good tie-in with your brand? What major event has affected the people in your community? Select a relevant cause and use your event marketing program to not only make an impact on your sales but also a positive impact in the community.