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Agencies And Marketers Discover Food Trucks Can Deliver More Than Food

By  Experiential Food Truck Rental

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“Heinz’s truck, offering free fries, began its trip in Pittsburgh, then visited New York. Other stops are Philadelphia and Dallas”.

When the Heavenly Mountain Resort in Lake Tahoe, Nev., wanted to promote its ski passes this season, it bypassed the usual advertising media like billboards, radio and print ads and instead chose a truck filled with snow cones driven by two improv actors to publicize its message.

For Heavenly, the idea to distribute snow cones from a truck was simple: “We’re going to give you a little bit of the mountain,” said Michael Chamberlin, the executive vice president and director of client services at BBDO San Francisco, which created the campaign for the resort.

That strategy — pairing a brand’s message with of all things, a food truck — has been increasingly employed in recent months, with major advertisers using trucks as rolling sandwich boards while advertising agencies issue the call to food truck marketing companies, like Experiential Food truck rental out in California. They provide food trucks to participate in brand-sponsored events.

Food trucks selling things like falafels and waffles have grown in popularity in cities like New York, Los Angeles and San Francisco, and advertisers now see them as a vehicle for delivering their message directly to consumers.

“All the companies that are involved in this understand the power of this guerrilla-type marketing, being on the street, being very hands-on with the consumer that’s walking around,” said Beth Lawrence, the chief marketing officer of La Cense Beef, whose La Cense Beef Burger Truck has been used in many events in Manhattan since the summer.

The challenge with buying traditional media, said John Wagnon, the vice president for marketing at Heavenly, one of the properties of the Vail Resorts group, is “paying for eyeballs of people who have no interest in what you’re trying to sell.”

The food truck campaign is the first assignment by Heavenly for BBDO San Francisco, part of the BBDO West unit of BBDO Worldwide, owned by the Omnicom Group.

The resort’s truck, outfitted with iPads and large televisions showing skiing and snowboarding films, will promote a $379 ski season pass at locations around the San Francisco Bay Area through Dec. 15.

Visitors can buy a pass at the truck itself or they can collect a card and visit a Web site for more information. The actors driving the truck will also create video content that will be posted to a blog and Facebook page associated with the campaign.

“It’s like a mobile billboard on steroids,” Mr. Chamberlin said.

Ms. Lawrence said that La Cense Beef started getting calls from advertising agencies at the end of the summer and credited it to the media attention food trucks have gotten, including a mention in New York Magazine’s list of 25 of its favorite food trucks in New York City. According to the 2011 Zagat New York City restaurants survey, 26 percent of respondents reported eating from gourmet food trucks while 40 percent expressed interest in trying them.

In November, the La Cense Beef Burger truck was hired by Team One, a division of Saatchi and Saatchi, for a private event on behalf of Lexus. In October, it was hired by IAC to participate in the Vimeo Festival + Awards event. In June, the 94×50 agency used the truck for a private event on behalf of Nike.

“They like the brand, they like the positioning and they like the fact that the meat is coming from the ranch,” William Kriegel, owner and founder of La Cense Beef, said of the grass-fed beef used to make the hamburgers sold on the truck.

At the 11th annual New Yorker festival this fall, HSBC bank used six independent food trucks to promote its first sponsorship of the event.

The trucks — Rickshaw Dumpling, Schnitzel & Things, Wafels & Dinges, Bistro, NYC Cravings and Van Leeuwen — were wrapped almost entirely in an HSBC ad campaign and each featured a special dish created for the event. Rickshaw Dumpling, for example, created a Peking duck dumpling, while Van Leeuwen offered pumpkin ice cream to visitors.

HSBC customers who showed their bank cards at any of the trucks were given special treats like a free drink of Moroccan mint tea at the Bistro truck and a free scoop of ice cream on a waffle at Wafels & Dinges. HSBC also branded the napkins used in the trucks.

But some brands prefer to create their own food truck instead of hiring an independent operator.

To promote its new product, Heinz Dip & Squeeze Ketchup, the H.J. Heinz Companybought a used truck and added a custom kitchen that included double-stacked convection ovens, food warmers, sinks and a freezer. The truck was then branded with a custom wrapping that displayed the “Heinz Ketchup Road Trip” message along with the relatedTwitter handle and Facebook page address.

The company hopes to capitalize on the growing familiarity with food trucks, said Jessica Jackson, the group head of public relations and communications at Heinz North America. The redesigned ketchup packets were also a perfect fit for a food truck, Ms. Jackson said.

“Since it was really made for eating on the go, we wanted to create an environment where people could experience it on the go,” she said.

The road trip began in mid-November in Pittsburgh, the company’s hometown, spent the Thanksgiving holiday in New York City and will make its way to Philadelphia with a final stop in Dallas. At each stop, visitors get a free serving of Ore-Ida crinkle cut fries or Ore-Ida sweet potato fries and a packet of the Dip & Squeeze Ketchup.

The company will also give away promotional T-shirts to people who have participated in one of the social media parts of the campaign. For example, the first 20 people who arrive at the truck showing on their smartphone that they have “checked in” to the “Ketchup Road Trip” on Foursquare or who post their preference as “dippers” or “squeezers” on Facebook or use the Twitter handle @DipAndSqeeze to announce their preference are also eligible for a free T-shirt.

Most food trucks, corporate or not, use social media tools like Twitter to post their location to their followers, and now Zagat, the restaurant guide, has gotten into the game. In early November, Zagat announced a food truck Web site that features a map with the location of the food trucks that it partners with. They are also conducting a survey of the best food trucks in New York.

To learn more about using food trucks for brand marketing and promotions visit:

www.experientialfoodtruckrental.com  

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Using Advanced Tech to Measure Customer Experience

Companies that can differentiate themselves will be the ones that can derive value and drive customer engagement based on data analysis of emotional responses. – using-advanced-tech-to-measure-customer-experience.

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By Krishnan Ramanujam

Think for a moment of the last time you shared a negative experience on your social channels, or when you conducted research from your mobile device before making a purchase in a store. More likely than not, these actions are second nature to you as they are for most consumers who consider multiple personalized touch points with a brand or product—including online, social, mobile, in store, etc.—to be the norm.

And it is.

However, for businesses, regardless of industry, this shift in customer communications is transformational. It is compelling companies to redefine traditional business and customer experience (CX) strategies in order to enable faster scaling, real-time engagement, and new innovation models that will retain and build customer loyalty.

 

The key is to identify what makes each individual consumer tick by understanding their personal experience, feedback and preferences, and then standardizing that experience across all touch points to meet that customer’s expectations. It may sound like a daunting task, but, in many ways, the hard work has been done. Consumers are already talking with brands; it’s just a matter of listening to what they say.

Today’s customers are providing businesses with a treasure trove of rich, real-time data, and the latent power of that information is immense. It should be used to inform business strategies and, more importantly, is an opportunity for companies to make educated deductions about how their customers’ needs will evolve in the future so that they can plan accordingly and improve customer retention.

The data that companies are mining is not just objective or transactional. It is emotional and includes highly subjective opinions from customers who are expressing either satisfaction or dissatisfaction with their experience with a company or product. This subjective and emotional feedback is the most critical for companies to note.

In fact, our customers have told us that the “voice of the customer” is ranked highly as both a short- and long-term priority for their businesses because it affects key business goals, including customer retention and revenue growth. It will become even more important in the coming years as brands compete for customer loyalty in an increasingly crowded market. The companies that are able to differentiate themselves will be the ones that are able to derive value and drive customer engagement based on data analysis of both subjective and emotional responses.

In order to do this effectively, companies must first strengthen and refine existing data-mining efforts. Here are two guidelines for achieving that:

· Ensure that the back office is fully integrated with the front office (or the consumer touch-points and interfaces) to provide a seamless customer experience.

· Standardize all data being collected in order to translate subjective (emotional) data to objective (actionable) information.

With these tasks accomplished, a brand can then identify the CX pain points it needs to address. Businesses can leverage this data to predict future responses to situations, products or services, and through sophisticated and automated analysis, can identify ways to deliver improved solutions for their customers.

For example, in the commercial banking sector, customers are faced with a variety of options and opportunities. Banks must aggressively differentiate themselves, and many are adopting CX programs that focus on driving customer loyalty.

Consider this client, a global retail and private bank that wanted to change the overall customer expectation of banking for its more than eight million customers serviced via an extensive branch network, online channels and customer call centers. The bank acknowledged the pressing need to develop a CX strategy that was capable of monitoring the conversations currently occurring, evaluating customer feedback and opinion, and standardizing experiences across platforms and geographies.

By tapping into the advanced technology tools available to them, this global bank created a 360-degree view of the customer that was focused on not only acquiring and engaging new customers, but also on activating, sustaining and retaining existing customers. The bank created a repository of all customer data, which was then mined to create personalized offers and recommendations saved to a customer portal that was available to all bank employees.

This approach ensured that regardless of the point of contact, customers would get the same level of service and receive a consistent message that was tailored specifically to them. The result was an enhanced customer experience, which drove loyalty for the bank’s brand.

This is just one example of how companies can harness the power of technology in order to build customer loyalty through personalized experiences. Looking ahead, it will be increasingly important for companies, regardless of who their customers are, to tap into this data to stay ahead of the competition. When done correctly, the value of a personalized, data-driven approach to customer engagement is immeasurable.

See more at: http://www.baselinemag.com/crm/using-advanced-tech-to-measure-customer-experience.

 

 

 

 

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Guerrilla Marketing Vs. Viral Marketing

Guerrilla marketing is the art and science of breaking conventional marketing rules, bypassing traditional outlets and using uncommon sense to reach people with marketing messages. Viral marketing can be loosely defined as digital word-of-mouth marketing. Both strategies can be more cost efficient than traditional techniques and can reach consumers in ways that connect with them in more personal and memorable ways. Understanding and applying these strategies in your marketing campaigns can provide distinct competitive advantages.

Guerilla Marketing

The term “guerrilla” comes from guerrilla warfare, in which soldiers use quick, unexpected attacks followed by fast retreats rather than fighting for prolonged periods out in the open. Like guerrilla warfare, guerrilla marketing messages appear seemingly out of nowhere, making a big impression on onlookers before quickly disappearing. This differs from traditional marketing tactics such as billboard or magazine advertising, which place messages in front of consumers for extended period in ways consumers have learned to tune out.

 

 

 

Viral Marketing

Viral marketing gets its name from the way in which physical viruses spread, which each individual unit replicating ceaselessly, creating exponential growth. A viral marketing campaign relies on social media sharing and other online word-of-mouth tactics to reach large numbers of people through their friends and contacts. A viral marketing campaign presents messages that consumers cannot resist sharing with their friends, who in turn share it with more people, fueling the cycle of exponential growth.

Examples

Flash-mobs are an example of a guerrilla marketing tactic. In a flash-mob, a large group of people infiltrates a public area, initially blending in with bystanders. Then the group acts out a skit or performs a song and dance to promote a marketing message to the surprise of everyone around. Mobile billboard trucks are another example of effective guerrilla marketing. Billboard trucks can display advertisements virtually anywhere, quickly moving on to cover different areas, even advertising right in front of competitors’ places of business.

Movie studios are providing numerous examples of successful viral campaigns, creating fake newscasts, websites and stories to generate buzz about future releases. Prior to the release of “The Dark Knight” in 2008, for example, Warner Brothers created a fake political campaign website for Harvey Dent, a character in the movie, providing fans with sharable campaign posters and other tools to spread the hype.

Tactics and Costs

Guerrilla marketing tactics cost a bit more than viral techniques in most instances. Guerrilla tactics can require more people, incurring higher labor costs, and can include the cost of physical media such as signs, vehicles and props. Viral campaigns, on the other hand, can be simple enough for a single person with a laptop and an Internet connection to produce. Viral campaigns truly level the playing field in terms of financial requirements, whereas guerrilla campaigns can be cost prohibitive to companies with smaller budgets.

Integrated Marketing Strategy

Integrated marketing strategies can be more effective than those that focus on a single set of tactics. Using guerrilla marketing techniques to create viral marketing campaigns can leverage the power of both of these innovative strategies at once. To create a guerrilla/viral marketing campaign, create a truly memorable and irresistibly sharable real-life component and turn that component into something sharable on the web. For example, rather than simply performing a flash-mob, consider filming the flash-mob and sharing it among your social media followers.

 

by David Ingram,

 

Just bring us your promotional vehicle idea big or small, and we will push the creative envelope as to what theses’ mobile vehicles can do. For many years food truck marketing have gone from a maybe afterthought, to an agencies clients overall marketing and promotions plan to literally a driving component in their marketing and promotions tours and campaigns. The mobility and creative ability to expand your clients marketing foot print lends itself to many marketing and promotions applications, with the recent national food truck craze the consumer is already intrigued with the food truck concept and are open to experience what theses food trucks and ice cream trucks can offer.

 

 

 

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Difference Between Traditional Marketing & Experiential Marketing

Marketing isn’t as simple as putting out a bunch of ads for your small business. Marketing plans require multiple tiers and approaches to achieve maximum effectiveness and to attract the most customers. Traditional and experiential marketing are two different schools of marketing thought; both are effective and can be used in conjunction with each other.

Traditional Marketing

Traditional marketing comprises those advertisements and promotions typically associated with marketing. Billboards, flyers, and television commercials are all examples of traditional marketing. These methods are effective in getting your name and your mission to the public, but attaining a personal touch is difficult through traditional marketing.

Experiential Marketing

As the name suggests, experiential marketing focuses on the experiences and the emotions of the customer. Experiential marketing allows customers to take ownership of a product’s marketing because they have an emotional investment in that product. Demonstrations and taste tests are common examples of experiential marketing; they draw customers to the product, give them a reason to remember the product and, hopefully, customers will give a good recommendation to their friends.

Traditional Vs. Experiential

The difference between traditional and experiential marketing may be considered a battle of old versus new philosophies, which is both true and untrue. Companies have used both traditional and experiential marketing for decades and will continue to do so in the future. However, as companies attempt to keep their costs down, experiential marketing is a more viable option. Instead of paying for a newspaper ad that is only useful for one day, a company can spend that same money to reach a group of customers that can market the product on the company’s behalf.

Traditional and Experiential Marketing Online

A good way for a small business to increase its profile is to use the Internet for both traditional and experiential marketing. Companies can do traditional marketing via e-mail mailing lists and banner ads while taking advantage of social media for experiential marketing. Using Facebook and Twitter can help people to get involved with your company and feel like they’re a part of your growing business. Furthermore, using social media is much cheaper than paying for traditional marketing conventions, allowing greater reach at a discounted price. However, experiential marketing through social media requires that you relinquish some control over your message, which conflicts with the tenets of traditional media, so factor this in as you consider your social media marketing endeavors.

 

by Bryan Berg,

 

 

For many years food truck marketing have gone from a maybe afterthought, to an agencies clients overall marketing and promotions plan to literally a driving component in their marketing and promotions tours and campaigns. The mobility and creative ability to expand your clients marketing foot print lends itself to many marketing and promotions applications, with the recent national food truck craze the consumer is already intrigued with the food truck concept and are open to experience what theses food trucks and ice cream trucks can offer.

 

 

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What is Experiential Marketing?

As a unique approach to the task of marketing goods and services, experiential marketing is a concept that integrates elements of emotions, logic, and general thought processes to connect with the consumer. The goal of experiential marketing is to establish the connection in such a way that the consumer responds to a product offering based on both emotional and rational response levels. Here are a few of the basics of experiential marketing, and how this process can often succeed when other marketing strategies fail.

Appealing to a variety of senses, experiential marketing seeks to tap into that special place within consumers that has to do with inspiring thoughts about comfort and pleasure, as well as inspiring a sense of practicality. This means that the marketer needs to have a firm grasp on the mindset of the target audience he or she wishes to attract. By understanding what the consumer is likely to think and feel, it is possible to get an idea of how to steer the customer in a direction that will relate with the product, and entice individuals to act on that impulse to purchase.

In order to engage in experiential marketing, it is necessary to engage as many of the senses as possible. Striking displays with powerful visual elements, such as websites, and visual media such as print ads should not only be visually appealing, but also conjure up daydreams of locales and reminders of sensations that are enjoyable to the individual. When used to create customer experiences of this nature, a sense of rapport between the product and the consumer is established that helps to make the good or service more desirable with each encounter.

Because experiential marketing connects with the consumer on multiple levels, the strategy is ideally suited for contemporary sales and marketing campaigns. Shortened attention spans demand that any ad campaign make a quick impression, or the opportunity to engage the consumer will quickly pass. While thirty second ads on radio and television once had a great impact, many people now use modern technology to avoid this sort of marketing approach.

This means that ads on the Internet, in print media, and on modern billboards must immediately catch the attention of prospective clients and hold that attention long enough to make an impact. Experiential marketing holds the key to making this happen. By appealing to all the senses, and making the connection quickly and seamlessly, this approach to the marketing task ensures that businesses can still attract and satisfy the needs and desires of consumers.
CREATE AND ENGAGE:
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What is Experiential Food Truck Marketing?

Experiential Food truck Marketing typically refers to an interactive way whereby consumers can interact with brands in a manner that creates a personalized and memorable experience. Also referred to as “engagement marketing”, “ food sampling”event marketing”, or “participation marketing”, Experiential Food Truck Marketing often relies on a live event whereby the host can engage directly with its consumers – drawing on multiple senses and emotions to dramatically stimulate a memorable life experience with their customer base.

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As a communication philosophy, experiential food truck marketing aims to move beyond traditional “feature and benefit” marketing, that has past focused on mass communication techniques that often go to a wide audience that may not be universally relevant to receive the message. Experiential Food Truck Marketing presents an experience that your customers can choose to attend and participate in, ultimately engaging them in a dialogue and two-way cooperative interaction that heightens the quality and reception level of brand exposure.

 

Experiential Food truck Marketing means generating personal experiences that help people better connect to a brand, allowing them to make meaningful and informed purchasing decisions. It’s the difference between telling people about the unique features of a product or service, and letting them experience the benefits first hand.

While Experiential Food truck Marketing can create lasting associations with your brand and product offerings, it also opens up new consumer data for market research that was not always previously accessible. Through interactive events, you get to experience firsthand how a consumer reacts to your brand and messaging, and how they interact with your product after making the equivalent of a purchasing decision. The foundation of experiential food truck marketing is connected meaning and relevance, and being able to immediately measure that brand experience to improve and expand upon future horizons.

How can your organization use Experiential Food truck Marketing to stimulate lasting memorable experiences with your consumer base?

 

For more information on Food Truck promotions and Marketing send an e-mail to: sales@experientialfoodtruckrental.com

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Experiential Food Truck Rental/ 2014 U.S. Supermarket Experience Study

The Retail Feedback Group (RFG) released the 2013 U.S. Supermarket Experience Study.

In its sixth year, the study found that supermarkets continue to generate high satisfaction among their shoppers, scoring an average of 4.45 on a five-point scale, where five is highest. Doug Madenberg, RFG Principal commented, “The supermarket channel continues to show strength in cleanliness, cashier friendliness, checkout experience, sales promotions, grocery variety and fresh foods. This results in a high degree of overall trip satisfaction among shoppers, coupled with nine out of ten of shoppers indicating a willingness to recommend their primary store to other shoppers. Our research also illustrates the importance of a fun and exciting shopping environment but not to the detriment of speed and value.”

Interplay of Exciting Environment, Fast Checkout and Value

Just two out of ten shoppers indicate that their primary store “absolutely” provides a fun and exciting environment. Those shoppers gave their store very high satisfaction marks of 4.78 on a 5-point scale. Conversely, shoppers who don’t believe their store provides a fun experience gave a low satisfaction rating of 3.95. Seasonal items and displays are identified by shoppers as the number one way to create a more exciting destination, followed by sampling and frequent new item introductions.

While retail excitement is important and can provide significant benefits, the fundamentals of facilitating a fast shopping trip and offering value remains key. When considering a fun and exciting experience against a fast trip, shoppers allocate an average of 5.95 points out of a maximum of 10 to the need for speed (versus 4.05 for fun). When weighing a fun and exciting experience against value/low prices, affordability wins out with an average point allocation of 7.91 versus 2.09 for experience. These findings clearly reinforce that supermarkets must focus on the basics right alongside building an exciting shopping experience.

Brian Numainville, RFG Principal indicated, “The satisfaction rating gap, based on whether or not a store provides a fun and exciting environment, illustrates ample room for supermarkets to improve in-store theater to help win shoppers. At the same time, supermarkets must not lose sight of the necessity for a fast trip and value/low prices as part of this equation – it’s the interplay of these three factors that appeals to shoppers.”

Technology and Social Media Provide Opportunities

Nearly half of all grocery shoppers own smartphones, with a much higher concentration among younger shoppers. Consumer predictions for “very likely” use in the next year include leveraging smartphones to save through digital coupons (42 percent), access weekly sales items (38 percent) and make grocery lists (31 percent).
Supermarket shoppers regularly use Facebook (71 percent), Twitter (21 percent) and Pinterest (18 percent). However, just 24 percent of grocery store shoppers are friends with or connected to their primary supermarket. At the same time, many would be very willing to try a new recipe/meal (40 percent) or purchase a new food item (34 percent) based on recommendations from their social network.
Just one in 10 shoppers cite a high likelihood of using their primary store’s website for pickup or home delivery instead of going to a physical store to buy groceries.

Brian Numainville, RFG Principal, noted, “Supermarkets must be in sync with today’s technology and social media tools in order to build a relationship with shoppers. Considering social media, for example, there is a significant opportunity gap between use by shoppers and a connection with their primary supermarket.”

Out of Stocks Remain Critical to Satisfaction

Supermarket satisfaction among shoppers unable to find all items they had planned to buy on their shopping trip averaged 4.08 on a five-point scale, compared with 4.47 among shoppers who did find all items. The survey also found that out-of-stocks may cost retailers sales, with 46 percent of those shoppers going or planning to go to a different store to purchase the item; 38 percent foregoing the item; 18 percent buying a different item at the store instead; and 13 percent buying a different brand or size.

Store Department Satisfaction Ratings Show Strengths and Opportunities

The supermarket continues to show strength in store cleanliness, the top scoring attribute on the survey.
Highest satisfaction in the perimeter departments are found in dairy/frozen, meat and produce. Prepared/takeout food and seafood offer opportunities for improvement, receiving the lowest marks.

Grocery variety receives the top score for variety in departments across the store. The biggest opportunity presents itself in growing areas like variety in natural/organic products, ethnic/international items, and locally-sourced items.
Cashier friendliness, the second highest scoring area, along with strengths in overall checkout experience and bagging, illustrate the edge supermarkets have at the final point of the customer transaction.

The majority of supermarket shoppers patronize the most conveniently located store. Top reasons for bypassing one or more stores are quality and variety of fresh foods, lower prices in general, and promotions and specials for specific items.

Shoppers Still Primarily Review Print Sales & Advertising Vehicles

Nearly three-quarters of shoppers use some form of money-saving measure during their visit to the supermarket. The printed, home-delivered circular remains the most frequently used measure (76 percent), followed by printed coupons (35 percent) and in-store promotions (28 percent). Electronic circulars and store/website coupons register 24 percent and 23 percent, respectively.

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