Here we are, 4 months later! And like many, it’s taken that amount of time to settle into the idea that a return to “normal” will take longer than we hoped – for us specifically, in that many people will continue to work from home this year and event marketing will be limited. Alas, it […]
To wrap up our series on Event Marketing & Experiential during Coronavirus, we look at the automotive industry, which has been greatly affected by the suspension of live events – everything from major sport and concert sponsorships, auto shows, typical ride-n-drives…all the way to many less dealership visits.
While restrictions continue to last longer than we hoped, we do believe office buildings may offer one of the few places that larger numbers of target customers will gather be it in 2020 or 2021, making it one of the only venues suitable for vehicle display events. Most likely, large but compact suburban office parks will be the most feasible option to maintain social distance and avoid crowds.
As with all of our events, a key advantage to placing a vehicle display at an office building is that A) you need fewer, if any permits, and more importantly B) you take advantage of all of the on-site Integrated Marketing that can provide vehicle info, drive-to-web, incentive information and an opportunity for data capture/survey.
Events At Work can help you brainstorm how to run the most effective workplace static vehicle display with social distancing – for instance offering a generous incentive for visitors to photograph a QR code on signage next to the vehicle to register as a participant. Maybe a larger incentive for following through with a test drive at a dealership. A social media tie-in could work well too.
Email holly@youreventsatwork.com if you’d like to discuss more!
In our recent post about Event Marketing Health & Safety after Coronavirus, we discussed how for the foreseeable future, venues & participants will require safe event spaces while we get used to close human proximity again. But even with the best measures, we may need to look to contactless ways to sample for the rest of 2020 and into 2021.
One people start returning to their office buildings, Events At Work will offer our Workplace Product Sample Delivery Service. You can either drop or deliver product samples directly to office buildings and the companies inside, for placement on employee desks. As restrictions ease further, we can place product in the breakrooms/refrigerators.
This program includes our Added-Value Integrated Marketing such as company email blast to announce the sampling & product, and the ability to place collateral/coupons with the samples. Clients may also choose to collect post-sampling feedback, which can be helpful for product launches or to generally create an additional touch-point. Events At Work can provide survey & analytics services if needed.
Please reach out to holly@youreventsatwork.com to learn more!
Continuing our series on Event Marketing during Coronavirus we are hopeful that Mobile Marketing Tours will be a live event format we could see running in 2020 (and we hope definitely in 2021!) as it best allows for social distancing and brief interactions. With a mobile marketing tour, the event staff can stay contained inside the tour vehicle, handing out (sanitized!) product and collateral to participants from a safe distance. Further, the 6′-distanced ground tape that we are all getting used to should be used for crowd control.
To be extra pre-cautious, clients can use our Integrated Marketing platform as a means for office professionals to reserve a time to participate, via a QR code or weblink. We will work alongside office building operators to come up with a crowd-control plan that meets their requirements, while still ensuring the success of your event.
While a lot remains unknown at this time, we do continue to foresee office buildings being one of the few places that there will be larger groups of people that can see and participate in a brand activation later this year and into 2021 – so as long as all safety precautions are in place. As always, we do not charge a fee to reach out to our office building partners to seek approval to host an event – therefore there is no obligation to see what we can come up with. Availability will vary by market. Please reach out to holly@youreventsatwork.com to discuss the potential opportunities available.
Workplace EV and HEV test drives and vehicle displays are a win-win for automakers and office buildings alike. As a matter of fact, office buildings are so green-friendly and eager to promote green initiatives to their tenants that they proactively ask us for more electric vehicle test drives at their office buildings! Earth Day and National Drive Electric Week are always popular times.
EV & HEV Automakers find 3 key advantages to hosting workplace test drive and vehicle display events at office buildings:
1) Qualified Demographics
Naturally, office buildings are one of the few venues that guarantee most of the audience generally has vehicle purchasing power. Given this as a baseline, Events At Work uses it’s database of 3,400+ US & Canadian office properties to hone-in on more specific target demographics of any automaker/model, like higher HHIs, Millennials, etc.
2) Green-Minded Buildings
Most office buildings already have EV chargers installed, illustrating how keen this venue is on promoting green initiatives to tenants, including a green commute. That’s in part, because attaining the highest-level Energy Star and LEED certifications are a gold-standard in commercial real estate, and we can secure those buildings for our clients. Through their enthusiasm, we are also able to utilize ample Integrated Marketing platforms at each location, as buildings want all tenants to be aware of and participate in their Green event. And, it works – we always see excellent automotive event results, alongside thousands of additional brand impressions generated by our Integrated Marketing.
3) Green-Minded Companies & Employees
In addition to targeting the greenest office complexes, we also provide automakers with access to corporate campuses of companies that are known to be environmentally conscious, or have more employees in industries or with demographics that generally lend to green-friendly choices. An industry that is often requested by our EV clients is Techonology.
Please reach out to holly@youreventsatwork.com to discuss how we can support a successful EV workplace test drive or vehicle display tour at office buildings.