Tech Tours in the US
Beyond the work we do in EMEA we keep a keen eye on truck tours around the world. Two B2B tours in particular caught our attention in the US recently. Freescale and Atmel are using roadshow truck tours to increase face-to-face interactions with customers but in quite different ways. The approach focuses on education and valued add and the results are very impressive seeing major increasing in customer visits and huge cost savings.
With underperforming events and exhibitions coupled with the need to provide hands on training Atmel opted to interact with their heavily dominated male design-engineer audience in the form of a show stopping roadshow truck that boasts over 900 square feet of interior space. Able to house 35 attendees at a time in a classroom setup, their vehicle was appointed with enough comforts and Internet connectivity to keep people content for the eight-hour training sessions that would take place inside. Wrapped in couldn't-miss Atmel-blue graphics, the massive tractor-trailer also doubled as a moving billboard sure to raise brand awareness even between event stops.
The chip firm has been turning heads at conferences and events all over the US. It’s a full-sized roadshow truck that houses what Freescale calls its "Internet of Tomorrow" technology showcase. In addition to the key industry event the roadshow truck also travels to customer sites and universities. Freescale engineers are on hand to guide tour groups of up 15 people at a time.