2. 2
The patented, eco-friendly BobCar® Mobile Showroom
Program is an essential solution that educates,
empowers and drives consumer adoption of the latest
consumer products and services when activating at
high traffic events & locations in any market nationwide.
The Mobile Retail Showroom - Introduction
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4. 4
• Provide a unique and effective solution that is
designed to:
The Mobile Retail Showroom – Assignment & Objectives
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Raise: Brand Presence & Awareness
Showcase: Offerings, Benefits & Key Messages
Educate: About Brand Products & Services
Drive: Brand Love & Adoption During Program
Uplift: Sales Via Referrals & Word of Mouth
5. 5
• FOCUS: The Mobile Retail Showroom effort will focus on your
Brand's target demographic within the neighborhoods where they
live, work, play and shop [nationwide market availability].
• EXPERIENCE: The Mobile Retail Showroom will feature an
onboard customer experience center showcasing your Brand’s
lineup of technology products & services, plus order entry laptops,
TV screens & mobile devices for streaming content and sharing the
experience via Social Media.
• DEMONSTRATE: Our highly trained Mobile Showroom Staff will
demonstrate the unique attributes and communicate the product
advantages utilizing the interactive product display, allowing the
customer to interact with the product in a real life environment.
The Mobile Retail Showroom – Focus & Experience
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6. 66
ENGAGES EDUCATES CONNECTS SELL$
! Unique
Impressions
! Roadside
Impressions
! Target
Demographic
Coverage
! Technology
Demonstrations
! Hands – On
Product
Experiences
! Genuine
Conversations
! Immediate Sales
Conversions at
Retail
! Fosters
Purchase Intent
in New Users &
WOM Users
! Data Capture for
Future Follow-up
! Word of Mouth
Facilitator
! Social Media
Touchpoint
The Mobile Retail Showroom – What It Does
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7. 7
• BobCar® will create a daily routing schedule to position The
Mobile Retail Showrooms within the market, targeting the right
locations & events rich with your desired demographic:
• Retail Locations:
– ‘Own the Last Three Feet at:
» National Retailers
» Regional Retailers
» Specialty Retailers
• High Traffic Locations:
– Malls & Shopping Centers
– Colleges / Education Environments
– Popular Intersections
– Downtown / Business Areas
– Concerts & Sporting Events
– Street Fairs & Parades
The Mobile Retail Showroom – Where We Need to Be
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7
8. Social media is a critical avenue in word-of-mouth exposure and
the norm for reaching out to a target audience.
BobCar® s dedicated Social Media team will work together with
your digital media teams to:
• Promote The Mobile Retail Showroom program online
• Alert your audience about the program schedule
• Drive followers to purchase & spread the word
• Generate interest & awareness about online contests
The Mobile Retail Showroom – Social Media
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88
9. 99
• Working hand-in-hand with your PR department, all program
initiatives will be coordinated with your team to ensure that the
message coming across traditional media lines {local + online} is
the same message coming through our Showroom touchpoints.
• We will seek out opportunities where their reach can be
leveraged to help bolster our activation. This will ensure one
succinct message that both teams can push.
The Mobile Retail Showroom – PR
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10. 10
• Activate a turnkey, branded experiential marketing program,
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" Showcasing Your Brand’s Hottest Consumer Tech Products & Services
– Interactive Display Stations
– Demonstrate Ease of Use
– Remove Intimidation Factor
" Enhancing Your Brand’s Customer Experience
– Feature other complimentary products & services
– Promote Corporate / In-Store Events [i.e. product launches & promotions]
– Retail Demo Days / Drive Traffic at Retail
– Activate at relevant events – malls, concerts, college campuses and more
" Driving New Sign Ups on Relevant Social Media Touchpoints
– Twitter
– Facebook
– Instagram
– Corporate or Program Specific Blogging
– Recommend Popular & Useful Apps
The Mobile Retail Showroom – Program Overview
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11. 11
• Staffing:
– BobCar® will hire - The Mobile Retail Showroom Brand Ambassadors through its internal staffing department.
– All BobCar® staff will be trained – by the product specialists within your organization.
• Routing:
– Upon receipt of program approval - the BobCar® Account team will create the daily Mobile Showroom
schedule and guerilla routing.
– Based on the program objectives - BobCar® will identify and recommend events & high traffic locations
within the market that will reach out to your Brand's target consumer.
– Each local market - will have an in-market, BobCar® Field Manager, who is extremely familiar with all of the
high traffic and media attention hot spots.
• Fabrication & Lead Time:
– BobCar® will work with your Marketing Team - to choose the design concepts for The Mobile Retail
Showroom Program.
– After concepts are approved - BobCar® will custom fabricate The Mobile Retail Showroom fleet at its facility.
• Lead time is approximately four [4] to six [6] weeks based on the level of detailed fabrication required.
The Mobile Retail Showroom – Logistics Overview
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12. 12
• The BobCar® specs are as
follows:
– Approximate Measurements:
• Overall: 11 L x 5 W x 6 H
• Showroom Display: 5 L x 4 W
x 4 H
– Power:
• Electric
• Top Speed: 40-50 MPH
– Vehicle Has:
• License Plates
• Registration
• Insurance
The Mobile Retail Showroom – Specs Overview
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• Each GREEN Showroom:
– Utilizes an electric powered
vehicle
– Eco friendly vehicle with no
exhaust emission
– Captures positive comments
from consumers
– Versatile enough to be parked:
– Indoors
– Malls, tradeshow/convention
centers, etc.
– Outdoors
– Intersections, outside retail,
sports venues, etc.
13. 13
2012 Pilot Program: BobCar® MOBILE RETAIL SHOWROOM
Standard Mobile Showroom Program Includes :
• Custom-Built Showrooms
• Markets: Available Nationwide
• Program Length: Custom
• Activation: Typically 20 Days per Month
– Five [5] Days per Week
– Twenty [20] Activation Days per Month
• Dedicated BobCar® Management Team [Scaled to Program Size]
– Client Services Director
– Day-to Day Account Management Team
– BobCar® Operations & Logistics Management Team
– Social Media & PR Team
• Dedicated BobCar® Field Team [Scaled to Program Size]
– Includes One [1] In-Market Manager per Three [3] Showrooms
– Includes Two [2] BobCar® Ambassadors per Showroom
• Guerilla Coverage at:
− High Traffic Events & Locations
− Retail Partners
• Weekly Recaps, Photos & Reporting
− Program Recap Video
• Full Program Insurance
Fabrication of Your Showroom Includes:
• Patented Three [3] Wheeled Electric BobCar®
– Flip Up Billboard Panels
– Full Vehicle Graphics Wrap
– Enhanced Power Supply
• Custom-Built Three [3] Sided Showroom Display
– Demonstration Center Along both Sides
– CE Products / Services [Client Supplied]
– Flat Panel TV for Video
– Social Media Area Along the Back Side
– Laptop / iPad / iPod for Data Capture and Social
Media Interaction
– Flat Screen TV for Video
– DVD Player
– Security Mounts
– Wireless 4G Broadband Connection
• Miscellaneous
– Vehicle Rental
– Vehicle Insurance & Maintenance
– Market to Market Transport
The Mobile Retail Showroom – Available Services
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13
14. 14
• Impressions & Media Value:
– Each Mobile Showroom, on average, generates upwards of 1MM+ combined monthly
impressions [excluding WOM Impressions].
• Word of Mouth [WOM]:
– The Mobile Retail Showroom will act as the physical touchpoint to generate unique Word of
Mouth based on the interaction of the first generation participants [Generational WOM].
• PR:
– BobCar® s PR group will work together with your PR group to maximize the full reach of this
program in B-to-C and B-to-B media outlets.
• Data Capture & Surveys:
– BobCar® will conduct data capture and surveys while out in the field and provide the results
throughout the program.
• Social Media:
– BobCar® will work in conjunction with your Social Media team to expand & synergize the reach
of each program into the Social Media landscape.
• Seasoned Staffing:
– BobCar® will utilize staff with extensive marketing/sales experience & a passion for technology.
– All staff will undergo a full Brand & Product training [client provided]
The Mobile Retail Showroom – Added Value
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23. 23
CLEAR 4G Mobile Broadband
VIDEO Recap +
Program Recap
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Video Link: http://vimeo.com/18830331
24. • 24
• Mobile Showroom – CLEAR Testimonial
• Powered by BobCar®
Dear Ben,
Many thanks to you and your team for putting together a successful and professional program for us.
WiMAX technology is complicated to understand and the benefits are sometimes difficult to realize without a full immersion
experiential component.
By utilizing the CLEAR-branded BobCars across the WiMAX markets, we were able to
successfully communicate the technology, educate consumers within the coverage
area [our direct targets] and show real-time demonstrated benefits of the products
and service.
We saw a dramatic 78% increase in sales at Best Buy when BobCar was present and
62% at our Clear retail stores.
Thank you so much for your commitment to excellence, your positive attitude and for your dedicated, friendly and professional
team.
We look forward to your continued success and our opportunity to work together again as we launch new markets.
Best regards,
Kevin Martini
VP, Field & Event Marketing, Clearwire
The CLEAR Mobile Showroom – Client Testimonial
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26. 26
• May 2010 – December 2010
– Chicago, IL: May – August 2010
• Pilot Program
– Six Markets: August – December 2010
• Program Expansion
• Eleven [11] CLEAR Showrooms activating:
– New York, NY
– Los Angeles, CA
– Salt Lake City, UT
• Two [2] Brand Ambassadors per Showroom:
– Brand Ambassadors educate consumers about CLEAR Products and Rate Plans
– Participants are given a unique Redemption Card during their visit at the Showroom
– Consumers are either referred to the nearest CLEAR Retailer to activate a handset or an immediate purchase
can be made on the on-board laptops at CLEAR.com
– Redemption Card is redeemed online via unique BobCar® website
• Average Combined Weekly Impressions: 350,000
• Video Recap: http://vimeo.com/18830331
The CLEAR Mobile Showroom –Program Snapshot
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– Washington, DC
– Baltimore, MD
– St. Louis, MO
– Chicago, IL
30. The T-Mobile BobCar® – Testimonial
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July, 14, 2010
"The BobCar program is an absolute gem. Make no mistake... this is not your average
marketing campaign, but rather a sales intensive exercise that is all about results.
The brand ambassadors are the key to it all. They are professional, knowledgeable and
aggressive [yet consumer friendly]. Controlling the last 3 feet is an understatement;
they control the block.
Since inception, we have seen results average from 30% to 200% incremental increase
over a given days normal activity. ROI is there.
The management staff is great and flexible. Absolutely beneficial to anyone looking to
drive traffic and sales to the POS."
CT Mobley
Sr. Market Director - Field Sales and Operations
T-Mobile USA 30
36. 3636
Samsung Digital Cameras - Testimonial
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July 31, 2007
Stewart Henderson
Vice President of Marketing
Digital Imaging Division for Samsung Opto-Electronics America, Inc.
Consumers can be intimidated when looking to purchase a new camera.
When shopping at a big-box retailer, consumers may not be able to speak to anyone
to get enough information about their options.
The opportunity for the placement of the Mobile Showrooms in the future is virtually
endless.
The BobCars can be included at local store grand openings, town fairs, and pretty
much any size event one can think of. In fact, the BobCars were even included in the
Cape Cod 4th of July parade.
The mobile showrooms are more approachable and user-friendly than larger
promotions staged from 18-wheelers, where products are often viewed from afar or
behind glass.
