A mobile bar solution provides a brand activation with much more than just a place to sell drinks.
They offer businesses the chance to interact with customers face-to-face, which is increasingly valuable in the world of digital-first marketing.
That said, here's what we've learned about the benefits of a mobile bar from our years of experience offering mobile pop-up bars for beverage brands and private events.
First of All, What Is a Mobile Bar?
A mobile bar is a free-standing bar stall that can be set up anywhere.
This could be just the actual bar unit, a custom bar integrated into a trailer, or another customised vehicle. Similar to a food truck, portable bars are made to be readily set up at off-site events and transported there.
The thing is, the mobile bar is much more than what its name suggests. They also provide customers with premium drinks in a lively, connected setting.
There are countless ways to incorporate a mobile bar into an activation. Below are just a few suggestions:
1. Fully Branded Mobile Bar
A mobile bar is fully branded using vinyl wraps, Foamex and bespoke POS.
2. Bespoke Mobile Bar
From the ground up, create a customised activation bar that can be used repeatedly at trade fairs or other live activations.
3. Clad Mobile Bar
To give the mobile bar a more immersive appearance, construct a bespoke fascia, bar tops, and other accessories.
What Are the Advantages of a Mobile Bar at a Brand Activation?
1. They Create Value in the "Experience Economy"
According to a recent Eventbrite poll, 77% of millennials indicated some of their finest memories came from events or live experiences they took part in or attended.
69% of respondents thought that going to live events and experiences made them feel more like a part of the community, the world and other people.
This demonstrates how brand marketers must pay attention to generational trends and recognise the importance of a blend of digital and live experiences when internet fatigue sets in following the pandemic.
The goal of brand activation is to bring people together, and for beverage businesses, a mobile bar is a logical place to start when developing a live experience.
2. They May Influence Customer Behaviour
Consumers have a given "destination" when a mobile bar is included in brand activation.
The truth is that consumers typically require a pull or a location to turn to first. Without a bar, all that would be there will be a promotional staff or an ambassador.
But consider this: What prompts the initial want to approach the stand?
With your entire promotional crew currently interacting with customers at the booth, how do you handle their heavy volume?
Design your mobile bar innovatively such that customers will want to visit it, interact with the bar staff and have a drink.
It serves as a waiting room, dispersing visitors to the stand so that every visitor has the brand ambassador team's undivided attention.
This first, more intimate brand touchpoint is a great way to win over customers who need more encouragement before interacting with an ambassador team.
3. They Create Energy
Having a certain "dynamic" is the key to successful brand activations.
The success of brand activation depends on a number of factors that foster an environment and a dynamic that draws customers.
This might be anything from an excellent advertising team or sample crew to a top-notch production, tools for engaging consumers or even a mobile bar.
Bars are noted for their ambience, liveliness and fun in general. You may transport this experience to several sites with mobile bars, giving you access to new potential clients.
Conclusion
Connecting positively with as many consumers as you can is key to successful brand activation. As we've already discussed, a mobile bar can be an excellent tool for this. That said, marketing expenditures must always be linked to results. Overall, this is determined by comparing total spending to consumer interaction, and a mobile bar can help bring in more customers and extend waiting times.
Jim and Tonic is an independent craft gin company with sustainability-focused micro-distilleries, gin cocktail bars across London and an online distillery shop. We produce four unique and delicious gins that have been perfected based on feedback. Message us today if you are interested in hiring a mobile gin bar.
