The underestimated efficiency of show trucks:
More than just an investment

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Trailer für die S-Bahn Stuttgart auf Events

Traderunner show truck for S-Bahn Stuttgart

Image: Photography S-Bahn Stuttgart, 2024

Projects show that showtrucks and roadshows offer a highly cost-effective way to reach a broad target group and encourage direct, personal interaction. Although there is no universal study that comprehensively analyzes all aspects of cost and reach, case studies from various industries have shown that showtrucks often have a more favorable cost structure per contact compared to traditional advertising measures and can also generate higher conversion rates.

Increased public presence through the Traderunner

One outstanding example is the “Traderunner Showtruck KEVIN” from Deutsche Bahn Regio. This show truck enabled the company to significantly increase its public profile. The mobile show truck was an eye-catching, mobile marketing tool that not only kept the brand present, but also made a lasting impression through direct interactions with potential customers.

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Traderunner:
more than just an investment

General case studies on the effectiveness of show trucks

Case study 1

The total costs for a show truck, including purchase, operation and personnel, were planned for a three-month campaign. The truck visited 12 cities and reached around 100,000 visitors. The cost per contact was based on around 10 euros per contact point. The show truck considerably increased brand awareness and led to a significant increase in inquiries and test drives. Interestingly, the conversion rate was higher with this method than with conventional forms of advertising.*

Case study 2

Mobile showrooms in this case study reached an average of 50,000 to 150,000 people per tour, with costs per contact ranging from $5 to $20. The mobile showroom enabled direct interactions and often led to higher engagement rates and stronger brand loyalty.**

Case study 3

In this case study, the roadshows reached an average of 40,000 to 120,000 visitors. The cost per contact was between 10 and 30 dollars. Roadshows often led to increased brand awareness and improved conversion rates compared to traditional advertising methods.***

“We were nominated for the DB Regio Award with our Kevin on 13.06.2024 and won first prize in the Innovation category. Another great milestone in this project.”

- DB Regio AG

Summary

In summary, these case studies show that showtrucks and mobile showrooms not only provide an effective way to increase public exposure, but also often perform better than traditional advertising in terms of cost and conversion rates.

*Source: Volkswagen Case Study, Automotive Marketing Report 2021

**Source: Event Marketer, „The Impact of Mobile Showrooms on Engagement and ROI,“ 2022

***Source: Nielsen, „Mobile Marketing and Roadshows: Evaluating Cost and Reach,“ 2023

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