Develop an entirely new concept for the Snap-on Tools interactive mobile experience. With an emphasis on brand immersion and strengthening customer connections, the new experience must have a feeling of exclusivity. Individual displays and the overall event footprint should draw the attention of customers and enthusiasts by providing hands-on learning opportunities and a one-of-a-kind exposure to the Snap-on brand.
The new tour was designed to bring an irresistible brand experience complete with hands-on product learning, high-tech interactive displays and a family-friendly entertainment that allow the technician customer to feel valued by their Franchisee. By creating a mobile experience that travels coast to coast, making two to three stops per week, we were able to bring a unique and engaging brand experience directly to the customer.
The tour created excitement around Snap-on's position as the number one professional tool brand in the market and is viewed by leadership and field sales as a key connector to core customers. In 2015, there were 63 events over a 7-month period resulting in over 17,500 attendees and 192 Franchisees who participated. The 2016 calendar will bring more than 120 events with a projected exposure of over 33,000 attendees.