Project Summary

Dell Technologies Tour is a Brand-to-Brand traveling product showcase, spanning the U.S.A, Canada, and Hawaii markets. This digital showroom on wheels, houses the most recent commercial servers, computers, and many other Dell products (including Intel, HTC, VMWare).

With 1,000 sqft. inside the mobile unit and an impressive two-story plaza footprint outside, this eighteen-wheeler popup hosts events for Dell customers in their city.

Project Title: Dell Technologies Tour

Role: Event Marketing Manager, CX Manager, Senior Producer

Team Members: Mona Singh, Ahna Boley, Thomas Hickman

Tools: Slack, G-Suite, Office 365, Windows OS, Box, Event Edition, Intel Unite, Steam VR, Aventri, Unity

Project Duration: 2 Years (Halted due to COVID-19)

The Client

Dell is well known for its innovations in supply chain management and electronic commerce, particularly its direct-sales model and its "build-to-order" or "configure to order" approach to manufacturing—delivering individual PCs configured to customer specifications.

Vendors Involved

• Creative Agency - Double A Labs

  https://www.doublealabs.com/

• Deliverable Fabricator - Craftsmen Industries

  https://www.craftsmenind.com/

• Freight DOT Supplier - Experiential Events Group

  http://www.expeventsgroup.com/

• Talent Recruiters - ATN Event Staffing

  https://atneventstaffing.com/staffing-services/
  

Program Launch

Within’ three months, the completion of a monstrous promotional trailer was ready to be unveiled at Dell’s yearly technology convention in Las Vegas, NV.

After a long convention week, the goal was to take this commercial product showroom around the North American continent. In this journey the program would put on 4 hour activations visiting Dell’s customers, sales partners, and Canadian teams. Teaching customers in-person about each product with knowledgable product specialists.

Scope

• Visited 4 Canadian Provinces

• Visited and revisited 36 U.S. States (including Hawai’i)

• Countless Cities and Towns

• Events styles spanned large conventions, customer HQ visits, and fun multi-customer event locations (Topgolf, breweries, and distilleries)

The Customer Experience

• Customers enter the DTT footprint that is located outside of their office building

• Attendees are greeted at our Registration desk operated by trained temporary staff

• Guests are given a wrist band, food tickets, and a name tag after their information has been captured in our system

• The customers enter the trailer to be greeted by Dell representatives and knowledge experts

• Our guests get to tour the different areas of Dell’s newest commercial products from Latitude laptops to massive VxRail servers

• After the customer has asked the questions they’ve had, they exit the trailer to receive free swag items and free lunch

• Outside the trailer are food trucks, games, a photo booth, and a rooftop lounge area

Components of the Tour

Moving forward, when the promotional vehicle was out on the road, there were key components that helped the company track their success down the pipeline.

A month before an event, Dell had an idea of which customers and in which cities these events would take place. To be as helpful to the program as possible, I often helped scope event locations and sent over scoping decks to the agency when I was not working live event days. I worked to get all parties up to speed on logistics days before the activation.

When events finished, I would submit pictures to the agency and crafted this recap document to show the clients highlights and issues, if the program manager was not able to make the event. As time went on, the program manager had me step into a lead role getting Dell representation up to speed onsite in addition to my other duties.