How Wholly Guacamole Reached its Target Audience Through Pop Up Tours
Wholly Guacamole is a big fan of the pop-up tour concept, and this year, it held yet another tour to draw people to its brand and experience. This year's tour moved away from last year's focus on music festivals and instead focused on the brand's core consumers, who are women in the 30-40 age range.
At each site in this year's tour, Wholly Guacamole offered dishes with a range of custom toppings available. The company also provided special "taste of" recipes that were customized to capture the local flavor of each city. This, however, was just the start of the experience for participants. Inside each pop-up location, attendees found updated versions of old games, such as a giant Jenga set, Connect Four, and other favorites chosen to appeal to the company's target audience.
Games of this nature emphasize guacamole's prominent presence at parties among 30-40-year-old women. By having them at the pop-up locations, Wholly Guacamole cements this connection and helps to ensure that people will remember their brand in particular when it comes time to buy some for a gathering.
While the games that were chosen are all of the physical variety, Wholly Guacamole certainly didn't forget about the modern wonder that is social media. It set up vending machines that dispensed giveaways when people entered a code. These giveaways were better than the average, and included water bottles, bandannas, and socks. The code to use was obtained by tweeting special hashtags along with a comment about the event. This gave people a direct incentive to spread the company's message.
Some activities were used only in particular markets. This allowed the company to really "wow" each market instead of giving everyone a totally generic experience. Some customizations included the availability of avocado facials, jewelry making, screen-printed T-shirts, and more. The company says that these offerings were unified by an underlying theme of health, beauty, and working out.
This year's kiosks, or "activations" as the company called them, were also meant to tie into the "guac bar scene" that has been on the rise in recent years. By doing so, the company positions itself as keeping up with the times even as it calls to mind the less-hip imagery of playing analogue games with groups of women in their 30s and 40s. This is important because it allows Wholly Guacamole to aim for this target audience without turning off younger people in the process.
One of the keys to a successful pop-up tour is choosing the right cities and venues for your event. Miami is always a good place to have a stop – its hip, multicultural environment spans several generations and includes a wide variety of interests. Once there, make sure to choose Soho Studios as your venue. We have two outdoor pavilions, and the weather here is suitable for using them all year round.
We also have up to 70,000 square feet of indoor space available for your event. It can be customized to meet your needs, not only for size, but for decorations and sets as well. This ensures that you can create the exact experience needed to promote your brand's image as well as your products. Just give us a call to reserve space indoors, outside, or a combination of the two.
