Q&A with JHE’s Resident Experiential Expert

June 19, 2015

Gary Dozier joined JHE in 2003 as the company’s first full-time truck driver. He was no stranger to operations and logistics having served in air and ground logistics management for 11 years in the United States Air Force. However, it was new territory for JHE and they had a lot to learn. In 2004, JHE set out to bring the SPEED Channel’s “Race Day” show nationwide and the company grew along the way. The program enabled Gary to hone his skills and begin to form the experiential activation department.

Q: What is the secret to a successful mobile marketing tour?

Providing the client with the maximum impact for the smallest dollar amount possible. Marketing budgets aren’t growing so we are responsible for giving the client the biggest bang for their buck to boost sales.

The real secret though is people. No one does it better than our team.

Q: Why mobile marketing over other marketing efforts?

Mobile marketing can reach and impact target consumers in a way that no other marketing effort can. We are creating brand interaction and product engagement that will build loyalty and drive consumer spending.

Q: What do you see as the biggest pitfalls with mobile marketing?

I see two: budgets and weather. For budgets, it’s always challenging to build a display exactly as a client envisioned because interactive elements, custom built items and graphics can be more expensive than the client originally realizes. However, our team combines great customer communication and the ability to create the maximum impact out of every budget dollar to ensure that each and every one of our customers reaches their ideal return on investment.

Weather, on the other hand, is a little bit harder. It’s the unpredictable factor in touring. Our team can minimize the impact weather has on a display but we can’t make customers come out to an event during detrimental weather conditions. We always learn from each twist that Mother Nature throws at us and put our learnings into practice, enabling each of our events to end with positive results while ensuring the safety of the participating public.

Q: What has your experience taught you about the industry?

There is a solution for everything; you just have to figure out what it is.

Q: How are you and your team experts in the field?

We have four qualities that make us experts – ingenuity, creativity, ability and teamwork. Our team comes together to brainstorm the best possible solution for our client’s situation both new projects and current clients concerns. It is standard operating procedure on our team to follow through on whatever vision we have promised and deliver results better than expected.  Anything less than “your team is awesome” is completely unacceptable.

We are able to listen to what our clients want, deliver on their vision and, most importantly, do it within their budget. We always strive to deliver the perfect solution.

 

Tags:
experiential activation, touring, consumer marketing, mobile marketing
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