Mobile Showroom Trailer Built in St. Louis: Craftsmen Industries and the Olympus OnSite Mobile Tour

Olympus, a precision technology company delivering solutions in healthcare and consumer electronics worldwide, faced a familiar B2B problem. Its product introductions relied on hands-on experience and education in innovation centers, but getting healthcare professionals away from their workplaces was a timely and expensive commitment for any customer. Craftsmen Industries of St. Louis, Missouri, helped Olympus take its products to the customer instead.

Craftsmen Industries builds mobile showroom trailers in St. Louis, Missouri. Craftsmen Industries built the Olympus OnSite mobile showroom with EMG3. The Olympus OnSite tour visited 98 cities over 5 years. The Olympus OnSite case study delivered a 270% ROI.

The Challenge: Limited Reach for Olympus Innovation Centers

Olympus needed to bring product demonstrations directly to healthcare professionals.

Because customers had to travel to see the latest technology, Olympus Innovations was left with limited awareness and an even more limited audience. Olympus set out to overcome that with a campaign that takes new products directly to the customer. The directive was "Be Bold. Be Innovative."

The Olympus OnSite Mobile Tour by Craftsmen Industries and EMG3

Craftsmen Industries built a nearly 1,000 square foot mobile showroom with a functional surgical operating theater for Olympus.

Olympus partnered with Craftsmen Industries and experiential marketing company EMG3 to create the OnSite Mobile Tour. The tour brought a nearly 1,000 square foot mobile showroom, featuring a functional surgical operating theater and product displays, to cities across the United States and Canada.

Medical and Consumer Products on Display

Surgical and medical devices on the tour included endoscopes, microscopes, chemistry analyzers and blood typing machines. Consumer products included binoculars, dictation devices and cameras. The mobile medical van, or expanded trailer attraction, served as a hands-on educational experience for customers, most of whom were doctors, researchers and healthcare administrators.

Olympus OnSite Tour Results

The Olympus OnSite inaugural tour reached 40 cities in 23 states and over 1,100 healthcare professionals.

  • The tour ran for 5 consecutive years and visited 98 cities
  • The inaugural tour, October 2004 to November 2005, reached 40 cities across 23 states
  • During that first tour it traveled 32,000 miles
  • It met with more than 1,100 healthcare professionals representing upwards of 300 organizations
  • The exposure and direct customer communication led to a 270% ROI

Awards for the Olympus OnSite Mobile Tour

The tour won the Event Marketer Grand Ex Award for Best Mobile Marketing Program, B2B; the Silver Ex Award for Vehicle Design; and the Reggie Silver Award for Event Marketing from the Promotion Marketing Association.

Why Mobile Showrooms Work for B2B Brands

Craftsmen Industries offers a 980 square foot double expandable trailer for mobile showrooms.

Experiential product showrooms like Olympus OnSite help B2B brands whose audiences doubt that traveling to a traditional showcase is worth their time and money. Bringing the products to them lets visitors tour the exhibit on their own time while still getting the benefits of a traditional showroom.

The Double Expandable Trailer From Craftsmen Industries

Craftsmen offers a fully customizable 980 square foot double expandable trailer for this type of event, which it describes as the most spacious mobile showroom in the industry, finished with trailer graphics wraps that help a brand stand out from its competition.

Planning a Mobile Showroom Trailer for Healthcare Audiences

Craftsmen Industries designs mobile showrooms for healthcare and B2B audiences.

The Olympus OnSite tour highlights what a mobile showroom built by Craftsmen Industries in St. Louis has to handle:

  • Space: nearly 1,000 square feet to hold a working operating theater and product displays
  • Audience: doctors, researchers and healthcare administrators who value hands-on demonstrations
  • Range: a mix of surgical and medical devices and consumer products in one exhibit
  • Route: cities across the United States and Canada over multiple years

Measuring a Mobile Marketing Program

Olympus tracked the tour in concrete terms: cities visited, miles traveled, healthcare professionals met, organizations represented and return on investment. Those figures, 98 cities over 5 years and a 270% ROI, are what made the case for keeping the tour on the road.

Craftsmen Industries: Mobile Showrooms and Medical Vehicles From St. Louis, Missouri

Craftsmen Industries is a mobile showroom and medical vehicle builder in St. Louis, Missouri.

Craftsmen Industries builds experiential marketing vehicles, mobile medical units and mobile showrooms in St. Louis. For Olympus and EMG3, Craftsmen Industries built the OnSite mobile showroom with a working surgical operating theater, a tour that ran for 5 years, visited 98 cities and delivered a 270% ROI.