Dell Technologies Tour
A B2B showroom popping up near you
Project SummaryDell Technologies Tour or Destination Dell Tour is a B2B traveling product showcase, spanning the U.S.A, Canada, and Hawaii markets. This product 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 pop-up hosts events for Dell customers in their city.
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
Deliverable Fabricator - Craftsmen Industries
Freight DOT Supplier - Experiential Events Group
Talent Recruiters - ATN Event Staffing
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.
Project 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)
Dell’s Technology Focus
Workforce Solutions
Infrastructure Solutions
*content sitemap downloads as an attachment
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 wristband, food tickets, and a name tag after their information has been captured in our system.
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
The Customer Experience
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.
Our team activated 3-4 events a week in each market
Customer Focus events spanned 11am-2pm, Multi-Customer events spanned 2pm-6pm
For production, I managed 3 active road members and 2 temporary production assistants
The Results
Despite COVID-19, Dell has continually funded this $2M annual tour up until February 2020
Dell has shared incredible ROI + sales targets regarding the successful events with enterprise-level clients, nationally
Dell was considering a second vehicle while expanding in new and existing markets
‘You ask, and you shall receive’ - Started as a mere conversation over lunch, our team successfully reached the customers in O’ahu by shipping our trailer and equipment to Hawai’i in January 2020 via boat
Relationships remained strong, even after I left Dell. In 2023, Dell unsuccessfully attempted to recreate the Destination Dell Tour, but failed for reasons unknown.
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.
