In the increasingly crowded alternative outdoor market, why should advertisers consider the Segway personal transporter to deliver their brand’s message? This invention is the recipient of less than flattering labels such as the “invention that runs on hype” (Washington Post) and scathing analyses by most industry experts critical of its sales growth. Are they a marketing novelty?

When inventor Dean Kamen and his cadre of Segway pioneers brought this revolutionary device to the public, they failed at developing an effective distribution channel to get this product in the hands of users. As time continued to pass, the company was unable to match the infamous buzz created by their monumental predictions. Not all was lost. Where Segway succeeded was an unlikely place – the courtroom. A highly effective lobbyist effort elevated the Segway into its own categorization. Advertisers should focus on one key component of Segways, and that is their exclusive legislative status as an E.P.A.M.D., or an Electric Personal Assistive Mobility Device.

This unique classification enables Segway operators to be considered pedestrians in 48 of the 50 States (For legal information pertaining to specific markets, visit the Segway.com website). Outside of wheelchairs, Segways are the only mobile device legal to interact among people on sidewalks, walkways, beach paths, and other environments with foot traffic. Trucks, cars, bicycles, scooters, and other mobile vehicles do not enjoy such a status. Segway’s lobbyists unintentionally opened the window to a new generation of street team marketing. One might consider Segways as the hybrid of street team marketing. Not only do you still employ brand ambassadors, but you also combine that irreplaceable human element with an 18 square foot customized billboard. Standing eight inches taller on a Segway than on foot, not only is your brand ambassador conspicuously visible commanding attention, but your branded marketing message is quite literally vis-à-vis with consumers. The vertical market of police and private security has embraced Segways partly due to their visibility, and advertisers should take notice.

Originally conceived by Kamen to replace 75% of car trips that are less than three miles in length, the Segway is not a marketing vehicle designed to advertise from San Francisco to Oakland. It is not a substitute for mobile trucks, branded cars, or even traditional billboards. Employing Segways is only effective, and highly effective, in event environments with large numbers of foot traffic. Sampling among great crowds, Segway street teams have the mobility to maximize the number of impressions available by covering more territory than on foot, and quickly moving to new locations with shifting crowd patterns. With a footprint of 25” and a zero turning radius, Segways glide and maneuver among consumers with ease and enjoyment. An important element for advertisers to consider is this fun factor. Not only are your ambassadors enthusiastically promoting your brand because they are having fun on Segways, but consumers welcome their engagement and are more receptive to retaining the brand’s message. Take a moment and witness a Segway interaction. It truly breaks down the barrier to personal communication.

There are numerous other ancillary benefits of implementing Segways street teams into 2007 events, particularly the recent movement of most companies aiming to become more “green”; however, the bottom line is will this alternative outdoor solution deliver results? To steal from Suntzu, most Segway programs are successful before they are launched. With sound creative and implementation at the appropriate venue, Segway street teams have delivered redemption rates as high as 10% (Bubba Gump Shrimp Company), increased on-site sales at retail stores over 400% (Hewlett Packard on-site at Best Buy), and led one marketing manager at Yahoo! to proclaim the branded Segway as the “ultimate guerilla street team tool.” What does the future hold for Segway? Not even Dean Kamen knows. What is certain is that the branded Segway has a unique position in the alternative outdoor marketplace, and has proven to clients to be more than a marketing novelty.

Barry Marks is VP of Sales for Chariot Media America, a California Limited Liability Corporation. You can learn more about Chariot Media America by visiting their profile on the Great Outdoor Network. You may also contact Barry directly at 562.427.8381.

---