It’s hard to imagine what all those retailers disrupted by Amazon’s eBooks and Kindle tsunami must think when they see the company building brick and mortar stores. This has been a big topic in this blog in recent days – the importance of being physically present, especially in local communities.
Those brick and mortar retail outlets, called AmazonBooks, are not just your run-of-the-mill bookstores. They’re a reminder that even the world’s largest etailer realizes the value of eye contact with consumers. And now with the acquisition of Whole Foods, Amazon is doubling down on the value of having a community presence.
But it gets even more interesting because now Amazon is stealing a page from radio. In at least 25 big cities across America, Amazon is rolling out a fleet of Treasure Trucks, featuring great deals and loaded with other attractions. The first of these vehicles rolled out in Seattle, and now metros including Atlanta, San Francisco, Boston, and Orlando are part of the rolling Amazon armada. (The full list is below.)
The FAQ page on their site details how this street promotion works. Of course, it’s digitally infused. Using a smartphone, consumers can take advantage of deep discounts – and even find out about current offers via text.
And not surprisingly, the Treasure Truck program has its own Facebook and Twitter pages – a way to weave in social media and a sense of community while building the brand.
Surprise! #TreasureTruck is in 5 new cities—and your city could be next! Sign up for notifications in the free Amazon app. pic.twitter.com/kafVTe43ey
— Treasure Truck (@treasuretruck) September 5, 2017
At a time when many radio companies view the station van as an old school afterthought – or even perhaps an unnecessary expense – Amazon’s commitment to a ground game is impressive. And now that they’re moving into Brick & Mortar, this new commitment to Rubber & Metal featuring the Treasure Truck concept is noteworthy. In fact, thanks to technology, these rolling billboards and cash registers for Amazon are a clever way to gain local presence in an environment where most global digital brands struggle.
Apple, Google, Pandora, Spotify, and even Microsoft might use outdoor advertising – something you routinely see in major metropolitan areas – but only Amazon is borrowing the radio station van concept, while breathing new life into it.
Amazon is even soliciting volunteers with outdoor spaces the Treasure Truck can use as pickup locations. According to Engadget, in much the same way ice cream trucks attracted attention by making the rounds through streets and neighborhoods, Amazon’s rather old-fashioned looking vehicles have a new twist. They feature trip giveaways, free Ben & Jerry’s ice cream, and even oyster shucking lessons.
And unlike radio station vans, there’s no prize wheel or bumper stickers to hand out. Amazon is thinking more along the lines of on-the-scene showbiz, entertaining and amazing the locals wherever their Treasure Trucks appear.
Some U.S. broadcasters still view the station vehicle as a way to make a four-wheel brand statement – a local, rolling representative of the station that listeners would love to take a ride in. But other companies have given up on these vehicles as fashion or image statements. Oftentimes, they view station vehicles as depreciating money suckers requiring insurance, fuel, maintenance, and other expenses that only muddy the bottom line.
In Europe, they take their station vehicles very seriously, understanding how these bigger-than-life vehicles can serve as rolling brand ambassadors. When I 
was in Dublin at Radiodays Europe a few years back, the convention center was teeming with impressive mobile studios that were attractive and compelling to consumers young and old.
Here in the U.S., radio station vans often look a little tired. Or worse, they just collect dust, taking up parking spaces in the station’s parking lot or garage. Too many are dirty, poorly maintained, or simply used as utility haulers, going back and forth between the station and the mind-numbing number of sales promotions.
There’s often no geographic/promotional strategy in place because many think station vans are passé and dated.
Something tells me Jeff Bezos would beg to differ with you.
The full list of metros with Treasure Trucks:
Atlanta, Austin, Baltimore, Boston, Chicago, Dallas, Denver, Houston, Indianapolis, Los Angeles, Miami, Minneapolis-St. Paul, Nashville, New York, Orlando, Philadelphia, Phoenix, Portland, Sacramento, San Antonio, San Diego, San Francisco, San Jose, Seattle, and Tampa
Jacobs Media has consistently walked the walk in the digital space, providing insights and guidance through its well-read national Techsurveys.
In 2008, jacapps was launched - a mobile apps company that has designed and built more than 1,300 apps for both the Apple and Android platforms. In 2013, the DASH Conference was created - a mashup of radio and automotive, designed to foster better understanding of the "connected car" and its impact.
Along with providing the creative and intellectual direction for the company, Fred consults many of Jacobs Media's commercial and public radio clients, in addition to media brands looking to thrive in the rapidly changing tech environment.
Fred was inducted into the Radio Hall of Fame in 2018.
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I can remember getting “in trouble” when the GM noticed an open day on the monthly calendar. “You need to get the van out! Go somewhere. Do SOMETHING!” I was told. I believed in it… still do.
It’s the front line in the local landscape. It’s not just a van, it’s what it does, where it goes, and how we use it to interact and engage. I’ll take a handshake over 100 likes.
The cost of being invisible is higher!
Ryan, there are some great lines here (that I’ll probably recycle in tweets). Thanks for the comment, and BTW, that was a smart GM. Appreciate the comment.
1 handshake > 100 likes. #nailedit
Wow.. Have not yet run into this Amazon take on the 1970’s colorful ‘Disco trucker’ movement (great pics on twitter) yet. The foodies might riot here, half jokingly, if parked where most effective. Food trucks do own these spots now. Perhaps this older idea for using an outside roving ad medium, is supported by the decades old Action News ‘There goes that Van … Again!’ spots. Outside advertising is still reliable.
Likely goes by the geography? A well established ‘tradition’ here; radio wrapped vehicles spotted or parked around town = a call, text or web based promotion. People like to win contests. Not just a free poster, or your the 10th caller any longer. Growing up, just getting on the air was exciting! The prizes are better…
I am in the group of cities with the mysterious ‘White Mercedes Vans’ of Amazon, however. Sometimes they simply deliver, logistics. Other times they pull off and 4 workers with high tech gear hop out; start walking, mapping out a condo or development; silently working on bettering their many services, and delivery. We know it’s Amazon b/c they have Amazon hats or shirts on. Such an advantage, having so many experiments across the US. The intrigue is great marketing itself.
Fred, this is very interesting coming from the company that basically killed local business delivery by taking it to a whole new level. “Nearly instant” gratification with unlimited choice beat instant gratification but limited stock in a back room.
For radio, the show must go on. In the mid 2000s Radio Disney did an amazing job of taking their show to neighborhoods, local businesses, etc. and NEVER actually broadcast live. Nor did they have local talent. The whole network was out of Dallas. But the on-site show was all they needed. It was so well run in Chicago, for instance, that I told my clients to watch what they do with their promotions teams and aspire to be that good!
We still have personalities, street teams and vehicles and it gives us a visible leg up. Especially when so many radio groups have sliced and diced their companies. It’s our position to lose. Thanks Fred!
Jack, this is spot-on. This is radio’s turf. We have done this for decades, and know all the moves. It’s a matter of recommitting to a local, community presence. And the ubiquitous van is an obvious place to start. Thanks!
Impressed – Amazon has learned the value of being tangible..just like radio used to be. In the 80s we had the “remote battle” going on between our station (GR55) and WBEN. They were the older leaning full-service station with the 40 foot GMC motor home. We were the younger leaning full-service station with a 37 footer. We tried to be everywhere -and so did they. The other station (Top 40) was out with a 10 foot table . . and virtually invisible. Our GM at the time was insistent that we get that thing out there – full remotes with multiple shows. HE knew how it worked. Subsequent GMs didn’t know, didn’t care so they left it to the engineers who were a bit less enthused. While we did it all right-we were always Top 3. When we gave up on that-and trimmed other expenses? Well let’s just say #12 wasn’t far away. The guy holding the strings has to be proud of his/her product. It’s up to him/her to keep the staff proud. Radio IS show business-and when it’s treated as less than that? The result is swift and frequent failure. I wonder how many CEOs and GMs are reading this ?
Dave, I think this story has repeated itself again and again in many markets. In the spirit of cost-cutting, it’s easy to see that expense line and pull out the red pencil. Local, community, eye-to-eye presence is still one of radio’s most important assets. Perhaps Amazon will stimulate some activity. And yes, a LOT of GMs and C-suiters read this blog. Thanks for the comment and observations.
At one time WBT had two vehicles. The WBT Rainbow machine (a GMC motor home) and the WBT Fun Bus (a British double deck bus). The Fun Bus was made available to groups as a public service and promotion tool. Mid to late ‘80’s both vehicles faded away along with AM listening.
The Amazon approach is rolling showbiz. A lot of stations started vehicle initiatives with the right intentions, but the concept got tired, management or ownership changed, and things just slowed down. Thanks for the story, Mike.
love this idea, thanks for the inspiration Fred!
Appreciate it, Liz.
Radio gave up on killer marketing and community engagement long ago. Part of the reason is that the marketing departments did not create KPI that mattered to sales and management, and did not tie the impact of being present to upticks in listenership (or inbound sales calls). Well not all of us did not measure? I set up events, weekly driving routes durring rush hours, etc., using Arbitron hot zips, commuter routes coming and going from those key zips, etc. Like with any great omnichannel campaign, station vehicles helped fill in gaps in outdoor and transit purchases. Showed presence as listeners went to and from on their daily commute. We then overlayed ratings data with event and vehicle routes to see if there was any noticeable impact, and there was. But because marketing mainly takes a back seat to programming and sales, even showing the data, a pattern of positive upticks over multiple areas where the only station presence was the vehicle and event, no one really cared. The challange is to build a deeper understanding for the value of efforts expended, to get someone to believe being present matters.
Robert, it sounds like you went about this methodically and strategically. And you’re right – presence, being scene, and showing up in the right places is part of what great branding is all about. Thanks for sharing the story.
Hey Fred,
Love the post. Four years later and this post is still relevant.
Do you know any stations that are still doing epic station vehicles? We just acquired one of the old epic boom box radio trailers. I’ve been wracking my brains trying to figure out what to do with it. Boom boxes are legacy – but for a Christian AC station and a positive pop/hip-hop station, it doesn’t seem relevant.
I’d love some great ideas! I believe in stealing other’s ideas!
You might want to think about a Classic Hits or even Urban AC station. And I’m glad a 4 year-old post still resonates.
As for stealing other’s ideas, remember I’m a consultant. A really good one steals the best ideas – and makes ’em better. Thanks, Brian.