Roadshows are an effective sales and marketing tool that companies can utilise in their growth strategy. Whether your organisation is interested in market development (expansion into new markets) or market penetration (boosting sales in existing markets), roadshows are a safe investment if you’re looking to understand the market, gauge interest, collect enquiries and establish contacts.
Roadshows, if organised well, are a fast, flexible and cost-effective way of generating new business; and we’d like to stress on the ‘organised well’ part.
If you are planning to organise a roadshow, what can you do to ensure success? Well, to start off with, here are 6 essential steps recommended by expert event managers:
Set your objectives and expectations
Organise a roadshow only if it aligns with your business objectives; companies that jump on the roadshow bandwagon without having the outcome in mind often have unrealistic expectations and end up wasting money. Roadshows are a great marketing avenue, but it is not suitable for every business requirement. Consult an experienced event management company if you are not sure how such events might benefit you.
Select the locations and venues
Locations are of prime importance for your roadshow. Select cities and pick venues that are easy to access and have a high concentration of your target audience. If majority of your target audience have to travel more than 15 miles to get to your event, it may not be the ideal location. If you are unfamiliar with the city, seek help of local tour operators or destination management companies.
Pick the right timing
If you are choosing a busy time of the year, or holding your event when there are other famous events / festivals going on, your event might run into a roadblock. Do your research on the locations and find the perfect time of the year for your event. You don’t want to be organising a roadshow in Dubai in the middle of August in 50 degree Celsius heat or during the Ramadan, trust me!
Make it creative and engaging
We have all been to boring roadshow presentations where sales teams regurgitate a pitch and presenters read the slides; thankfully that age is now coming to an end. Today’s audience is smart but you still have just a few seconds to capture their attention and engage them. Making your roadshows creative, experiential and fun, like this example of Sunsilk product sampling, will surely get you better results and brand awareness as compared to the usual salesy presentations.
Leverage contacts and sponsors
Roadshows are a great way to generate awareness about your brand as well as promote your sponsors and partners. If you are a bigger brand, provide a sponsorship opportunity for other brands to get involved but ensure it doesn’t take the focus away from your main objective. For smaller brands, advertise the sponsorship opportunities and get in touch with your business groups and communities; you never know, other brands might be willing to sponsor your roadshow.
Promote and then promote some more
There is no such thing as ‘too much promotion’! It is important to make noise about your event well in advance in the cities / locations where you’ll be exhibiting. If you want to fill the event space with potential buyers, get the local press / bloggers / influencers involved before the event, create a well thought-out email RSVP and awareness campaign, leverage social media and get your sales superstars following up on warm leads. A roadshow is a great sales opportunity, promoting it in advance will go a long way in making this opportunity count.
Continue the discussion with us on Twitter (@EventsGEM). Tell us what other steps you would take to ensure a successful roadshow.