roadshow<\/a> is a “travelling event”, several stations\/cities are visited. These events usually take place in large city squares, for example in a mobile event container, a so-called Tiny House. Or in an impressive show truck. Or it could just be a small, mobile exhibition stand. Everything is possible.<\/p>\nChanging locations and a limited duration make the whole concept special. Everything that is limited attracts special attention.
\nCustomers have the feeling they might miss something if they don’t stop by. Another advantage of this communication concept is that you have the opportunity to immerse your target group in the brand world. Staging is everything, add a pinch of “limited edition” or special promotions at the stand and a roadshow creates an effect that helps the brand become better known in the long term.<\/p>\n
And the first impression at the point of attraction is the key factor for success!<\/h4>\n
A bus, truck or container with an unusual design attracts the public. So come up with an innovative idea and give your “location” that special something!
\nFor example, if an American aluminium trailer stands in the middle of the city on a large square, it will attract attention. And if the product – a spirit to mix for long drinks – is then displayed in a brand world that transports the visitor to an island by the sea, the atmosphere is created. And mood creates memory.
\nCreating contrasts, surprising people, taking them out of their everyday lives. That’s what makes roadshows successful.<\/p>\n
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Tips and tricks<\/h4>\n
You want to get into conversation with your customers? Of course, it’s always about food and drink! Use a food truck with an attention-grabbing look. It is easy to start a conversation around small bar tables. Guests are relaxed and happy and more open to making contact.<\/p>\n
Or use a celebrity who is present at some of the stops of your roadshow and acts as a brand ambassador. We recommend a personality who is approachable and who makes contact with the guests at eye level. In other words, not someone who uses the celebrity bonus as a contact barrier.
\nFor customers, it is always a special moment to possibly have spoken with their idol.<\/p>\n
Roadshow instead of trade fair<\/strong><\/p>\nThis year, too, trade fairs will probably have to be held on a smaller scale and in a somewhat limited way. The roadshow is a great option to bring your new products and concepts closer to the target group. For wholesalers, for example, it is a special sales promotion measure in that they are present at their dealers’ premises with the roadshow as a mini trade fair. Close to the customer and as a supplier directly present when the products are presented.
\nThis immediately shows another advantage of this type of roadshow as a mini-fair: there is no competition! There is no stand next door that can make a better offer.<\/p>\n