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Taking Your Brand to the Streets
By: Joan Pisoni
Posted: August 3, 2010, from the August 2010 issue of GCI Magazine.
- Road show marketing allows brands to tailor product presentations and demonstrations to audiences that are most likely to be receptive, which also makes it a cost-effective option.
- Creating a controlled environment and experience through road show marketing affords the opportunity to engage, excite and inspire visitors into action.
Consumer confidence is on the rise. In April 2010, the overall index rose 5.6 points to 57.9, the highest reading since September 2008. This gives brands a powerful opportunity to connect with consumers in the new economy. But how can brands grow and maintain loyalty? Face-to-face marketing is one proven solution. From trade shows and conventions to private corporate events and road show tours, face-to-face marketing offers unique advantages that cannot be delivered by other sales and marketing mediums such as television, radio, press, direct mail and the Internet.
Road show marketing is often employed by brands seeking to bring an interactive experience directly to a specific audience. These types of campaigns can be used in several ways, including as an adjunct to trade show programs to add impact and foster more personal interaction with a product. However, road show marketing programs are also robust enough to serve as a stand-alone marketing tactic.
Taking it to the Streets
So what constitutes a worthy reason to take your brand on the road? Pretty much anytime you’re looking to deliver a brand experience that engages, excites and educates visitors. Brand owners have had great success using road show marketing to launch new products, increase brand awareness, build a customer base and educate the market on specific products and services.
Road show marketing also offers the added benefit of a controlled environment, free of competitors and distractions in general, and allows brands to tailor product presentations and demonstrations to audiences that are most likely to be receptive. This targeted approach also makes road show marketing a cost-effective option, as brands can hone in on a specific audience to which they want to market their message. In addition, the trailers and technology used as part of the road show tour can often be repurposed for use at sales conferences and trade shows year-round.