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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.

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While there isn’t a one-size-fits-all solution for road show programs, the following six tips will help marketers implement a successful program:

Tip 1: Chart Your Course
When it comes to ensuring success for any marketing program, the make it or break it point lies in the planning. This couldn’t be more true of road show marketing tours. With multi-city stops, road show tours require an in-depth analysis of front-end engaging activities and back-end logistical needs.

Tip 2: Identify Your Marketing Goals
Set specific metrics to measure program success against. That could mean setting a sales goal or focusing on something less tangible, such as relationship-building. How do you want to showcase your product—what’s the differentiator?

Tip 3: Assess Your Target Audience
Creating a controlled environment with few to no competitors allows you to target your promotions and focus on specific customer needs. Know the hot buttons of your audience to ensure your road show marketing message has the biggest impact.

Tip 4: Know Where to Find Your Audience
Combine face-to-face interactions with a memorable brand experience—one where customers live, work and play.