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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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Tip 5: A Moving Solution Designed to Drive Sales
Create an experience that engages, excites and inspires visitors into action. The environment must engage your audience, involving them with the brand in new and unexpected ways. With careful planning, the experience will appeal to all five senses.

Tip 6: Work with the Right Partners
Road show marketing involves a significant amount of detail, so identifying an experienced production partner is essential to success. Brands should look for companies that have expertise in a number of areas including design, transport, staffing and promotional tools, as well the ability to look after the legal issues including permits and compliance with safety codes.

See You on the Road

Road show marketing campaigns are ideal for promoting a new brand directly to a target market or to increase awareness for an established brand or service. Whether implemented as a stand-alone promotion tool or used in conjunction with another event, road show marketing campaigns are high profile and memorable—two keys to making the sale.

Joan Pisoni has 24 years of experience in developing face-to-face marketing events, and is currently the division president of MC² St. Louis. The company is a nationally recognized leader in the exhibit and event marketing industry, specializing in design, production and management of integrated marketing programs—including events, exhibits, permanent and road show environments and executive briefing centers.