Whether you’re planning a nationwide recruitment drive or a marketing campaign of grand proportions, a roadshow is a big undertaking. That being said, taking your brand on tour can be incredibly worthwhile, offering an unparalleled ROI when done effectively.
Brand roadshows perfectly encompass the phrase, ‘if you want something, go get it’. It’s surprising that so many businesses are left wondering why their ‘behind the desk’ approach to marketing isn’t delivering the results they crave but your audience isn’t within arms reach. It’s down the M4, it’s in Edinburgh, it’s on the South Coast - it’s all over the UK. Once you start breaking down the barriers surrounding your bullpen, you’ll soon realise your potential audience reach is huge!
Before you hit the road, there are a number of planning essentials to consider in order to ensure you’re getting the most out of making an investment in roadshow marketing.
Research your audience
As with all marketing activity, the customer should be the focal point of everything you do - and roadshow marketing is no exception. Prior to planning your roadshow events, you should first consider where your audience is.
If you’re promoting an FMCG (fast-moving consumer good) to the general public, then the UK’s high streets will offer plenty of opportunity on high footfall days. However, the more niche your offering is, the more creative you’ll need to get when it comes to targeting.
Targeting businessmen and women?
Park up outside large city worker districts such as London’s Canary Wharf or Manchester’s Spinningfields to make sure you’re not wasting your roadshow on the wrong audience. Check out this recruitment campaign by the British Army, targeting university campuses to catch footfall from skilled graduates.
Test your theories
Despite the lucrative end result, a brand roadshow can be a big financial undertaking for any organisation - especially if you’re planning to be on the road for a few months or longer. Whether you’re reporting to the board of directors or a marketing manager, you’ll need hard evidence of success before convincing them to supply a roadshow budget.
So, before hitting the road, make sure you put your plans into action for a trial run. Not only will this give you the proof you need to secure a roadshow budget, it will allow you to hone your planned events - ensuring you get the best results. Whether you’re planning to hit the UK’s high streets with a lorry full of freebies, giving talks or trying to attract potential job applicants, now’s the time to trial your techniques on a smaller scale.
Choose your weapon
For big brand roadshows, exhibition trailers are the answer. It’s a fact that people are more likely to buy something if they’re able to see it with their own eyes, touch it and try it out - and whether you’re promoting a product, service or even employment opportunities, exhibition trailers offer the perfect engagement space.
Providing a home away from home for brands on the go, event trailers can be configured to function as mobile showrooms, meeting facilities, classrooms, demonstration platforms or even pop up shops - meaning that the possibilities for customer engagement are limitless.
Choose your front line soldiers
Even the most impactful visual branding doesn’t stand a chance without the right team behind it. Therefore, it’s vital that you only send your best brand ambassadors on your next roadshow. The staff you select should possess strong people skills and be friendly and approachable. On top of this, your team needs to be incredibly knowledgeable about your product or service possessing the sales acumen to turn even the most sceptical passers-by into potential leads.
As the UK’s largest single source supplier of exhibition trailers and promotional vehicles, the Events Structure is your direct line for organising your next brand roadshow. For more information on our exhibition units including self-drive units, roadshow trailers, customised containers and mobile showrooms, get in touch with The Events Structure team today on 0161 821 1010.