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A road show is a series of marketing events comprised of business meetings and conferences. During a road show, which is organized across different geographic regions and cities, the top management teams of a firm offering securities talk to the potential buyers as well as opinion makers such as analysts and brokers.
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What are they and why are they so important? • Roadshows, in a nutshell, are the ultimate field event: just think of them as field events on steroids. • The purpose of roadshows is to take your company’s message and brand—you guessed it—on the road. • Roadshows are often done in sequence and occur in a handful of cities in an effort to increase brand awareness and product knowledge. • Roadshows are a great way to spread the word in an in-person, interactive format and reach those you may not have been able to otherwise.
They Give Your Sales Team What It Needs • This is their bread and butter. • These events allow sales to move beyond the phone calls and email and actually create face-to-face relationships with potential customers. • Conversations seem to flow in an environment when everyone has something in common: they all showed up to learn more about marketing (or whatever your roadshow might be for)! At these events, a rep doesn’t have to fight for a 2-minute conversation. • Why? Because conversations flow naturally in a social environment. • That 2-minute conversation might not happen otherwise.
They Jumpstart Your Demand Generation Efforts • Roadshows are, for lack of a better word, AWESOME for your demand generation efforts. • The summer months are notoriously slow, and roadshows help tremendously with keeping numbers steady. • If you have other companies sponsor your roadshows, a good rule of thumb is to make sure they promote your show out to their networks. • Roadshows can also really help with generating pipeline. • As I previously stated, these events give the sales team an opportunity to engage with prospects they might not otherwise engage with.
They Help Propel Your Brand • Let me point out that to keep attendees engaged during the 2015 Marketo Roadshow tour, we’re raffling off a handful of sweet prizes, including Apple Watches, Bose headphones, and GoPro cameras. • Adding excitement and anticipation into an event is important because those moments are the memorable ones (especially for the winners)! An important part of any event is the level of social engagement. • The fun touches are the aspects guests will share socially…and this is what you want. • Make sure to have a hashtag associated with the show in order to help spread the word and track those social shares!
They Help Spread Your Thought Leadership • As a starting-off point, I’m not suggesting you begin with an 11-city roadshow series. • Instead, start small and work your way up—first start in your own region, then expand across the country, then go international. • Test out a few cities that you have good traction in, and make sure to get feedback from attendees. • Use this feedback to improve each time. • If done right, roadshows can be a great event formula to add to your field marketing strategy, and people want to see them get bigger and better over time so that it stays fresh and exciting.
Conclusion • Interested in seeing what a Marketo roadshow looks like? • The summer roadshow series is not over!—We’ve still got a handful of events remaining, everywhere like the best roadside advertising boards in tamilnadu.
