Artem Minasyan,commercial director of the agency Eventum Premo, explains what a road show is and when it works better than digital promotion.
Many areas of business require offline advertising campaigns with maximum coverage. To convey the driving performance of the car, to feel the smell of new leather in the interior, you need a test drive. And if the car model is mass-produced, it is better to do this in different regions according to a single scenario, so that the brand can control the experience that they want to create for future customers.
Or, a road show for cosmetic brands. A large number of consumers live in the regions and are skeptical about banner advertising created in the capitals. However, if a brand integrates into local events and comes to your city itself, then trust is built that can create brand advocates in different regions.
At the same time, to announce road shows and collect data about participants, it is completely reasonable to use digital promotion with targeted advertising, short bursts of activity by region, a centralized campaign website, shopping hashtags, etc. professional tools.
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A road show is a special type of permanent event that differs from the classic event that takes place in one evening. This is a tool that agencies use to create a positive image of clients over a wide area and with a long-term effect.
The peculiarity of a road show is a series of regular events in different regions to reach the maximum audience with a large regional coverage. Since road shows require significant expenses, large cities in the regions chosen by the company are usually chosen as event venues. This approach is universal; it can be used when planning various marketing events - test drives, a series of business conferences, master classes and even a series of city festivals.
The success of the Road Show directly depends on the quality of the logistics and scenario of the event itself, and the level of training of the field team personnel. To get a consistent result, road shows must be produced by professionals.
Therefore, to hold a Road Show, you need an agency that organizes events for its clients. If you are wondering how to choose a suitable agency, then below are some points that will let you understand why it is needed and what you should pay attention to.
Why choosing an agency for a Road Show is necessary. New ideas.
Often, when holding regular events, employees within the customer company already run out of ideas, since they have tried many things before. At such moments, it is better to turn to the agency for a new “breath of air”. Each agency specializes more in certain event formats and knows what will be best for a particular audience. Having experience in various Road Shows, the agency can offer proven, but new for the company, ideas from other industries or regions. In this case, it is worth paying attention to how diverse the portfolio of the selected agency is.
Up-to-date knowledge for Roadshows.
Agency managers daily deal with the development and implementation of events, the logistics of moving between cities, they know all the intricacies of working in the regions, standard prices, and are better versed in the realities of local contractors. This allows you to achieve the best results for less money. To ensure this, you need to choose an agency that has a current Roadshow portfolio for the last 1-3 years.
Road show in a short time.
The market situation changes frequently and therefore the question of organizing a Road Show in a short time regularly arises. Since road show agencies have a large number of regional partners and multidisciplinary specialists, they manage to implement large-scale events even in 2 weeks. If the task is efficiency. Saving time on searching for performers significantly affects the preparation time and actual launch of the Road Show. In this case, an agency with a large staff is preferable.
Risk planning for Road shows.
If you are organizing regional events with long journeys, then you cannot do without risks. Your Road Show Agency often assumes all risks, insuring the liability of drivers and local personnel, and provides uniform training. Where it is not possible to use local personnel, a centralized contractor is involved, for example in the field of printing, decoration production, sound engineer, equipment suppliers, etc. The ability to distribute responsibility within the framework of a road show allows you to competently distribute risks and minimize them.
These are not all criteria, but they are important. Most importantly, you must understand exactly what you want to achieve when choosing an agency and what corporate, business and marketing goals to achieve during the road show.
