Roadshow• „A series of events in different places at which a company gives information to possible customers, investors, etc.“• You are going directly to the customers, you are not hiden behind posters, articles, facebook profiles, the people taste the brand of the company directly. Does it worth?
Roadshow• Effective roadshow is approaching target group at the place, where they doesn´t expect, and where it can be more intensive.• Effectiveness can by raised by universal manual provided to everyone.
Pre-preparation• What is our motivation for roadshow?• Who is the target group?• What is our product?• What is the point of direct contact with customer?• How good is our targeting?• How is the roadshow part of my marketing mix, marketing communication?
Preparation• Message – What are we doing the best? How we are different from others? What is the MDA?• Goal - SMART• Target Group – Who are the main customers? How to approach them? What are their needs and desires? What they can expect from product? What they know? What they think about our brand?• Program - How should be the flow? What are the main parts?
Preparation• Place - We are going directly to customers (in front of university, in atrium, in university park, in hallway), consider the technical needs, frequency of customers, weather, parking lots, financial question• Timing – How fast we can setup the place? How many cars do we need? Are there some times buffers? Are there some paraler actions?
Preparation• Team – Do we have someone who is part of target group? Briefing.• Evaluation – Setup the SMART goals, then compare with results, short questionaires are also possible, stimulation with competition, report reaction of customers, their comments, suggestions, cooperation• Threats – preparation is core, brainstorm the possible problems
Tips• have something they can put and eye on• games – play essential games with visitors which are connected to your brand (brand story) – eg. for car industry it can be test drive, concentration, reactive, coordination, power- handlig, meditation• interact with guest – dont let anyone just stand and look, ask them, answer, explain and target to MDA, stick to basic models as AIDA (attention – getting the attention of people, interest – making them interested in product, desire – creation of desire for having product, action – showing clear direction how they can get it, call for action• make it funny• think about including AIESEC partners to this events• the main idea should be communicated in same way• creativity should not beat the message
Sharing• Rozdávání letáků• Zajímavá myšlenka nápad• Classshout• Hradec – zvukový test• Má tady někdo hlad?• Klasická prezentace s videem