3. 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?
4. 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.
5. 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?
6. 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?
7. 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?
8. 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
9. 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
10. Sharing
• Rozdávání letáků
• Zajímavá myšlenka nápad
• Classshout
• Hradec – zvukový test
• Má tady někdo hlad?
• Klasická prezentace s videem
