Avoid These Common Roadshow Mistakes
Experiential marketing tours are a great way to engage with decision makers and key customers. But if done improperly this tactic may fall short of your intended results. Here are a few mistakes to avoid to ensure your tour is as successful as possible.
Unclear Goals: When creating your mobile tour, it is imperative to look at the big picture and determine your ultimate goals and objectives. Whether you’re looking to gain insight from focus groups through product testing or showcase a new product through product demonstrations, knowing the ultimate goal of your tour will lead to more successful experiences.
Short on Visitor Engagement: Your mobile tour vehicle is just one component of your roadshow; the real success comes from how you engage with visitors during your event. Essentially your mobile environment sets the stage and your interactions with customers seals the deal. Don’t just rely on your exhibit to fully convey your brand, you’ll need to take it a step further and create impactful interactions with visitors. The personal interaction will go a long way in building long lasting connections and potentially long-term customers.
Locationally Challenged: A mobile roadshow allows you to travel directly to your current and potential customers doorsteps, so use that to your advantage. By understanding your key markets and customers, product seasonality and selling seasons, you can create an efficient tour schedule that will allow for more facetime with customers and less time spent on the road. In addition, developing a strategic tour route will also allow for field sales participation that can increase your ROI and tour effectiveness.
