Understand Roadshow.

Does your brand needs it?

Roadshows are one of the essential marketing channels that most companies adopt to increase brand presence and brand awareness in Malaysia market.

Roadshows can take place in different popular locations like malls, commercial buildings, exhibition fairs and other high traffic locations, whichever that is suitable to achieve your desired outcome.

So, what kinds of roadshows can you do?

Organising events can be very challenging in a manner that it consumes a lot of time and effort. Hence, by delegating event planning to a reliable and trusted event organiser, your company can save more time and effort on other important tasks. Usually, when you organize a roadshow, there are two goals that you need to decide. Is your goal to gain sales for your company? Or is it to market your brand to your customers?

1. When your goal is to achieve more sales

   Roadshows that are sales oriented such as new product launching, promotions on products or services and stock clearance help to generate sales for your company. By exposing your brand to the strategic locations in roadshows, you can have closer engagements with the customers and sell your products instantly when customers are convinced.

2. When your goal is to market your brand

   Roadshows that are marketing oriented tends to promote events or activities such as product demonstration, product sampling, product giveaways, mini carnivals, festival celebrations, charity events that is interactive and increases the customers’ likability towards your company. This helps the customers to have long lasting favourable brand impression of your company after they have attended your roadshow.

Why are roadshows still popular even at this period?

When online marketing is the biggest trend to get brand exposure, famous brands continue to invest in roadshow activities. There is a common theme about roadshows which company aims to get their customers involved directly with their products by engaging as many senses as possible.

For example, regarding sight, you can see the quality of the books you buy from Big Bad Wolf fairs before purchasing thus zero worries regarding the physical condition of the book. For smell and taste, you can smell and taste the aroma and the flavour of products such as Nestle Milo chocolate drink, Nescafe coffee or Maggie instant noodles before deciding to purchase. For touch and hearing, you can immerse into a driving experience by test driving cars such as Toyota, Honda or BMW to fully understand the product before making a move.

By engaging in roadshow activities, customers will perceive your brand as more trustworthy and reliable.

How does a successful roadshow look like?

• Strategic locations with high traffic I.e. if said location is able to garner 10,000 foot traffic a day and it costs RM500 for daily rental, each foot traffic costs only RM0.05

• Well trained promoters that interacts well and engage the attendees hence leaving them with a better impression of your company brand

• Well organized roadshow event setup that is neat and visually attractive will help to build customers’ confidence in your company brand.

A successful roadshow will bring positive outcome for your company and injects a strong impression to your customers that no other marketing channels could deliver. Collaboration with a trusted event planner with experience and great sense of responsibility will relieve the stress of organizing a roadshow and able to enjoy the successful outcome at the same time.