Published on Wednesday, Feb 27, 2008
Do you want to inform customers about your new services or tap a virgin market? Do you plan to motivate, inspire or excite employees? Or, do you want to sell your corporate vision to the media, investors and analysts?
To this whole spectrum of diverse needs and much more, one ‘uncrowned’ tool can suffice. But, for that, you have to go to the people; they will not come to you. Yes, it’s all about pushing the envelope by hitting the road with a road show.
As one road show veteran pertinently outlines, ‘A company can produce the greatest product in the world, be boastful of the most savvy management and brilliant organisation, and sport the most efficient processes known to mankind. But if no one outside the company hears this story, do not expect longevity to prevail. Getting a company’s story out means just that - spreading the word. As a vehicle for growing company awareness, building relationships and obtaining funding, road shows are imperative to the life of a company.’
A road show is essentially a platform to interact and connect with people directly on their home turf. Over a multi-week period, a group of company executives traverse the length and breadth of a country (sometimes overseas too) and organise a series of events and meetings in strategic cities. They can be in glamorous venues, public arenas, and hotels or even simply from the back of a trailer. Again, it can either be an exclusive, by invitation only affair or be open to the public at large.
To this whole spectrum of diverse needs and much more, one ‘uncrowned’ tool can suffice. But, for that, you have to go to the people; they will not come to you. Yes, it’s all about pushing the envelope by hitting the road with a road show.
As one road show veteran pertinently outlines, ‘A company can produce the greatest product in the world, be boastful of the most savvy management and brilliant organisation, and sport the most efficient processes known to mankind. But if no one outside the company hears this story, do not expect longevity to prevail. Getting a company’s story out means just that - spreading the word. As a vehicle for growing company awareness, building relationships and obtaining funding, road shows are imperative to the life of a company.’
A road show is essentially a platform to interact and connect with people directly on their home turf. Over a multi-week period, a group of company executives traverse the length and breadth of a country (sometimes overseas too) and organise a series of events and meetings in strategic cities. They can be in glamorous venues, public arenas, and hotels or even simply from the back of a trailer. Again, it can either be an exclusive, by invitation only affair or be open to the public at large.
Different strokes for different folks
A road show can serve almost any purpose under the sun; it can be a merger announcement, structured sales promotion message or a new product launch. It could also be an exercise to raise funds, recruit raw talent or an attempt to publicise the company. Road shows can be used to enhance staff motivation levels and improve work relationships as they facilitate an understanding of the company. Employees on their part get an opportunity to interact with managers and colleagues.
What is essential is to determine your requirements and prioritise accordingly and identify the target audience. Understand the issues and expectations of the key addressees to fine-tune the content.
A road show can serve almost any purpose under the sun; it can be a merger announcement, structured sales promotion message or a new product launch. It could also be an exercise to raise funds, recruit raw talent or an attempt to publicise the company. Road shows can be used to enhance staff motivation levels and improve work relationships as they facilitate an understanding of the company. Employees on their part get an opportunity to interact with managers and colleagues.
What is essential is to determine your requirements and prioritise accordingly and identify the target audience. Understand the issues and expectations of the key addressees to fine-tune the content.
Modus operandi
The communications strategy in a road show should comprise of creative concepts like persuasive theatrical performances or presentations. Ideally they should be accompanied by visual aids like videos, graphics, music and lighting. Strive to be engaging and interactive to put the message across profoundly. Also, encourage input, feedback and suggestions from the audience. Arrange product demonstrations, special offers, discounts, free services and samples to attract and win over people. Circulate leaflets, brochures and somewhere during the event distribute souvenirs to enable memory retention.
The communications strategy in a road show should comprise of creative concepts like persuasive theatrical performances or presentations. Ideally they should be accompanied by visual aids like videos, graphics, music and lighting. Strive to be engaging and interactive to put the message across profoundly. Also, encourage input, feedback and suggestions from the audience. Arrange product demonstrations, special offers, discounts, free services and samples to attract and win over people. Circulate leaflets, brochures and somewhere during the event distribute souvenirs to enable memory retention.
Jumping onto the bandwagon:
The work is cut out for the executives (sometimes CEO too) who will hit the road. Organising a road show calls for focussed planning to chalk out the itinerary and time it right too. Intense dialogue and practice sessions form a mandatory prelude to embark fully prepared with a focus on the message to be conveyed. Try to put together a structured, smooth, concise, reliable and well-thought out pitch at the presentation as well as discussions.
Also, arduously prepare your content to make it meaningful, informative and productive. Sufficient homework will help you to diplomatically tackle any tough situations that come your way.
The work is cut out for the executives (sometimes CEO too) who will hit the road. Organising a road show calls for focussed planning to chalk out the itinerary and time it right too. Intense dialogue and practice sessions form a mandatory prelude to embark fully prepared with a focus on the message to be conveyed. Try to put together a structured, smooth, concise, reliable and well-thought out pitch at the presentation as well as discussions.
Also, arduously prepare your content to make it meaningful, informative and productive. Sufficient homework will help you to diplomatically tackle any tough situations that come your way.
Helping hand:
To perfectly orchestrate a road show right from transport, accommodation, catering and logistics to venue selection, pre-event communication, staging, entertainment and hospitality, you can even enlist the services of a road show-event agency.
A road show demands immense effort and stamina, which can take a toll on mental and physical well being of the organizers. The exhausting long days will leave you tired and drained. But, maintaining a fresh and unruffled demeanour is essential, so weave rest and sleep in your schedule whenever possible to combat the fatigue.
To perfectly orchestrate a road show right from transport, accommodation, catering and logistics to venue selection, pre-event communication, staging, entertainment and hospitality, you can even enlist the services of a road show-event agency.
A road show demands immense effort and stamina, which can take a toll on mental and physical well being of the organizers. The exhausting long days will leave you tired and drained. But, maintaining a fresh and unruffled demeanour is essential, so weave rest and sleep in your schedule whenever possible to combat the fatigue.
When the party’s over:
You may have left strong footprints behind, but will the road show translate into results? Post-homecoming, keeping in touch with respondents is a cog in the follow-up wheel. Omnibus the details integrate the data collected and evaluate the findings to develop new services from the feedback. Also, identify open issues and seek answers for lingering questions to gain coherence from the exercise.
So, make the road your playground with a road show up your sleeve and watch the world become your oyster soon.
After all, the difference between ordinary and extraordinary is just that little extra!
You may have left strong footprints behind, but will the road show translate into results? Post-homecoming, keeping in touch with respondents is a cog in the follow-up wheel. Omnibus the details integrate the data collected and evaluate the findings to develop new services from the feedback. Also, identify open issues and seek answers for lingering questions to gain coherence from the exercise.
So, make the road your playground with a road show up your sleeve and watch the world become your oyster soon.
After all, the difference between ordinary and extraordinary is just that little extra!
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