Resources, Links, Ideas & Articles on Exhibition Shopfitting Retail Display Systems - In and Beyond Malaysia, Asia

Road shows - Small Budget, Big Effect

Want to get to the people really fast? Wish to make an impact with a small, manageable budget? Are there plans to create a buzz about a new product or brand name that you have? Then you are probably looking at some affordable marketing game plans that you can put together in the shortest period of time, with the smallest of budgets that can reach the maximum number of target audience.

Note…I said ‘target audience’.

Selecting the right place to have the road show is of utmost importance. I mean, this is where your target audience is. So, if families are the target market, like if you are selling home improvement products or family getaway tours, the best place to have the road show would be in a mall or a park where kids and their families would probably frequent during the weekends of school holidays. Malls are great for teenagers too because it is a well known fact that teenagers, during their free time, love mall cafes and shopping.

It is a whole different scenario if your target market is companies and the chief corporate big guns. These high flyers would most likely be in high end malls and hotels catering for elite gatherings when they are not jet-setting the world. On the other hand, if you are trying to reach a large group of consumers who have the same interest at heart, participate in an exhibition, it would be your best bet. The bottom line is to be where your target market would most likely to be at.

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One might make a case about the fact that there are limitations as to the number of people one can reach during a road show. I am not going to argue with that, it is true to a certain extent. But when you throw technology into the mix, everything changes. What with Twitter, Facebook, LinkedIn, Pinterest, Tumblr, etc…can you imagine the number of people you can reach when you persistently update these accounts while the road show is going on?

With technology, the cost of marketing and promotion has nosedived like never before. And if you are not already making use of these tools, you are losing out on a lot to your competitors.

In fact, a road show with live tweet going on is speculated to outperform many other large scale road shows without a live tweet stream. You can call on your followers or fans to join you on the road show. You can get them to help send the word out or ReTweet or Share. You can create a huge buzz and encourage a response. It’s so crazy that you can create an event online and push the buzz button completely online! There is no need for a large team to manage these road show events. All you need is a computer and a free application that can integrate all, or at least SOME, of the accounts.

Road shows are no longer limited to just the people who are coincidentally there. It is now very possible to bring the show to the world.