We asked 10 industry experts to share their thoughts on road shows.
"A road show is a great vehicle through which to create content that can be shared on social media."
— Greg Peterson, president, CGS Premier
"The nice thing about a road show is that it allows you to take your brand, product, or service directly to where your target market lives."
— Tom Harper, vice president, sales, marketing, and business development, Kentucky Trailer, Michigan division
"When scheduling a stop, ask yourself whether there will be sufficient parking space in a paved lot, staff on site when the driver arrives, etc."
— Donna Castillo, senior global event manager, Atmel Corp.
"A road show can help marketers discover new inroads with various target audience segments."
— Sameer Tobaccowala, CEO, Shobiz Experiential Communications Pvt. Ltd.
"A marketer's biggest mistake is failing to make contingency plans for conditions on site. You don't know the value of duct tape until you need it at 2 a.m."
— Walter Rhoddy, president, Rhoddy Inc.
"Some of the most successful road shows are actually an extension of an exhibit strategy."
— Gary Fly, vice president of sales and marketing, Spevco Inc.
"No two stops are alike. Environments, footprints and labor conditions are constantly in flux and need to be addressed on a case-by-case basis."
— Dave Varardy, chief marketing officer, EEI Global
"Road shows are expensive, but the cost is worth it if you can reach your audience in ways other marketing channels cannot."
— Don Schmid, manager, global experience marketing, Pfizer Inc.
"Road shows can help you shorten the sales cycle, influence revenue, educate your customers, and build brand advocates."
— Tawanda Falconer, CMP, senior event manager, Tableau Software
"The mobile environment is a fun and challenging space — customers want 10 pounds of fun in a 5-pound bag."
— Aaron Lane, design engineer and director of marketing, Creative Mobile Interiors