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A road show is a very effective and interactive promotional presentation and meetings held with potential buyers and stake holders conducted in a series of specific locations and countries prior to the launch of a new project and ventures to attract investors.
Road show marketing was1st started in Hong Kong , China by the Kowloon motorbus company. Later on it was extended to all major towns in China.
· Road show marketing uses innovative road show marketing vehiclesto help them take their message directly to their target audiences, wherever they may be.
· It can take the form of modified vehicles or even public transport buses in China. In India the Government uses road shows for its adult literacy campaigns. COCA-COLA when it was re launched in India in the1990s used the delivery vans as road show vehicles. They were successful in driving away the local competitors like Campa Cola and Limca.
· Recently Harley Davidson used their own bikes (Harley Davidson did not have much presence in the Indian market before) as road show marketing vehicles to popularise the brand.
Road show is an unique & very good strategy to introduce new products of the same company.
· Help to compile visitor records.
· Help to know customers interest.
· Spot sale.
· Track record of new prospects.
· Vast publicity without any additional banner, branding & advertisement cost .
Roadshow is a visible engagement activity to be done in public areas, street, malls...etc, for any communication purpose (announcing service, brand, might be sales support activity... you can plan it for whatever in mind).
A road show is a series of meetings with potential investors in different countries or lacations to introduce nnew pprojects
