Having Fun with the Marketing Roadshow

A marketing roadshow spreads brand awareness throughout various locations via experiential events and demonstrations.  A company brings their brand's experience to a wider audience than they would by just hosting an event in one location.

Marketing roadshows work by interacting face-to-face with the general public, demonstrating the product's value and benefit to the potential buyer. An example of a successful marketing roadshow is this fully furnished Pop-Up Coffee Shop by NesCafe, featuring free coffee drinks made by a real barista. 

 By doing this the company increases brand and product awareness with the aim of driving up sales. Consumers are much more likely to invite a new product into their lives that they have had a chance to engage with IN PERSON in a familiar or intriguing setting. And connecting on an emotional level deepens brand loyalty.

 Why are they Effective?

One unique benefit of roadshow marketing is that it communicates the value of a product on a personal level. By having a face-to-face interaction, potential customers catch a glimpse what your company is all about.  This can evoke a sense of trust in consumers by putting a face to your firm. 

Another great benefit of marketing roadshows is that they are very hard to ignore. As all areas of media become increasingly saturated with advertising, this point becomes ever more relevant. Frequently appearing adverts on the radio, television and the internet begin to blend into a cluttered blur. And ad-blocking apps and recordable television may be sending these costly advertising methods the way of the dodo.

In contrast, the real-world, physical presence of a marketing roadshow is by definition far more noticeable and engaging.

Giving a campaign a unique spin can also work wonders to ensure a roadshow stands out. One method undertaken by several companies with great effect is the sensation of Body Painting- customized to fit the branding and message of the campaign.  

Corporate Branded Body Painting not only makes a message impossible to ignore, but it's playful interactive nature also makes it virtually unforgettable.  The public loves to get in and take photos with the models- who are plastered with your brand and message- and share them all over social media.  In this way your public not only interacts with your brand, but they create buzz for you and lend credibility to your brand within their networks.  

Check out this funny one-day pop-up marketing campaign, that not only gave free coffee to customers and allowed them to interact with the product in person, but also generated a viral online marketing campaign, as well.

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Starting her career as a contorting fire swallower, costume character, and in-house makeup artist with a circus-troupe-for-hire, Alison Kenyon has been entertaining and body painting at trade shows and corporate events since 1995.
She now heads the Body Painting Tradeshow Entertainment company BodyMasterpiece.com

Recently, Alison competed in Season 3 of Skin Wars.  Premiering in April, Skin Wars is GSN's highest rated show.         Sorry, no spoilers!