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Poll Are there too many associations operating in the UK events industry?
ASP
Instead of waiting for your customer to find your stand in a show, why not take your product or message to where you’ll find them, to engage and communicate on their home turf. Mobex’s Allan Plant explains...
With strategically planned and well-executed exhibition trailer based roadshows, face-to-face activity can increase a campaign’s reach, longevity and amplification. It ensures the product/service or message is focussed to customer needs and assists in building strong and positive relationships.
Speaking to customers allows interaction, communication, education and understanding about your messages and brand, as well as letting your customer see you and not your competitors down the aisle of a traditional exhibition. They are also an ideal method of communication if you have a complex issue to get across or need to undertake consultations.
NHS London
Mobex delivered a 56 event exhibition roadshow covering the majority of London boroughs for NHS London over a 6-week period last year. The campaign aimed to address perceived difficulties about finding an NHS dentist, getting appointments, being treated, plus other popular misconceptions about charges and exemptions. Using two branded exhibition trailers, trained ‘brand ambassadors’ as well as dental teams at each event, over 270,000 people saw the campaign and over 39,000 people spoke to dental practitioners.
An independent report prepared by GfK NOP commissioned by NHS London concluded amongst others:
· All these results support the finding that the campaign has been successful in starting to change the perception that there are insufficient NHS dentists and appointments available in the capital.
· Finally, positive feedback and responses from the roadshow events proved that such events should be part of any major campaign in the future.
To achieve a successful trailer based roadshow:
· Understand the demographics and have a relevant message
· Have a focus on your planned outcomes.
· Choose the right location for your target audience and with a good footfall.
· Have trained staff and brand ambassadors.
· Interact with people to get more information.
· Spread the word; make sure when someone walks away they walk away with something to talk about to their colleagues, friends and family.
· Ensure your roadshow is newsworthy and PR friendly.
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