10 Insider Tips & Tricks for a Successful Brand Roadshow
You're heading to the supermarket or local retail store with a list in hand and before the automatic doors have an opportunity to open for you, you are mesmerized by the activity out front. A colorful truck, with energetic representatives offering demos, samples, or giveaways draws a crowd. This is a brand roadshow. Pop-up activations can be a brilliant way for brands to personally connect with potential customers. Looking to engage a wider community with a roadshow? Read ahead for the top ten tips and tricks we've learned from more than twenty years of producing incredible events!
1. CONSIDER THE TIME OF YEAR
Timing matters. Q1 tends to be the toughest stretch for roadshows. Shoppers are tightening their budgets after the holidays, and winter weather keeps people indoors. Q2, Q3, and Q4 all deliver stronger ROI, and heading into the holidays right now is one of the best windows of the year to get in front of shoppers. If you do run a Q1 activation, prepare for the weather. Something as simple as hand warmers goes a long way for staff.
2. FOCUS ON THE CONSUMER
A lot of brands can get so hyper-focused on their own needs that they neglect to fully consider the customers that are necessary for their own success! Who is your average customer? What is the best way to engage them? Once you truly know who your customer is, you'll have a better understanding of how to connect with them, and where to travel to in order to reach the folks who will benefit most from, and be most enthusiastic about, your product.
3. CHOOSE YOUR PARTNERS STRATEGICALLY
This is a crucial step. You want to make sure that the company you're partnering with (such as the retail establishment where you're setting up an activation) aligns with the missions of your brand. We've run activations at retailers like Giant Eagle, Ace Hardware, and Menards, and each one worked because the brand and the retail environment were a natural fit.
Look at their brand values, community involvement, and mission statement.
You also want to make sure the location makes sense with your roadshow goals. Is there a lot of foot traffic? Where will you physically be situated? Will you be near the entrance to the store? We always recommend setting up as close to the entrance as you can, so you can greet people both entering and leaving. If that's not possible, ask for an end cap.
Some locations are even willing to provide store traffic numbers and demographic data upon request. Finally, always ask for Certificate of Insurance (COI) requirements in advance. You want to make sure your COI meets their requirements.
4. HAVE A CLEAR OBJECTIVE
Establish key performance indicators (KPIs) to measure your roadshow's success, starting with what success actually means for this activation. For most brands that's sales. For others it's engagement and brand awareness. Decide which one you're chasing before you go out into the field, because it shapes everything from staffing to scripting to follow-up.
Think through your tools too, both onsite and after the roadshow ends. How is your team capturing leads at the table? A tablet, a CRM intake, something simpler? And once you're back at the office, where does that data go? Into a CRM like Salesforce or HubSpot, an automation platform like Marketo or ActiveCampaign, or an AI-driven scoring and follow-up tool like Salesforce Einstein or Apollo? The right tools can turn a five-minute conversation into a fast, personalized follow-up instead of a business card that sits in a drawer.
Whatever the goal, these decisions need to be locked in before you're in the field. They keep your team motivated and on target. As the saying goes, "People don't plan to fail; they fail to plan."
5. DETERMINE YOUR STAFFING NEEDS
Remember that staff members in the field are an extension of your brand, so you'll want to hold them to a certain standard. Consider how many staff members you'll need to get the job done on-site.
Will you need to outsource to a staffing agency or would you prefer to handle it internally?
Are you looking for brand ambassadors or sales ambassadors?
Remember that these roles are quite different, and you'll need to let any staff member know exactly what's expected of them and train them accordingly, whether that's handing out merchandise or putting sales leads into the funnel.
Give your team the tools to be successful. Map everything out. Make sure you create an SOP (standard operating procedure) document.
6. ENVISION YOUR ACTIVATION SETUP
It's important to think this through before you arrive on-site, communicate with your roadshow partner, and plan for any potential issues. The most nimble brands tend to succeed. Bring a high-top table in addition to a six-foot table. Plan for multiple setup options.
If you're going to be outside, think about how you'll secure the tent if the weather acts up.
Think about what your setup will look like to the customer, and make sure you're engaging folks from every demographic. Is it visually engaging? Will you have any technology needs, like a TV? Have you prepared marketing materials to pass out?
Pro tip: always bring zip ties, duct tape, sharpies, and industrial scissors.
7. PROVIDE VALUE WITH TAKEAWAY PRODUCTS
Extend your influence outside of the roadshow by offering free merchandise that consumers might actually use, such as t-shirts, hats, or tote bags. These are often less expensive than clients think! It creates excitement on-site as well as extends the life of your brand in that location once you move on to the next one.
8. CAPTURE SHAREABLE CONTENT
The beautiful thing about a roadshow is that it can live online as well as off, increasing your return on investment. Make sure your team is ready to capture all of the amazing content at each activation. Perhaps delegate social media and photography tasks to specific individuals with those skills. Create incentives for people to share your brand message or content. Turn those potential customers or event attendees into ambassadors for your brand.
9. BE PREPARED TO SCALE YOUR ROADSHOW
The work shouldn't end once the activation does. Be prepared to act on the leads obtained at the show. If you're not acting on leads, you've wasted a lot of time, energy, and money! Establish a process with your team for engaging with consumers post-roadshow.
10. ENGAGE WITH PARTNER STAFF
This often gets forgotten, but remember that the staff working at the location of the pop-up are potential customers as well! Doing something simple for them, like bringing them a box of donuts and coffee, goes a long way. There's a high probability that a staff member will become your customer, so get them excited about your brand. It also builds goodwill with the partner and increases your chances of being invited back because everybody had a wonderful time. Also, have some healthy snacks and bottles of water available for your team. You want to make sure they are running at full speed.
Roadshows are right in the sweet spot of what we are doing with Leads at Retail. If you're in the process of planning a roadshow and would like additional insights or expert help with your activations, please reach out today!