It’s always easier to get information straight from the horse’s mouth. That’s why when a company is ready to go public in search of investment, the top executives will venture on a roadshow. These are designed to provide potential investors extra information about the company and who is running it, or they are directed towards a market audience when introducing a new product or service. Roadshows have evolved into a popular, effective and efficient means of promotion with your direct client. Delivering one event can be stressful. Recreating that event over and over in different locations can have its own challenges. But face to face communication creates debate, participation and interaction, ultimately engaging the right people you want.
Whether your audience includes potential investors or consumers, your main objective is to educate. This doesn’t include the background information that no one really cares for. You need to focus on and talk about ideas, innovative products, goals or plans for the future of the company. This effortlessly increases brand awareness. Neither your investors nor consumers will be convinced by the product or service they’ve seen everywhere else, so offer something new, something they haven’t seen before. Something so attractive, they’ll be throwing their wallets at you.
Roadshows tend to gather like-minded people from an array of different backgrounds and sectors. We suggest to use this to your advantage. There are bound to be some very important key players related to your field of expertise. So chances are, they’ll have useful knowledge and advice. Take the opportunity to branch out your connections with those who can make an impact on what you do or how you do it. Having company and marketing contacts will always be a vital part of running a continual successful business. So start giving some advice in the hopes of getting some in return.
Keep up to date
Roadshows aren’t just an opportunity to sell, they’re also an opportunity to analyse. You will be one of hundreds of company officials raising brand awareness. Everyone will be showing their latest invention to make the consumer’s life easier, so take note. Your idea may be great but there’s guaranteed to be many more at each venue. See what they’re offering, how they’re offering it and if you can do something similar more efficiently. But you also get a chance to see how other company heads hold themselves, how they approach others, how they talk and see does it work. Take each venue as a learning curve and you’ll be picking up a few new social skills.
The majority of investors visit roadshows specifically to meet company management. They want to see how they command a room and speak to potential buyers. The management will always say a lot for the company, especially in their overall attitude towards their own products/services. Investors generally never meet the CEO’s of the companies they invest in, so take the opportunity to pitch them ideas for investment. Personality holds a large influence with first impressions, so seeing an efficient, enthusiastic member of management sway a crowd will ease the investor’s mind.
Collaboration is Key
The most overlooked way of overcoming challenges is through collaboration with other companies. The constantly shifting fast-paced market requires mutually beneficial partnerships for a mixture of creativity that can lead to a quick solution. By collaborating externally, companies can continue to introduce more at a faster pace and even create solutions to problems that may not have risen yet. Once considered a strategy, collaboration has now become the key to long-term success and competitiveness. Remember that sooner rather than later are the ones who triumph in the market.
Society is growing and so are our values. Companies that are somehow involved with the community raise themselves onto a high pedestal above their competitors. Is the local primary school struggling? Does the hospital need donations? Corporate social responsibility (CSR) is becoming more and more mainstream. Business’ that participate in initiatives that benefit society gain loyal customers who see some of their hard earned money put back in the community. Not only does it provide leadership opportunities for employees, but it also magnifies customer morale. And brokers are much more likely to invest in companies with a proud, loyal customer base.