Good news continues for roadshow truck tours


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The Q2 2014 Bellwether Report reveals that marketing and event budgets continue to grow as brands take advantage of the economic upturn.

While the overall increase in marketing budgets was reported at 15.2% - the second highest reading and longest period of continuous growth since the survey started in 2000 – spending specifically on the events and experiential activity grew 7.8%.

This marks a moderate increase on Q1 (6.3%) for our sector and if we are to believe the Bellwether predictive model, then the good news is only set to continue for roadshow truck tours – it expects the economy to expand by at least 3.0% in 2014, which should translate into an increase in marketing spend of 6.1% for the year as a whole (an increase from the 4.7% prediction in Q1).

Businesses capitalise on the economic recovery

What’s now widely regarded as The Great Recession wasn’t the first downturn and it won’t be the last, but what we can learn from previous recessions is that as the economy recovers, businesses seek to swiftly take advantage of the opportune circumstances. This means boosting brand awareness and bringing new products and services to market, all in a bid to grow their market share, be competitive and drive profits.

The latest Bellwether figures support this notion as do our own experiences over the last six months.

For us, we’ve seen particular interest in brands looking to showcase their offering on an international stage with roadshow truck tours. This has meant devising schedules that are strategically driven to tour the locations with the best opportunity to capitalise on the recovery.

UK and Ireland, Spain, France and the Nordic countries are particular hotspots. Further afield, and a region that presents some of the most fruitful opportunities, is the Middle East.

Growing demand in the Middle East

Since we opened the doors to our Dubai office last year, brands looking to raise awareness with both B2B and B2C audiences have increasingly been entering the region with roadshow truck tours due to the high return on investment they deliver.

A huge gleaming branded truck arriving on site is nothing less than a showstopper, but as well as creating impact, they also provide a practical and cost-effective way of delivering a consistent campaign at different locations.

Their inherent flexibility means that they can be adapted for different audiences - from clients and prospects to staff and the community – and used to deliver a myriad of events such as intimate VIP networking, demonstrations and brand awareness activity. Events can also be scheduled in and around an exhibition schedule.

If you are looking to capitalise on the upturn and think a roadshow truck tour could be the answer, get in touch today.

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