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Driving business from across the pond

It’s always exciting to meet and work with an organisation that shares similar values and culture to your own. Every year the EMS exec team meets up with business heads from MRA, a fellow roadshow specialist based in the US to share knowledge and insight.

This month it was EMS’ turn to host our annual meeting which took place at the British Transport Museum in London.

Keith Austin meeting MRA

I feel it’s important to meet face to face regularly as sharing knowledge and trends from across the pond enables EMS to strengthen our global roadshow offering. As design, technology and experiences evolve the exchanging of ideas certainly helps both roadshow brands better align their strategy for 2015 and ensures we’re ahead of the game when it comes to latest trends and developments. All of this means that we can deliver the latest thinking and innovation in our field to our clients, helping them drive competitive edge.

As we discussed how things had changed and moved forward over the last year, it became clear how similar the US and UK roadshow industry can be.

Since the economic turnaround, demand for experiential roadshow marketing has been on the up. Across Europe and the Middle East we’ve seen record appetite from B2B technology brands, the oil and gas sector and more recently financial services organisations looking to re-engage their people. Similarly in the US Government and retail remain the biggest advocates for our specialist discipline.

Both sides of the pond are also seeing brands becoming bolder and more creative with their campaigns. Maximising exposure using both the interior and exterior of a truck has become a necessity, exciting AV messages on external screens are all becoming the norm, and what’s more social media event add-ons are dramatically widening campaign reach.

About the US market, Tony Amato at MRA said: “Roadshows offer a tactical solution to easily and cost-effectively integrate larger campaigns, anywhere in the world. This idea of using trucks to enter new markets or strengthen your position in a particular territory is appealing for brands here, as it is in Europe. We provide a way for businesses to develop closer relationships with their target audiences without them having to travel long distances, so in this economic climate doing business in this way is particularly inviting.”

We’ll be sharing more insight from the US and other markets over the coming months. In the meantime if you need any help or guidance for 2015 budget planning or just want to discuss your roadshow strategy please get in touch.

Read a Q&A between Keith Austin, CEO at EMS and Tony Amato, CEO at MRA here.

Keith Austin

Keith Austin View Full Profile

Clarity of vision and years of big brand experience have helped Keith take EMS from start-up to market leader. The continual challenges he places on both the business and the team are keeping us in pole position, where we intend to stay.

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