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Does your tech brand have a multi-million dollar calling card?

Keith Austin, Managing Director at Event Marketing Solutions explains why it is no coincidence that we have got nine technology roadshows touring the UK, Europe and Middle East during April. The bigger question is why?

I was speaking with the EMEA Marketing Director of one of our technology clients recently and he summed it up brilliantly: “We do lots of different types of marketing but our roadshow is the only one that makes a measurable difference; getting us in front of our customers, and most importantly, the decision makers.”

As the latest Bellwether report announces that marketing spend is beginning to rise, the reality is that budgets are still predicted to be tight and ROI has never been so important in the boardroom. So what does roadshow marketing offer and why is it being used more and more by some of the world’s leading tech brands? Here are four big reasons why...

Supporting Partners 

Keen to ensure that they were making the most effective use of their market development funds, a global technology company appointed us to launch a long-term roadshow which would better support their partners in four markets. Each partner was equipped with a bespoke mobile showroom truck to help promote a new offer to key customers. The tech company funding the initiative had piece of mind that the experience would be consistent, satisfying both brand and partner requirements.

We’ve also worked with a technology firm on a roadshow that was used for a subsidised rate by their original equipment manufacturer partners. By pooling spend it enabled the creation of a truly impressive campaign – something that would probably have been unaffordable alone. Now that’s smart spending!

A new approach to boot-camps

HP roadshow

Usually tech boot-camps take place to communicate a revolutionary new product launch or innovation to partners or resellers, so it’s crucial that this is supported by the event experience.

In some cases this involves roadshow trucks and in others, particularly where the audience size is much larger, a pop-up event arena. One of our clients is about to provide the ultimate stage to help their local markets engage resellers – with the use of an innovative inflatable architectural structure. This sleek and minimalistic solution has helped overcome the high cost and time spent dressing hotel venues as well as injecting some theatre into the more predictable tech boot-camp approach.

Million dollar calling card

In the words of a VP of Marketing from a long-standing tech infrastructure client, “this truck is a multi-million dollar calling card”. I’d probably say that this is the most impressive reason of all as he’s not referring to the cost of the roadshows but to its ability to directly reach customers on their doorstep, engaging everyone in the decision making process from chief technology officers to project managers. B2B focussed mobile tours also enable you to quickly respond to new market opportunities without having to wait for the next big trade show or congress.

Committed to driving results

We have more than 100 tech roadshow days planned this month alone – some clients will be doing it for the first time while others repeat their winning formula. Our roadshow marketing end-to-end service removes the challenge of negotiating complex logistics across wide geographical areas so that businesses can focus on the customer experience, showcase their technology, enter new and buoyant markets, and support tradeshow activity too.

This may be a busy month for our technology sector clients, but it isn’t the end of the story. We have bigger and bolder activity already planned for the summer including Russia and a new venture into South Africa.

If you’d like to see any of our tours in action or are just interested in understanding more about how we could help you take to the road, we’d love to tell you where we’ll be and give more insight into what we do, so get in touch today.

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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