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Kanye had "The Yeezus Tour. What do these events have in common?
They're all some version of a multi-city "road show"--one of the greatest ways, according to Ben, to build trust and intimacy with enthusiastic fans and to target your next great customers.
Ben is a fan of road shows, when they are done well and timed right. As Ben sees it, the act of hitting the road to bring a product straight to the people is an incredibly effective event marketing strategy--particularly for small to mid-sized companies - if you follow these 12 tips to ensure your investment actually pays off: Make a big deal about your "guest of honor" coming to town.
The key to a successful road show is to create some magic around your company's arrival. Several weeks before each city stop, encourage your sales team to sound the trumpets: It's a great way to create that coveted "velvet rope" effect.
The more difficult it is to access the CEO, the higher the demand. Pick a venue that is awesome. Don't skimp on the venue.
If your venue doesn't excite your guests, neither will your company or product. Make the event bigger than you. No one wants to go to a happy hour and listen to a PowerPoint presentation about your product.
Think about what would get your guests excited. Expose them to new ideas. Connect them with like-minded people. Ben is adamant on this point: It's tacky and a huge turnoff. Know where your product fits into the market, and design an event around the most relevant, interesting theme, idea or debate in your industry.
Who has thought bigger? As is SalesLoft's Rainmaker event down in Atlanta. Appboy hit it out of the park last November with their LTR event. Tapad's "Unify Tech" event is also a good one, if you need some road show inspiration.
Emotions play a big role in decision-making. If you want to influence someone, you have to design an event that appeals to their emotions. If your event is a straight sell, you've lost them at this event and any future event you're thinking about hosting. Maximize your face-time while you're on the ground.
Your top prospect can't make it to your event?
Find a time to take them out for coffee or a drink while you're in town. Have your team set up at a coffee shop and take meetings there. Plan ahead and make the most of every stop.
There's no reason why with a little planning and imagination, you can't hit every touch-point in one or two days.
Just because someone can't make it to your event doesn't mean they're not interested in what you've got to offer. Don't hesitate to make the most of every moment you're in town. Incentivize your sales team.MPLP is a joint project of the Michigan Advocacy Program and the University of Michigan Law School.
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Since , the Michigan Advocacy Project through MPLP has expanded significantly and created successful statewide programs to respond to emerging legal needs in Michigan.
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