Taking B2B Trade Shows on the Road

Posted on by Patty Odell

B-to-B marketers continue to explore experiential marketing as an effective and efficient way to communicate and engage customers. Getting those customers to attend an event specifically designed for them to experience your company, products and people is the best way to enhance relationships and drive immediate sales.

One way to do this is a mobile trade show tour, which allows you to take your product, messaging and key executives directly to a customer’s parking lot, to create an experience. Such a mobile event eliminates the need and cost of a trade show booth, and put you in front of decision makers in an uncluttered environment without the competition nearby.

Such trade shows often rely on branded motor coaches, customized to promote a brand. One key benefit is the face-to-face engagement such an interaction brings.

The increase in awareness is another benefit of such promotions. The coach can act as a giant mobile billboard a marketer can take on the road and directly to a customer’s front door, creating buzz throughout the organization.

A branded mobile trade show coach can also serve as a place to hold VIP events or hospitality suites. This creates a more casual atmosphere, where brands can build relationships and ultimately, sales volume.

Steve Randazzo (steve.randazzo@promotion1.com) is founder of Pro Motion.

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