Tag Archives: Roadshows

Immerse The Family Market In An Interactive Roadshow This Holiday Season

As the August holidays are fast approaching brands are presented with a great opportunity to try and win over the world’s toughest critics – kids.

The August holidays are a perfect time for brands with products and services aimed at the family market to raise brand awareness and drive engagement.

A recent example of how effective immersive marketing campaigns can be was seen in Brisbane, Australia. A shopping centre used Augmented Reality as part of an innovative campaign that saw children being given the opportunity to fend off lions and duel with pirates – a completely experiential marketing tool that parents and children were able to take part in.

The video; that can be viewed here shows how the interactive experience was able to involve children and their parents in the game by bringing animated children’s characters to life, attracting participants throughout the shopping centre. Mums, dads and kids could fight off lions, swim with fishes or take part in a swashbuckling duel with a pirate through the use of a LED screen, webcam, video and slick animation.

The Brisbane shopping centre also increased awareness by encouraging participants to share photos of their experience across its Facebook, Twitter and Instagram channels, further increasing engagement and promoting the event, certainly helping the shopping centre stand out from its competitors.

Another great way to engage the family market is through the interactive format of a roadshow truck from Event marketing Solutions.
Packing a punch with kids and parents alike, an immersive experience made possible by the team at EMS is a proven way to boost sales, especially during the lucrative holiday period. Brands can take centre stage on prime retail sites and help encourage extra sales by connecting with people as they shop on the high street.

“Providing a mobile showroom that is a sophisticated and interactive environment completely kitted out with the latest in technology whilst being consistent with the look and feel of your brand is what we do here at Event Marketing Solutions.” Says Head of Business Development at EMS Nic Whelan.

“A great example of this is our work with the 20th Century Fox Blu-ray European Experience, which saw nearly 8,000 movie fans experience the benefits of Blu-ray inside a truck. The tour created excitement around the product by giving visitors the opportunity to star in famous movie trailers and then share their big screen moment with friends and family through social media.”

The roadshow trucks from EMS can be completely tailored to the aesthetic of your brand. Relatively easy to set up and deploy, an interactive roadshow truck can be fitted with a variety of interactive technology and out on tour in time for the lucrative holiday period.

Visit www.eventms.com for more information and see why the likes of Samsung and 20th Century Fox have tasked EMS time and time again to handle their roadshow truck marketing campaign.

Contact Details: Kate Price
Marketing Manager
Lakeside, Shellway Road, Ellesmere Port, Cheshire, UK CH65 4LQ

T: +44 (0)151 350 1500
E: information@eventms.com

Via EPR Network
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Projection Mapping Uncovers Endless Opportunities to Engage Audiences with Their Environment

Nic Whelan, Head of Business Development at Event Marketing Solutions, discusses the impact of the new technological trend of projection mapping on his clients’ roadshows…

Once in a while a new technology trend takes hold and, before you know it, creative application has taken it to a whole new level.

Over the last few months Event Marketing Solutions has been working with projection mapping. If you are unfamiliar with the technique, here’s a good explanation, courtesy of Wikipedia;

‘Projection mapping, also known as video mapping and spatial augmented reality, is a projection technology used to turn objects, often irregularly shaped, into a display surface for video projection.’

So, what does this mean for the roadshow truck tour business?

This exciting new projection technique provides endless opportunities for engaging audiences with their environment and can work both on the exterior of an exhibition truck and inside.

It can be used to add extra dimensions and create optical illusions as well as give the idea of movement to fixed objects. It can turn any surface into a dynamic video display and, control through a sensory device means that music can work with movement, creating a fully immersive experience for the onlooker.

Used on the exterior, and under nightfall, an exhibition truck can be transformed into a vibrant dancing 3D canvas with light projection used to give the appearance of movement, creating engaging imagery and stunning results. Here are some excellent examples that showcase how this can work:

http://www.youtube.com/watch?v=J8JqEci_pSc

http://www.youtube.com/watch?v=oVSwf3XtrK0

Lighting solutions specialist Mr Beam proves here just what is possible for roadshow truck interiors by transforming a living room into a 3D projection area with changing colours, patterns, textures and furniture.

It’s not just the B2C brands that are hooked; EMS is currently working on B2B concepts to develop a new type of experience for business audiences based on projection mapping techniques.

But they are not the only ones to be inspired by projection mapping’s potential to wow and engage. Last year Mercedes CLA showcased in several cities in Switzerland, using projection mapping to turn heads – lighting up the car’s exterior with playful changing colours and graphics.

A creative mind can run wild with the myriad of opportunities available to us with projection mapping techniques, mesmerising and connecting visitors with their environment which changes right before their eyes.

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Exhibition Trailers specialists ask ‘Are fashion trucks the next big thing?

Brian Child, Sales & Marketing Director atEvent Marketing Solutions considers the latest trend hitting the U.S. – retail truck tours – and how this new take on retail could be the next big thing on this side of the pond.

More than 60,000 high streets shops are predicted to close and 164 retail chains to go into administration, according to the recent Retail Futures 2018 report from the Centre of Retail Research.

There’s no doubt that the high street is struggling as bricks and mortar give way to the online world. But it’s not all doom and gloom and those that are offering an immersive shopping experiences, using new technology and techniques to engage customers are prospering.

It’s simply a matter of survival and one of the latest trends hitting the U.S. is the use of retail trucks to better reach and engage shoppers.

Going mobile is proven to be one of the most effective ways to get brands and products directly in front of customers. Fashion is everywhere and so it makes sense that this concept has made its way into the retail arena.

‘Fashion trucks’ or ‘mobile boutiques’ are now making their way around the States from East Coast to West, the Mid West, South, and so it goes on. Both small niche designers and big name brands have jumped on board with New York designer Cynthia Rowley and Aether Apparel among them as well as Madewell, which recently embarked on a 14-city roadtrip.

The phenomenon has grown so popular over the last few years that it even has its own association, The American Mobile Retail Association, and code of ethics which caters to both mobile retailers and their communities.

For on-line retailers it’s an opportunity to establish a real physical connection with their customers. People can interact in a way that is impossible on-line. Of course, the use of social media will make the truck ‘phygital’ and attract a much larger audience.
So why do roadshow truck tours translate so well to the retail environment?

Impact – Nothing makes a presence like a truck, especially when fully branded and packed with a creative retail experience. A mobile pop up store is a sure way to draw a crowd.

Personal experience – It allows brands to take products direct to customers, providing a branded/immersive experience in a captivating environment gives the impression of a more one-to-one exclusive experience, delivering personal service that shoppers expect.

Mobile billboard – not just about the event itself, while on the road you are a mobile billboard advertising your products and brand.
Fashion forward – capitalising on nature of shoppers; this is a new trend/innovative, this group is receptive to creativity and new ideas.Direct contact – you take your brand and products to the customer, you aren’t waiting for them to arrive in store. Opportunity to move to a new location daily and use social media so shoppers can find you.

Convenience – part of the lure of online shopping is the convenience. By making your store mobile, taking products to customers, it’s a much more convenient way to shop, taking fashion to time constrained people.

You would be in good company too, Aston Martin, Hugo Boss and Samsung are already getting ahead here in the UK with the use of mobile retail truck tours, what’s more it’s giving them a USP and a powerful retail edge over their competitors.

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Effective Roadshow Measurement Techniques

Justin Isles (Client Services Director at roadshow organisers Event Marketing Solutions) shares his experience on effective roadshow measurement techniques available to clients.

There’s no doubt that roadshow marketing has proved itself as a way of effectively engaging audiences with brands and their messages as well as products and services.

Roadshows are increasingly becoming an essential part of many organisations’ communications activity, but as times remain tough and the economic climate turbulent, there is ever more focus on measurement and ensuring a return on investment.

We are continually looking at new ways of capturing data and proving a campaign’s worth, so here I’ll share some insight to how we approach measurement at EMS.

Techniques for determining success vary from business to business and even from campaign to campaign. The best way to approach measurement is to reflect on your objectives, which will help determine the metrics. Marketing activity needs to be more strategically focussed and integrated with wider business objectives – so it’s essential to consider the short, medium and long term business and campaign aims of your roadshows.

We encourage all clients to invest in qualitative onsite research, as robust ROI tracking is key to measuring success. But it’s important to maintain some flexibility to allow the integration of anecdotal feedback.

Daily reports assist monitoring of every aspect of your roadshows, from footfall and sales leads to length of engagement and touch points. They also provide essential metrics that can be used to develop and refine activity moving forward – used well, the information can ensure better audience engagement.

Perception should be monitored before and after an event to track shifts. Social media has brought endless tracking opportunities, and it’s particularly useful for capturing longer-term results. It’s essential that conversations are monitored throughout a roadshow marketing campaign and metrics from channels such as Facebook and Twitter are integrated as part of wider ROI measurements.

Post event monitoring of sales uplift, meeting numbers, feedback results, volume and pace of pipeline improvements will all help to paint an accurate picture of a campaign’s success.

Providing the means for businesses to talk directly with customers and prospects is one of the strongest opportunities presented by roadshow marketing. Evaluation must be able to facilitate and capture these conversations and an innovative approach using mobile devices or video booths can help encourage visitor participation.

Don’t be afraid to try new measurement tools and techniques; just remember to check that they help you meet your original objectives and you can’t go far wrong.

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Ciena B2B Roadshow Hits Mobile World Congress After Middle East Success

Leading global telecommunications equipment provider Ciena builds on a highly successful Middle East tour for its EMEA roadshow with a visit to the Mobile World Congress in Barcelona.

Delegates at the annual global technology event saw working demonstrations of Ciena’s industry-leading network equipment and software solutions at its unique mobile ‘Innovation Lab’ exhibition trailer.

Managed by B2B marketing roadshow specialist Event Marketing Solutions (EMS), Ciena’s campaign has visited 42 venues in 14 European and Middle Eastern countries since debuting at last year’s Mobile World Congress event. Ciena’s mobile exhibition trailer has travelled nearly 26,000 miles and spent 39 weeks on the road, clocking up 92 event days.

The Middle East leg of the tour in December and January reached important clients in Dubai, Abu Dhabi, Riyadh, Khobar and Kuwait. Last week, the nearly 60,000 visitors to Mobile World Congress had the opportunity to gain hands-on experience with Ciena’s intelligent infrastructure solutions,
including some of the most advanced Carrier Ethernet and optical network technologies on the market.

Following the successful event in Barcelona, Ciena’s roadshow heads back to the UK before returning to the road to continue its European tour – Paris being the first stop.

EMS designed and managed the innovative, flexible fit-out of the 13.6m exhibition vehicle, which is branded, with multi-lingual capacity that allows different graphics to be used for each country.

The interior of the exhibition trailer enables Ciena to deliver a bespoke event for each client they visit, from workshops to theatre style. It includes a reception area, specially designed fully air-conditioned server rack to demonstrate and store the high-tech equipment safely, presentation zones with LED screens, interactive workstation area and private meeting room.

Justin Isles, Client Services Director at EMS said: “Ciena’s arrival at Mobile World Congress marks a highly successful 12 months engaging with the worldwide market in a campaign that has broken international boundaries. Each new country has enabled the Ciena team to build relationships face-to-face with a vast number of customers, providing a valuable new business platform.

“The success of the Ciena roadshow has been a tribute to the highly effective, and often complex operational solutions that we can deliver to organisations, which have a real impact on the bottom line.”

Ciena is one of a growing portfolio of EMS clients who are benefiting from technology demonstration roadshows. Other clients include Dell, Samsung and IBM.

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EMS Takes Ciena B2B Roadshow To The Middle East

Leading global telecommunications equipment provider Ciena has begun a new leg of an extensive EMEA roadshow this week as it starts a two-month tour of the Middle East.

The unique mobile ‘Innovation Lab’ offers Ciena’s international customers a personalised, hands-on experience of the company’s industry-leading technologies. Managed by Event Marketing Solutions (EMS), who specialise in managing B2B marketing roadshows, the campaign has already visited 31 venues in 11 European countries this year.

The latest leg of the tour will give clients in Dubai, Abu Dhabi, Riyadh, Khobar and Kuwait a first-hand experience of Ciena’s range of networking equipment and software, which enable the delivery of next-generation voice, video and data services for network operators worldwide.

The roadshow then heads back to Europe, when it will once again showcase to 50,000 delegates at Mobile World Congress, the annual global technology event in Barcelona in February

EMS designed and managed the innovative, flexible fit-out of the 13.6m exhibition trailer. The interior allows Ciena to deliver a tailored event day for each client they visit, from workshops to theatre style for presentations and training.

Features of the exhibition trailer include a welcoming reception area, a specially designed fully air-conditioned server rack to demonstrate and store the high-tech equipment safely, presentation zones with LED screens, interactive workstation area and a private meeting room for one to one discussions.

The exhibition unit is branded with a full graphic vehicle wrap and has a multi-lingual capability, allowing interchangeable graphics to be applied for each country.

Justin Isles, Client Services Director at EMS said: “We are delighted to help Ciena build on its highly effective European tour with a major new territory launch that will allow them to engage one to one with even more customers through to the New Year. This Middle East tour enables Ciena to fully maximise their ROI by making full use of their roadshow vehicle during what is a quiet time for the European market.”

“This campaign has broken international boundaries by offering a truly personalised customer experience in each country, which has been key to its success. It has demonstrated that EMS can deliver a logistically complex operation anywhere in the world. With over a decade of experience behind us, we have the know-how to give our clients a seamless campaign.”

Isles added: “We are confident that our technology roadshows will continue to be in high demand in 2012. This is a growing market for us – our clients know the value of going on the road to demonstrate complex, high-value kit on the doorsteps of international customers.”

Ciena is one of a growing portfolio of EMS clients who are benefitting from technology demonstration roadshows. Other clients include Dell, Samsung and IBM.

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