Summary of roadshow activities

Roadshow Activity Summary Example (1)

1. Overview of Caravan Roadshow Activities

1. Event Time:

September 20XX 9:00-18:30 on November 17th

Performance time 9:30-11:30 15:30-18:00

2. Purpose of the activity: combined with summer and autumn The season changes from tea drinks to main product types such as express, milk tea, eight-treasure porridge, etc. to establish Wahaha's brand status.

3. Activity format: stage performance activities + product promotion activities

4. Activity location: Renrenle Plaza, Xihu Road, Nankai District, Tianjin

Note: Xihu Road Renrenle is one of the large supermarkets in Nankai District. It is located at the intersection of Xihu Road and the Central Ring Road. The number of surrounding residents and the flow of people are very large, so that one event can achieve good results.

2. Event execution process and precautions

1. Determine the location. Since the event is on Saturday, products from other companies such as Uni-President and Galanz are also being promoted at the same time. Therefore, Every member of our development team was in place at 5 o'clock in the morning. It only took half an hour to set up the caravan and four-corner shed, and arrange the site at the best location with dense traffic at the entrance and exit of the supermarket.

2. Clear the venue

The venue should be cleared on the day of the event, and motor vehicles are prohibited from passing through the performance venue, which will affect the performance and the audience's viewing of the performance.

3. Product placement and venue construction

Product display should be maximized to be eye-catching, neat and beautiful in appearance.

Note: During the product placement process, everyone may be busy displaying products in local areas and ignore the products that have been placed. It is easy to cause product loss, so you should always pay attention to it. Product custody to prevent product theft. In addition, when setting up the venue, pay attention to whether the stage and four-corner sheds are firm. Are the background cloth and stage clean and tidy?

4. Prevent unexpected incidents when performing activities. For example: sudden power outage, crowding, etc. will cause activities to stop, which will affect the company's image.

5. Cleaning up after the event

When recycling promotional product materials after the event, pay attention to the final inspection to prevent the loss of promotional materials.

3. Advantages and disadvantages of the activity

Personally, I feel that this activity has the following advantages and disadvantages:

Advantages of the activity:

1. Stage background The various promotional materials are eye-catching, and the colors of the sales area and the overall effect of product display are obvious, making the audience, especially those participating in stage activities, remember the Wahaha brand more deeply.

2. Disadvantages of the activity:

The content of the activity is somewhat simple, only singing and dancing programs; it is not attractive. Roadshow Activity Summary Sample (2)

Dali Area Education Sales of electronic products have been at the forefront of the Yunnan market in recent years. Noah's Dali agents also achieved relatively good results in last year's sales. They also carried out campus promotions and holiday promotions more thoroughly among agents from all over the country. Starting in December 20XX before the Spring Festival, we launched large-scale campus promotion activities in Dali city and counties. A total of more than 50,000 copies of materials were distributed to desks and more than 30,000 copies were distributed at the school gate, basically covering the area. All secondary and tertiary markets and important township outlets. During the Spring Festival, various forms of promotional activities such as large-scale outdoor exhibitions and placard parades were organized.

Since entering the spring peak season, the actual sales of the Dali area in the entire Yunnan market have not been very good, and its proportion has declined compared with the same period last year. Judging from the regional market operations of various brands, Haojixing changed agents, BBK's new products were slow to launch, and Wenquxing was not in good momentum. They did not carry out large-scale promotions. The entire market was in a state of exclusive speculation by Noah's Boat, and the expected market buying boom has not yet arrived. Considering the current market situation in this region, the promotion work we did in the early stage was relatively large. In addition, the brand effect brought by high-altitude advertising must also be carried out accordingly. Under the guidance of Mr. Lu and Manager Wang, we decided to Suning Appliance, which has the largest traffic volume in the district, held a large-scale road show to build momentum and further stimulate the market.

1. Event time:

March 10, 9:30-16:30 (road show time period), March 11, 9:00-18:00 (undertaking time period)

2. Activity location: Suning Appliance Dali store (roadshow site) and major stores in the city (promotional linkage) invite a professional performance team in the city who often conducts promotions in various stores to perform songs, dances, The company and products are displayed from multiple angles through catwalks, quizzes with prizes, interactive games, and on-site sales.

1. Prize-winning Q&A: The on-site audience participates in prize-winning Q&A on company knowledge, product knowledge, etc. Depending on the difficulty of the questions, they can get repeaters, eye protection devices, posture correction belts, small flashlights, and carbon Pens, ballpoint pens and other gifts, the Q&A involves the company’s development history, honors received, sales results, core technologies, product knowledge, etc.

2. Interactive games: Audiences who participate in interactive games can get repeaters, Eye protection, posture correction belts, carbon pens, ballpoint pens and other gifts

3. Gifts from the sky: During the song and dance performance, the host randomly throws small flashlights, pens and other small gifts to attract the audience< /p>

4. Buy a machine and receive a gift: Customers who purchase a learning machine at the event will receive an "improvement class" semester card for the NP89 and NP56, as well as eye protection and posture correction belts for each model. A parade team composed of gift givers such as calculators and other gifts held placards and chanted slogans in the main streets of the city

5. On-site exhibition and sales: There were three tents and 7 promotional booths on site. Product display and promotional activities

6. Linkage between stores: In order to cooperate with the atmosphere of Suning’s home event and create a good promotional atmosphere, outreach events are held in Jianshe Shopping Mall, Xinzhi Bookstore, and Zhengyang Shopping Mall. Xinhua Bookstore is subject to the venue restrictions, and carried out counter promotions.

1). Road show special materials/personnel arrangements: Host:

Catwalk special products: NP89, 3 units; NP800, 3 units; study cards, Monday to Friday, from The local sales manager led a team of salesmen and shopping guides to distribute coloring pages to schools in the city and suburbs, including Xiaguan No. 1 Middle School, Xiaguan No. 2 Middle School, Xiaguan No. 3 Middle School, Xiaguan No. 4 Middle School, Xiaguan No. 5 Middle School, and Xiaguan No. 6 Middle School. Central, Dali No. 1 Middle School, Dali No. 3 Middle School, Yucai Middle School, Century Middle School, National Middle School, Tianjiao Middle School, Fengyi Middle School, Xiaguan No. 1, Xiaguan No. 2 and other schools have distributed more than 10,000 copies of information.

Starting from Tuesday, recruitment notices will be posted at Dali University. Registration will be carried out on Thursday and Friday. More than 40 candidates will be identified. After training, 25 candidates will be finally selected. The event site is located in a prime location in the city, close to the main street. Throughout the event, starting from the music warm-up in the morning, the popularity gradually gathered, and the number of people coming to the tent for consultation began to increase. When the road show started at noon, the crowd of onlookers basically stabilized at around sixty or seventy people. When the interactive games started around 15:00, the number of people on site once reached more than 100 people. Throughout the performance, the atmosphere was kept active through small gifts, interactive activities, singing and dancing performances, etc.

During the event, we informed the audience that interactive Q&A and game knowledge can be obtained through the host’s product introduction, promotional materials, on-site consultation, etc. Most of the audience took the initiative to ask for promotional materials and actively contacted the on-site business , temporary promotion personnel conducted consultations and effectively conveyed company and product information. A huge fire suddenly broke out on Cangshan Mountain, a national scenic spot in Dali, on September 19. It was later confirmed that the cause of the fire was caused by a few primary and middle school students accidentally setting off a fire in the wild. Due to the high attention of various media and administrative departments, all schools in Dali urban area were required to conduct emergency fire protection knowledge training on Saturday, which happened to conflict with our road show. As a result, our road show's target customer group - students, was very few, and the audience was concentrated in Parents, this also resulted in poor sales on the day of the road show and did not reach the expected on-site sales target.

10th: NP89 sold in urban areas. 11th: 14 units of NP89 sold in urban areas, NP800 units (out of stock, some customers are waiting to buy), NP56 road show was held in central cities across the country. Brand promotion activities and promotional activities have very important strategic and long-term goals.

The activities will take various forms, including press conferences, seminars, symposiums, forums and promotion meetings, to enable the government and relevant departments to understand the economic strength and concept of the project, laying the foundation for later regional expansion; to enable various central cities to Relevant industries understand the economic strength and professional level of the project, laying the foundation for publicity of the brand and later cooperation; making consumers in various central cities understand the project, making it the first choice brand for consumers, and at the same time preparing for entering the central city market in the future . During the roadshow, a series of public relations activities and media publicity were used to enhance the brand image of the project, increase the visibility of the project, and enhance the competitiveness of the company. After a one-year roadshow, the project will emerge in the industry. In the central cities of the road show, promotional activities will be carried out based on the characteristics of different cities. Gather popularity through activities, promote exhibitions, attract the attention of local cities, and improve publicity.

First, through display activities and survey forms, understand the market conditions of the city and create conditions for later expansion;

Second, through promotional activities (such as preferential prices), establish local Achieving sales; roadshow activities are not an activity that occurs out of thin air. On the one hand, companies need to spend a lot of money and manpower. On the other hand, they must have clear goals, so as to produce unexpected results. Let the government and industry authorities understand the economic strength of the project, increase the government's understanding of the value that the project will add to the city after it enters the city, win good social prestige and image, achieve smooth docking between company executives and local governments, and create enterprises in important big cities Opportunities for communication between high-level officials and local governments to promote investment and obtain more preferential treatment.

2. Obtain recognition and recognition from peers in the city, promote the project's operating model; establish the visibility of relevant companies in the financial community and industry, and lay the foundation for becoming a partner in the future.

The third indicator: There is a certain amount of customer accumulation (in the process or in the information source column of the customer registration form for a certain project in the future, and it is learned during the road show). Through the road show, seek local agents in each city. Establish a mid- to long-term national sales network platform to expand and extend sales reach, and at the same time establish a good early warning system for later grasping the national market.

In order to ensure the success of the road show, in the operation of the entire event, there should be a global, systematic and holistic approach in city selection, organizational design, time management, media combination and overall operation. 'Strategy. Due to the imbalance of regional economic development in China, the space must be based on the level of urban development (which determines the market maturity of later expansion), urban influence and radiation (the value of brand promotion), and market purchasing power (possible future purchasing power). Choose a city based on aspects such as the level of industry development (to establish industry status), regional characteristics (relevance to this project), etc.

Taking into account the limited funds for road shows, the selection of cities is divided into three levels: big cities - medium cities - small cities; in order to reduce the cost during the road show process, the promotion space will be Taking the 10 core cities in the district as the center and adjacent small and medium-sized cities as the radiating radius, the road show will be executed in an outsourcing organizational model to integrate advertising in Beijing and road show cities. Considering both manpower and capacity reasons, the road show will be implemented The company or public relations agency or media is responsible for the specific implementation.

In order to make roadshow activities more effective, when choosing the time and location of roadshows in specific cities, you should pay attention to the following opportunities that can be used to take advantage of the situation: Roadshows are a brand promotion and publicity activity. Therefore, all actions must be carried out with nationwide media linkage, and achieve a multiplier effect through means of encirclement and support and promotion on the same frequency. Specific operational strategies: Establish three major media centers in Beijing, Shanghai and Guangzhou, with Beijing as the focus. Roadshows in all cities must be linked to the media in Beijing, Shanghai and Guangzhou for simultaneous tracking and reporting; the media center in Beijing also needs to be responsible for linking to national media. Choose a national print media and an Internet network as support. Every city for the Liaison 11 roadshow must link up with mainstream media. If conditions permit, it must also link up with media within the region that can be radiated.

3. Roadshow city selection and route arrangement---the northern section with Beijing as the core, the east China section with Shanghai as the core, and the south China section with Guangzhou as the core will hold a national brand roadshow press conference. Launch extended public relations activities focusing on forums and symposiums, carry out promotional activities focusing on project promotion, and supplement them with exhibition activities focusing on brand display.

4. Event host and co-organizer: invitation department, relevant government departments of each city, major local media units, local convention and exhibition centers

5. Event organizer: advertising or public relations company, local entrusted operations Full coverage of the company and website (online roadshow): 12 weeks. I think that through this road show, we can further expand the consumer group and let more and more people come into contact with and understand our Kevlan brand.

We attach great importance to this road show, and our pressure is increasing day by day. We make preliminary preparations in advance, send text messages to convey the specific information of our road show, apply for badges, whether the samples are complete, and whether the materials are Adequate, whether the inventory is sufficient, the activity plan is 10040 products, we also use grouping, which can promote the sales atmosphere of each group, the division of labor is orderly, our clothes are unified, the shortcoming is that the makeup is not uniform, and the Kevlan cannot be withdrawn Cat eye makeup, all preparations are being carried out in an orderly and nervous manner, striving to be prepared and looking forward to the decisive day.

At 8:30 in the morning on Friday, everyone had already arrived at the store to start the day's "battle". There were not many people in the morning, but at 11 o'clock in the afternoon, more people started to come in. We were also well prepared. One person issues orders and the other is responsible for sales. The two of us cooperate with each other. We must be proactive, patient, and approachable. We are doing brand promotion and attracting more customers to put on makeup. Let the place be filled with people to create an atmosphere and attract customers.

On Saturday, there was a children's photography event opposite our event site. The stage was set up with 13 speakers and it was very noisy. We couldn't hear clearly what we were saying to the customers, but their event also brought us a lot of excitement. The traffic is coming. What I want to say is a successful promotion. In addition to the right time, place, and people, the most important thing is how to flexibly control the interactive and changeable promotion scene. Of course, a successful promotion in a new market not only affects performance, but also The influence of the brand in the local business district. Finally, the end of an event is the beginning of a new service.