TESA, the well-known brand of security locks and doors and access control systems, commissioned a road show, visiting Spain’s main cities (Barcelona, Madrid, Seville, Bilbao, Valencia and Santiago), to showcase its new products to clients and distributors.
TESA recently commissioned the organization of a road show, “a highly efficient marketing tool since it is possible to target client segments with utmost precision, because it is a relatively new format in comparison with tradeshows, and due to the interest it awakens among attendees,” according to TALISMAN GROUP, the company handling the logistics and staging of the event.
“In times of crisis, clients demand maximum ROI from their marketing efforts, for which reason road shows are an excellent solution given their lower cost, higher efficiency and greater buzz, as well as the immediate impact that they have on the company’s bottom line,” said a TALISMAN GROUP’s spokesman.
The San Sebastain-based communication company El Taller designed the road show held at a series of cinema venues across the country. With a Hollywood Oscar ceremony theme, TESA’s new products were showcased to the audience in a film première setting. Red carpet, exclusive invitations, spotlights, film trailers dubbed especially for the occasion, compère… all the elements of a new release, adapted to clients’ communications needs with the aim of seducing and convincing the attendees with messages keyed to positioning the brand and increasing sales.
In the opinion of TALISMAN GROUP, road shows obtain optimum results thanks to the undeniable immediateness of the reply. While having a stand at a tradeshow is no guarantee of generating a high volume of new leads, the results are much better in the case of road shows: only clients attend, attendance figures are known beforehand, and organizers have enough time to attend clients in a more personal fashion. For this reason, in times of crisis the number of road shows increases, since they allow companies to optimize ROI and focus all their efforts on the target group.
At the end of each event, attendees were invited to a cocktail party held in the cinema lobby, which doubled as a showroom for TESA’s new products. This provided attendees and TESA’s representatives an excellent opportunity to reach agreements and get to know firsthand products and promotions.
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