Roadshow

Roadshow — a presentation of a company made in different places to present an initial public offering. The goal of the roadshow is to attract potential investors to the company. The roadshows are usually carried out in major cities in exhibition centers and conference halls.

Meaning of Roadshow

When the company plans to attract investors, the management decides to visit various cities and present the firm. All this is organized to tell about the competitive differentiators of the company and the potential profit of investments. After the presentation, the company answers the questions of the audience. Today, the roadshow can be organized online using various platforms.

Components of roadshow:

• history of the company;
• pitching of the executive management;
• value proposition;
• annual earnings of the company;
• forests concerning the future development;
• opportunity for potential investors;
• target price of shares.

After the roadshow, the speaker answers the questions and contacts potential investors. The positive result of such a meeting should be revealed in the near week. The marketing department measures the number of new investors or clients and implements changes in the new roadshow if necessary.   

Not all roadshows are aimed to attract new investors. Sometimes companies organize non-deal roadshows. In this event, the management doesn’t offer shares and securities. The goal of non-deal roadshows is to present the plans and new products. 

How to Organize the Roadshow

The organization of the roadshow is the duty of the public relation or marketing department. Usually, the organization requires several weeks. 

1. Define the goals. The company should understand what they want to achieve via the event. Do they want to increase the sale or expand the clientele?  Do they want to present a new product or change the public image? The proper goal-setting will help to create the presentation.
2. Identify the target group. If you define the group you want to address, it will be easier to define their needs and way to communicate with them. You can do this via marketing research, Google Analytics, and analysis of the client base. 
3. Define the budget. The potential expenditures include the rental of the hall, communications, catering, transportation, etc. 
4. Select the place and time. Consider the transport accessibility, number of parking places, and power supply. If you plan an outdoor event, check the weather.
5. Contact the management of the hall. Email the management of the hall and find out if they can provide the place for the event. Know more about the state of the hall and the conditions of communications.
6. Draw up the scenario of a roadshow. The event should be engaging and creative. At the same time, you should be brief, clear, and consistent. Take time to answer the questions of the audience.
7. Create the advertising materials. It can be the booklets with main theses, brochures, or promotional merchandise. The guests of the roadshow often need time to make a decision, that’s why they should have something to remind them about the meeting.  
8. Announce the roadshow. You can do this using social media, newsletters, or personal invitations. Place the information about the roadshow on your site and ask the management of the location to inform you about this event on their site.  

What is Necessary For the Roadshow

Several metrics will allow you to measure the effect of the event. Remember that the effect of events is longstanding, and you need to take the take to receive accurate data. 

Live audience. The more audience you can attract, the more probability that someone will be interested in your company.

Key customer attendance. If your event has gathered the major investors, it was successful. If it has gathered the wrong audience, you should check your marketing strategy. 

Audience’s activity. If after the roadshow, the audience was asking questions, this means, they were listening, and they were interested.  

Mentions in social media. Positive feedback creates brand awareness and attracts investors that could assist the meeting or live in other areas.

Number of new investors. Calculate how many individuals have invested their money in your company. Remember that people need time for such a decision, so this indicator should be measured one or two weeks after the roadshow. 

If the roadshow wasn’t successful, you should analyze the event and find out whether you have made a mistake. Often, the problem is the miscommunication and impossibility to meet the investors' needs. If the audience doesn’t understand your mission and the benefit of cooperation, they won't invest in your project. Also, mistakes can be made in marketing analysis: selection of the wrong target audience, wrong methods of presentation, or insufficient announcing. Don’t forget that a bad organization can negatively influence the audience. If people don’t have enough room to place themselves or don’t have an opportunity to take a coffee break, they won’t feel comfortable. Physical comfort is an essential factor for a positive decision.