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Roadshows
usually have two core objectives (at least to begin
with): to generate sales, and to accelerate awareness.
On the surface, these may seem to be compatible where
one is supported and driven by the other. However,
delivering both from a single platform can (in practice)
be a serious challenge. All too often, the outcome
compromises one of these objectives. In many cases,
these output compromises are driven (or even
accelerated!) by sales practices that conflict with
branding or product marketing, frequently creating
negative perception in the hearts and minds of
consumers. Fortunately, Evention has the expertise and
experience to guide our clients and their sales staff
toward securing both objectives, with output
deliverables invariably exceeding targets by a substantial margin.
Typically, our roadshow
concept and design considers and incorporates sales and
lead generation mechanisms; prominent brand exposure;
pre-promotion activity (and its coordination); database
building; and inter-active attractions. Once we know
your product attributes, target market and sales
methods, we synthesise these into an interactive
platform that attracts and engages the public in a
positive and constructive environment.
At its core, our platform
centres on motivating public engagement. After-all, if
the public is attracted into your space by their own
free will, their experience of your company and its
products begins from a more positive note than they
would if they were 'manipulated' inside by selling
tactics.
Operationally, our
roadshow platform utilises a 'soft-sell' approach that
empowers your sales staff to adopt relational sales
methods as opposed to the more common 'hard-sell'
tactics. This keeps your staff more relaxed and
effective as they interact with prospects; ultimately
securing more sales. Furthermore, since 'soft-sell'
tactics are based upon relationship building, customers
more quickly become clients (repeat sales), and clients
become advocates (referred sales); thus improving
longer-term sales volumes.
Strategically, Evention
practices an ROI (return-on-investment) approach to the
planning, design and operation of your roadshow
platform. Ultimately, since most roadshows are measured
by the sales volume they deliver, we design our platform
to meet and exceed those sales targets. Furthermore, if
your project investment is recovered through sales
volume, all branding and awareness outputs are
effectively at zero cost! |
