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Road Shows
We asked 10 mobile-marketing experts to share their personal opinions
and advice regarding multivenue road shows.
"A road show is like an arrow – you need a concise and focused message that quickly hits the target. An exhibit is like an onion – visitors peel away the layers of experience until they reach the core."
– Sameer Tobaccowala, CEO, Shobiz Experiential Communications
1



"For a recent program, we researched private jets and tour buses for inspiration. That helped us design a road show vehicle that is also an elegant, traveling boardroom."
– Philip Lauzon, creative director, Southwest Division, MC²
5

2
"A good road show mimics a well put together booth experience."
– Dax Callner, co-founder, Crux Worldwide LLC




6
"Don't look at road shows as standalone marketing opportunities; they need to integrate across all communications channels and deliver a consistent, sustainable marketing message."
–David Varady, CMO, EEI Global


9
"A mobile tour is an expensive strategy to generate new clients. However, it can be more effective at connecting with buyers and influencers that don't attend trade shows."
–Christopher Kappes, senior vice president, strategic alliances, 3D Exhibits Inc.

"Road shows bring the brand experience directly to the audience's home turf."
– Scott Young, director, trade show division, Boxman Studios




3




"Seize the opportunity to reach out to the customer at a location you might not otherwise have gotten into."
– Michael Bendetti, president, Boxx Systems Inc.




7





4
"Instead of just traditional trailers, many brands incorporate apps, live demos, and wireless hot spots."
– Tom Bobiney, president, Mobile Exhibit Specialists



8
"For my money, road shows are the most effective marketing tool ever."
– Thomas Smiley, inside sales manager, Kentucky Trailer


10
"A trade show booth requires storage and shipment. With a road show vehicle, companies can store it in their parking lot, which can cut down on costs."
– Bill Victory, vice president, sales and marketing, Spevco Inc.


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