We marketers often struggle to devise a promotion plan for a TG which is scattered in tier-2/3 geographies. Traditional media options like Hoardings are not economically viable as the spill-over is too high. Wall paintings can be detrimental to brand equity. State transport buses are way too unorganized and provide a low engagement rate. Therefore arises a need for a scalable omnipresent media alternative as we try to reach the difficult to reach sections of the consumer audience. Roadshows offer a promising alternative.
Let’s look at what should be the desired characteristics of a media suitable for such an audience. First of all, it should be economical and be available everywhere. A static media can never fit the profile because of sparse population density of these towns. Which means the media has to be mobile. Secondly, the media for a campaign in these geographies is required to be engaging to compensate for limited exposure of the audience at these places. Lastly, The media must have an appetite for creativity. Appetite for creativity for a media can be judged in terms of degree of regulation concerning spatial and visual parameters of a media channel.
Roadshows fit the profile quite well. A roadshow refers to a motorized vehicle fabricated to create a larger than life imagery around a brand’s communication. So far, the roadshow market has remained largely un-organized and only the automobile dealers have been its major customers. The scope of creativity has been limited because of the limited inflow of money in this channel couldn’t afford the pay scale of creative bandwidth.
But now, the landscape is changing. With consumerism surge in tier-2/3/4 geographies, there is a huge potential for big brands to tap into. Companies like ourselves are making serious efforts to bring this media option at the center-stage of media planning. The creative scope of this media is practically limitless and can open new doors of driving engagement with a target community. The best part is, it can hop on from place to place, hence driving down per city cost of an activity.
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To make inquiries about Roadshows, please reach us at 9136917373. If you want to submit some creative concepts around roadshows, please write to firstname.lastname@example.org.