Building a strong emotional connection to a brand is becoming more and more important in B2B marketing campaigns as well. In an increasingly mechanized and digitalized world it’s all about giving users – and the company’s decision-makers – an opportunity to physically experience products and to experience services and developments live and up close.
MOST’s roadshow professionals bring these kinds of brand experiences right up to a customer’s front door. Alternately, a custom-designed “motivational and training tour” can be taken directly to the contracting authority’s employees so they can embrace the company’s message at any location with no travel times involved.
Roadshows as a holographic component of brand experience.
Brand experiences that are taken directly to the user make it possible to convey product experiences and knowledge – irreversibly and uniquely – without having to invest a great deal of time. The objective is to conduct a roadshow that functions as its own mobile world of experiences – utilizing all the touchpoints – and guiding people across the entire customer journey. Emotions, involvement, enthusiasm and, of course, also digital divisibility are, after all, what makes the difference when it comes to executing an effective, targeted roadshow.
The experience worlds of B2B roadshows, staged as live events, have thus evolved into new status symbols. Where were we where others haven’t been? Powerful, on-brand content is key for a roadshow. So what are the technical possibilities – on and offline – that you will be taking on tour? Attention-grabbing elements that can be widely covered by the media?
Brand experience on tour is thus not just “nice to have” – it is in fact indispensible for brand management of the future.
In close coordination with the contracting authority and communication experts, the roadshow experts at MOST always manage to create unique, customized “worlds of experience” that go well beyond the actual floor space of a truck or information mobile. Stefan Schaefer, Managing Director at MOST and responsible for the company’s DIGILAB division explains it as follows: “By means of digital forays and flights, we are able to expand the physical boundaries of perception when it comes to live communication in our mobile spaces. We can make, for example, a digital foray into a machine or into other production sites worldwide. Anyone who has ever experienced a running dishwasher – while sitting inside the dish washer’s upper basket (with the help of a VR headset) can imagine all the things that are possible with such an expanded, digital experience. An own augmented reality platform enables us to create digital touchpoints for customers, the likes of which have never been possible before. Neither in scope nor in price. Even MOST’s lightweight information mobile class can take along an extremely heavy robot arm on a roadshow – virtually that is.”
The KNORR-BREMSE show truck is, by the way, a prime example of successful “user experience identity” that evolves from its own from brand value and the product lines.