While many B2B brands have gone the virtual route to engage customers in the absence of trade shows, one manufacturing company engaged its target audience with a 12-week roadshow. The only effective way to educate customers on its products, the brand determined, was in person. The result: Hussmann’s Shop the Future Mobile Experience, a 40-stop, summer roadshow that showcased the food retailer’s solutions inside a 53-foot-long trailer, according to a piece in Event Marketer.
Creating a roadshow wasn’t new for the brand—but executing one in a pandemic was. After communicating with its customer base of grocery and convenience store operators, Hussmann determined that they were interested in experiencing the products in person. Naturally, safety was a key component. Measures included masks, temperature taking, signed forms verifying attendees’ good health and an eight-person limit to the number of people in the trailer at one time.
The experience itself began with an initial conversation with a sales contact outside the trailer followed by a welcome video with brand updates from CEO Tim Figge. Inside the vehicle, nine high-tech products for the grocery industry, such as electronic shelf labels, were on display for attendees to explore. If further details were of interest, a virtual product specialist was available via Zoom to give customers a deep dive into the technology.
For more on Hussmann’s roadshow tour during the pandemic, read on in Event Marketer.
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