HOW TO PLAN AN INVESTOR ROADSHOW

HOW TO PLAN AN INVESTOR ROADSHOW

Introduction • Nowadays roadshows appears to be crucial to a company’s bottom line.

• These kinds of ads are often done in sequence and occur in a handful of cities in an effort to increase brand awareness and product knowledge.

Deciding on Scope of Responsibility and Budget • Organize the roadshows in-house.

• It gives the company full control of how the roadshows will be conducted.

• Hire an agency or service provider specializing in investor roadshows.

• There are such firms whose main service is to plan and organize roadshows.

• This easily takes away much of the burden of planning from the company itself, but it is also quite expensive.

• This is the reason why this option is seen to be used only by the very large businesses.

Roadshow Scheduling Duration: • There is no fixed duration for a roadshow. It could be as short as 2 to 3 days or longer up to 2 to 3 weeks.

• It will take even longer if you are going to take the roadshow across the country, because you have to take into account the travel time it requires to move from one place to another.

• Scheduling will coincide with the determination of your stops of the roadshow.

Roadshow Dates: • Now, when will you bring the show on the road? There is such a thing called “roadshow season”.

• These are the months in the year when companies often go on the road to connect with their current or potential investors.

• Obviously, if you are conducting an IPO, the roadshow must be conducted before the actual date of the IPO.

Dealing with the Logistics • There is one rule of thumb when deciding on the places to conduct your roadshow in: go where the investors are.

• If you are eyeing institutions in New York City as potential investors, then include that city in your stops.

• If you want to renew your relationship with your investors in Florida, then that should be on your list of destinations as well.

• Of course, you should never leave out your company’s base or “home market”.

• It will not make sense if you focus all your marketing efforts in other cities but ignore your own backyard altogether.

Crafting and Delivery of the Presentation • Create a standardized presentation which will be given to the potential investors.

• This will also be a good source material for the practice of the presenters later on.

• Highlight the benefits of the company, both the qualitative and the quantitative.

• Do not stick to just presenting the facts and figures. While it is true that most investors look at the bottom-line and care about numbers, many of them will still want to know the qualitative benefits that they can expect from investing in the company.

• Talk about the corporate culture of the business, particularly the value of its employees and management.

• A lot can be said about a company when you look at its story, and investors will naturally want to know who they are investing in.

Choosing the Right Person(s) to Represent the Business • Take note that these roadshows mean that management will

• • • • • •

be reaching out to investors, whether current or prospective.

That means that members of the management must be present.

After all, they are the ones who are most knowledgeable about the contents of the presentation.

When the audience ask questions, they are also the ones who are most qualified to provide the answers.

Investors put a lot of stock on the person making the presentation.

In the case of IPOs, potential investors prefer seeing the Chief Executive Officer (CEO) and the Chief Financial Officer (CFO).

It has been said that it is only during these roadshows that investors get to meet the top honchos of the company.

Coaching and Practice for the Presenters • You can say that the roadshow is a storytelling session, and the presenters are the storytellers.

• Even storytellers need preparation and practice in order to deliver the story with the right nuance.

• It’s not just the operational and other managers who will benefit from coaching and practice, because even CEOs and CFOs will find that these will arm them better when the actual roadshow takes place.

Knowing your audience • The biggest reason for getting to know your audience is so you can better differentiate your company in their minds. • Investors have different perspectives when looking at potential investments, and if you do not know these perspectives, you will not be able to create and present your presentations in a way that will engage their attention and hold their interest.

Other tips for Roadshow Planning • Plan well ahead of time.

• In large companies with established departments dedicated solely for investor roadshows, they start planning well in advance, and they plan the roadshows that they will conduct over the course of the next 6 or 12 months.

• You might think that you will be saving money if your CEO and CFO travel in economy.

• Consider the reality that they might be uncomfortable during a long flight, and will not be able to be in the best condition once they arrive at their destination.

Conclusion • Roadshow ads are indeed a great way to reach your targeted audiences to spread your brand visibility.

• Today there are many roadshow advertising agencies in tamilnadu who can help to engage customers in innovative on-ground campaigns that provide an ideal platform for our products & services.

• In order to make your campaign successful hire one of such a professional.