HOW TO PLAN AN INVESTOR ROADSHOW

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HOW TO PLAN AN INVESTOR ROADSHOW
2
Introduction

• Nowadays roadshows appears to be crucial to a
  companys 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.

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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.

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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.

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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
  companys 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.

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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.

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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.

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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.
• Its 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.

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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.

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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.

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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.