5 Guidelines to Make Your Roadshow More Effective
Posted: Nov 23, 2019
As this year is coming to an end, public companies need to wrap up their IR programs for 2019 and begin to prepare for 2020. For that, it is imperative to reflect on what strategies worked well for you, what strategies did not work, and what improvements you need to make for better investor targeting and corporate access.
Since non-deal roadshows are still considered to be the most rewarding event, you need to ensure that you are well-prepared to draw maximum advantages from this event. No doubt that your in-house team would be working round the clock to get the hold of long-term investors, seeking the expertise of investor relations consultancy can really help you get desired results.
Here are some guidelines to help you make your non-deal roadshows more effective and efficient:
Define the Goals
Before building a marketing plan, you must figure out what exactly you want to achieve. Do you want to add new shareholders and increase your investor base? Or are you seeking to reduce the number of hedge funds that own your stock? Before hitting the road, you must have a clear idea of why you are planning a roadshow. Make sure that whatever you reason or goal you have, your strategy must be to achieve the defined goals.
Make a Plan
With the help of a good investor relations consultancy, develop a strategic investor relations plan that clearly defines how much marketing you need to do, where, when, and with whom. Since you wouldn’t want to get caught behind the curve, ensure that you plan with a proactive approach and also respond to the request as they stream in.
But, remember that, more activity doesn't mean better results. So, apart from discussing with the in-house management team, also discuss with consultants whether it’s best to plan a roadshow on the incoming request. Not every investor is worth your time.
Be Cautious and Selective
Don’t create an image of a company that seems to be everywhere at all times. Ensure that discretion is maintained when you set up meetings and don’t always become available. If you have a thoughtful plan in place, investors will understand and value your time. Seeing the same investor with another broker next week is not a good sign.
Select the location strategically
Don't always focus on only popular locations. Have some variations in the geographic locations in which you want to target your marketing. Consider looking beyond your regular choice as there's a big world out there and you may find friendly and long-term investors in various other unconventional cities that every company wants to have in their shareholder base.
Ensure that you are ready and well-prepared before roadshows. Update your investor-deck as needed and fine-tune it so that your story and message are delivered in a clear and concise manner. You can also use visual and graphic elements without creating any distractions. Plus, use mobile technology to keep your investors informed. It will allow you to instantaneously communicate with all your investors.
Marketing your story in a planned way with the assistance of investor relations consultancy is the best way to get the maximum benefits.
Rachael is a Content writer with over 6 years experience in professional writing, especially for the travel & Fashion industry.