First European sale for BrightSign14 July 2008
Beginning at Lingfield Park Racecourse and Golf Club in Surrey (pictured) on 22 and 23 May, the tour continued through Welwyn, Congresbury, Sutton Coldfield, Knutsford and Leeds, before winding up in Edinburgh in the second week of June.
A visitor survey conducted during the tour reported that 90% of respondents found the roadshow useful and would attend such an event again. In addition, 20% of survey respondents were not presently Audio-Technica dealers or resellers – a figure said to have far exceeded expectations.
“The response to the roadshow has been excellent,” commented Audio-Technica’s senior UK marketing manager, Harvey Roberts. “The survey results show that customers were very receptive to Audio-Technica going out to see them, rather than having to travel to us in the usual trade show environment.”
Road To Success utilised traditional advertising, PR and online activity, the latter encompassing a dedicated tour website and blog. Competition winners of Audio-Technica ANC7 noise-cancelling headphones were announced on a regular basis via the blog, while there was also a grand prize of a pair of W1000 headphones (worth _399.95), won by Tom Edwards.