体验营销时代,户外路演(Road Show)被企业看作是能够直面、快速地与消费者产生“化学反应”的有效工具。然而随着这种营销形式的增多和消费者的理性程度增加,很多户外路演已经沦为了自娱自乐。于是,一个高质量的路演活动成为从品牌诉求、宣传定位到流程设计、情感沟通、制造氛围等多层面多细节的打造过程。 In the era of experiential marketing, the Road Show is seen by businesses as an effective tool to face and quickly generate “chemical reactions” with consumers. However, with the increase of such marketing forms and the increase of consumers’ rationality, many outdoor road shows have become entertaining. As a result, a high-quality road show has become a process of building multi-level and multi-level details such as process design, emotional communication and manufacturing atmosphere from brand appeal and publicity.