Key considerations and tips for event success
This article was produced in association with ELITE Connect. It was originally published on the ELITE Connect platform.
Roadshows are a crucial IR tool and regular event in most company calendars. But, with many variables on the table, and plenty of opportunity for events to fall short of expectations, what tactics can IROs employ in their preparation to ensure that their roadshow runs smoothly?
Advanced planning: ‘Plan the times for roadshows as far in advance as possible, ideally two years ahead,’ advises Charles King, IR director at Worldpay. ‘This will mean you have the time carved out in management diaries, and can get a clear run of two or three days without having to split the event.’ Duncan Browne, IR manager at Saga, is of the same opinion: ‘IR departments often fall into the trap of focusing on the front-end activity, with roadshows left as an afterthought – they need to almost be the first consideration in any IR plan.’
Exercise target control: ‘It’s really important that the IRO retains control of the investor target list for the roadshow,’ comments Rob Gurner, head of IR at Dentsu Aegis Network. ‘This will ensure that the appropriate investors are covered off, and maximize the quality of the meetings.’ King agrees: ‘Brokers will always try and get their best clients in front of you, rather than the people you necessarily want to see. IROs should run their own dynamic targeting list of contacts outside their shareholder list that they really want to see.’
Obtain feedback: ‘A really good roadshow is a two-way dialogue’ says King. ‘Any effective broker or roadshow organizer will ensure that they obtain feedback before, during and after the roadshow event to help shape, assess and analyze roadshow activity.’ Browne adds: ‘The right technology is crucial to the feedback process. Having the right CRM systems in place, for example, means you can efficiently capture your meeting points at the roadshow itself rather than having to input everything afterwards.’
Consider the logistics: ‘Organization is vital,’ comments Gurner. ‘It’s the simple things that can make a real difference to the perceived success of a roadshow by your management and attendees, for example, making sure there’s just the right amount of time between meetings [to ensure] management don’t have to hang around - or rush about!’
Provide high-quality insight: ‘Compiling great intelligence and insight on the investors you are seeing and communicating that insight to management ahead of the meetings is crucial to roadshow success,’ comments Gurner. ‘This will help you ensure that your management is well briefed and that the meetings are worthwhile and efficient.’
Understand your management: ‘Take note of how your management team prefers to work,’ advises King. ‘For example, are they early or late risers? Do they like sushi or sandwiches for lunch? What hotel rooms do they like to stay in? If you keep your management team happy with the little things, they tend to perform better at the event.’
