EMKA Roadshow: World of experience on four wheels
The journey began with EMKA Benelux making 90 customer stops in six weeks. With the EMKA Roadshow, we are literally breaking new ground – with the aim of promoting direct dialogue. The EMKA truck toured the Netherlands and Belgium – exactly where our solutions are used every day. The first stage ended in June at the field service conference in Regensburg.
To get even closer to our customers, we took a direct approach this year by bringing our products to them in a roadshow.
This idea gave birth to this year’s Roadshow – a format that builds on the success of our former Coffee Truck and has been further developed by us.
What once began as a concept for personal dialogue has evolved into a mobile product experience with a lounge atmosphere: including presentations, hands-on product demonstrations, individual consultations, and, of course, a good cup of coffee.
The aim is to enable genuine proximity – moving away from the hustle and bustle of the trade fair towards open, face-to-face dialogue.
Locking solutions on tour
For six weeks starting in May, the EMKA truck toured the Netherlands and Belgium. On board: product highlights from the fields of locks, hinges, and gaskets – including innovative electronic solutions. The field sales team showcased hands-on technology on-site and took the opportunity to strengthen relationships with customer teams. The aim was to conduct three customer visits per day, with each customer informed and invited in advance.
The start in the Netherlands was deliberately chosen: Thanks to the geographical location, it was possible to cover almost the entire country with a well-planned route and the division into six regions. Each field sales representative had a reserved time slot and could independently schedule the truck for their region. The result was a road trip with local roots and a great deal of personal commitment.
The daily agenda was intentionally kept lean to focus entirely on what really matters: experiencing products, answering questions, and brainstorming solutions together.
The direct contact proved to be a valuable communication platform: the field sales teams had time to introduce new items, showcase the full product range, and engage with employees they had not connected with directly before. But the roadshow was not only a success externally: in mid-June, the truck made a stop at the field service conference in Regensburg. Sales staff from all over Germany were able to experience the concept first-hand and get inspired for their own tours.
First stage in the rearview mirror
What remains after six weeks and numerous stops? A great deal of mutual inspiration. It was not just the customers who were convinced – internally, it became clear how much potential lies in flexible, dialogue-driven sales formats. We are certain this format is here to stay. Because wherever proximity is created, trust begins to grow. And where there is trust, more can be achieved together. The direct line to the customer and proximity to customers practiced on a daily basis are and remain the most important success factors.