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Audio-Technica announces 7-city UK tour – and no show at PLASA

test 22 April 2008

UK: ‘The Road to Success’ is the moniker for a new roadshow initiative by Audio-Technica that will take the brand to seven UK cities during May and June. Intended to showcase Audio-Technica products to audio professionals and end-users “away from the typically hectic trade show environment”, the roadshows have been devised in part as a substitute for the company’s traditional appearance at the PLASA exhibition in September, writes David Davies.

The ‘Road to Success’ tour begins at Lingfield Park Racecourse and Golf Club in Surrey with events on May 22nd and 23rd, calling thereafter at Tewin Bury Farm near Welwyn (27th and 28th), Cadbury Hotel and Country Club in Congresbury (30th), The Belfry in Sutton Coldfield (June 2nd), Tatton Park in Knutsford (June 4th and 5th), Oulton Hall in Leeds (June 6th) and Hopetoun House near Edinburgh (June 9th and 10th).

Each roadshow will take place from 10am to 5.30pm and will feature input from industry experts including Dr_ Klaassen (European wireless specialist for regulatory issues at Audio-Technica) and Doran Oster (CEO of Sabine Inc). A three-hour ‘Wireless Workshop’ will also be part of the ‘Road to Success’ package. Those wishing to attend are advised to register via the link below.

“The decision not to attend PLASA this year came primarily as a result of us wanting to try something different for a change, and trade shows will continue to be an important part of our marketing activity, but one of the main advantages I see with the roadshow is proximity to our customers,” says Harvey Roberts, senior UK marketing manager at Audio-Technica. “A London-based exhibition is great if you are within easy commute of London, but not so easy if your business is based in, say, Newcastle. The other advantage I see is that we can have a lot more one-on-one time with our customers, or so called ‘quality time’, rather than ‘grabbed’ 10 minute discussions in amongst numerous meetings.”

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