Companies may use various techniques to make its IPO issue popular among investors. Road shows are used as part of IPO marketing strategies.
Road shows are essentially sales pitches that are given by company executives to attract potential investors. The success of an IPO depends on the impact created by the road shows before the IPO is launched for public subscription. With excessive use of technology in recent years, road shows are conducted in digital format through video conferencing.
The benefits of road shows are to attract targetted investors, provide hands-on information about the company and the offer, and provide targetted data.
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