Road shows are one of the best ways a company can connect with others. These series of promotional events take your brand directly to your audience – whoever they are, wherever they are.
In this article, we explore the meaning of a road show, define the varying aims and purposes behind these events, and share some different types and examples to get you thinking.
What is the purpose of a road show?
Brands put together roadshows for a whole variety of reasons. The purpose of a road show should align with your wider business objectives.
Ten of the most common aims are:
- Generate leads – begin the sales process
- Attract investment – visit potential investors and present to executives
- Educate – provide training or boost awareness of a specific topic
- Recruit – showcase to potential employees
- Boost brand experience – expose new audiences to your product or service
- Entertain – take a performance or piece of art on the road
- Create personal connection – enhance loyalty by meeting people face-to-face
- Targeted exposure – go directly to your audience, especially if they struggle to get to you
- Product launch – introduce a fresh concept and get immediate feedback
- Internal buy-in – senior figures in a company travel to meet employees spread out across regions or countries
Different sectors will be more likely to choose certain purposes. For example, charities and public bodies take road shows to open spaces to educate the public on certain causes. Big employers and companies running graduate schemes often choose recruitment road shows.
One thing to remember with a road show is that its objectives aren’t usually met on event day. They’re an initial experience for an audience who will hopefully, at a later date, take a decision that is favourable for the company. If we take the ‘generate leads’ purpose, a customer is unlikely to decide on the spot to purchase. However, their attendance at your roadshow begins or builds brand loyalty.
Types of road show events
There are two main types of road show set-ups. The first is mobile: everything needed to engage your audience is carried in or on a vehicle, usually a van or a trailer.
A static roadshow involves transporting equipment from one permanent location to another. These venues might be expos, exhibitions, trade shows, or everyday spaces like shopping centres or educational institutions.
Virtual roadshows
Technological progress continues apace, and it’s certainly possible to reach a wide variety of audiences using streaming. A virtual roadshow (or hybrid option) requires imagination and some top-tier tech, from virtual environments to green screens. Find out more here.
Business, finance, and marketing road shows
Some industries are more likely to plan regular road shows. B2B companies, financial firms, and PR and marketing agencies often put together road shows because they are already adept at online marketing. Having maximised the benefits of digital outreach, they’re keen to stand out above their competitors and have a physical presence, making connections face-to-face.
These roadshows can centre around planned client visits or more public events. There are plenty of industry-specific trade shows to exhibit at. A few business events that catch our eye each year: eCommerce Expo, Accountex, and DIGIT Expo.
What to consider when planning a roadshow
Now you’ve chosen the type and purpose of your roadshow, it’s time to get planning!
Begin by gathering your team together to share ideas about:
- Location – where are your audiences, so where should you visit?
- Accessibility – how can people from all demographics benefit from your presence?
- Format – will you share a demonstration, put on a workshop, present, or just talk to people?
- Audience – who do you want to meet?
- Logistics – how will you stay on top of travel, equipment transport, and public space permissions?
- Marketing – in which ways will you promote your physical presence?
- Follow-up and measurement – what will you do after each event to benefit from the relationships established at your roadshow?
Once all of the above has been decided, you can start producing your roadshow.
Production challenges of road shows
We’ve identified four main challenges our clients face when putting on road shows.
Firstly: capacity. Not every company has the people available to set up, operate, take down, and safely store equipment associated with road shows.
Secondly, equipment. A standard set-up might include display screens, lighting, sound, signage, technical audiovisuals, branded materials, and possibly a lectern and stage. Brand impression is important: don’t cut corners on quality.
Logistics can also be challenging. Touring different venues, cities, exhibitions, and sometimes even countries means there is plenty to keep track of: especially travel, and safe equipment transport.
Finally, the issue that many in-house teams encounter when organising a road show is how different each venue can be. Differing room dimensions, ceiling heights, stand spaces, and branding restrictions can become obstacles with a static set up.
We can supply everything you need to ensure your road show is a success – from the equipment to the production team. Our dedicated project managers work with you from the start and keep track of everything and everyone involved. Get in contact for a customised product package quote. It’s important to us that we make the most efficient use of our resources (equipment and people!) so we can offer you the best cost.
Is a roadshow the next step for your business?
Hopefully, you’re now well aware of the meaning of a roadshow, and what its purpose is. A road show could well be the best next step for your business if you want to take engagement to the next level.
Ensure you hit your objectives with an engaging, professional presence. Get in touch today for professional event production and equipment hire.
