How to organize a roadshow?

While the health situation remains uncertain, setting up a roadshow is the ideal alternative to organizing a single large-scale event.

What is a roadshow?

A roadshow, also known as a promotional tour, is a marketing event strategy that involves organizing a touring event to showcase a product, service, brand, company, etc. In practice, the organizing company travels to meet its target audience, aiming for a more direct and impactful interaction. The roadshow allows the distribution of promotional items, samples, engagement with the audience, all in several pre-defined locations. It’s a distinctive form of marketing event that combines events, promotion, and communication to engage consumers in a more playful and interactive way. Often, roadshows have a ‘spectacular’ aspect, featuring activities, games, shows, concerts, which contribute to enhancing the image of the organizing company.

The Benefits of a Roadshow

Within a communication strategy, implementing a roadshow offers several advantages. Its format sets it apart from other more ‘traditional’ marketing events. By reaching out to the public and local stakeholders (journalists, local officials, influencers, etc.) from city to city, the roadshow allows for direct physical interaction with the target audience, without intermediaries. For example, in the case of a product launch, the product can be seen, touched, and tested. The company can receive immediate feedback from its specific audience. Similar to regional trade shows, this direct contact between the audience and the product fosters meaningful interactions and leaves a lasting impression. Consider, for instance, summer tours on beaches, generating popular excitement and creating lasting memories in the collective unconscious. The brand image is strengthened, and the itinerant nature ensures coverage over a wide area, whether in France or internationally.

Best Practices for a Roadshow

Like any communication campaign, a roadshow requires preparation and anticipation. A clear objective must be defined to give the roadshow purpose and goals to achieve. It’s essential to communicate widely about the program, especially through social media, and announce the dates, locations, and timings in advance to maximize the chances of public success. The choice of the duration of the promotional tour and the route is crucial and must align with the company’s marketing strategy and target audience. Additionally, optimizing physical communication tools is necessary to maximize the impact of the roadshow: Point of Sale displays, signage, vehicle branding, promotional gifts, etc.

However, considering it’s a physical tour, logistics are paramount. Obtaining administrative permits in the cities visited, planning travel times, setting up and dismantling installations, transportation, accommodation for those involved, catering… organizing a roadshow can quickly become a logistical puzzle. That’s why relying on logistics professionals like LAB Services is essential. With LAB Services, you can focus on the strategic aspect while we handle the rest! Planning and transporting roadshows are at the core of our expertise. Furthermore, given the current health restrictions limiting the capacities of large events, organizing a roadshow can be the ideal alternative to promote your company. As on-the-ground facilitators, we have successfully organized numerous roadshows, and we would be happy to handle yours: contact us to discuss!