A roadshow is a promotional tour with, for example, shows, animations and / or products demonstration. A commercial roadshow is used by a Brand or company for a product launch or to get closer to targeted consumers. The roadshow, because it is a “field” operation, is a must to generate a real engagement by creating a real proximity between the brand and its audience.
Key questions for a successful roadshow
1. Define the objectives of the roadshow
Just as there is no marketing strategy without objective, there is no roadshow without goals to achieve. A roadshow is a marketing operation and so requires first to fix and plan clear objectives. It can be to promote a new product or service, to generate visibility for the company, to consolidate its brand image, to increase its income as well. Without clear KPIs, impossible to elaborate the right targets, concepts, designs, contents, measurement tools, etc. The organization of the roadshow depend directly on these objectives. Without objectives, in a world, it means to through the money by the windows.
2. Establish a reverse schedule
The creation of a back-planning allows to set the rhythm of the roadshow, that is to say to plan before:
duration of the operation;
deadlines for contacting participants (salespeople, partners, sponsors);
the key elements of the roadshow (Concepts, contents, strategy, schedules and dates, locations, activities / demonstrations…);
Selection and preparation of visual, graphics, supports;
Production time, select, quote and contract the different vendors, staffs, accommodation and transportation booking
All these elements must be defined according to anticipated duration of the roadshow, budgets, objectives and message.
How to organize a successful roadshow Tour
The Road-Book, organization companion:
Once established, the reverse-schedule makes possible to develop a more precise “road-book”, which lists the missions assigned to the sales teams, draws a step-by-step itinerary (dates, places, times), and groups together the information; as very useful reference to for all involved once there (maps, contacts, schedules, etc.).
Organization and logistics:
The Production is an essential step in the preparation of a roadshow. It means, from the back-planning and the logbook, to select the staff and assign the teams according to the different missions and locations; to foresee the necessary time for production for each location (displacements, setup and dismantle, promotion, etc.), Has also to be considered essential details as the ideal period (seasons, holidays, etc.)
Logistics also integrates local matters as issues, technical needs and specific constraints:
– Suitable sites for the desired events, the objectives to be achieved and the type of public invited;
– Get all necessary administrative authorizations from the concerned authorities, landlords, etc.;
– Arrangements relating to possible participation in trade fairs;
– Organization of the logistic of the tour: accommodation for staffs, catering, travel, security, etc.
Communicate before and during the tour
To be successful, a roadshow must be expected by audiences and so announced. A global communication strategy must be planned before but also during the roadshow, at 3 levels:
– By identifying the medias to invite at each location (inviting local journalists, contacting influencers, experts and bloggers who live in the area).
– By choosing communication medias that make sense according the goals, before and during the tour; i.e.: dedicated website with information posted at regular intervals, press releases, teasing operations on social networks, POS, signage, vehicle wrapping.
– By relaying information throughout the tour, via website updates, blog articles and social media posts. This makes it possible to bring the event to life for those who do not attend it directly, and make them future guests want to attend.
This communication strategy must aim to generate maximum visibility and be in line with the message to be conveyed.
Regular survey and report:
Finally, it is essential to setup a regular reporting once the Roadshow tour has started, with appropriate communication relays and supervisors. The goal is to allow the company to be informed, in real time, of the progress of the event at each location, eventually adapt strategy accordingly, and survey the media impact that results from it.
You have to keep in mind that the roadshow remains above all a marketing tool which required some budget investments. Like any marketing campaign, it must be subject to regular evaluations and appropriate corrections. So, the nature of the event, the communication supports, even the style of animations and demonstrations can evolve according to make the objectives reached or not.