The world of events has changed dramatically over the past few years as businesses continue to seek out new and exciting ways of connecting and engaging with their customers. Innovations in digital technology, hastened by the global COVID pandemic, have created almost limitless possibilities – as evidenced by the number of online and virtual events now taking place.
It means that even the smallest businesses can spread their wings, broaden their horizons and reach out to thousands of customers from outside their local area. While digital technology is great, it can’t replace the connection created when people meet face to face. After all, people are social animals, and we need that human connection and understanding that you can’t replicate in the virtual world.
The challenge for small businesses is how to do that effectively in the real world. Events, trade shows, expos and exhibitions are still one of the best ways of engaging with people face to face and creating human interaction.
However, one of their main drawbacks is geography. When you hold an event in a specific location, it’s great for the people who can get there easily but not so great for those who can’t make it because of distance or travel issues.
So, what’s the solution?
Maybe it’s time to consider taking your show on the road.
What is a Roadshow?
Events no longer need to be delivered in permanent physical venues. If you’ve got a product or service that people want, you can take it directly to your target audience with a roadshow.
As its name suggests, a roadshow is simply a mobile event. Rather than delivering your event or exhibition from a fixed location, you can take it to multiple locations and venues to reach a wider audience. You can take your brand directly to your customers rather than wait for them to come to you.
Roadshows take many forms, from mobile exhibitions that tour festivals and events around the country to pop-up in-person product launches, giveaways or brand activations in shopping centres or on the High Street.
Some businesses even invest in branded and decked-out vehicles to take their exhibition directly to their customers’ business premises.
Roadshows can be as simple or complex as your budget and your imagination allow. They are an effective way to generate interest and awareness for your company, products or services. They also offer the opportunity to build relationships with potential customers and provide them with the information they need to make an educated decision about your product or service.
Roadshows are great for B2B marketing, as they help companies meet with their customers and prospects face-to-face. They’re also great for B2C marketing as they can reach out to potential customers through live demonstrations, product launches, brand experiences, giveaways or other promotional stunts.
They are also a very sustainable events solution. Rather than creating an exhibition stand and other materials that are scrapped after one event, you can use them again and again. Some of the benefits of roadshows are:
Personal interaction and engagement with potential customers
Raise brand awareness or promote products and services
Maximise your events/marketing budget
Get feedback from, or information about, your target audience
Create memorable and inspiring brand experiences
Tailor your content and delivery to the needs of each local audience
Build relationships with prospects, which can lead to more sales opportunities down the line
Take your business, products or services directly to your target customers
Easily measure results and ROI
How to make your roadshow a success
Like with most events, there are lots of plates to spin when planning and organising a roadshow. Many moving parts need to align, and the geographical spread of roadshows means there are lots of logistical challenges to solve, too.
So, working with an events partner like Exhibit Interactive is essential when planning a roadshow. With a background in the live events industry, we have a wealth of experience designing and delivering roadshow events that inspire audiences and make a real impact.
We’ll get to know your business, understand your objectives and core values, and what you want to achieve from your roadshow. We’ll help you develop your messaging and content, create custom displays and exhibitions and enhance your mobile presence at events to make the right first impression.
It’s not just about creating things that look good. It’s about delivering solutions designed to help you connect with and engage your audience and generate more business.
Some of our top tips to make your roadshow a success include:
Have clear goals
Knowing what you want to achieve from your roadshow and your reasons for doing it is a vital first step. Clearly defined goals will help set the strategy, inform the planning and organisation, and influence the creative direction and execution. It will also help you understand – and track – the right metrics and KPIs to ensure your roadshow delivers the right results and generates the best value for money and return on investment.
Think about logistics
While exhibiting at a purpose-built conference venue, with ample parking, easy access, and dedicated power points, is one thing, taking your event to a public place like a shopping mall or outdoor festival comes with a unique set of challenges.
Location, parking, access, electrics and storage are all essential considerations when putting on a roadshow. For example, if the event is indoors, can you get your roadshow vehicle into and out of the venue?
So, too, is the install and take down – will you be able to get your exhibition there in one piece, or will it need to be made in sections and assembled on-site? Will you need special machinery to lift and move heavy equipment?
That’s why working with an experienced events partner is vital, as they’ll have seen and done it all before and can help head off any potential pitfalls to ensure your roadshow runs without a hitch.
Be discreet
If your roadshow is to support a product or service launch or brand activation, then discretion is vitally important. If it involves some kind of ‘big reveal’, it’s essential to ensure you don’t give the game away ahead of time.
When installing a roadshow in public, keeping your secrets under wraps can be a huge challenge.
So, think about using security, blackout sheets or screens to stop prying eyes from looking at your highly confidential information or materials ahead of the event.
Give your roadshow a personality
The whole point of a roadshow is to deliver a memorable experience to your customers. That’s why designing your objectives at the start of the project, and ensuring your content and messaging reflect your brand and values, is essential.
It’s all about giving your roadshow some personality. It doesn’t have to be too complicated, but it will help people remember you while walking around the event. So, ensure you’ve got the right people staffing the event to attract potential customers.
Ensure your content and messaging tell the right story, and your branding and visuals are as eye-catching and attractive as possible. There’s no point in investing all your time and money into the planning stage if the creative execution lets you down.
Make sure your livery and branding are on point
The thing to remember with a roadshow, especially if you have a dedicated event vehicle, is that it is one huge, roving billboard for your brand.
So, while getting it looking as good as possible when in situ is essential (see above), so, too, is making sure your branded vehicle is liveried up to showcase your brand in the best light.
Think about it, when it’s on the road being driven to events up and down the country, it will be seen by thousands of pairs of eyes throughout the day – it’s like a giant moving advertisement.
Whether it’s parked up, stuck in traffic or whizzing along the motorway, you have an opportunity to make a memorable impact on all those who see it, so don’t waste it.
Use technology
Technology is an essential part of our lives, so why not use it at events too? One way to build anticipation at a roadshow is to use a countdown clock to the event and let people know when they’re getting close. This will make your event stand out even more, and it’s a great way to get people excited.
Video screens or interactive touch screens can showcase your brand, products and services, which is a great way to engage with your audience and get them involved in the conversation.
Give people a reason to stop by
The main aim of a roadshow is getting people to stop and check it out, so think about how you will do this. What is the ‘interrupt’ that will make people stop what they’re doing and come and see you?
If you have any kind of physical product, putting on demonstrations is an excellent way to show off how it works and engage customers. Pop-up shops, interactive games or other activities can also help. So, too, can giving out free samples or freebies like pens and water bottles with your company logo on them. This is a great way to create brand awareness among the people who visit and give them something to remember you by after the event.
Ready to talk about your next project?
If you’re planning to take your brand or business on the road but aren’t sure where to start, Exhibit Interactive can help. With the right mobile set-up, you can take your brand and products directly to your key target customers, wherever they may be.
We can help you source, hire and kit-out exhibition vans and trailers to make your roadshow a success. We can develop your displays and messaging, integrate digital technology to deliver your content in a memorable way. We can even sort out vehicle wrapping, outdoor banners and other sustainable exhibition materials to ensure you provide an unforgettable roadshow experience. Get in touch to find out more.
