Keys to Create a Perfect Roadshow

Roadshow marketing is taking the spotlight in 2024 as a key trend for brands looking to boost their event strategies. If you’re new to this concept or need a refresher on what roadshow marketing entails, we encourage you to explore our blog about  Maximizing Impact with Roadshow Marketing for a comprehensive overview.

Planning a roadshow can bring up a lot of questions. You aim to create a memorable experience that not only meets but exceeds your usual marketing goals. So, where do you start? One crucial step is to arm yourself with the right information and resources. This is where our comprehensive guide comes into play, read the full Guide to Selecting a Perfect Roadshow Solutions here.

all-new BMW X2, taking it on a tour across Greece to introduce this remarkable vehicle to potential customers and BMW car dealers
The New BMW X2 on a Roadshow in Greece

Key Steps to Organize a Successful Roadshow

1. Know Your Audience

Understanding who your audience is pivotal. It shapes every decision you make, from the theme to the activities you plan. Your target audience’s preferences should be the cornerstone of your roadshow’s concept.

2. Choosing the Right Locations

Selecting where your roadshow will take place is critical. You need to think about the size and type of venues that will host your events. The right location can significantly influence the success of your roadshow, affecting everything from attendance to overall experience. We’re all about helping our clients from start to finish, and that includes picking the best places for their events.

Take our Roadshow for Dell, for example. We traveled to 18 countries in Europe within 12 months, and we took care of everything – even the little details like getting the right permits and finding drivers who know their way around. If you’re considering hosting a roadshow in Europe for the first time, it’s essential to be well-prepared for the unique challenges and opportunities this diverse continent presents. To assist you in this endeavor, we’ve compiled a comprehensive Checklist for a Successful European roadshow.

Dell products and accessories directly to their clients and distributors, no matter where they are in Europe. Dell Tech Rally in Europe, visited London, Manchester, Hamburg, Berlin, Athens, Dublin, Copenhagen
Inside The Dell Tech Rally Roadshow in Europe

3. Duration of Your Stay

How long your roadshow stays at each location is crucial. If your setup is quick and easy, you can move more frequently, reaching more people. This flexibility can make your roadshow more effective and cost-efficient.

4. Create an Engaging Experience

The heart of your roadshow is the experience you offer. It’s about more than just presenting your product or service; it’s about creating an environment that captivates your audience. Engaging your attendees is key to making your roadshow memorable and impactful.

For instance, BMW was looking for a way to do more than just look good. They wanted people to get on board, check things out for themselves, and really get to know the BMW X2. They made sure their roadshow let visitors dive in and learn all about the car in a hands-on way. Read the full case study on our BMW roadshow campaignVisitors are encouraged to step aboard, explore, and engage directly with the BMW X2 inside the clear transparant box with the gullwing open, gaining an in-depth understanding of the vehicle.

5. Space and Capacity Planning

Consider how much space you need and how many people you expect to host. The size of your event will influence the venues you choose and how you design your roadshow setup.

Roadshow marketing, with its unique blend of mobility and personal engagement, offers an unparalleled platform for brands to connect with their audience. Our experience at The Clear Idea, particularly with our successful BMW and Dell roadshow campaign, demonstrates our commitment to creating memorable and effective roadshow experiences.

6. Car or No Car?

Porsche in Motion, Elevate Porsche on a Roadshow
Elevate Porsche

Does your pop-up need to feature a car? Some car brands use a pop-up to showcase their products, whereas others use a pop-up as a place for guests and the vehicles are not housed inside the structure. This important distinction drives your solution choice. Not needing to house a vehicle opens the door to many more options. The consequence of needing to feature a car inside the pop up will probably lead to a solution which is driven by professional HGV drivers. Read the full case study on our Porsche Pop-Up campaign

7. Multiple Continents

Will your showcase need to be shipped to other continents? If the answer is yes, then ideally, your solution choice is legal in each of the markets in which you want to operate. This is particularly the case if you are looking to roll-out a solution in multiple international markets. Most continents have different rules and regulations about chassis requirements. What is legal in the US is not legal in Canada. Chassis from China are not legal in the EU. If you feel you need a solution which you are confident will be legal across markets, then it is probably better to look at modular, container-based solutions which can be operated on local transport equipment which negate the need to have a compliant chassis.

Need Help Planning Your Roadshow Marketing Campaign?

For companies considering roadshow marketing, planning is key. Understanding your audience, selecting the right locations, and creating engaging content are crucial steps to ensuring your roadshow’s success.

At The Clear Idea, we specialize in bringing innovative roadshow marketing campaigns to life. With a proven track record of success, we’re here to help elevate your brand to the next level. Reach out to us to discuss how we can bring your brand to life.