On the road again! Roadshow: What is it and how do you organize it?

We're going to talk about a concept that's generating a lot of buzz in the marketing world but that you probably haven't had the chance to discover in the dictionary: the roadshow. Simply put, it's a traveling communication campaign that serves a dual purpose: On the one hand, it allows the company to make itself known to the public and potential customers. On the other hand, the roadshow allows a company to better understand its needs and position itself in the market. This tour can be organized in different cities or regions to reach as many people as possible and take different forms: traveling village, product presentation, entertainment, shows, etc.

I- What are the strategic and logistical challenges faced by companies when organizing a roadshow, and how can they be overcome?

We're sharing our best practices for a successful roadshow:

Does the roadshow meet your company's objectives?

Before embarking on the organization of a roadshow, ensure that this operation is the most adequate to meet the needs of your company. In general, a roadshow is primarily a means of increasing your visibility and creating commercial opportunities. First of all, roadshows can help increase your brand awareness by making the products, services and solutions you offer known to a wider audience.

During roadshows, you can present your products and services in action, and provide practical demonstrations, thus offering an immersive experience to your audience. If you are launching a new product or service, the roadshow is an opportunity to promote this launch, which can generate buzz and attract media attention.

Roadshows are also an important commercial lever: they offer a unique opportunity to meet potential customers in person and understand their needs and preferences. They can help generate qualified leads for future sales by collecting contact information and establishing personal relationships with potential customers.

Finally, if you are looking for investors, roadshows are synonymous with opportunities to attract them, as they offer the unique opportunity to present your business plan, your growth strategies, your past achievements and your future prospects. Investment funds, investment banks and other investment professionals regularly attend events to meet the young companies that will shape the world of tomorrow.

The steps to follow to make your roadshow a success

Once you have decided to launch a roadshow, it is important to plan it well in order to maximize its effectiveness.

Acme has listed the eight key steps you should follow to make your roadshow a success:

• Clearly define your needs and challenges: define the objectives, the problem you are going to address, the duration, the locations and dates of the roadshow, as well as the budget and the team responsible for its implementation - for this, there is nothing better than a scorecard that everyone prepares on their side before harmonization with the group. Doing this framing is essential to ensure an impactful roadshow with a strong ROI.

• Prepare strong materials: the devil is in the details, so invest the necessary time in preparing quality presentations, product or service demonstrations, and marketing materials. Narration and storytelling must be honed to perfection.

• Choosing locations: identify the locations where the roadshow events will be organized, based on the size and needs of the company and its target audience. Don't forget that these places must also embody you and that for the guests, they will play a critical role in the perception of your brand.

• Ensure logistics: coordinate travel, accommodation, transportation, equipment, and supplies needed for events. Use reliable partners for this - poorly managed logistics can lead to dissatisfaction of your guests and negatively impact your brand.

• Promote the roadshow: inform potential customers, partners, and local media about the upcoming event to ensure maximum participation. Acme recommends focusing on interpersonal communication with ultra-personalized messages.

• Follow up on leads: once your roadshow is over, don't forget to follow up with the prospects and potential customers you met. Make sure you have an effective tracking system to collect contact information and track discussions with your prospects. This is the time to contact your CRM manager to assess the best option.

• Evaluate the results: finally, it is important that you evaluate the results of your roadshow. Use the data collected to measure ROI, identify opportunities for improvement, and adapt your marketing strategy accordingly for your next roadshows.

The locations to host your roadshow

 The choice of cities where the tour will take place is very important. You have to find cities where your potential customers are located, but also cities that correspond to the image of your company. The roadshow can also be used to promote a specific sector such as real estate or innovation.

Paris is often the place to be for roadshows in France, but it is important not to neglect other cities and regions that may be important potential markets for your company. The tour must be adapted to the specific characteristics of each city visited in order to be as effective as possible.

In general, Acme analyzes four elements that you can take into account to best choose the cities for your roadshow:

• Where your target audience is located: It is important to understand your target audience and where they are located. Large cities often have a more diverse population, while smaller cities may offer a more concentrated audience.

• Your budget: The choice of location will also depend on your budget. Large cities can be more expensive, while smaller cities may offer lower rates for event venues.

• Local infrastructure: Make sure the location you choose has the infrastructure you need for your event. This may include meeting rooms, hotels, restaurants and transportation facilities.

• Competition: Consider the competition in the region you are considering. If other companies are also organizing events in the same region at the same time, this could harm your own event.

II- How can Acme assist you in carrying out your roadshow?

To best organize a roadshow, you need a solid and organized team. The objective of the roadshow is to create a unique experience for the participants, calling on event professionals will allow you to stand out thanks to interactive animations, original shows and innovative product demonstrations.

As a BtoB event agency, Acme can help you organize your roadshow. Acme first supports you in the strategic planning of the roadshow: defining your objectives, your target audience and planning the itinerary and locations.

Acme then supports you in designing the participant experience at the roadshow, ensuring that each stage of the event reflects your company's objectives and reinforces the impact of your presentations.

Acme can also manage all logistical aspects of the roadshow, including space rental, security management, supply and equipment management, travel and accommodation management for team members.

In order to best promote the roadshow, Acme develops a marketing strategy for the roadshow for you, using materials such as email invitations, online advertising campaigns, social networks and public relations.

Regarding the event production of the roadshow, Acme can manage the production and technical support for your presentations, ensuring that the audiovisual equipment, lights and sound are perfectly coordinated to offer a professional experience to the participants.

Finally, Acme ensures the analysis and follow-up after the roadshow: measuring the results of the roadshow by collecting feedback from participants, evaluating performance based on your company's objectives and providing analysis reports to help you improve your strategy for future events. We are implementing a ROI-focused approach so that you get the most out of your roadshow.

Usecase by Acmé: LinkedIn on a roadshow in 6 cities in France

LinkedIn went on a roadshow to meet its clients and present its recruitment product, LinkedIn Talent Solutions.

Marseille, Lyon, Lille, Strasbourg, Bordeaux, Rennes, the LinkedIn sales teams traveled across France to create special moments and strengthen ties with the HR departments of the largest French companies.

To make this possible, we supported them in every step. First, we created a concept and branding strategy for the roadshow, faithful to the brand's identity. We then managed all the event logistics: selection of venues, service providers, entertainment, and creation of the scenography, as well as organizing and booking transportation, accommodation, and restaurants.

We provided comprehensive assistance that ensured the roadshow's success. The results obtained and the impact of the roadshow met the objectives set in advance.

You now have all the ingredients of the Acme secret sauce to make your roadshow a success! Organizing a traveling promotional event such as a roadshow will allow you to communicate with your audience and potential customers in a creative and original way. It is an effective marketing strategy to differentiate yourself from your competitors and establish yourself in the market. For better efficiency in organizing your roadshow, you can entrust the task to a specialized event agency. The choice of cities, activities, and presentations will depend on your objectives and budget and should be carefully considered upstream of the project. Acme is the ideal trusted partner for your upcoming roadshows.