On the road again ! Roadshow: What is it about and how to organize it?
We're going to talk about a concept that is making a lot of noise in the marketing world but that you probably haven't had the opportunity to discover in the dictionary: the roadshow. In English: to make the show (on the) road. If you're a little confused, don't panic! Acmé explains what it is.
A roadshow is a tour organized by a company to promote a product, a service or an innovation. To put it simply, it is a travelling communication campaign that meets a double objective: On the one hand, it allows the company to get known by the public and potential customers. On the other hand, the roadshow allows a company to better understand its needs and to position itself on the market. This tour can be organized in different cities or regions to reach a maximum of people and take different forms: travelling village, product presentation, animations, shows, etc.
I- What are the strategic and logistical challenges faced by companies when organizing a roadshow, and how can they be overcome?
We give you our best practices for a successful roadshow:
Does the roadshow meet your company's objectives?
Before you embark on organizing a roadshow, make sure it's the most appropriate operation for your company's needs. Generally speaking, a roadshow is first and foremost a means of increasing your visibility and creating business opportunities. First and foremost, roadshows can help increase brand awareness by bringing the products, services and solutions you offer to a wider audience.
Roadshows enable you to showcase your products and services in action, and provide hands-on demonstrations to give your audience an immersive experience. If you're launching a new product or service, the roadshow is an opportunity to promote the launch, which can generate buzz and attract media attention.
Roadshows are also an important sales lever: they offer a unique opportunity to meet potential customers face-to-face and understand their needs and preferences. They can help generate qualified leads for future sales by gathering contact information and establishing personal relationships with potential customers.
Finally, if you're looking for investors, roadshows are synonymous with opportunities to attract them, as they offer the unique chance to present your business plan, growth strategies, past achievements and future prospects. Investment funds, investment banks and other investment professionals regularly attend events to meet the start-ups that will shape tomorrow's world.
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.
Acmé has listed the eight key steps you should follow to make your roadshow a success:
Define your needs and your stakes: define the objectives, the problem you are going to solve, the duration, the places and the dates of the roadshow, as well as the budget and the team responsible for its implementation - for this nothing is better than a scorecard that each person prepares on their own before harmonizing 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 time in preparing quality presentations, product or service demonstrations and marketing materials. Narration and storytelling must be honed to perfection.
Choose locations: identify the locations where the roadshow events will be held, based on the size and needs of the company and its target audience. Remember that these locations must also embody you and that for the guests, they will play a critical role in the perception of your brand.
Provide logistics: coordinate travel, accommodations, transportation, equipment and supplies for events. Use reliable partners for this - poor logistics can lead to guest dissatisfaction and a negative impact on your brand.
Promote the roadshow: inform potential customers, partners and local media about the upcoming event to ensure maximum participation. Acmé recommends that you focus on interpersonal communication with highly personalized messages.
Track leads: once your roadshow is over, don't forget to track the prospects and leads you met. Make sure you have an effective tracking system in place to collect contact information and track discussions with your prospects. This is the time to contact your CRM manager to evaluate the best option.
Evaluate the results: Finally, it is important that you evaluate the results of your roadshow. Use the data collected to measure the ROI, identify opportunities for improvement and adapt your marketing strategy accordingly for future roadshows.
The places where to realize your roadshow
The choice of cities where the tour will take place is very important. It is important to find cities where your potential customers are, 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 can be important potential markets for your company. The tour must be adapted to the particularities of each city visited to be as effective as possible.
In general, Acmé analyzes four elements that you can take into account to choose the best cities for your roadshow:
Where your target audience is: It is important to understand your target audience and where they are located. Larger 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. Larger cities may be more expensive, while smaller cities may offer lower rates for event venues.
Local infrastructure: Make sure the location you choose has the necessary infrastructure for your event. This may include meeting rooms, hotels, restaurants and transportation facilities.
Competition: Think about the competition in the area you are considering. If other businesses are also holding events in the same area at the same time, it could hurt your own event.
II- How can Acmé help you with 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, so calling on event professionals will allow you to stand out thanks to interactive animations, original shows and innovative product demonstrations.
As aBtoB event agency, Acmé can help you organize your roadshow. Acmé first assists you in the strategic planning of the roadshow: defining your objectives, your target audience and planning the itinerary and locations.
Acmé then assists you in designing the experience of the roadshow participants, ensuring that each stage of the event reflects your company's objectives and reinforces the impact of your presentations.
Acmé can also manage all logistical aspects of the roadshow, including space rental, security management, supplies and equipment management, travel management and accommodation for team members.
In order to best promote the roadshow, Acmé will develop a marketing strategy for the roadshow for you, using media such as email invitations, online advertising campaigns, social networks and public relations.
Regarding the event production of the roadshow, Acmé can manage the production and technical support for your presentations, ensuring that the audio-visual equipment, lights and sound are perfectly coordinated to provide a professional experience for the participants.
Finally, Acmé provides post-event analysis and follow-up: measuring the results of the roadshow by collecting feedback from participants, evaluating performance against your company's objectives and providing analysis reports to help you improve your strategy for future events. We implement an ROI approach so that you get the most out of your roadshow.
Usecase by Acmé: LinkedIn roadshow in 6 French cities
LinkedIn went on a roadshow to meet its customers to present its recruitment product, LinkedIn Talent Solutions.
Marseille, Lyon, Lille, Strasbourg, Bordeaux, Rennes, LinkedIn's sales teams crisscrossed France to create special moments and strengthen ties with the HR departments of France's largest companies.
To make this possible, we supported them at every stage. First, we created a concept and a branding strategy for the roadshow, in line with the brand's identity. We then took care of all the logistics of the events: choice of locations, service providers, animations and creation of the scenography, but also organization and reservation of transportation, accommodation and restaurants.
We thus brought a complete assistance which allowed this roadshow to be a success. The results obtained and the spin-offs of the roadshow were up to the objectives set beforehand.
You now have all the ingredients for a successful roadshow! The organization of an itinerant promotional event such as a roadshow will allow you to communicate with your public and your potential customers in a creative and original way. It is an effective marketing strategy to differentiate yourself from your competitors and to impose yourself on the market. For a better efficiency in the organization of your roadshow, you can entrust the task to a specialized event agency. The choice of cities, animations and presentations will depend on your objectives and your budget, and should be carefully thought out before the project. Acmé is the ideal partner for your upcoming roadshows.
