A roadshow is a series of events that allow you to nationally and internationally reach a large and targeted audience. Compared to a one-off event a roadshow spans across multiple locations, to multiple audiences, on multiple dates.
With a roadshow you have endless possibilities to create an experience that will leave a lasting impression on your target audience. Roadshows can be for any purpose – a product launch, an exhibition, training or for a brand experience.
You will need a strong, creative concept in order to successfully organise a roadshow, which of course is led by the content itself and the message that you’re looking to deliver, however, don’t forget our 5 other top tips for running a successful roadshow.
1. Have an official launch
You can do this in any way you like. If you’re exhibiting at an event and you start your roadshow afterwards then use the expo as the launch pad, or create a big song and dance via emails, online, social media, personal Linkedin pages etc. about leaving the office to commence the roadshow! This all helps to create excitement around your roadshow. Invite key stakeholders and media, promote your roadshow.
2. Clearly define your strong message
Develop clear, positive and compelling messages about your organisation, your product, your people, your service and your roadshow itself. Take the view that if the people you meet remember one thing about you, this is what it must be. Whatever core message supports your roadshow, just ensure it’s easy to communicate and simple to remember.
3. Create a first-hand experience
The whole point of having a roadshow is for you to get to know your potential users / customers and to solidify existing relationships. Remember that people remember experiences the most. Look at the high-street nowadays; so many shops offer experiences in-store (facials, make up, massages etc.) – it’s becoming the norm. Try your best to create a memorable moment and involve the audience in some way.
4. Listen to the audience
If this was a blog entitled ‘1 top tip for a successful roadshow’, listening would be it. Make sure you listen to what your clients or potential clients tell you. In fact, the listening should start in your planning stages – what do the audiences want to take away from the roadshow? Tweak your content to ensure this is covered. How do they want to learn? What works for them? During the events themselves, get feedback, have F2F conversations and build genuine relationships. It’s far too easy to ignore your audience and focus on yourself and your message too much.
5. Use social media to create a story around your roadshow
Not everyone can visit you while on the road, but they can all follow online. By featuring the interesting people and encounters that happen along the way through social media feeds – including images and videos – you can create an emotional connection with your followers. Don’t forget to use a roadshow themed hashtag (such as our #HippoOnTheMove) that’s easy to remember and pertinent to your campaign.
As always, we’re here to help and talk your through your roadshow. Don’t be afraid to give us a call and chat through how you could maximise the potential of your roadshow.
Hippo offer Event Project Management and Global Venue Finding services. Contact us today on 01372 460 100 or events@hippoevents.co.uk to see how we can assist.