Taking Your Show on the Road
Event roadshows are on the move again, emerging as a way to bring information and product demos directly to your customers, prospects and potential partners.
Roadshows are loosely defined as any event that can be set up and packed away quickly to move to the next stop on a strategically planned tour route. Some examples include:
- Manufacturer’s visitor days – a select group of customers and prospects are invited to meet with engineering and product planning staff
- Tech Tours – a manufacturer brings new products/equipment powered by technology to showcase to current customers, prospects and potential partners
- Speaking events with regional experts – a wide range of companies, especially serving the knowledge economy
Roadshow benefits include:
- Bridging the gap between geographic areas and time zones that may not be accessible to would-be event goers due to corporate travel restrictions and/or intermittent reduced flight availability
- A way to rise above the trade-show fray to address your audience directly and eliminate competition for their attention
- Regional locations and smaller, more personalized events usually are well-attended because travel budgets are not required to ensure participation
- Companies staging roadshows can set the price of admission from free to just enough to cover expenses
Some companies use a smaller portion of their traditional trade show booth to take on the road. Others may create a specific roadshow event-in-a-box, with a portable booth structure they can pack up in a wheeled case amplified by pull-up banners to visually convey stand-out content.
Roadshows are smaller events that do not require much real estate to stage. However, they require tailored lighting for the stage and presenters, as well as product displays, and the tech stack must be sufficiently robust to flawlessly operate presentation screen(s), digital displays, lighting, AV and all associated technology needs.