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The 5 Things You Need to Consider When Planning your Roadshow

A well-planned and executed roadshow can be a great initiative for brands looking to expand their reach, generate customers, and increase awareness. Roadshows offer an interactive and engaging way to get your message out there, allowing you to attract new audiences in multiple locations, so it’s essential that you create the ultimate brand experience at each stop of the tour.

If you’re planning a roadshow for your brand or client, there’s a lot to consider. Here are our top tips to help you plan a successful roadshow in 2024. 

Craft your story

Creative storytelling is essential when planning a roadshow because it allows you to capture people’s attention with a clear message about why you do what you do, how it helps others, and how it makes a difference in their lives. It also allows you to curate an amazing environment for guests so that they leave feeling inspired and have established a strong emotional connection to your brand. 

Define your level of success

Creating KPIs to measure success can help ensure that you are optimizing marketing efforts to reach or even exceed desired goals. 


Consider both qualitative and quantitative data such as sales volumes, website traffic, social engagement and customer feedback. All this data combined will give marketers valuable insights into their target audience and the overall success of the activation and will ultimately assist in making informed decisions about promotional efforts for future campaigns.

5 - The 5 Things You Need to Consider When Planning your Roadshow - DisplayWise
4 - The 5 Things You Need to Consider When Planning your Roadshow - DisplayWise
Know your audience

As the ultimate goal of a successful roadshow is to engage people, it is important to understand who they are and create a strategy that resonates with them. Personas are an essential part of targeting a specific audience. Personas help define user types within a certain demographic and provide valuable insights. Understanding the motivations and needs of different personas can influence how you design the roadshow’s message to effectively reach its intended audience. 

Secure the right locations

When selecting a location for your roadshow, you should take into account the size of the city, the number of potential customers in that area, and any other factors that might influence whether people attend your event

Hot Tip Find shows that attract the most industry decision makers. When an exhibition is shared or endorsed by an industry regulator it will naturally 4 - The 5 Things You Need to Consider When Planning your Roadshow - DisplayWise


When planning an outdoor roadshow, don’t forget to take the weather into account. Make sure you have contingencies in place should Mother Nature surprise you with a sudden change of plans. Do your structures require an engineering certificate, wind approval ratings or need protective coverings? 

If you’re in retail, research each location and understand what it has to offer compared to other locations in terms of traffic, layout and surrounding retailers. Make sure that you work with a partner who has a clear understanding of all retail requirements, including access, permits, footprint and height regulations. These vary by location so knowledge and experience are key. 

Look after your precious cargo

We have to admit, this element is a tedious process, occasionally overlooked or not given enough priority when planning for a roadshow. Whether you have fragile or perishable products, oversized or high value items, dangerous goods or pharmaceutical equipment, if your display is damaged in transit, your amazing roadshow experience quickly becomes a roadshow crisis.

Roadshows can be a valuable tool for expanding your reach and building relationships with potential customers or clients. When planning one of these events it’s important to consider all aspects including transportation and logistics, location selection, branding strategy development, and creative storytelling techniques in order to ensure success. 

At DisplayWise, we are experts in engaging the senses and providing outstanding memorable experiences. Get in touch to find out how we can help you create the ultimate brand activation or roadshow for your brand.

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The Ultimate Guide to Social Media Marketing at Events & Tradeshows

Your event’s impact stretches far beyond the day itself. Whether it’s increased sales, leads or brand awareness you seek, the event is just one piece of the puzzle.

Ready to level up your strategy? Harness the power of social media with our guide and get the most out of your next event or exhibition.