How to organize a road show

A roadshow is the ultimate marketing tool to build a bond with your target group. You don’t let your target group come to you, but look for them yourself. This way you create a special contact moment with your target group, where you provide personal and undivided attention. It is the ideal way to bring your company to the people and promote you products. But how do you create such a moment with your target group? In other words, what is involved in organizing a roadshow yourself? That is the question that we amply answer you in this article, by treating the following points:

  • Choose targets
  • Budget
  • The program
  • Choose the location
  • Public communication
  • Permit application

Choose objectives and target group

Organizing a roadshow starts with setting clear, achievable goals and defining your target group. Make a target group selection on, for example, sector and regional level. With the setting of the objectives and target group you immediately have the starting points for the organization of the roadshow.


When the target group and objectives have been set, it is possible to see how much money can be spent on the roadshow. The total cost includes possible rental of stalls or tents, musical accompaniment, catering, gadgets, communication, bouncer and any other costs. The choice of location also influences the total cost. The costs for an outdoor location will be higher than when you organize a small-scale events in a small hall. More about budget

The program

Once the available budget has been determined, the program can be implemented. Think up a strong and attractive program that is substantively adjusted to achieve your objectives. How can you promote your company or product to your target group in a spectacular way? Try to think ‘out of the box’ and come up with an innovative program.

Let you take care of the musical setting by a DJ or are there several performances arranged? Is the music continuous or will there be speakers? All factors that have to be thought out in advance. Will workshops or demonstrations take place? For which interpretation you choose, make sure that there won’t be multiple crowd pullers to take place at the same time. People don’t want to miss anything. Give them the opportunity to attend everything.

Choose the location

Depending on the program you choose the location for your roadshow. If it is a set up on a small scale, it’s enough to hire a small school. If you want to take it bigger, you can think of a big square or a parking lot. Not only the size of the location is important, but also the following factors have to be included in the decision to choose a location.

  • Are traffic measures necessary?
  • Is the location easily accessible?
  • Is there enough parking space?
  • What about the power supply?
  • Is there any noise?

Public communication

A roadshow is the optimal way to showcase your company or product to your target group an intensive contact moment. By conveying your message in a unique, spectacular way, your message will stick well and you can also make an impact with your exciting event.

Before this can be realized, you will first have to try to get the people to your event. To achieve this, you need to think carefully about a communication strategy. Which resources should be used to attract the largest possible part of your target group? Below is a list of possible communication channels that can be used:

  • Letter to the residents of the place of location
  • Page in the local newspapers
  • City website
  • Posters
  • Flyers
  • Social media (Facebook, Twitter, Instagram etc.)

Start well in advance

Start communicating the roadshow to your audience well in advance. Keep communicating well during the preparation process about the date and location of the roadshow. A few weeks before the start of the roadshow you can place announcements in the local newspaper and start hanging the posters and flyers. The announcements on social media can be started earlier and be shown during the last weeks before the roadshow. Try to make people curious and enthusiastic by possibly announcing a surprise element. It is now time for the day of the roadshow. Watch the video below to get an impression of what the set-up of a roadshow / exhibition looks like.

Permit application

The permit application to the municipality must also be submitted well in advance. Make sure you have applied for the permit at least 6 weeks before the start of the roadshow. This way you can be sure that you have the necessary papers on time to carry out your roadshow.


A roadshow is a unique marketing tool where you are close to your audience and therefore can transmit a lasting message. Try to get the maximum out of this. The most important thing is that during the organization you always follow your objectives and making an impact on your audience.

Erwin Balkema

Erwin Balkema

Erwin Balkema owner of Bano Can we also help you realize a successful event or exhibition participation online or hybrid? Bano Event Technology

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