The document outlines the planning process for an event roadshow. It discusses laying the blueprint by establishing goals for the roadshow and how it will support the overarching goal. Data should be collected from the audience to understand how they would benefit and what content they are interested in. Previous event data, surveys, and field research can provide insights. Clear overarching goals should then be set for the roadshow campaign.

1. EVENT ROADSHOW PLANNING

2. Roadshow Marketing
• Roadshows are half-day events that
bring customers, prospects, and
partners together for thought
leadership, product demonstrations,
and networking. Many companies do
roadshows for a variety of reasons.
• For Marketo, the roadshows bring
marketers from around the globe into
the Marketo Marketing Nation.

3. Laying the Blueprint for Your Event Roadshow
• Before taking to the road, you and your team must devise a clear game-
plan that precedes even the logistics and travel details.
• During this stage of the planning, what’s important is to establish why a
roadshow series is necessary and specifying how each part of the campaign
can support the overarching goal.
• In-depth research and candid discussions about these goals should take
place before any final decisions are made.

4. Harnessing Data to Justify Your Roadshow
Strategy
• A helpful way to get a better picture of why you should put on a roadshow
is by collecting data from your audience.
• How would your target audience benefit from attending the event
roadshow? What kind of content would be most relevant to them? Would
they even be interested in a roadshow? These are key questions that must
be answered before agreeing to such a campaign.
• Below are some suggested ways to gather these insights

5. Explore previous event data
• Take a deep dive into all of the information that you’ve collected from
attendees at previous events.
• This event data will give you a clearer understanding of the types of people
that come to your events and if a roadshow would resonate with these
individuals.
• Which professional industries do your attendees mostly work in? From
which geographic locations do your attendees usually fly in from? Did
guests usually purchase individual tickets or group packages?

6. Send out surveys
• If you are unsure whether a roadshow will be beneficial for your audience,
ask them directly.
• Send out surveys through email, social media, or even digital paid ads to
better understand what the reaction would be.
• You can even conduct event surveys during one of your main events to
gauge whether a roadshow format would be something your attendees
would be interested in.
• The bottom line is this: Do not be hesitant in directly asking for opinions.

7. Conduct field research
• n the case that you have the time and resources, it would prove useful to
take a mini tour of the different locations you anticipate traveling to and
gauging the interest level for your event content in those regions.
• In addition to that, you’ll want to see how your event vision can be
executed in a certain geographic area.
• This research will further help formulate why an event roadshow would be
a good strategy to take and in what ways it will benefit you and your event
brand. Envisioning your event in person will help to solidify the details.

8. Set Overarching Goals
• Once you are able to justify to all relevant stakeholders that executing an
event roadshow series would be a beneficial strategy, the next important
step is to solidify the overarching goal(s) for the roadshow.
• Clearly articulate the main objective of the campaign and the rest of the
event planning process will fall into place.
• Are you hoping to extend your event brand into different regions?
• Perhaps you want to break into other target demographics that previously
have been hard to resonate with?
• Formulate several overarching objectives you’ll definitely want to achieve
and make sure to pin them down as you are planning other parts of the
event.

9. Conclusion
• Nowadays it is obvious that roadshow
is an important advertising medium to
reach your targeted audiences in order to
promote your products and services
within a short period of time. One can
run a successful roadshow campaign by
having assistance from one of the top
roadshow advertising company in India.

10. Conclusion
• Nowadays it is obvious that roadshow
is an important advertising medium to
reach your targeted audiences in order to
promote your products and services
within a short period of time. One can
run a successful roadshow campaign by
having assistance from one of the top
roadshow advertising company in India.