The benefits of a successful roadshow are many: increased brand exposure, increased attendee engagement and ultimately, increased ROI. But reaping these rewards requires a whole lot of strategic planning, creative thinking and old-fashioned hard work. And because a roadshow consists of multiple events – each with their own venues, guest lists and technical requirements, there’s a whole lot more room for error. To help you avoid these all-too-common roadblocks to roadshow success, we’ve highlighted the most important areas you need to be cognisant of.
Always read the fine print
Reading through reams of fine print isn’t anyone’s idea of fun. Unfortunately, it’s vitally important. Resist the temptation to gloss over the details and sign any SLAs and contracts! The stakes are way too high to risk getting tangled in a costly legal battle or an instance that puts your brand and guests at risk. Make sure the terms and conditions of any agreement you enter into – whether with a venue, vendor or client – clearly state which party is responsible for what.
Expect last minute changes
Roadshows are at the mercy of myriad factors that are beyond your control: the weather, unfamiliar infrastructure, and the many (many) humans who help make your roadshow magic happen. And it’s these multiple factors that can trip you up at the last minute, sabotaging your success. While we can’t magically conjure up clear skies and infallible team members (not to mention reliable wifi and cellphone signal), we can advise you to anticipate these last-minute hiccups. Once you get comfortable with uncertainty, it’s a whole lot easier (not to mention, less stressful) to deal with the crisis at hand.
Allow extra time, and then some
If there’s one thing event planners don’t have enough of, it’s time. What they are capable of, however, is using it wisely. Go into every roadshow knowing that you and your team will always need an extra few minutes (or hours) to finish everything before the guests arrive. Allow enough time in between each show, and pencil in more time than you’ll think you’ll need. By allocating that little bit of extra time to tasks, you’ll have enough spare minutes on the clock to tackle unforeseen issues, while ensuring all staff aren’t so rushed that they overlook anything. (You can thank us later.)
Get smart about your team’s travel arrangements
Your roadshow team is the heart of the operation, but if they’re exhausted from travelling through the night, it’s unfair (not to mention unwise) to be surprised when they slip up. If budget allows, have two or three teams on the road – this will ensure that everyone is fresh and adequately rested to tackle everything the day throws at them. Many companies think of their event teams as robot-esque worker bees who don’t require shut eye or sustenance. And it’s this ignorance that costs them when safety procedures are lax or an oh-so-important detail isn’t attended to. While it’s your teams’ responsibility to run the show, so to speak, the onus falls on you to make sure that their schedule leaves them with enough room to prep and recuperate before and after each stop.
Confirm all logistical and technical requirements with vendors up front
Roadshows aren’t short on surprises, and unfortunately, the majority of them aren’t the good kind. Vendors have their own rules and specifications – each following their own brand of logic. Remember, you’re on foreign turf, which means you need to confirm everything prior to your arrival if you want to avoid being slapped with an invoice for something you had no idea was even a line item. Avoid any horrifying revelations by confirming how x, y and z is going to happen with all vendors and suppliers before the time. By the time you hit the road, there should be absolutely no doubt in your mind as to the rules and requirements of every single vendor.
Call in the professionals
As evidenced above, staging a roadshow is an incredibly complicated endeavour that can quickly go awry if you’re unprepared. When you’ve got the support of an experienced event planning company, however, you can tend to the details knowing that your roadshow is in expert hands.
Contact us to find out how we can help you to plan, orchestrate and produce a roadshow that exceeds expectations and successfully garners ROI.
