Company roadshow: More popular than the company conference?

Is the company roadshow taking over from the company conference as the traditional internal communications event? And even for external events such as product launches?

It’s safe to say the concept of the all-employee company conference has been hit hard in recent years. The reduction is especially noticeable among large, multi-site corporate organisations. The conferences are few and far between, even though the face-to-face meetings and event industry has recovered well.

On the other hand, the company roadshow is on the rise! And it’s not just for internal communications!

We spoke to Bien Venue’s Meetings & Events Executive, Sam Rourke, on why roadshows are increasingly gaining traction and the opportunities they bring. We’re excited to share Sam’s top tips for roadshow planning, too.

Why the company roadshow is on the rise

Roadshows offer a unique and dynamic approach to engaging with audiences and achieving your objectives.

Roadshows allow you to bring your message directly to your target audience. By visiting different cities or counties, you can engage with potential clients, customers, or suppliers on a personal level.

This direct interaction often leads to stronger relationships and better conversion rates. These events are also highly adaptable. You can customise each event based on the specific needs and interests of your audience in a particular location. The flexibility allows you to fine-tune your messaging and offerings, increasing the chances of success.

Alsocompared to hosting large conferences, roadshows can be a more budget-friendly option. Instead of renting a large convention centre and spending money on elaborate setups, roadshows typically involve smaller venues and more focused experiences, making them a cost-effective choice. Although – many big brands go all out, budgets aren’t the only reason for roadshow success.

If you want to expand your presence in new markets, roadshows are an excellent strategy. You can test the waters in different locations, gather valuable feedback, and adapt your approach accordingly. This gradual expansion can be less risky than diving headfirst into a new market. It also means you can target the areas that have the best response to your roadshow.

Company roadshow tips

What’s your goal?

Firstly, as with all events, you need to define your objectives. Start by clearly laying out your goals for the roadshow. Are you aiming to generate leads, promote a product, raise awareness, or build relationships? Your objectives will guide the entire planning process.

Who are you communicating with?

Next, make efforts to understand your target audience in each location. You should conduct thorough research to identify their needs, wants, and preferences. Tailor your messaging and activities accordingly to resonate with local audiences.

Where do you need to go?

Decide on the cities or regions you want to visit and create a detailed itinerary. Consider factors such as travel logistics, seasonality, and local events that could impact attendance.

What’s in your content kit?

Once you’ve decided where you’re going, you must then develop compelling and relevant content for each stop on your roadshow. Content could include presentations, workshops, demonstrations, or entertainment. Ensure that your content aligns with your objectives and resonates with the local audience.

How will you promote the company roadshow?

Before you take off for your roadshowsuse a multi-channel approach to promote it. Utilise social media, email marketing, press releases, and local partnerships to create buzz and attract attendees. And don’t forget to continue promoting the event whilst on the road too!

What did people think?

After each roadshow, gather feedback from attendees. The feedback should assess the success of your roadshow and identify areas for improvement. Use this information to refine your strategy for future events.

It is also good to track key performance indicators (KPIs) to measure the return on investment (ROI) for your roadshow. ROI could include lead generation, sales, brand awareness metrics, and more.

Don’t stop!

Finally, once your data and feedback are collected, continue engaging with attendees and leads. Nurture the strong relationships you created at the roadshow through personalised follow-up emails, content, or offers.


At Bien Venue, we believe roadshows offer a dynamic and cost-effective alternative to traditional conferences, making them an attractive option for businesses and organisations of all sizes.

By carefully planning your roadshow with clear objectives, audience insights, engaging content, and meticulous logistics, you can host a perfect roadshow that will achieve your goals and connect with your audience in a meaningful way.

Get in touch with us and we can do as little or as much as you need to get you ready to hit the road and make your next event a roaring success!