In an increasingly digital world, brands are continuously searching for ways to reach their audience that steps away from screens and scrolling. Embarking on a roadshow to directly target customers is becoming a popular method to create a disruption beyond the virtual space, gaining real life facetime with loyal and potential customers.
Showplace have been taking brands on the road for over 38 years, creating custom vehicles and programmes to bring their visions to life. From navigating international travel regulations to aligning with strict site specifications, each roadshow is a unique composition of a brand’s story waiting to be told on the road.
Creating concepts
Every roadshow begins with an initial concept, centred around a brand’s vision. At the core of each excursion lies what a brand would like to achieve from the roadshow, such as brand awareness, an experiential activation, or a product launch. This is where Showplace steps in, using decades of knowledge and expertise to guide the development process in the right direction. Crafting various designs to translate a brand’s ideas into reality, these early planning stages revolve around collaborating with the client to take the proposal from blueprint to bold execution.
Tailoring and testing vehicles
Arguably the most crucial element of the roadshow is the vehicle itself, setting the tone for the brand’s journey whilst on tour. Showplace offer a variety of roadshow vehicles, ranging from 4m to 12m, to suit all types of travelling activations. Acting as a mobile representation of the brand, there are several factors to consider that will impact the final vehicle choice. For example, the number of destinations, specialist product installations, expected footfall and more, each dictating the best trailer for the duration of the roadshow.
Showplace have worked with an array of clients to customise vehicles to ensure they are synonymous with their brand. From delivering a five-week roadshow for VitrA Bathrooms to showcase their toilet technology to new audiences across the UK, to modifying the interior of a 12m trailer for RS Technologies for a national education tour, there are no limits to what can be achieved within the walls of Showplace’s roadshow vehicles.
Roadshow readiness
Once the trailer has undergone various fit-outs and inspections, it is finally ready to begin the journey to its first destination. Involving decisions regarding set-up queries, venues and arrival times, this is often the most difficult part of the entire roadshow due to the unpredictability surrounding logistics. This can include coordinating with external partners, last-minute changes to locations and navigating international regulations when travelling across the continent, each requiring contingency plans to ensure the vehicle is in the right place at the right time.
Delivering a multitude of roadshow programmes within the UK and Europe, Showplace are no stranger to adapting to unprecedented conditions whilst on the road. From encountering scorching hot weather when providing a merchandise vehicle for AC/DC’s Power Up Tour across the continent, to orchestrating the arrival of new stock for an internal stakeholder product roadshow for an international technology firm, there is never a dull moment when taking a brand out and about.
Explore the possibility of a roadshow with Showplace
For more information on our roadshow services, email sales@showplace.co.uk or call 01789 262701 to find out how we can take your brand on the road.
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