Guide · Touring campaigns

What is a roadshow in marketing? Planning a campaign on tour.

A marketing roadshow takes one campaign set-up from place to place on a planned schedule, so the same experience reaches audiences in several towns, stores or events. This guide explains when touring makes sense and how to plan, staff and measure a tour.

7 min read8 steps6 checks

Mighty roadshow team sampling plant milk beside the branded van

Fewer, stronger stops often outperform a long list. Ten well-chosen days can reach more of the right people than twenty that include quiet locations added to fill the map.The one thing to remember

Start here

Eight steps to a tour that works.

From what a roadshow is to the format that suits every stop. Follow the line; tap any point to read it.

Emmi Caffè Latte roadshow team holding trays of drinks

01Step 1 of 8

Kinder and Ferrero festive retail tour staff beside the in-store display

What a roadshow is in marketing

In marketing, a roadshow is a campaign that moves from place to place.

Town centres
Shopping centres
Retail parks
Stations
Campuses
Events

02Step 2 of 8

MG EV tour staff talking to shoppers beside the car at Trinity Leeds

When a roadshow is the right choice

A tour earns its extra planning when:

Trying or explaining
New listings
A national launch
A season of events

Key pointFewer, stronger stops often outperform a long list. Ten well-chosen days can reach more of the right people than twenty that include quiet locations added to fill the map.

03Step 3 of 8

Shell Deli 2 Go sampling staff member in a branded apron offering samples in store

Choose the stops for the audience

Start with where the audience already spends time, then give every stop a reason to be on the list.

Strong stockist
Student population
The right event
The right footfall

04Step 4 of 8

Years sampling roadshow staff in matching purple tops beside the display in Pets at Home

Set the timetable and permissions early

Decide how many days each stop needs.

Pitch bookings
Stock deliveries
Staffing
Briefing

Key pointTreat the timetable as the backbone of the tour. A late change at one stop ripples through stock, staff and journeys for every stop after it.

05Step 5 of 8

One look, one message, one brief

People should recognise the campaign wherever they meet it.

Objective
Product points
Offer
Dress code
Stand photo
What to record
Who to call

06Step 6 of 8

Two Years roadshow staff in matching purple tops outside a Pets at Home store

Staffing a tour: a touring team or local teams

There are three common ways to staff a roadshow, and the right one depends on the length of the tour and how much product knowledge it needs.

Touring team
Local teams
Hybrid

07Step 7 of 8

Mighty roadshow staff sampling from the branded van, which doubles as the stand

Stock and kit between stops

Work out stock per stop from expected numbers and add a margin for the peak days; running out mid-afternoon on a Saturday wastes the best hours of the tour.

Banners
Sampling cups
Tablets
Chargers

08Step 8 of 8

Naturo sampling staff talking to a dog owner at the branded gazebo

Learn as you go, and pick a format that tours well

A tour can improve as it goes in a way a one-day event can't.

Samples
Sign-ups
Sales
Conversations

Checklist

Before the first stop.

Ready to tour.

Naturo staff beside the spin to win wheel at the Three Counties Showground

Formats

Pick a format that suits every stop.

The common roadshow formats, where each suits and what to plan for.

Format	Suits	Plan for
Branded vehicle	Town centres, car parks, events	Parking space, power, a driver
Pop-up bar	Venues, events, festivals	Licensing, stock storage
Cart or compact stand	Shopping centres, stations	Site rules, overnight storage
In-store tour	Products already stocked	Store agreement, extra stock

Common questions

Roadshows, answered.

What is the difference between a roadshow and a brand activation?

A brand activation is any live experience that brings a brand to life for its audience. A roadshow is an activation that moves, repeating the same experience at a series of locations on a schedule.

How long should each roadshow stop be?

Long enough to catch the peak periods at that site: often one strong day for smaller towns and a full weekend for major shopping centres or events. Footfall data from the site helps decide.

Do we need permission for each stop?

In most cases. Shopping centres, stations, retailers and events all have their own booking and approval process, and activity on public land may need council permission.

Can the same staff work every stop?

Yes, with a touring team, with journeys and accommodation planned in. Many tours use a touring team leader with local staff at each stop instead, which keeps consistency with fewer journeys.

How do you measure a roadshow?

Use the same measures at every stop, such as samples, sign-ups, codes redeemed or sales near each location, so stops can be compared and the tour improved as it goes.

Do you supply the vehicle or stand?

No. We supply and manage the staff. Vehicles, stands, printing, storage and transport come from the brand, its agency or a production partner, and our teams work alongside them. Drivers for client vehicles are available on request.

The people for every stop.

EXECUTIONAL staffs touring campaigns across the UK from 40 staffing hubs: touring team leaders, local teams at each stop, or both, all working from one brief with one point of contact. We supply and manage the people; your agency or production partner looks after the vehicle, stand and stock. See our roadshow staffing page for the roles we cover.

Ask for a quote →