If you want effective Crowd Pulling BTL activities, then you definitely want Roadshow in your next BTL activation plan.

Long gone are the days when traditional event marketing was limited to just a handful of materials and activities you didn’t have much creative room with. These days, planning Brand Promotion activities is all about endless creativity and standing out from the crowd – because, in the end, this is the first step to ensuring your BTL activation yields the ROI you are looking for.

Even with all the creative freedom, choosing the right type of Brand promotion activity for your Brand marketing goals is extremely important. In the end, you’re not planning this just for the sake of planning itself – you’re doing it because it is for Brand visibility & effective Brand Communication.

Where does a roadshow fall into all of this? Why is it among the most popular BTL activities & Marketing events, and what crowd-pulling Activities can you incorporate into your roadshow?

Why a Roadshow?

The main objective of a roadshow is to create brand awareness and strengthen brand image. This is not to say that roadshows aren’t good for your sales team’s efforts of taking clients down on the sales funnel, or that you cannot generate leads by planning a roadshow. In fact, maximum lead generation can happen through Roadshows.


What Are some of the Best Engagement Activities to incorporate in Roadshow?


  • Interactive Experiential Engagement Activities


These are the games and activities you plan for your TG to engage in, but experientially. It may be an oversized puzzle featuring your brand, or it may simply be a tech driven giant wall that invites people to write good wishes, hopes, things they are thankful for, and so on. 



  • Prize Draws


No matter where they come from and what their backgrounds may be, people will always love free things – and that is precisely why prize draws are still successful. Our advice is to make yours as interactive as possible – instead of simply tossing names into a hat, why not make this look like a “professional” lucky draw or prize wheel? It can be something that includes your brand name, logo, and/or colour – so that it is truly in line with your Brand communication strategy.



  •  Competitions


Who doesn’t love a good challenge? Organizing a small competition at your roadshow can be a great way of attracting more people to your stand. Again, this depends on your brand and what you are selling, but the competition can be based on a wide range of things – from ping-pong tournaments to drone races.


  •  Family and Children’s Activities


If you know that your audience is likely to come to your activity with their children, why not organize something for the little ones? Not only will you make the kids happy, but you will make their parents happy too (and this will give you a chance to present your products to them). Some examples here include children’s games, climbing, toy car races, and so on.


  •  Interactive Displays


This is a great idea for Brand managers who want to add some liveliness and movement to the brand showcasing. For instance, if you are running a clothing business, you could create a display with actual, real-life models, instead of plastic mannequins.


  • Experiential technology/ AR / VR


If your target audience is likely to be attracted to tech news and video games, you have plenty of ways to include that in your Roadshow. For example, a VR headset could realistically present your product and it could give your visitors the chance to visualize themselves using it. Even a gaming console, a big screen, and a comfortable chair can do the trick here if you can connect this to your brand (e.g., if you are selling fishing and hunting products, you could allow your visitors to play a game based on that).


  • Photobooth


From weddings to high-tier events, photo booths are everywhere – and there’s a very good reason they’re spreading like wildfire: they work. With a wide range of backgrounds This fun, simple booths can turn your Brand promotion activity into a real attraction for a lot of people, because who doesn’t love taking a photo as a superhero, driving their dream car, or just flying?


  • Food and Snacks


There’s one thing people will ALWAYS love,  and that is a good snack. If  you are a food brand or a cooking related brand, convert your roadshow van into a food truck and you are guaranteed to have people lined up in no time – because who can resist a scrumptious doughnut in your brand colors, free recipe sampling, food sampling, etc 


  • Sampling and Goodies Giveaway


This idea may not work for everyone – but if you sell any kind of food, or food related ingredients, or if you can pick smaller items from your offer that you can give away, then you are bound to attract a pretty impressive crowd to your Canter activation. Why? For the same reason lucky draws are still very popular: nobody says “no” to something free, even more so when it’s something qualitative.

To conclude, the most successful Roadshow ideas lie at the confluence between you, your brand, the location & route plan you chose for your roadshow, and the audience you’re targeting. This might take a bit of research and plenty of brainstorming, but it’s more than worth it to invest time, patience, and dedication in this – in the end, it will pay off. Or better yet hire the Best Roadshow organizers to do all this for you – from planning to execution of roadshows.