Let’s Get This Show On The Road

Having created roadshows across Ireland, the UK, half of Europe and the US it’s fair to say that we have picked up a few handy tips and tricks to ensure they run smoothly. 

And to be very clear; when we say run smoothly we mean that you are not parked up on a motorway in a branded 1970’s Citroen H van with smoke coming out of one end and a client on the phone with smoke coming out of all their ends. Thankfully we haven’t found ourselves in that probably overly graphic situation, as when it comes to using very cool but very unreliable older vehicles we like to play it safe and be very prepared. We will either strip out the old engine and completely replace the mechanics of the van or we will use a low loader and transport the vehicle on the motorways and autobahns that they were never built to traverse in the first place. 

So anyway, you are launching a new product, you’ve nailed the proposition, segmented the audience, we’ve cracked the campaign creative… now to take this baby on the road (or the river… that was a very different campaign that we’ll get to another time!). A lot of the choices we make at this stage are influenced by the creative direction of the campaign but it’s vitally important that we think operationally before falling in love with a 1960’s VW camper van called Betty that is going to be asked to form the core of a 200 location sampling tour across 4 countries. A word of warning. Betty will break your heart. She’s everything you dreamed of but is so unreliable it hurts. Let’s go back to being operational. 

We always map out the operational plan first then start to look at what will work best. I know it’s not an exciting love at first sight story but hey, we are here to avoid smoke blowing out of places that it shouldn’t. There are firm favourites in the “what van would we like” category. You’ve got the classics like the Citroen H Van, VW camper van and of course the Airstream. Maybe you want to go smaller and fit out a few Piaggio Apes? Or we go modern and electric with a Renault Master? Or we go big and we look at a rigged fully converted truck? Essentially the options are endless. We can customize anything. 

What we need to think about is who will drive the vehicle. Do we need a dedicated specialized driving team or can we go with our trained event managers? We provide either with the difference being in the campaign budget. We have built fridges, freezers, ovens, dishwashers, washing machines etc into the vehicles we have created for clients so anything is really possible but not to bore on but let’s be practical first. We spend a lot of our time at this stage simplifying the fit out to deliver better overall results.

On large roadshows we will have a mechanic on call at all times to ensure that we are smoke free but also for a peace of mind that we will make all of our locations on time and with minimal hassle.

We have roadshows going live in the next few months so we asked the production team to give us their 5 top tips for running a successful roadshow campaign and here’s what they said…

1. Use a modern vehicle if possible. It’s much more environmentally sustainable and will make life easier for all stakeholders.

2. Expect the vehicle to break down. Mitigate against the risks and you will have a much happier time on the road.

3. Use the same team for the roadshow if possible. They will know the vehicle and know how to fix minor problems quickly and without impacting the live event.

4. Allow more time than you expect when you are on the road. Delays happen. Give the team time to get it right.

5. Technology can bring a roadshow to life but be smart about energy usage. You would be surprised how quickly you need to resource addition power through generators and the impact they can have on the campaign.

Ok. That’s it. Let’s get this show on the road.

We would love to chat to you about your next roadshow. Just drop us a message and we can start the process for you.

- JD