Published on 24 February 2026
Organising a roadshow is a powerful marketing strategy, which enables your company to meet its customers, raise brand awareness and present a new product.
A roadshow is a promotional tour during which a series of events is organised from town to town. This type of itinerant event enables a company to reach a wider audience and directly engage with potential customers.
Roadshows are a communication and marketing strategy that goes into the filed. They can have a major impact on brand image.
Below are our recommendations for organising a successful roadshow, from defining clear objectives to measuring results.
Defining the objectives and concept of your roadshow
Every roadshow needs to have a clear objective: a product launch, raising brand awareness, generating contacts or presenting your products or services.
This strategic consideration takes into account the target audience, the desired message and level of engagement.
The concept of the tour must be consistent with your brand image and your marketing strategy.
Your teams can create powerful customer experiences through immersive activities or exclusive meetings. A roadshow creates a direct contact between the company and the public.
Our expert teams help you design the overall organisation of your roadshow: type of event, formats and digital tools (such as a mobile application to follow the tour itinerary or manage interactions).
Selecting the cities in which the tour will stop off, based on a precise calendar
As one of France's major cities, choosing Lyon as a stop-off stage gives you access to a large population with diverse profiles and centres of interest, since the area is home to several major economic hubs.
The calendar – which is to be established ahead of your roadshow – must take into account travel times, the availability of venues and the highlight events of your tour. Planning your roadshow as early as possible ahead of time will enable you to ensure a seamless roll-out.
Organising a roadshow requires striking a balance between brand ambitions and logistic realities.
Our teams are on hand to help you optimise costs and speak to the right people.
Logistics: the central cog in roadshow organisation
Logistics are often the biggest challenge when organising a roadshow. You need to plan ahead for each stage: transport of equipment, technical installations, coordination of venues and management of teams.
An event agency or an agency specialised in organising roadshows can provide your company with invaluable support. Their services include the management of venues and equipment, ensuring the confidentiality of data collected and protocols for welcoming the public.
An effective roadshow is built on rigorous organisation, which must also be capable of adapting to different local constraints. Well-organised logistics will ensure the quality of each event and a consistent experience from one stage to another.
How to communicate effectively about your roadshow
We recommend implementing a multi-channel communication strategy, which combines email campaigns, social networking, blogging, press relations and direct invitations. This is an essential factor for the success of your roadshow.
Social networks can be used to publish reports about each stage of the roadshow. Highlighting the unique nature of the tour, the products or services presented, as well as the fact that visitors have the opportunity to meet and talk with your teams, will all help to increase turnout.
Organising an itinerant event also means you need to monitor registrations and remain in regular contact with participants. This communication strategy will directly contribute to raising the company's profile and brand awareness.
Measuring the impact and ROI of your roadshow
It is crucial that you measure the real impact of a roadshow. You can draw on several indicators, such as the number of participants, new contacts, customer interactions, buzz and comments on social networks or leads generated.
The roadshow will allow you to collect invaluable data from the field so that you can adjust your marketing strategy, if necessary.
Analysing the results will help you to optimise future roadshows and demonstrate the value of the event for the company.
A successful roadshow is one that turns meetings into business opportunities and lasting customer relationships.
Lyon Events: your strategic partner for a roadshow in Lyon
Lyon events helps companies to organise their events and roadshows in Lyon. Our team can tailor our event services to the needs of each specific promotional tour.
Located in the heart of a large, attractive city, our venues host both trade events and consumer events. We provide solutions to help you create powerful customer experiences and maximise your brand's profile.
Whether the aim of your roadshow is to launch or promote a product or part of a broader communication strategy, our teams are at your service to help organise an event that is fully tailored to your objectives at Eurexpo Lyon, the Lyon Convention Centre, La Sucrière or the Matmut Stadium.
Do not hesitate to contact us for further information, or to speak directly with our team.
