“ Each of these things can influence your budget alone, but together, they can make or break your budget if you don’t plan properly.“

Tips for Planning a Successful Roadshow: Staying on Budget

Posted 08 July, 2017 by Angel Worldwide

1. Setting a budget and sticking to it


If your company has made the decision to start planning a roadshow to market their products or services, you may be surprised at just how much goes into the process. One of the most important things to consider is the budget. Before you can even pick the cities you want to visit or reserve the transportation to get you from airport to hotel in those cities, you have to set a budget that you intend to stick to no matter what. Once you’ve seen the benefit of putting on a roadshow, you just need to sit down with your company’s finance department and hash out a budget that will work for everyone.


Size Matters


The size and scope of your roadshow will make the largest impact on the budget you set. This doesn’t just mean the size of your intended audience, but the size of your group, number of cities you hope to visit, and the venues you hope to secure. Each of these things can influence your budget alone, but together, they can make or break your budget if you don’t plan properly.

Travel Arrangements


Unfortunately, travel arrangements are often the most forgotten part of planning any type of event. Even though the whole point of a roadshow is to “take it on the road”, some people just don’t leave any room in the budget for transportation costs. These costs include the car services you’ll use while you’re in each city, any airfare costs, as well as the cost of gas and any wiggle room in the event of an emergency (flat tire, dead battery, etc.).


Small Details


The budget should also have plenty of room for any small details you may not consider when planning your roadshow. These can include insurance costs, room service, taxes, and additional décor for your roadshow presentation. Knowing how many people you plan on taking with you as well as having details about the rest of your budget and the cities you plan on stopping in will help you set a number for these extra costs so you don’t break your budget once you get out on the road.



The venue is going to be where you interact with your target audience. The right venue can make a huge impression on the people you’re trying to convince to buy your product, support your cause, or vote for your candidate. You should definitely leave a large amount of your budget for the venue. Some venues will be able to provide you with the chairs, lodgings, and even the catering for your roadshow visit.


Location, Location, Location


Planning a RoadshowYou may be surprised how many different industries can benefit from pulling off a successful roadshow. Some authors do it anytime they have a new book out as a way to reach out to their fans while marketing their new material. Experts in different fields of study, motivational speakers, and even minor celebrities may go on a roadshow for speaking engagements. These can either be for a good cause like charity or a scheduled stop for different graduation ceremonies. Sometimes you just have to hit the road to reach those that aren’t immediately accessible in your hometown. This is why the roadshow has become a popular option for marketing yourself and your company.


If you’re considering a roadshow for your company or product, the first thing you need to know is that location is everything for an event like this. You can’t just expect to pop into every big city in the country and expect the same results. Unfortunately, it just doesn’t work that way. Choosing the right locations along the way can make or break your roadshow so there are some things you need to consider when mapping out your itinerary.


Choose Cities that Match Your Industry


When mapping out your trail across the country for your roadshow, you may find yourself sticking a pin in every big city you come across. This can be a huge waste of time if you’re going to be presenting a product, service, or idea that wouldn’t be well-received. For instance, if you’re writing a book about the financial aspect of starting a new business, your target cities should be those that are known for fostering a sense of success for start-up companies as well as those that have a deep connection to the financial industry. In this example, you would want to stop into cities like San Francisco that has not only seen its fair share of tech growth, but also is known for spitting out new and exciting companies that have found success. Additionally, for the financial side of your project, big cities like New York, Chicago, and LA should be a definite stop, while smaller cities like Atlanta and Charlotte should also be considered as they all have a known connection to the financial world.


If you aren’t sure where you need to go that will be conducive to spreading your message or providing access to your products or services effectively, you can always turn to Wikipedia. The information is endless and pretty accurate when you’re trying to find out whether a city has a strong technology background or if they’re better known for their search for sustainable living. Choosing the right city to visit along the way can make a huge difference in the success or failure of your roadshow endeavor.

Reserving the Venue


Now that you know which cities you’re going to be stopping in during your roadshow, the next important step is reserving the venue. Honestly, the only thing to consider here is the size of audience you hope to attract when choosing the right venue for your roadshow. If you want to stay on a much smaller scale and have a more intimate interaction with the people you will be speaking to, then a hotel, library, or auditorium would be more than sufficient. However, if you don’t want to put a cap on the number of people that can attend and you actually feel that you have the ability to draw in several hundred, you’ll probably want to go with a convention center or stadium. Just remember that you won’t be able to have that one-on-one connection with your intended audience once the roadshow is over if you go too big with your presentation.


A roadshow can start and finish just about anywhere around the country, but to make sure it’s successful you will need to put some serious thought into your destinations. Location is one of the most important aspects of planning a roadshow, so be sure to put plenty of time and effort into planning the proper stopping points along the way.


Planning and executing a successful roadshow doesn’t have to be a huge headache. As with any business venture, proper planning can go a long way. Don’t be afraid to consult the finance department of your company when you’re ready to get started as they can give you an idea of what kind of budget you’ll be able to work with when the planning phase gets underway. Just remember that the budget, no matter how big or small, can make or break your roadshow, so make sure every penny counts!

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