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What Is a Roadshow?

Roadshows Explained in Less Than Five Minutes

Definition and Examples of a Roadshow

How roadshows work, types of roadshows, what it means for individual investors.

 Marko Geber / Getty Images

Roadshows are a series of meetings between a company management team and investors, in which the company offers information about a securities offering so it can gauge demand for the security. They’re often sponsored by investment banks as part of the initial public offering process, but they can also be used by management teams for other purposes.

Roadshows are more accessible to the average investor now than they’ve ever been, and they can be important sources of information. Find out what roadshows tell investors, and how you can find out about them.

Roadshows, also called “dog-and-pony” shows, are an important part of the initial public offering (IPO) process because they help companies see how much demand their offering has and what the proper price should be (“ book building ”). Roadshows sponsored by investment banks are traditionally face-to-face meetings between the bank’s clients and the company management team. Roadshows are intended to build enthusiasm for the offering, and they’re part of the initial public offering ( IPO ) price discovery process.

• Alternate name : Dog-and-pony show

Roadshows are often presented virtually, and in some cases are open to the public. 

In July 2021, Robinhood announced a series of live open roadshows accessible on Robinhood.com. The public was invited to participate, and submit questions in advance for the management team to address during the Q&A.

The timing and content of roadshows have to conform to SEC regulations. Roadshows generally can’t begin until a preliminary prospectus that contains an offering price range has been filed with the SEC. Roadshows should present information that’s contained in the preliminary prospectus and is publicly available. Roadshows are planned and thoroughly reviewed by the legal, management, and investment banking team because a misstep can potentially jeopardize the offering.

A typical roadshow agenda would include an introduction by the investment bank; presentations by the CEO, CFO and other senior managers; and a question-and-answer session. The presentations cover the details of the offer, an overview of the company’s products, services, competitive landscape, and financial performance. These meetings are important to the success of the IPO because they give potential investors an opportunity to interact directly with management.

Face-to-Face Roadshows

Face-to-face roadshows are usually arranged by the investment bank. Attendees include the bank’s investors and clients. They typically last for a few days to multiple weeks, and they take place across the country and internationally in big cities like New York, Chicago, Los Angeles, and Milan.

Companies have to follow strict rules for how they communicate information, and those rules may vary based on whether the communication is oral or written.

During face-to-face roadshows, the investment bank solicits indications of interest from prospective investors and clients. Indications of interest are non-binding bids for the offering, including the interest in price and quantity. Indications of interest are an important feature of face-to-face roadshows because the bankers use them as a price discovery tool to gauge the market and make a final price recommendation to the issuer.

Public Roadshows

Some companies target the public for roadshows, livestreaming them, and answering questions submitted by the audience. Public roadshows, like their face-to-face counterparts, are intended to create enthusiasm for the offering, but they aren’t useful as a price discovery mechanism. Indications of interest aren’t solicited at a livestream roadshow.

“DeaI” roadshows promote an offering. The offering can be an IPO or a follow-on offering. Secondary offerings are additional equity or debt securities provided by a company that is already public. The rules for secondary offering roadshows are more flexible, especially for companies that are classified as well known seasoned issuers, or WKSI.

At least one version of the roadshow, called a “retail” roadshow, is typically made public to avoid having to file the presentation with the SEC.

Non-deal roadshows are private meetings between management teams and current and potential institutional investors. Non-deal roadshows are typically organized by “sell-side” research analysts as a service to their institutional clients. Sell-side analysts typically work for broker-dealers , advisory firms, or investment banks. As in deal roadshows, investors have an opportunity to interact directly with the management team. However, there is no offering. 

The SEC regulates non-deal roadshows, and management teams can’t discuss any material nonpublic information about the company. Non-deal roadshows have been criticized as providing an unfair advantage to institutional investors, and a conflict of interest for the sell-side analysts who sponsor them.

Pre-recorded and live-streamed roadshows like the Robinhood webcast can potentially provide valuable information if you are doing your own research. The NYSE and NASDAQ stock exchanges publish calendars of upcoming offerings, and the investor relations page of an issuer’s website will usually have information on any publicly available roadshow events.

Key Takeaways

• Roadshows are marketing and price discovery tools for initial public offerings.
• Traditional roadshows are sponsored by investment bankers for their institutional clients
• Livestream and pre-recorded roadshows are potentially valuable sources of information for investors doing their own research.

GlobeNewsire. " Robinhood Markets Announces IPO Roadshow ." Accessed Feb. 4, 2022.

LexisNexis. " Road Show Preparation ." Accessed Feb. 4, 2022.

LexisNexis. " IPOs, Follow-On Offerings, Road Shows, and Earnings Guidance: FAQs on Publicity, Communications, and Offers ," Page 13. Accessed Feb. 4, 2022.

Cravath, Swaine & Moore LLP. " The Nuts and Bolts of Road Shows ," Page 2. Accessed Feb. 4, 2022.

LexisNexis. " IPOs, Follow-On Offerings, Road Shows, and Earnings Guidance: FAQs on Publicity, Communications, and Offers ," Page 10. Accessed Feb. 4, 2022.

Latham & Watkins. " The Good, the Bad and the Offer: Law, Lore and FAQs, " Page 20. Accessed Feb. 4, 2022. 

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Roadshow Presentation

A part of a series of presentations or sales pitches

Currently an investment analyst focused on the  TMT  sector at 1818 Partners (a New York Based Hedge Fund), Sid previously worked in private equity at BV Investment Partners and BBH Capital Partners and prior to that in investment banking at UBS.

Sid holds a  BS  from The Tepper School of Business at Carnegie Mellon.

Prior to joining UBS as an Investment Banker, Himanshu worked as an Investment Associate for Exin Capital Partners Limited, participating in all aspects of the investment process, including identifying new investment opportunities, detailed due diligence,  financial modeling  &  LBO  valuation and presenting investment recommendations internally.

Himanshu holds an  MBA  in Finance from the Indian Institute of Management and a Bachelor of Engineering from Netaji Subhas Institute of Technology.

• What Is A Roadshow Presentation?
• What Is Covered In A Roadshow Presentation?

Post-Roadshow Process

What is a roadshow presentation.

A roadshow presentation is a part of a series of presentations or sales pitches done by a company’s management and/or the underwriting investment bank prior to conducting an initial public offering (IPO).

When a company is choosing to raise capital via an IPO, the company's management team and, at times, the advising investment bank, will meet with institutional investors to build up the order book for the offering.

The order book contains large volume offers from financial institutions such as hedge funds or pension funds on the security, which help aid in the proper pricing of the IPO further down the line.

The roadshow presentation is of paramount importance in the IPO process as institutional investors make up a large portion of the number of shares purchased. Thus, a successful roadshow presentation series can make or break an IPO. 

Roadshow presentations most often occur in large cities such as:

• Los Angeles
• San Francisco

The process, on average, takes about three weeks, with a mix of different meeting styles.

Large “ blue chip ” investors typically garner one on one meetings while other highly important institutions will have small group meetings or large group meetings such as a luncheon. 

Roadshow presentations contain an immense amount of information pertaining to the business, its management, its past, and its future outlook. 

Key Takeaways

• Roadshow presentations are sales pitches done by companies pursuing an IPO
• These presentations are done to entice institutional investors and spark demand for the offering
• The presentation contains a management overview, the business’ key drivers and growth opportunities, a financial overview and projections, and a “sales story”

What is Covered in a Roadshow Presentation?

It has pretty standard core topics that need to be addressed to ensure that a successful “hit rate” is achieved and demand for the offering is cultivated. Typically, they start off with an introduction of the company's management team and  C-suite executives.

The presentation should also have an in-depth look into their earnings and overall financials. Another vital section is their recent past, current, and future outlook on key drivers of the business. This typically includes data and projections on items such as sales or revenue.

Additionally, over the IPO process , the company and its advisors craft a story to sell to investors on the company, about:

• Growth prospects of the company
• Competitive advantages
• The reasons why it should receive investors’ capital

This is also thoroughly covered in the presentation.

The details of the offering itself are a topic of discussion, including the size of the offering and IPO stock price target. Investors attending roadshows have the opportunity to then make offers in a few different ways.

Investors can place stock orders. 

Example: 2,000 shares at a price of $20

Or they can place limit orders in which there is a cap on the price paid per share

Example:  2,000 shares at a price per share of no more than $18

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After the roadshow presentation series is complete, there is still much work to be done before the successful launching of an IPO . 

The underwriting investment bank follows the roadshow presentations, collecting all the offers from the order book and analyzing the supply/demand dynamics of the offering. This analysis helps further educate the team on selecting the optimal IPO price. 

After the conclusion of this analysis, a final prospectus is drafted, reviewed, edited, and published. This final prospectus is then used to further advertise the offering to potential investors. 

The prospectus is also sent to the Securities and Exchange Commission ( SEC ) for approval. Following SEC approval, the offering date and price per share are set and ready for launch.

When the IPO day comes, the shares begin trading at the designated price at the beginning of the trading day.

Oftentimes, initial public offerings will have great price appreciation in the first few days or weeks of trading, as the pent-up anticipation enhances demand.

The funds received from the sale of the predetermined number of shares are then obtained by the issuing company.

Following the IPO, the company may be able to engage in follow-up offerings, which can sometimes involve a similar roadshow presentation process to the IPO.

Initial public offerings are a key way for businesses to grow and scale their operations through the funds received from selling an equity stake in the company. The roadshow presentation is a key step along the road to a successful IPO and can be the deciding factor in whether or not its goals are met. 

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Researched and authored by Charlie Fair  l  LinkedIn

Reviewed and edited by James Fazeli-Sinaki |  LinkedIn

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Roadshow (IPO) - Explained

What is a Roadshow?

Written by Jason Gordon

Updated at April 20th, 2024

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What is a Roadshow in an IPO?

A roadshow refers to sales presentations pitched in different places to make up an initial public offering. A roadshow is also defined as a series of meetings held across different locations between the executives of an issuing company and potential investors in an initial public offering. 

A roadshow is organized to enable an underwriting firm and top executives of a company pitch sales to investors that are likely to partake in an IPO. This gives an opportunity to the top executives of the company to talk to investors about the intention of the company to go public.

How does a Road Show Work?

Roadshows are important in an initial public offering, these are a series of presentations held when a company is about to go public. A roadshow requires that an underwriting firm and the top executive of the issuing company travel around a country or continent to make presentations to potential investors about the IPO. 

The objective of a roadshow is to create awareness and wet the appetite of investors towards in IPO. The level of impact that a roadshow generates determines the level of participation in an IPO. In a roadshow, the top executives of a company and the underwriting firm in charge of the IPO travel to different locations in the country to introduce an IPO to potential investors.

Roadshow Events

Typically, roadshow events are crucial to the success of an IPO. this is because during a roadshow, a series of presentations about an initial public offering is made to potential investors to create awareness about the IPO and also introduce investors to the top officials of a company. 

During a roadshow event, potential investors in an IPO gather and listen to presentations and talks about the offering. Many companies in Boston, Los Angeles, New York City and Chicago, have used roadshow events to have a successful IPO. A roadshow event can be held virtually or physically. Companies who leverage the internet hold their roadshow presentations online through online videos and podcasts.

Information Presented in a Roadshow

The major events in a roadshow include the introduction of the company to potential investors, as wee as its top executives. During the presentation, the history of the company and plans of the company are revealed to the investors. Presentation in a roadshow is often done orally and through multimedia presentation which include the use of video and digital media. There is always a question and answer session in a roadshow where investor ask general questions about the company. 

The major information that investors get from a roadshow are;

• The background of the company and its history.
• Information about the top executives of the company.
• Vision and mission
• Future plans and goals
• Financial performance and history on earnings
• Future sales and investment projection of the company
• Potential growth
• IPO goals and targets

After the Completion of the Road Show

After presentations in a roadshow are completed, a company proceeds by creating the final prospectus of the initial public offering. The company must have reached a conclusion on the price for the offering and the target of the IPO before the final draft is made. The date of the IPO must also be reached. The final draft of the prospectus is filed with the Securities and Exchange Commission (SEC). All potential investors are entitled to get the final prospectus of the IPO, this is distributed by the company.

Non-Deal Roadshow

A roadshow does not necessarily mean that a company offers securities to potential investors. When a company holds a roadshow without offering equity or debt securities to potential investors, it is called a non-deal roadshow (NDR). The objective of an NDR is to create public knowledge about a company and give updates about the achievement and financial performance of the company. In general, an NDR provides update about a company to its potential investors, future plans and visions are also revealed. Here are the major things you should know about a roadshow;

• A roadshow refers to a series of presentations about an initial public offering made to potential investors in different locations and at different times.
• A roadshow allows an underwriting firm make sales pitch about an initial public offering.
• It also creates an opportunity for potential investors to meet with the top executives of the company that is about to go public.
• The events in a roadshow include multimedia presentations about the history of the company, visions and future plans, financial performance, IPO target, among others.

Example of a Successful Roadshow

Quite a number of companies have held successful roadshows, here are the prominent ones; The Alibaba Group Holding Limited (BABA), an e-commerce company in China has the record of holding the largest IPO. This was as a result of the positive impacts of the roadshow held by the underwriters. A sum of $25 billion was raised from the IPO and the underwriters had a share of $300 million. Through roadshow, the IPO was received with excitement by potential investors, even before the company started the issuance of its stock. During the roadshow, the history, financial performance and earnings of the company were presented to investors by the cofounder of the company, contributing to a successful roadshow and IPO.

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What is a Roadshow

A roadshow is a series of presentations made in various locations leading up to an initial public offering (IPO). The roadshow is a sales pitch to potential investors by the underwriting firm and executive management team of the company about to go public.

What's a Road Show?

Understanding a road show.

A roadshow involves members of the investment firm who are underwriting or issuing the IPO whereby they travel around the country presenting the investment opportunity. The goal of the roadshow is to generate excitement and interest surrounding the company and its IPO. A successful road show is often critical to the success of the IPO.

The underwriters travel to introduce the IPO to institutional investors , analysts, fund managers of mutual funds and hedge funds to interest them in the security. The road show also provides an opportunity for the underwriters to introduce the company's management and for investors to hear management's vision and goals for the company. Most road shows stop include stops in Boston, Chicago, Los Angeles, and New York City.

Roadshow Events

Roadshow events may attract hundreds of prospective buyers interested in learning more about the offering. The events may include multimedia presentations and question-and-answer sessions with several of the company's officers present. Many companies take advantage of the internet and post videos of the roadshow presentations online. In addition to the larger roadshow events, companies may also hold smaller, private meetings in the months and weeks leading up to the IPO.

Information Presented in a Roadshow

Roadshows cover a variety of topics including the company’s history and any future plans. Information about the company presented at the roadshow can include:

• A video or digital media presentation
• Company's history and how it got started
• Meeting the executive management
• Plans and vision for the company
• The unique value proposition of the company
• Earnings and financial performance
• Prior sales growth with projections and forecasts
• The investment opportunity and growth potential
• IPO stock price target

Aside from providing information about the company and the offering, the roadshow allows investors to ask questions of management and the underwriters during a Q&A session. The roadshow is essential to the IPO since it provides a forum where the company can communicate directly with potential investors to address any concerns or highlight successes. The underwriters also use information gathered from investors to complete the book-building process, which involves gathering prices potential investors are willing to pay for the offering.

After the Completion of the Road Show

Once a road show is completed, the final prospectus is created and distributed to potential investors. The prospectus is also filed with the U.S. Securities and Exchange Commission (SEC). An initial price for the offering is set based on the information gathered during the book-building process, and the IPO date is solidified.

[Important: The goal of the roadshow is to generate enthusiasm surrounding the company's upcoming IPO. A successful road show is often critical to the success of the IPO.]

Non-Deal Roadshow

A non-deal roadshow (NDR) occurs when executives hold discussions with current and potential investors, but no equity or debt securities are offered. NDRs are carried out to provide public information to investors, including updates on the company's existing business and vision for the future. An NDR involves meeting with key investors to keep them updated on how the company is performing.

Key Takeaways

• A roadshow is a series of presentations made in various locations leading up to an initial public offering (IPO).
• The roadshow is a sales pitch to potential investors by the underwriting firm and executive management team of the company about to go public.
• Chinese e-commerce giant Alibaba Group (BABA) posted the largest IPO ever by raising $25 billion. Alibaba's roadshow contributed to the overwhelming enthusiasm surrounding the company's IPO.

Example of a Successful Roadshow

Chinese e-commerce giant Alibaba Group Holding Limited (BABA) posted the largest IPO ever by raising $25 billion while the underwriters involved took home $300 million. The IPO was so successful that the stock price surged 38% in its debut.

However, the enthusiasm surrounding the IPO began well before the stock began trading. The roadshow included the financial numbers but also a video history of the company narrated by co-founder and Chairman Jack Ma. The roadshow was a such a success with investors that it's likely the reason why the IPO price range was increased to $66-$68 from the earlier published $60-$66 range. Although the increase in the price range might not appear to be impressive, it's important to remember that the company sold over 300 million shares during its IPO.

Related Terms

Related articles, hedge fund due diligence, what does the underwriter do in a new stock offering, interpreting a company's ipo prospectus report, how does an ipo get valued, a guide to spotting a reverse merger, crowdfunding for non-accredited investors.

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Enhance your understanding of roadshow and optimize your strategies for success with Lark's tailored solutions designed for the unique needs of the investment landscape.

Venture capital roadshows play a pivotal role in the fundraising efforts of startups. This comprehensive guide delves into the dynamics of roadshows, their impact on the venture capital landscape, and the best practices for leveraging them effectively.

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Define roadshow and its relevance in the venture capital landscape

Venture capital roadshows are strategic events where startup founders and management teams present their business models, financial projections, and growth strategies to potential investors. These roadshows are instrumental in attracting funding from venture capitalists and other investors who specialize in early-stage and high-growth companies.

By articulating the vision, market opportunity, and competitive advantages of their ventures, startups aim to captivate investors and secure crucial capital to fuel their expansion and innovation efforts. Within the venture capital landscape, roadshows serve as a compelling platform for startups to showcase their potential and engage with potential backers.

Significance of roadshow in venture capital

Understanding the significance of roadshows in the venture capital sphere is essential for startups seeking funding. Roadshows enable startups to convey their business narratives directly to potential investors, allowing for a more personalized and in-depth engagement compared to traditional fundraising methods. The direct interaction during roadshows provides investors with valuable insights into the entrepreneurial team's vision, capabilities, and commitment, thereby influencing their investment decisions significantly.

Moreover, roadshows serve as a means for startups to gauge investor interest, obtain critical feedback, and build relationships with potential backers. As a result, roadshows contribute to shaping the funding landscape for startups and play an indispensable role in their growth trajectory.

Who benefits from roadshow in the venture capital context?

Participants across the venture capital ecosystem benefit from roadshows. For startups, roadshows offer a platform to present their business propositions to potential investors and secure crucial funding to realize their growth ambitions. Venture capitalists and angel investors benefit from roadshows as well, as these events provide insights into promising investment opportunities and the chance to engage directly with the entrepreneurial teams behind these opportunities.

Additionally, service providers such as investment bankers and legal advisors play a crucial role in facilitating roadshows, benefiting from the collaborative and dynamic nature of these events. Furthermore, the wider market benefits from roadshows through the injection of capital into innovative and high-potential ventures, thus fueling economic growth and job creation.

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How roadshow works for startups

Practical implications and why it matters.

The practical implications of a roadshow for startups are profound, impacting their fundraising efforts and long-term prospects. By engaging in roadshows, startups can:

Expand Investor Network : Roadshows create opportunities for startups to expand their network of potential investors beyond their immediate geographic location, thereby diversifying their funding sources and enhancing their resilience in the capital market.

Showcase Differentiation : Startups can use roadshows as a platform to highlight their unique value propositions, disruptive technologies, or innovative business models, distinguishing themselves from competitors and attracting investor attention.

Boost Investor Confidence : Effective roadshow presentations can instill confidence in potential investors regarding the startup's leadership, strategic vision, and ability to execute, thereby increasing the likelihood of securing funding.

Best Practices When Considering Roadshow and Why It Matters

When preparing for a roadshow, startups should adhere to several best practices to maximize the impact of their presentations. Adherence to the following best practices is crucial:

Thorough Due Diligence : Conduct thorough due diligence on potential investors to align roadshow engagements with the investment preferences and focus areas of the target audience.

Tailored Presentations : Tailor the content and format of roadshow presentations to resonate with the specific interests and priorities of different investor groups, ensuring a personalized and compelling pitch for each audience.

Responsive Follow-ups : Implement a robust strategy for follow-up engagement with potential investors following the roadshow to address queries, provide additional information, and nurture ongoing investor relations effectively.

Actionable tips for leveraging roadshow

Leveraging a roadshow effectively requires startups to adopt actionable tips and strategies to enhance their presentations and engagement with potential investors. Consider the following actionable tips:

Harness the Power of Storytelling : Craft a compelling narrative that captures the startup's journey, challenges, and aspirations, resonating with investors on a human and emotional level.

Data-Driven Insights : Infuse roadshow presentations with robust data and market insights, underpinning the value proposition with tangible evidence and market potential, bolstering investor confidence.

Embrace Technology : Embrace technological tools and platforms to deliver engaging and interactive roadshow experiences, facilitating immersive engagement and information dissemination.

Related terms and concepts to roadshow

Understanding related terms and concepts that are integral to roadshows in the venture capital landscape is essential for startups and investors alike.

Pitch Deck : A concise presentation that provides an overview of a startup's business proposition, including its products or services, market opportunity, financial projections, and team credentials. Pitch decks are often used in roadshow presentations.

Investor Relations : The strategic management of relationships between a company and the investment community, encompassing communication, disclosure, and engagement activities aimed at fostering investor confidence and support.

Demo Day : An event where startups pitch their business concepts and products to potential investors, often organized by accelerators, incubators, or venture capital firms, providing startups with exposure and funding opportunities.

In the dynamic and competitive landscape of venture capital, roadshows hold immense significance for startups and investors alike. The ability to effectively convey a startup's vision, potential, and differentiation through roadshows can significantly influence funding outcomes and market positioning. As startups navigate the complexities of fundraising and investor engagement, embracing the strategic and communicative dimensions of roadshows is vital to realizing their growth objectives.

What is the ideal duration for a startup roadshow?

The ideal duration for a startup roadshow can vary based on the geographic scope and complexity of the investment landscape targeted. Typically, roadshows may span one to three weeks, allowing for sufficient engagement with potential investors and diverse stakeholders in key investment hubs.

How should startups prepare for potential investors' q&a sessions during a roadshow?

Startups should meticulously prepare for potential investors' Q&A sessions by anticipating and addressing key queries regarding their business model, market positioning, competitive landscape, and growth strategies. Thorough preparation ensures that startups can effectively articulate their value proposition and instill confidence in potential backers.

Are virtual roadshows effective in the current venture capital landscape?

Virtual roadshows have gained prominence and effectiveness in the current venture capital landscape, offering scalability, cost-efficiency, and global reach. Through virtual platforms and interactive technologies, startups can engage with a broader pool of investors, expanding their access to funding and strategic partnerships.

What are the key elements of a compelling roadshow presentation?

A compelling roadshow presentation encompasses a strong storytelling component, robust data and market insights, articulate articulation of the competitive advantage, and a clear call to action. Engaging visuals and a persuasive delivery style are also critical elements that contribute to a compelling and impactful roadshow presentation.

How can startups assess the success of a roadshow in securing funding and investment partnerships?

Startups can assess the success of a roadshow in securing funding and investment partnerships by tracking the level of investor interest, the quality and quantity of follow-up engagements, and the conversion rates from initial engagement to investment commitment. Additionally, feedback from potential investors, industry experts, and advisors provides valuable insights into the effectiveness of the roadshow.

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What is Roadshow in IPO

Road show in ipo.

A road show in Initial Public Offering (IPO) is an essential stage in taking a company public. It's an opportunity for the company's executives and its underwriters to present their business to potential investors in various cities and countries around the world. During the roadshow, the company's representatives meet with fund managers and institutional investors to explain the company's business, its financial projections, and the opportunity the IPO presents.

Let us understand about road show in IPO in details. 

What is an IPO roadshow? 

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A roadshow in the context of an Initial Public Offering (IPO) is a marketing event where the company and its underwriters (investment banks) meet with potential investors to generate interest in the IPO and to explain the company's business model, financials, growth prospects, and the details of the offering.

The roadshow typically involves presentations by the company's management team and the underwriters to institutional investors, such as mutual funds , pension funds, and hedge funds . The goal is to convince these investors to buy shares in the company's IPO.

Who is responsible for the roadshow in IPO? 

In an IPO (Initial Public Offering) , the responsibility for a roadshow typically falls on the investment banks underwriting the offering. The investment banks will organise and execute the roadshow, a series of presentations given by the company's management team to potential investors in various locations to generate interest and demand for the IPO. The investment banks will also coordinate with the company's management team to prepare the presentation materials and help determine the timing and pricing of the IPO. The goal of the roadshow is to build momentum and create demand for the IPO, which can help ensure a successful offering.

Essential elements of a road show in IPO

An initial public offering (IPO) roadshow is an important event that helps companies promote their upcoming IPO to potential investors. Here are some critical elements of a roadshow:

Presentation : The roadshow typically involves a presentation by the company's management team, which provides an overview of the company's history, financial performance, market opportunity, growth prospects, and other key information. The presentation is typically accompanied by visual aids such as slides or videos.

Meetings : In addition to the presentation, the roadshow may also involve one-on-one meetings between company executives and potential investors. These meetings allow investors to ask more detailed questions about the company and its prospects.

Location : The roadshow may take place in multiple cities, both domestically and internationally, to reach a wider audience of potential investors.

Timing : The roadshow typically takes place in the weeks leading up to the IPO and is designed to generate interest in the offering and build momentum for the stock.

Promotion : The company may use various marketing channels to promote the roadshow, including email campaigns, social media, and traditional media outlets.

Financial information : Companies typically provide detailed financial information during the roadshow, including historical financial statements, projections, and other key metrics.

Legal disclosures : The company may also provide legal disclosures during the roadshow, including information about risks and uncertainties associated with the IPO and the company's business.

Feedback : The roadshow provides an opportunity for companies to get feedback from potential investors, which can help them refine their messaging and strategy for the IPO.

Advantages of a roadshow in IPO

We know that spreading awareness and generating enthusiasm through roadshows by the company's senior management and closely interested parties of the IPO is the most significant advantage a company can have by conducting a roadshow. But here are some other crucial advantages: 

• Access to a broader pool of investors: A roadshow allows companies to connect with a larger number of potential investors who may otherwise be unable to participate in the IPO.
• Opportunity to build relationships: A roadshow allows management teams to build relationships with potential investors, which can be beneficial in the long term.
• Provides an opportunity to showcase the company : A roadshow is an opportunity for the company to showcase its business model, strategy, and financial performance to potential investors.
• Can help to generate demand for the IPO : By meeting with potential investors and providing them with information about the company, a roadshow can help to generate demand for the IPO.
• Can help to set the IPO price : The feedback received from potential investors during a roadshow can help the company and its underwriters to determine the right IPO price.
• Can help to mitigate risk: A roadshow provides an opportunity for the company to address potential concerns or questions that potential investors may have, which can help to mitigate risk.

The IPO roadshow aims to provide investors with sufficient information to make an informed decision on whether to invest in the company. The IPO roadshow is important in making a company public and should not be overlooked. A successful roadshow can help to generate interest and demand for the company's stock and can help to ensure a successful IPO.

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Comprehensive Guide to Corporate & Financial Road Shows

Sep 21, 2023 | Aiport Concierge , Business Trip , Events

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Welcome to the Comprehensive Guide to Corporate & Financial Road Shows! In this all-inclusive resource, we’ll take you on a deep dive into the world of roadshows, offering you invaluable insights and practical advice to master this essential aspect of corporate finance. Whether you’re an experienced executive looking to refine your roadshow strategy or a newcomer eager to understand the ropes, this guide has got you covered. Get ready to unlock the secrets to successful roadshow planning, investor engagement, and maximizing your financial potential. Let’s embark on this journey together and make your next roadshow a resounding success!

Definition of a Financial RoadShow

A Financial RoadShow, often referred to as a Corporate Financial RoadShow, is a strategic and organized series of presentations and meetings conducted by a company’s management team, typically including top executives, such as the CEO, CFO, and investor relations professionals. The primary objective of a Financial RoadShow is to communicate the company’s financial performance, growth prospects, and investment opportunities to a targeted audience of investors, analysts, fund managers, and other key stakeholders. This road show typically takes place over a specified period and involves visits to major financial centers or cities, where the company aims to engage with potential and existing investors.

Purpose of a Corporate Financial RoadShow

• Attracting Investors: The primary purpose of a Financial RoadShow is to attract new investors and maintain relationships with existing ones. By presenting the company’s financial health, growth strategies, and future prospects, management seeks to generate interest and confidence among potential investors.
• Enhancing Stock Market Visibility: Companies often conduct road shows before or after significant corporate events, such as an initial public offering (IPO), secondary offerings, or major acquisitions. These presentations aim to boost the company’s visibility in the stock market and ensure that it is on the radar of institutional investors and analysts.
• Gaining Analyst Coverage: Engaging with financial analysts during a road show can lead to increased analyst coverage. This coverage is crucial as it can improve market sentiment, increase research reports, and provide valuable insights for both current and prospective investors.
• Price Support: For public companies, a well-executed road show can help support the stock price. By showcasing the company’s financial strength and growth potential, it can reassure existing shareholders and stabilize the stock in times of market volatility.
• Educating Stakeholders: A road show offers an opportunity to educate various stakeholders, including investors, analysts, and the media, about the company’s business model, industry dynamics, competitive advantages, and risk factors. This helps stakeholders make informed investment decisions.

A Financial RoadShow is a vital component of a company’s investor relations strategy. It serves to educate, engage, and build trust with the investment community, ultimately contributing to the company’s financial success and market standing.

Types of Corporate Roadshows

Corporate roadshows are versatile communication and marketing tools used by companies to engage with various stakeholders. These road shows are tailored to specific purposes, audiences, and events. Here are five common types of corporate roadshows:

Investor RoadShows

Purpose: Investor roadshows are conducted to attract and retain investors, both institutional and retail, by showcasing the company’s financial performance, growth prospects, and strategic plans.

Audience: Institutional investors, fund managers, analysts, retail investors, and other financial stakeholders.

Key Activities: Company executives, including the CEO and CFO, meet with investors to present the company’s financial results, business strategy, and answer questions. These road shows are often held annually or quarterly.

Product Launch Road Shows

Purpose: Product launch road shows are designed to introduce new products or services to the market, create buzz, and generate interest among potential customers and partners.

Audience: Customers, distributors, partners, industry experts, and the media.

Key Activities: The financial roadshow involves a series of events, demonstrations, and presentations in key markets or cities. It aims to educate the audience about the product’s features, benefits, and applications.

IPO Roadshows

Purpose: IPO roadshows are a critical part of the process when a company goes public. They are conducted to attract investors and set the stage for a successful initial public offering.

Audience: Institutional investors, analysts, underwriters, and potential retail investors.

Key Activities: Company executives travel to major financial centers to present the company’s financials, growth strategy, and industry positioning. These presentations are instrumental in determining the IPO price and demand for shares.

M&A Road Shows

Purpose: M&A (Merger and Acquisition) road shows are conducted to communicate the benefits and rationale behind a proposed merger or acquisition to shareholders and key stakeholders.

Audience: Shareholders of the acquiring and target companies, regulatory authorities, and investment bankers.

Key Activities: Executives from the acquiring and target companies present the strategic advantages, synergies, and financial implications of the deal. These road shows can also help address concerns and gain approval from shareholders.

Industry Conference Road Show

Purpose: Industry conference road shows involve participation in industry-specific conferences and events to network, share expertise, and position the company as a thought leader within its sector.

Audience: Peers, industry professionals, potential partners, and customers.

Key Activities: The company may participate in panel discussions, deliver keynote speeches, or set up exhibition booths at relevant conferences. These road shows aim to foster industry relationships and promote the company’s brand within its sector.

In summary, a financial roadshow can come in various forms, each tailored to a specific purpose and audience. Whether it’s attracting investors, launching products, going public, facilitating mergers, or establishing industry presence, these road shows play a crucial role in achieving corporate objectives and fostering engagement with key stakeholders.

Parties Involved and Interested in Corporate Road Shows

Imagine a financial roadshow as a captivating theater performance where the spotlight shines on the stage, and the audience is an eclectic mix of avid spectators and critical reviewers. The cast and characters in this theater of finance are:

Key Players

• Company Executives – The Stars: These are the true celebrities of the show, the visionaries and strategists who steer the corporate ship. CEOs, CFOs, and other top brass take center stage to eloquently narrate the company’s story, its highs, and its exciting future.
• Investment Bankers – The Directors: Behind every successful show, there’s a meticulous director, and in the world of corporate road shows, it’s the investment bankers. They script the performance, ensuring it’s in tune with market trends, investor expectations, and financial regulations.
• Legal Advisors – The Scriptwriters: Legal advisors are the unsung heroes, crafting the fine print of the script. They ensure that every word spoken aligns with regulations, and they stand ready with their legal umbrellas if the weather turns stormy.
• Public Relations Teams – The Set Designers: These talented individuals create the backdrop against which the performance unfolds. They manage the company’s image, ensuring it’s pristine and appealing to the audience.

Interested Parties

• Institutional Investors – The Heavy Hitters: Think of institutional investors as the front-row audience, the ones with the best seats in the house. They scrutinize every word and number, deciding whether to buy into the story or not.
• Retail Investors – The Enthusiasts: Retail investors, the ones who buy a ticket for every show, represent a diverse group of individual investors. They listen attentively, looking for opportunities to join the performance.
• Analysts and Media – The Critics and Publicists: The analysts play the role of critics, dissecting every detail, and offering their reviews. The media are the journalists covering the event, conveying the narrative to a wider audience, and amplifying the buzz.
• Regulatory Bodies – The Watchful Guardians: Like theater ushers ensuring everyone follows the rules, regulatory bodies oversee the proceedings, making sure the performance adheres to financial regulations.
• Competitors – The Backstage Intriguers: Competitors, lurking in the shadows, watch with a keen eye, sometimes eager to uncover secrets or plot twists that could benefit their own performances.

In this grand theater of financial roadshow scenario, the key players and interested parties come together to create a spectacle of finance. The success of the show hinges on the synergy between these diverse characters, each playing their unique role to captivate, inform, and influence the audience, all while adhering to the strict rules of this financial drama. The drama unfolds, applause ensues, and the show goes on, with each act offering a new twist in the ever-evolving world of corporate finance.

How the Road Show Scenario Works

A successful financial roadshow is akin to a well-orchestrated symphony, where every note, instrument, and performer plays a crucial role in achieving harmony. Here’s a breakdown of the road show scenario:

Pre-Road Show Preparation

• Defining Objectives: The journey begins with the company’s leadership team meticulously defining the road show’s objectives. Are they seeking to attract new investors, launch a product, or announce a merger? These objectives serve as the guiding star for the entire road show.
• Selecting Locations: Much like selecting venues for a concert tour, choosing the right locations for road show events is essential. Locations are picked based on the target audience’s presence, such as major financial hubs or strategic markets.
• Developing Presentation Materials: Just as musicians practice their scores, the company’s management team, PR, and legal advisors work together to craft the presentation materials. These materials include financial reports, investor presentations, and legal disclosures that must be accurate and captivating.

airssist’s Role in Road Shows – How airssist Plays a Role in the Corporate Travel Industry

• Introduction to airssist: airssist plays a leading role in the corporate travel industry , specializing in providing premium travel services to corporate clients and executives. With a global presence and a commitment to exceptional service, airssist ensures that executives’ travel experiences are seamless and stress-free.
• Services Offered: airssist offers a range of services tailored to the unique needs of financial roadshows. These services encompass everything from handling flight bookings and airport transfers in luxurious limousine transfers, ensuring that executives can focus on their roadshow presentations while airssist takes care of their travel needs, be it private cars for individuals or efficient airport limo transfers for large groups .
• Benefits of Partnering with airssist: Partnering with us in the corporate travel industry brings numerous advantages. These include enhanced efficiency and productivity, as executives can delegate the complexities of travel logistics to experts. airssist’s global network and experience also mean executives can navigate unfamiliar territories with ease, minimizing travel-related stress and delays.

On-Road Show Execution

• Meeting Schedules: The financial roadshow kicks off, and schedules are meticulously managed. Time is of the essence, as each meeting, presentation, or pitch must adhere to the set timeline.
• Presentations and Pitches: The company executives take the stage, delivering compelling presentations and pitches. These are carefully crafted to align with the road show’s objectives, engaging the audience and conveying the company’s value proposition effectively.
• Q&A Sessions: A crucial part of the road show, Q&A sessions allow the audience to interact with the executives, seeking clarifications and insights. These sessions require quick thinking and articulate responses to address investor concerns.

Post-Road Show Follow-Up

• Analyzing Feedback: Post-road show, the company analyzes feedback from investors, analysts, and stakeholders. This feedback helps refine future road show strategies and messaging.
• Investor Engagement: Engaging with interested investors and nurturing relationships is an ongoing process. This involves addressing follow-up inquiries, providing additional information, and maintaining open lines of communication.
• Reporting and Documentation: Comprehensive reporting and documentation are essential for compliance and transparency. Legal and financial teams ensure that all road show activities are well-documented and adhere to regulatory requirements.

In essence, the road show scenario is a meticulously choreographed performance, where each stage and player contributes to the company’s success in achieving its objectives. Joining with industry leaders like airssist in the corporate travel industry can help streamline travel logistics, ensuring that executives are primed to deliver their best performances on the road.

Tips for a Successful Corporate Financial RoadShow

• Clear and Compelling Storytelling: Craft a narrative that not only presents financial data but also tells a compelling story about the company’s past successes and future potential.
• Targeted Audience Engagement: T ailor your message to the specific interests and needs of your audience, whether they are institutional investors, retail investors, or analysts.
• Effective Use of Technology: Utilize technology to enhance presentations, offer virtual access, and facilitate Q&A sessions, making it easier for remote investors to participate.
• Addressing Investor Concerns: Be prepared to address investor questions and concerns with transparency and confidence, showcasing your knowledge and commitment to addressing potential risks.
• Monitoring and Adjusting Strategy: Continuously monitor feedback and market dynamics during the road show and be ready to adapt your strategy to ensure it remains effective and relevant.

The Timeless Significance of Corporate Financial RoadShows

Corporate financial roadshows remain a vital tool for fostering trust, transparency, and engagement in the world of finance. They offer a platform for clear storytelling, targeted audience engagement, and the use of technology to communicate a company’s value proposition effectively. As the financial landscape evolves, road shows continue to play a crucial role in communicating with investors, navigating complex financial events, and building lasting relationships. In this journey, airssist’s role in facilitating promising travel and logistics ensures that executives can focus on their presentations and engagement, highlighting the enduring importance of direct interaction in the digital age.

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Roadshow Tips for Success: Everything You Need to Know

Roadshows are rebounding as one of the hottest trends in the corporate events world, and for good reason. When done right, this event style has proven to be an effective way of promoting your products and leaving a lasting impression on prospects.

In this comprehensive guide to corporate roadshows, we are sharing our top picks for the roadshow tips for success. From identifying your target audience to planning engaging roadshow activities, our Brightspot team is covering everything you need to know to host a roadshow that generates leads and helps your sales skyrocket.

What is a Roadshow?

In layman’s terms, a roadshow is essentially a series of in-person marketing events meant to garner interest in what a company has to offer.

Most roadshows are multi-city events that take place in large cities or cities near a company’s client-base to maximize the potential for lead generation. Roadshows can take on many faces —more on that later— and are highly effective ways of introducing prospects to the company.

For this reason (and many more), lots of companies seek the help of corporate event planning teams to guide them through the process of planning the ideal roadshow for their brand. When you plan your corporate roadshows alongside an experienced meeting planning agency, your company can achieve far greater success than it otherwise would. Basically, investing in roadshows will help you reap the benefits later.

Returning to Events in a Post-COVID World

We are all well aware in-person events came to a screeching halt in 2020 due to the COVID-19 pandemic. The world as we knew it changed at that moment, and social distancing and virus prevention measures became the norm. As time has progressed, vaccinations have increased, and thankfully fewer people are being hospitalized, a renewed push for in-person meetings has begun.

Roadshows and smaller in-person events are rebounding in full force. As a bonus, multi-city Roadshows also allow you to interface with remote clients and employees – giving them the much-desired facetime!

Types of Roadshow Events

Now that you know what a roadshow is, let’s talk about some of the various types of corporate roadshows you might come across. Each of the different types of roadshow events comes with its own unique benefits and are best suited for different purposes. In other words, there is no ‘one size fits all’ approach to roadshows.

When choosing the right type of corporate roadshow for your company, consider your intentions. Are you looking to network and build rapport with investors? Are you launching a new product? Are you trying to gain new customers? No matter your intention, our team here at Brightspot can help you determine which roadshow is the best fit for your needs.

Below you can find a simplified breakdown of the main types of corporate roadshow events .

• Customer Hospitality : Relaxed events that serve as relationship building opportunities to develop rapport with partners and customers.
• Sales Blitz : One-day sessions meant to engage local sales professionals and channel partner representatives to promote new products.
• Demand Generation : Informational presentations focused on building sales pipeline opportunities with prospects, typically through a business meeting followed by a social event.
• Product Launch : Brings a new product to the market to create interest and generate new leads through face-to-face interactions.
• Product Training : Allows companies to simultaneously announce a new product and train sales reps and partners face to face to increase understanding and optimize sales.
• Lunch-and-Learns : Events that provide customers, partners, or prospects with a catered meal while learning about the ways they can benefit from the offering.

Benefits of Corporate Roadshows

Nowadays, event marketing is so much more than a couple balloons and some free barely edible cookies. In recent years, brands all over the world have majorly stepped it up—so it’s more important than ever to do what you can to stand out from the crowd.

Corporate roadshows offer a fantastic way of doing just that. If you’re considering hosting your own, here are a few of the top :

• Gives your brand valuable exposure and gets your name in front of customers
• Easily tailored content to meet the needs of each local audience
• Meeting prospects face to face often shortens the sales cycle
• No fighting for mind-share at trade shows—you are the sole presenter
• ROI is easier to measure than with other types of events
• Lower cost-per-lead than many larger events and trade shows
• Roadshows create tons of PR and integrated marketing opportunities

Roadshow Tips for Success

Now that you have learned more about the types of roadshows and the many benefits that come with corporate roadshows, it’s time to get down to the good stuff. Let’s talk tips. If you want to host successful corporate roadshows that get the job done (aka generating leads and increasing sales), then it’s essential to do your research and consider your goals. If you’re reading this blog post, then you’re already halfway there!

At Brightspot, we have a proven track record of success because we’re passionate about what we do. Today, our corporate events planning team is sharing some of the best advice we have learned along the way to help you stand out from your competitors.

Here are the top 5 roadshow tips for success:

1. Define your objectives.

So, you’ve decided to host a corporate roadshow. Whether you’re a first timer looking to learn as much as you can or an event planning pro looking to knock your next roadshow series out of the park, we have you covered. The first step to a successful corporate roadshow series is defining your objectives.

The way you move forward with the development of your roadshow depends first and foremost on your objectives, aka what you seek to achieve. Are you looking to tap into a new market? Are you launching an exciting new product? Maybe you’re hoping to find success in a new territory? Define your objectives, then go from there.

2. Put the audience first.

Who is your target audience? How will they benefit from what your company is offering? What themes and content would resonate with them? Arguably the most important step of planning a successful roadshow (other than starting early) is considering your target audience.

By identifying the people you hope to reach, you can tailor every aspect of your roadshow series to help you achieve your goals. If you’ve hosted an event before, then you already know how vital it is to curate your content towards the audience. Once you’ve identified who that is and how you’re going to reach them, you are on your way.

3. Choose your locations wisely.

When planning field marketing events for your brand, the locations you choose can be the difference between great success and a disastrous flop. While corporate roadshows are typically based in major cities for maximum potential, it’s essential to consider more than just which cities have the largest populations.

Consider the goal of your roadshow and determine which locations your brand needs to connect with prospects or customers in. Are there any specific cities that you feel your company needs to reinforce its presence? Where are you most likely to achieve the goals of your roadshow events? Consider these factors before deciding where to go.

4. Plan original and engaging roadshow activities.

Perhaps the worst thing you could do for your roadshow would be to halfheartedly plan the event activities. Before you even begin planning your corporate roadshows, bear in mind that the planning process takes time, patience, creativity, and commitment.

Regardless of who your target audience is, many of your guests have likely attended roadshows before. The goal is to stand out from any other roadshow your guests have ever been to—and not because of how lackluster it is.

Be prepared to put your all into the development of your roadshow event activities. Or, better yet, partner with a top-tier corporate event planning company who knows a thing or two about how to plan a killer roadshow.

5. Create a buzz.

What’s the point of putting your blood, sweat, and tears into an amazing corporate roadshow if nobody knows about it? Once you’ve got all the logistics in place, it’s time to promote your roadshow on all available channels so your target audience can get excited. Social media is your best friend, so use it—and use it wisely.

Create shareable content across all social media channels: Instagram, Twitter, LinkedIn, Facebook, and TikTok. Make sure the content is fun, engaging, and geared towards your target audience. Don’t forget to localize the content to ensure that you reach people in the cities your corporate roadshow will be hitting.

Corporate Roadshow Planning Services

By incorporating these roadshow tips for success into the planning process for your next corporate event, we know you’re going to achieve your goals. Don’t want to go it alone? That’s what we’re here for! Contact our corporate event planning team for a quote or to learn more about the services we offer.

– Special thanks to Hayley Hutson for her contributions

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Sebastian is a Sr. Marketing Specialist at Brightspot and a jack of all trades regarding all things marketing. He specializes in blogs, emails, websites, SEO, CRM software, and more. Always a stickler for learning, he maintains a learning mentality and absorbs all he can about the incentive meetings and events space. Always behind the scenes, you're sure to see his work shine.

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Roadshow Presentation Templates

A roadshow presentation serves as a comprehensive tool for organizations aiming to disseminate information, engage stakeholders, and build relationships across different locations or audiences. Whether presenting to investors, clients, or employees, a well-structured roadshow presentation is essential for effectively conveying key messages and objectives.

Prezent's Roadshow Presentation Template offers a comprehensive framework to outline key elements such as company overview, product/service offerings, market trends, financial performance, and future growth strategies. With professionally designed slides, focus can be directed towards highlighting unique value propositions, addressing audience-specific concerns, and soliciting feedback or questions. Whether conducting roadshows for fundraising, business development, or employee engagement, this template empowers with clarity and facilitates effective communication to achieve roadshow objectives and foster positive relationships with stakeholders.

Download our editable roadshow ppt templates

Template 1: Roadshow

Our compelling storylines are the secret of instant presentation building. Try yourself for free. Simply download and use the template or build one yourself with Prezent's free trial.

Tips for creating an engaging roadshow presentation

Introduction

Begin with an introduction to the roadshow, providing context for the purpose, goals, and itinerary of the event, setting the stage for audience engagement and participation.

Agenda Overview

Provide a clear overview of the agenda, outlining the topics, sessions, and activities planned for the roadshow, ensuring participants understand what to expect and how the event will unfold.

Interactive Sessions

Incorporate interactive sessions, such as Q&A panels, workshops, demonstrations, and networking opportunities, to actively engage attendees and encourage participation and collaboration.

Visual Storytelling

Utilize visual storytelling techniques, including impactful graphics, videos, and multimedia presentations, to convey key messages, showcase products or services, and create memorable experiences for the audience.

Call to Action

Conclude the roadshow with a call to action, inviting attendees to take the next steps, whether it's signing up for a program, contacting a sales representative, or providing feedback, to ensure the event has a lasting impact on participants.

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Related slides, frequently asked questions.

Certainly! Access the presentation decks on Prezent's platform and seamlessly customize templates to meet your specific requirements. Tailor the text to incorporate company-specific information while adjusting language and tone to align with your unique company culture. Modify the slide deck by adding or removing slides to match the agenda of your meeting. Utilize the Slide Library to effortlessly replace existing slides with ones better suited to your content. Enhance your presentation further by aligning it with your brand using a simple, user-friendly interface. With just a few clicks, you can brand-align your presentation for a polished and professional look. 

You have the flexibility to edit these roadshow presentation templates using either PowerPoint or Google Slides. Our templates are fully compatible with both platforms, offering you the convenience and versatility to customize the content and overall presentation according to your preferences. Whether you prefer the functionality of PowerPoint or the collaborative features of Google Slides, you can seamlessly edit and adapt the templates to meet your specific needs.

To access our resources, start by registering for a free trial with Prezent. Once our experts review your details, you'll receive your login credentials via the email address provided during registration. Your Prezent credentials open the door to a diverse collection of over 35,000 storyline-based decks, best practices-based presentation templates, and more for you to explore. Download the templates of your choice and easily customize them to suit your specific needs.

With Prezent, you get your exclusive dashboard which is specifically created to feature your logos and brand colors. All your brand elements are seamlessly incorporated and tailored to reflect your unique brand identity. The brand compliance feature empowers users to effortlessly maintain a consistent and professional appearance, ensuring a seamless alignment with the brand identity without any hassle.

Yes, the Prezent platform is designed with in-built storylines that cater to a wide range of presentation needs. Whether you're creating a business pitch, a project update, a sales presentation, or any other type of presentation, Prezent provides a diverse library of storylines for varied business communication needs. These pre-designed storylines help streamline the content creation process and ensure that your presentations are not only visually appealing but also effectively convey your message.

By offering a variety of storylines, Prezent aims to simplify the presentation-making process, allowing users to choose templates that align with the specific goals and themes of their presentations.

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What Is Roadshow Marketing?

• February 13, 2024

Roadshow marketing explained

Roadshow marketing is a promotional marketing strategy that involves visiting several pre-booked locations to get a large volume of attention on your presentation, products or events. This, like an exhibition, allows you to make contact with potential investors, customers and partners on a personal level. 

Specifically, the goal of roadshow marketing is to create awareness and leads. The areas that the roadshow trucks visit are usually hotspots filled with people who already have a strong likelihood of being interested, also known as areas that have a “high market potential”. This can be anything from industry events to areas where competitors congregate. Here is where you’re most likely to meet potential customers, or make connections with people who can put you in direct contact with the customers you’re seeking.

This blog will focus on the key components of roadshow marketing.

Planning your roadshow

Determine an objective.

Before anything else, you must establish what the primary goal of your roadshow is. This is the most important factor to consider because it will drive the rest of the planning process. The most common objectives are: 

• Increase brand awareness.
• Generate leads.
• Launch a new product.
• Build relationships with partners or clients. 
• Set up a brand experience that leaves a lasting impression.

The objectives to be met must be profitable. However, they must also be specific, measurable and achievable, with an established timeframe. Within these objectives, you must also determine how much space you’ll need to properly execute your exhibition.

Target audience

With your objective to hand, you need to identify the specific people to whom you’ll be exhibiting. The target audience should be specific, taking into account their age, gender, income level, profession, interests and/or geographical location. 

For example, if you’re promoting a new computer tablet, you want to put it in front of those within the age range of people who usually purchase that type of product. This will give your sales team the best chance of turning potential customers into actual, and hopefully repeat, paying customers after the exhibition roadshow has ended.

Choosing locations and venues

Knowing your target audience will drastically narrow down your selection of places to exhibit. The places you want to take your roadshow trailer and exhibit are the places in which you’ll find a high number of these people at certain times. This can be found through data analysis and audience profiling, looking for trends and patterns within existing customer data, and competitor information. 

Some of these locations could be: 

• Train stations
• High streets
• Shopping centres
• Exhibitions
• Supermarkets
• Outside arenas or stadiums

Ensure that when looking at locations, you consider things such as accessibility, space and potential disruptions. 

Develop your event schedule

When you have a list of locations, there’s quite a lot of thought required with planning the schedule. For one, you must determine the logistics for each event. Some of these include: 

• Transportation – How will your staff travel with the equipment they need?
• Accommodation – Where will your staff be staying overnight? What are the accommodation costs?
• Equipment setup – Can your equipment be set up at each location? How long will it take? How quickly can it be set up and taken down? 

On top of this, you need to create a detailed agenda for each event. This will include: 

• Activities – What are the activities you’re doing per location? 
• Presentations – What will the presentations consist of? Is there a script? 
• Demonstrations – What features of your product or service will you demonstrate? 
• Networking opportunities – Who will you network with and how? 

Of course, a big part of developing the event schedule is ensuring it all lines up with the dates and times of your target audience’s availability, as well as the availability of your venue. You must ensure that each event starts and ends with respect and consideration to the amount of time it would take to travel to the next destination. 

There’s a huge potential for making great connections with consumers and industry partners and competitors alike, but you have to make sure that you have the right amount of time to communicate your brand in an effective way. The logistics may not be the most exciting aspect of your roadshow marketing to think about, but it’s incredibly important and holds the key to success.

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How to promote your roadshow

Getting the word out about your roadshow is the key to success. You can use any single promotion method below, or a combination of them, to ensure your roadshow achieves its goals.

Social media marketing

In this new digital age, social media is used even by the biggest companies to reach the largest amount of people. Creating event pages on platforms like Facebook and LinkedIn is a great and efficient way to spread the word about your events. 

Enhance your marketing tactics by hiring a professional to create eye-catching visuals and engaging copy to push interest and encourage sharing. Hashtags and geo-targeting is also a good way to specify and zone in on your audience. 

Another effective way to push your event is by considering pushing paid adverts across social media platforms. This is a surefire way to get your ads in front of people. 

Social media marketing is a cornerstone of roadshow marketing because unless you increase brand awareness and let them know where your brand will be exhibiting via social media, how would your customer base know where to find you? Get to grips with this to set your roadshow off to a great start.

Email marketing

Email campaigns are a marketing method that enables you to target the existing clients that you know are already invested in the field within which you’re marketing. These people will have a high likelihood to attend, or at least share the word. You can increase the chance of them attending by informing them, within the email, of early bird discounts or exclusive content for sign-ups to the event. On top of that, you can keep the event fresh by sending reminder emails. 

Engage with your audience to remind them of your brand, brag about any new products you may be bringing to the event to entice them, and explain what’s in it for them if they come along. This will all increase the numbers at your roadshow, and casting the widest net possible is the only way to convert potential customers to paying customers through roadshow marketing.

Media outreach

Creating a press release for the roadshow can allow you to connect with media outlets that have a high viewer base, as well as publications and potential influencers. 

In order to maximise your potential gains from outreach, you must write a compelling and newsworthy press release that highlights the stand-out aspects of your roadshow, and the benefits for the attendees. It also helps to ensure that the person speaking has a charismatic flair to engage the audience.

Increase brand awareness with roadshow marketing…

Roadshow marketing campaigns continue to be a highly effective way of garnering attention to your service, product or brand. There have been quite a few roadshows that have concluded in increased engagement for the company. 

An example of this would be Ben and Jerry’s Scoop Truck Tour. The popular ice cream company took to the road and visited several cities in the USA. They offered free ice cream samples, which is perhaps one of the best incentives to show up. During the promotion, they promoted new flavours and engaged with fans on the ground. This resulted in a massive push of Ben and Jerry’s on social media. 

If you’re interested in a roadshow, check out our many mobile stand and trailer solutions for your campaign or exhibition schedule.

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