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B2B roadshow innovation | B2B Marketing

There’s no doubt that B2B marketing continues to evolve in the right direction and brands are increasingly adopting highly creative ways to engage with audiences. Roadshow marketing is just one discipline that has successfully embraced innovation.   

Long gone are the days of literature racks and PowerPoint presentations in a soulless blank box. Mobile shells are now providing highly engaging bespoke environments, enabling organisations to immerse an audience in their business, message and brand.

When it comes to vehicle-based roadshows here are just a few ways that B2B campaigns can break the mould and amplify your campaign message.

Social media

Integrating social media with a live event can widen the reach of your campaign as well as lengthen the experience. By giving people a reason to share your message you can help drive conversations before, during and after the event. Don’t forget the impact of imagery or video to further engage your audience, and ensure that you monitor throughout to capture the extent of your campaign. Take 20th Century Fox – they used green screen technology to make retailers the stars of their own movie trailer. Their personal movie trailer went straight to their inbox and as a result, the message went effortlessly global when visitors shared it via social media.

Augmented Reality

Augmented reality (AR) is a high impact and effective roadshow marketing tool. The opportunities for capturing an audience are vast – from creating standout with 2D video, which presentations simply cannot match, to facilitating education or training on new products. It’s easy to focus on the audience inside your truck, without a thought for the world outside, but a great example of taking AR outside the vehicle is an experience created for Samsung – sophisticated motion sensitive techniques were used to display the AR show going on inside the vehicle on the external walls of the trailer.   

QR codes

QR codes fuse the real and online worlds, and can help bring a more traditional brochure message to life and encourage interaction. By using mobile devices, QR codes give visitors the facility to access additional information, videos, reviews or technical specifications.

Touch technology

Through innovative pressure-sensitive technology you can really bring your environment to life.  Use the walls, floor or furniture to elevate the experience and create a magical finish to any event.

Interactive product displays

If you want to give your products real impact, use interactive product displays that give the illusion of the product floating in mid air.

Inspiring finishes

Creating impact isn’t just about using the latest technology. By considering the overall effect you want to create, you can make clever use of paint and other materials to define or highlight certain areas. For example, by using paint that absorbs colour in some areas, combined with materials finished in metallic paint, you can give products a halo-like glow. The use of back lights and reflective polish furnishings can also help transform your environment.


If you are planning a roadshow event, speak to someone who can push the boundaries, and help you to be bolder and more innovative in your approach.  Don’t settle for the everyday, or be afraid of adopting consumer engagement techniques in a B2B campaign – we’re all human after all!

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