What is the difference between roadshow/tradeshow in channels?

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What is the difference between roadshow/tradeshow in channels?

My understanding says,

Roadshow is an onsite event (a series of event actually) that we are doing in multiple cities to take company's message or brand awareness or product/services knowledge awareness.

Tradeshow is also an onsite single event (an exhibition kind of) where business in a particular industry promote their products and services. For example: Trade fair, education fair, auto expo etc.

And what is the similarity between two is that they both are onsite event (you would need to create event type program in marketo) and in the both events you can use checkin app and follow the same process. Just to maintain separate status two channels have been created.

Am a right or missing something?

4 REPLIES 4
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Level 7 - Champion

Re: What is the difference between roadshow/tradeshow in channels?

I've always defined roadshow / tradeshow this way:

Tradeshow is an event that you do not host. Another group or organization hosts the event and you go to gather leads, garner interest, do demos or sessions, etc. but the event itself is 'owned' by another organization and you rent space/time/etc. from them.

Roadshow is an event that you are hosting. It may be a small event with just you / you and a partner, or it may be a larger event where you rent out space to other organizations, but you are the one finding the space and setting everything up from that end.

The reason these are separate has to do with interest level and intent relating to scoring.

Roadshows are hosted by you, attached to your name and branding. Someone who signs up for your event has heard of you, knows a bit about you (at least!) and your space, maybe your value, etc. Scoring should be relatively high, just for attending.

In a tradeshow, someone who is wandering around the expo hall and stumbles on your booth, talks to someone for 5 minutes so they get your cool swag? Might not be a great fit unless there are strong notes from Sales indicating otherwise. Scoring for Tradeshows (in general) should be lower.

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Re: What is the difference between roadshow/tradeshow in channels?

Thanks Christina Zuniga.. Pretty good insight! In our case, we have stopped using roadshow/tradeshow channel and created custom channel which seems more relevant for our marketing strategy.  But one thing is sure that these channels usage might defer according to industry. Thanks again! Have a great day ahead..  

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Champion Moderator

Re: What is the difference between roadshow/tradeshow in channels?

I have stopped using "tradeshow" and "roadshow
 because it didn't really encompass all the types of events we are doing. At my current company, our channels are

- Event - Sponsored: tradeshows, conferences, partner-hosted events, etc.

- Event - Hosted: everything from dinners to more traditional roadshows

- Event - Customer: customer-only events

- Event - [Conference Name]: specific to our own conference that we run every year

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Re: What is the difference between roadshow/tradeshow in channels?

Thanks Amy Goldfine..  Interesting insight!