Roadshows. What are they and why are they so important? Roadshows, in a nutshell, are the ultimate field event: just think of them as field events on steroids. The purpose of roadshows is to take your company’s message and brand—you guessed it—on the road. Roadshows are often done in sequence and occur in a handful of cities in an effort to increase brand awareness and product knowledge. Roadshows are a great way to spread the word in an in-person, interactive format and reach those you may not have been able to otherwise.