How to Plan a Multi-Region Roadshow in Kenya: A Field Guide

Start with the route, not the creative

Most roadshow briefs start with a creative concept and work backward to logistics. That order causes problems later. Start instead with the route: which regions, in what sequence, and what does it cost to move stock, crew, and equipment between them. A concept that's brilliant in Nairobi but impossible to deliver consistently in Coast or Eastern isn't actually a usable concept yet — it's a Nairobi concept.

One execution bible, every region

The biggest quality gap on a multi-region tour isn't creative, it's consistency. A regional supervisor in Mombasa and one in Meru need to be working from the exact same standard — stock counts, scripts, branding specs, even how a gazebo is supposed to be set up. Write this down as a single execution document before day one, not as something each region figures out on its own.

Daily reporting is not optional

A roadshow that runs for weeks across multiple regions and only reports back at the end is a roadshow you can't actually manage — you find out what went wrong after it's too late to fix it. Daily field reports, even simple photo-and-checklist ones, are what let you catch a region falling behind in week one instead of week four.

Budget for the regions that aren't Nairobi

Logistics cost more outside the capital, not less — fuel, accommodation, and travel time for crew all add up across a multi-region tour. Brands that budget a flat per-region cost based on Nairobi numbers are usually the ones who run out of budget before the tour is finished. Cost each region on its own logistics reality, not an average.