Africa - In the wake of recent economic difficulties, tradeshows all over the world have suffered with low attendance and exhibitor participation. The situation has been no different in Africa, leaving Roland’s African marketing team without its traditional forum for meeting and communicating with many customers.

“Tradeshows have been an important part of our marketing mix, allowing us to work with customers one-on-one and inspire their creativity with our real business solutions,” said Bob Glenister at a recent Roland Africa team meeting. “Recently, we have realized that we need a new approach and a new way to take our message directly to the customer.” The team decided it was time for a road show.

The Roland Africa Road Show was launched in South Africa in January 2009 with two vans filled with Roland machines, samples and marketing materials. Thirteen different events in 15 days covering over 1562 miles (2,500 km) were held throughout South Africa with the help of the dealers in each area. The South African Road Show generated tremendous excitement among customers and inspired the team to reach for a still more difficult goal: Conquering the road less traveled.

"Mission Impossible" covered 2485 miles (4000 km) in two months using this 40' container to take Roland demonstration equipment where roads barely exist.

In June 2009, just two weeks before the Dar es Salaam International Trade show (a major exhibition in Tanzania), the team planned the Road Show’s second phase, this time through East Africa. They purchased a forty-foot freight container, rigged it with a crane and generators, and included marketing materials and samples. “Mission Impossible,” as it came to be known, would attempt to cover 2486 miles (4000 km) in two months on roads that don’t really exist. Dealer support would prove critical.

The schedule was packed. The container was first delivered to Dar es Salaam (Tanzania) and then transported to each of its stops