Solar installer roadshow: accelerating field adoption across 5 markets
MOBILISE
Clients
Huawei & Aiko Solar
- Inverters and storage solutions
- High-performance photovoltaic modules
- 5 markets: France, Spain, Portugal, Morocco, Tunisia
Challenge
Accelerating field adoption
- Markets at different levels of maturity
- Installers with limited availability
- Solutions requiring hands-on training and demonstration
Approach
7 roadshows over 3 years
- Mobile demonstration unit
- Technical training and certifications
- Deployment with distribution partners
Solar installer roadshow: accelerating adoption of solar technologies across 5 markets
In the French solar market and beyond, technology performance alone doesn’t guarantee adoption. Installers don’t choose on the basis of a datasheet, they need to understand solutions, get hands-on with equipment and picture how they’ll use them in real installations. This solar installer roadshow programme was built for Huawei Digital Power and Aiko Solar to create exactly those conditions, across five markets over three years.
The solar roadshow in numbers
Markets covered
France, Spain, Portugal, Morocco, Tunisia
Roadshows over 3 years
Around twenty stops per edition
Installers per stop
Quality of exchanges prioritised over volume
The challenge was not to communicate more. It was to create a programme capable of generating trust, understanding and field-level engagement.
Initial diagnosis
Is a roadshow still worth it? That’s a fair question. Installers are over-solicited. The investment is significant. The ROI isn’t always there.
The five target countries had very different levels of market maturity, with specific commercial dynamics and distribution structures. Installers had limited availability and required genuinely useful formats while Huawei and Aiko Solar technologies demanded a level of education and hands-on demonstration to be fully understood and adopted in the field.
Multiplying touchpoints was not enough. The programme needed to create the conditions for lasting field adoption.
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The solar roadshow programme
Over three years, seven solar roadshows were organised across five markets, each edition running for approximately one month with around twenty stops, built in close collaboration with distribution partners.
Close collaboration with distributors
Local partners identified priority territories, mobilised installers and ensured commercial follow-up after each stop.
A regular, iterative format
7 editions over 3 years — a rhythm that builds lasting field presence and strengthens relationships with every visit.
Quality over volume
30 to 150 installers per stop — prioritising quality exchanges creates the right conditions for trust and adoption.
The co-built roadshow: what changes everything
Manufacturer, distributor, sometimes several complementary partners at the same event. The offer widens, installers travel to see more, costs are shared. It’s no longer a brand show. It becomes an industry meeting point.
Programme format
Editions
Over 3 years
Stops per edition
~1 month per roadshow
Markets
Spain, France, Portugal, Morocco, Tunisia
Installers per stop
Quality over volume
A programme designed to create value at every stop: for installers, for distributors and for manufacturers.
A format built for the field
Each stop was built around a branded truck in manufacturer colours, carrying inverters, storage solutions and PV modules for real-conditions demonstrations.
Mobile field setup — solar installer roadshow
Presentations and technical demonstrations
Installers handle the equipment in real conditions and ask their technical questions directly.
Technical training and certifications
Installer certifications and dedicated training sessions for EPCs and C&I clients.
Informal exchanges
Shared meals, local entertainment, informal discussions — essential for stop attractiveness and building lasting connections. The miles shared on the road bond teams as much as they wear them out.
At some stops, the presence of other technology partners turned the event into a genuine local solar mini-exhibition.
Results and impact
Installers and partners engaged
Across 5 markets, over 3 years
Revenue generated
Residential and C&I combined
Roadshow editions
Around twenty stops per edition
Markets activated
France, Spain, Portugal, Morocco, Tunisia
The programme produced lasting effects across the entire value chain building field credibility, overcoming hesitations and turning encounters into durable relationships.
Trained and certified installer network
Qualified opportunities fed to sales teams
Relationships durably strengthened
Field adoption across residential and C&I
A programme that turned visibility into adoption and encounters into lasting relationships.
Case Study · Full version
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- 7 roadshows across 5 markets, 1,600+ installers engaged
- Field formats: demonstration, certification, hands-on training
- +€40M revenue generated over 3 years
Are your solutions actually being adopted in the field? Let’s talk about your activation strategy.
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