Follow Refined Marketing’s 1-9 exhibitor planner and make your event a success.

As the pandemic storm starts to clear, businesses are getting back out in front of their buyers, walking the floor of events and showcasing as exhibitors.

Face2Face Events-we have missed them over the last two years; they are a great way to connect with your industry, retain customers and generate business. The Refined Team has noted a few things for you to consider when planning for your event- plus, put together a free download event checklist that will support your goals.


Download the checklist and make notes as you read on.

Back To Basics

Your audience needs to hear a consistent story from your brand, one that explains why they would choose to engage with your business. We encourage you to align with your business strategy and set measurable goals such as the number of attendees, follow-up meetings and new business. Agreeing and making a plan at the start will help you measure the ROI after the event, subsequently supporting your strategy, especially if you choose to repeat the event in the future.

1. Research

Research is essential in every aspect of event planning. In particular, your market area, ensuring that your event is on-trend with the interests of the industry. Your research will pave the road to staying on budget and ensuring your event is a successful one.

2. Assign an events team

Internal onboarding helps for an event to be successful. By choosing the right team to support the event, you will encourage others to get involved. The team may only be one or two people.

3. Event Goal and Objectives

Establish a tangible goal and objectives you want to achieve – this will help when reviewing the ROI for the event.
Why are you planning on attending this event?
What is your USP – have we communicated this through our materials?

Once you have set your goals – calculate what you need to do to achieve those goals
For example:
Handout 300 promotional items/flyers
Connect with others and book 15 meetings

4. Budget

Define an agreed budget from the start, which aligns with your marketing plan; this will make decision making a lot easier!

5. Create a timeline

Once your date is set, you can start putting the timeline together. Like any project, an event has deadlines to adhere to. A few items you may include collateral printing, a communication plan, decision making for catering, a cut-off date for promotions.

6. Planning your stand

Dust off your pop-up banners and unbox those old handouts – do they still represent your brand and your messaging?
• What will your stand look like?
– What banners do you have?
– Do you have displays to hold your flyers/brochures?
– How many tables do you need?
– Have you considered a branded tablecloth?

• How will you collect data?
– Run a competition
– Exclusive discount offers
– Drop the business card in a box

7. Giveaways and handouts

What will you be giving out to the passers-by to attract attention?
• Flyers, brochures, whitepapers, postcards
– Are they on brand?
– Do they have a call to action to generate leads?
– Consider a QR code within the content to navigate to your website.

• Are you giving away sweets, promo items?
– Do they need to be of a brand colour?
– What container will they be in?

8. Promote your event /audience

Stage your communication over a few weeks to entice your attendees and keep them interested. Your comms may include a nurture email campaign, with agenda descriptions, an introduction to the key speaker, and a designated landing page on your website with a countdown. Remember to tie in your social media platforms to widen your reach.

9. Follow up & Evaluation

After the event, aim to follow a robust communications plan. The days following the event are the most important for business generation. Your attendees have you fresh in their minds; they are excited and want to learn more. Carry on the conversation, arrange an appointment with the attendee. Creating some added value content after the event works well and keeps the attendee hooked. This could include a piece of resource which the attendee will appreciate from the event. The one big mistake is to do nothing!

If you need help to plan a successful event or exhibit at a tradeshow, then please get in touch – our team are waiting to hear from you –