Plan Shows

Event investment without strategy is waste. I plan trade show programs with clear objectives, vendor management, and ROI measurement so every show contributes to pipeline.

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The Problem

Most companies approach trade shows reactively:

• No pre-show strategy — the booth gets booked, but there's no plan for who you're targeting, what you're offering, or how you'll measure success
• Vendor chaos — booth builders, audiovisual, printing, shipping, and logistics managed in spreadsheets with no single owner
• Staff unprepared — booth staff show up without talking points, qualification questions, or a clear understanding of the lead capture process
• Post-show black hole — leads are captured on day one and followed up three weeks later (if at all), by which time they've gone cold

The fix is systematic: plan backwards from pipeline targets, not forwards from a booth booking.

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How I Approach This

1. Event Strategy

I start with the business objective: what pipeline do you want from this show? That determines the audience, the offer, the booth design, and the follow-up motion.

2. Show Calendar Management

I build and manage the annual show calendar — evaluating events for audience fit, competitive presence, cost-per-lead potential, and strategic value.

3. Vendor Procurement

Booth design, A/V, signage, giveaways, travel, accommodation — I manage the vendor stack so the internal team focuses on selling, not logistics.

4. Staff Briefing

Every booth staff member gets a brief: target personas, qualifying questions, demo flow, lead capture process, and escalation paths for high-value prospects.

5. Lead Capture and Routing

I design the capture-to-CRM pipeline: scanning, qualification tagging, immediate routing to the right rep, and automated follow-up sequences triggered by show attendance.

6. Post-Show Reporting

Within 5 business days of each show, I deliver a complete report: leads captured, pipeline generated, cost-per-lead, cost-per-opportunity, and recommendations for next time.

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What You Get

• Event Strategy Document — Objectives, audience, offer, and success metrics for each show
• Show Calendar — Evaluated and prioritised annual event calendar
• Booth Design Brief — Creative brief for booth builders with brand guidelines and functional requirements
• Vendor Management — Procurement, contracts, and logistics coordination
• Staff Briefing Pack — Talking points, qualification framework, and lead capture training
• Lead Capture Pipeline — Scan-to-CRM-to-followup automation
• Post-Show Report — Pipeline attribution, cost analysis, and improvement recommendations

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Who This Is For

• Marketing teams managing 3+ trade shows per year who need structured planning
• Companies whose event spend is growing but can't prove ROI
• Teams with booth staff who "wing it" rather than following a structured qualification process
• RevOps teams who need clean event attribution in their CRM

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Related Products

• Trade Show Programs — End-to-end trade show planning, execution, and followup
• Conference Programs — Conference planning across sponsorships, agenda coordination, and on-site execution
• Public Speaking — Professional speaking contributions at events

Related Use Cases

• For Events Teams — Plan shows, design booths, manage logistics, and capture leads
• For Marketing Teams — Clarify messaging, sharpen proof, and improve conversion
• For RevOps Teams — Fix routing, track health, and improve reporting

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→ Book a Consultation — Let's plan your next event properly.

Or email directly: tim@hiretimothysolomon.com