Events & Experiences

Trade Show & Conference Marketing

Stop paying for booths that don't book pipeline

12 lessons4 modules9h 0m durationbeginner level

Instructor: StretchLearn Faculty

About this course

Most exhibitors treat a trade show as a logistics project and lose the money the moment the carpet rolls up. This course reframes events as a demand-generation channel with a target ROI, a cost-per-lead you can defend, and a follow-up engine that starts before the show opens. You will leave with the spreadsheets, scripts, and cadences used by teams that consistently book pipeline from booths, speaking slots, and conference hallways.

Curriculum

Module 1: The Event ROI Case: Budget, Targets, and Show Selection3 lessons

Why most exhibitors lose money, and the ROI math that fixes itPreview45m
Building the all-in event budget🔒45m
Choosing shows on evidence, not reputation🔒45m

Module 2: Fill the Calendar: Pre-Show Promotion3 lessons

The pre-show timeline and the booked-meeting goal🔒45m
Email, outbound, and the irresistible booth offer🔒45m
Paid promotion, social, and the show's own channels🔒45m

Module 3: The Booth and the Stage: Attract and Engage On-Site3 lessons

Booth design for a three-second read🔒45m
Staffing the booth: roles, scripts, and the opening line🔒45m
Speaking slots, panels, and earned authority🔒45m

Module 4: Capture, Follow Up, and Prove the Return3 lessons

Lead capture and qualification systems🔒45m
The post-show follow-up cadence that converts🔒45m
Measuring ROI and reporting to earn next year's budget🔒45m