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Ep 107 – Using Run Sheets & Designing the Perfect Event – with Michelle Nicole McNabb

What is an Event Run Sheet, and why is it a Must-Have for running a successful event – whether a planner or exhibitor? Michelle Nicole McNabb, Owner of Emenee Marketing ‘n’ Events, is here to explain! Michelle Nicole serves B2B markets to justify event ROI, get unstuck and ease overwhelm of event production, and execute activation campaigns that align organizer and sponsor intentions that generate measurable event ROI.

5 Phases to Design Your Event Run Sheet:

1. Event Clarity

2. Develop Effective Customer Journey

3. Monetize, Optimize and Justify Event ROI

4. Execute the 6 Foundations

5. Project Management vs. People Management

This framework is ideal for events with a business intention (not social or logistic driven events). I use this framework both sides of the table – if I working with a specific exhibitor/sponsor OR if I’m on the conference level and production side. The framework remains the same – it’s the execution that is different.

In addition to finding the right event, consider what format events are best for you. Also, what deliverables align best to showcase your product or service. Example, I have a client that prefers fireside chat, panel, or roundtable discussions. We don’t look for opportunities that would require him to facilitate a workshop or instructional driven activity.

Understand the Event Ecosystem and how to align when designing your event campaign:

Repurpose tactics that already work for you and implement into events as a platform

Follow a framework rather than a blueprint. A “blueprint” is designed and CANNOT be tweaked. The slighted alteration can crumble the foundation where as a framework can be repurposed and can swap out what’s being showcased. Have a plan, but something that can scale and adapt when necessary.

Get in Touch with Michelle Nicole McNabb:



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About the author, Jim

Jim Cermak has over 25 years of marketing, consulting and training experience, and has planned and worked hundreds of Trade Shows. He gets a little overly excited about Trade Shows, and puts that passion into helping companies get better results!

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