Free Playbook

The Sold-Out Floor Playbook

Twelve plays to fill your show floor in six weeks — with the data, the outreach scripts and a full example campaign behind every one.

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35 min

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plays + checklist

ÉMPR

Written by Élodie Mercier & Priya Raman

mytradeshow.ai

Playbook

The Sold-Out Floor Playbook

Twelve plays to fill your floor in six weeks.

48 pagesPDF · May 2026

// what's inside

Eight plays, one checklist

Every chapter is a play you can run on your next show — the reasoning, the data, the exact sequence, and a worked example.

Why the six-week window decides everything

The economics of unbooked booth-hours, and the curve that predicts a sold-out floor.

Reading intent across your whole audience

Behaviour beats stated interest. How to score every attendee on what they actually do.

The matchmaking loop, step by step

Observe → score → propose → book → rebalance. The cycle that runs while you sleep.

Booth-sales sequences that actually close

Multi-touch outreach, prioritised by live demand — with the exact message cadence.

Packaging and renewing sponsorships

Tiered inventory, proof-of-value tracking, and the nudge that lifts renewals 45%.

Winning the 72-hour post-show window

Why follow-up decays by the hour, and the sequence that captures it automatically.

Worked example: SaaStock Dublin, start to sold-out

A full six-week campaign, week by week, with the real numbers at each stage.

Your 6-week rollout checklist

A copy-paste plan to run the whole playbook on your next show.

// the results it's built on

3.4×

qualified meetings booked

92%

of booth inventory sold

+45%

sponsorship renewal rate

6 wks

from half-empty to sold out

Excerpt · Chapter 07

Worked example: SaaStock Dublin, start to sold-out

Six weeks out, SaaStock Dublin's floor was 54% booked and stalling. The team had 4,100 registered attendees, 280 exhibitors, and a matchmaking spreadsheet nobody had opened in days. Here's how the floor went from half-empty to a waitlist — week by week.

Week 1 — score the whole audience.Instead of matching on registration tags, every attendee was scored on behaviour: sessions saved, exhibitors revisited, what their colleagues were booking. The single change that mattered most was trusting recent behaviour over the four-month-old "areas of interest" field.

"By Friday of week one we had more qualified meeting requests in the system than the entire previous show. We hadn't sent a single manual email."
— Head of Events, SaaStock

Week 2–3 — let the loop run. The matchmaking agent proposed, sent and confirmed 1-to-1 meetings, then rebalanced the schedule every time someone moved. Roughly one in five meetings shifted at least once; none of it touched a human…

Read the full week-by-week breakdown in the playbook

// what readers say

“

We stopped treating matchmaking as a feature attendees use and started treating it as a process that runs whether they log in or not.

Head of Events, SaaStock

“

The six-week rollout in chapter eight is the first event plan I've ever been able to hand to someone and have them just run it.

Operations Lead, Slush

// the contributors

ÉM

Élodie Mercier

Head of Product

Priya Raman

Growth Lead

Get the whole playbook.

Eight plays, the worked example in full, and the six-week rollout checklist — in one 48-page PDF. Free.