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.
The Sold-Out Floor Playbook
Twelve plays to fill your floor in six weeks.
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.
The economics of unbooked booth-hours, and the curve that predicts a sold-out floor.
Behaviour beats stated interest. How to score every attendee on what they actually do.
Observe → score → propose → book → rebalance. The cycle that runs while you sleep.
Multi-touch outreach, prioritised by live demand — with the exact message cadence.
Tiered inventory, proof-of-value tracking, and the nudge that lifts renewals 45%.
Why follow-up decays by the hour, and the sequence that captures it automatically.
A full six-week campaign, week by week, with the real numbers at each stage.
A copy-paste plan to run the whole playbook on your next show.
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…
We stopped treating matchmaking as a feature attendees use and started treating it as a process that runs whether they log in or not.
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.
Get the whole playbook.
Eight plays, the worked example in full, and the six-week rollout checklist — in one 48-page PDF. Free.