Executional guides · For brands and agencies
Executional Guides.
Know the plan before you book the people. Free, practical reading for campaigns that run on staff.
Events and activations18 GuidesStands, welcomes, conference roles, tours and festival days.Sampling and in store7 GuidesPlanning a sampling campaign, product by product, and store days.Students and professionals3 GuidesWhere to find each audience, and when they will stop.High street and permissions4 GuidesWorking town centres, and who to ask before you start.
Every guide, by topic
Read up. Then plan it.
Each one covers a single job from start to finish, with checklists you can lift straight into your own brief.
Events and activations
Stands, welcomes, conference roles, tours and festival days.
8 min readWhat do event staff do? A guide for organisersWhat event staff do before, during and after an event, the main roles, what drives the cost, and how to brief a team so it works from the first hour.Read the guide →
8 min readHow to brief a brand activation team: what to includeWhat to put in a brand activation brief for the people on the day: objective, product facts, audience, site and timings, results and the briefing itself.Read the guide →
7 min readPromotional campaign roles: which staff do you need?The roles brands book for live campaigns, what each one does, and how to build the right mix of promoters, ambassadors, demonstrators and leads.Read the guide →
8 min readWhat is a roadshow in marketing? Planning a campaign on tourWhat a marketing roadshow is, when touring beats a one-off event, and how to choose stops, set the timetable, staff each stop and measure the tour.Read the guide →
7 min readHow to run a brand stand at a festivalHow to run a brand stand at a festival: choosing the event, the exhibitor pack, site and weather, what draws a crowd, long-day rotas, sampling and bars.Read the guide →
7 min readHow many staff do you need for an exhibition stand?How many staff your exhibition stand needs: planning for the busy times, the roles to book, rotas, briefing and lead capture.Read the guide →
8 min readConference roles: who does what, and whenThe roles behind a well-run conference, from registration and room monitors to faculty desks and VIP care, and how to plan numbers as a timeline.Read the guide →
7 min readHow to plan the guest arrival at an eventHow to plan the guest arrival at an event: joining details, meeting guests, the front door, check-in, wayfinding, problems on the day and the farewell.Read the guide →
7 min readWhat does an event host do? A guide to hosting rolesWhat an event host does at conferences, exhibitions, dinners and VIP events, the skills that matter, how to brief hosts and how to set a fair dress code.Read the guide →
9 min readWhat is brand activation? A guide with examplesWhat brand activation means, the formats it takes, examples and ideas, and how to plan the people, permissions and measurement behind a live activation.Read the guide →
8 min readWhat is experiential marketing? A guide for brandsExperiential marketing explained: how live brand experiences work, examples, benefits and strategies, and how to plan the team and measure the results.Read the guide →
7 min readWhat is a brand ambassador? A guide to the roleWhat a brand ambassador is, what brand ambassadors do at events, in store and on the street, how to brief them and what drives the cost of booking a team.Read the guide →
7 min readWhat are promotional staff? A guide for marketersWhat promotional staff are, the roles under the term, where brands use them and how booking a team works, from brief and compliance to reporting.Read the guide →
7 min readWhat do promotional models do? The role and what drives the costWhat promotional models do in store and at events, what drives the cost of hiring them, and how to select, brief and look after a team the right way.Read the guide →
5 min readHow to choose an event staff agency: 10 questions to askTen questions to ask any agency before you book event or promotional staff: who employs the team, checks, insurance, briefing, cover, proof and quotes.Read the guide →
5 min readStaffing your stand at ExCeL or the NEC: an exhibitor's checklistA checklist for exhibitors at ExCeL London and the NEC Birmingham: team size for the peaks, passes, arrival, briefing, shifts, breaks and lead capture.Read the guide →
5 min readProduct launch event ideas: what works on the dayProduct launch event ideas that work on the day: store openings, pop-ups, brand spaces, sampling and launch tours, with how to staff and brief each one.Read the guide →
5 min readRunning one promotional campaign in several cities at onceHow to run one promotional or sampling campaign in several UK cities at the same time: one brief, local teams, matching kit, one contact and reports you can compare.Read the guide →Sampling and in store
Planning a sampling campaign, product by product, and store days.
11 min readWhat is product sampling? A practical guide for brandsWhat product sampling is, the objectives it serves, where and when it works, what drives the cost and how to measure it, with campaign options compared.Read the guide →
8 min readSampling by product type: what each product needsWhat each product type needs on a sampling day: snacks, chilled and frozen, hot food, drinks, alcohol, beauty, household, pet and baby products.Read the guide →
7 min readHow to plan an in-store day: from briefing to reportHow to plan an in-store demo or tasting day: choosing stores, store liaison, briefing, set-up, running the day, close-down and reporting what it sold.Read the guide →
7 min readWhat is an in-store demonstrator? A guide to product demonstrationWhat an in-store demonstrator does, the benefits of product demonstration, the skills that make a good demonstrator and how to plan a demo day in store.Read the guide →
8 min readWhat is merchandising? A guide for brandsWhat merchandising means in store, how visual merchandising differs, and what a merchandiser does on each visit, from planograms to promotional displays.Read the guide →
8 min readWhat is field marketing? How it works in retail and beyondWhat field marketing means, the activities it covers from merchandising to sampling, how a field programme runs in stores, and how to staff and measure it.Read the guide →
7 min readWhat is a mystery shopper? A guide for businessesWhat a mystery shopper does, what mystery shopping measures, its benefits for businesses, and how to build a checklist that gives you usable results.Read the guide →Students and professionals
Where to find each audience, and when they will stop.
7 min readHow to plan a student marketing campaignHow to plan a student campaign: the offer, one objective, choosing cities, a timeline back from freshers, campus bookings, staffing and measuring results.Read the guide →
8 min readHow to market to students: where to find them and whenWhere students spend their time, when to reach them and which ideas earn attention: on campus, off campus, at home and on nights out.Read the guide →
7 min readHow to reach professionals face to face: a B2B guideHow B2B brands reach professionals in person: offices, business parks, trade shows, conferences, what they'll stop for and capturing leads.Read the guide →High street and permissions
Working town centres, and who to ask before you start.
9 min readHow to reach consumers on the high streetHow brands reach shoppers on the high street: choosing towns and pitches, council permissions, timing, footfall and which activity suits which goal.Read the guide →
9 min readPermits and permissions for street promotions in the UKWho gives permission for promotions on UK streets, in stations, shopping centres and at events, and what to check for leaflets, food and alcohol.Read the guide →
8 min readLeaflet distribution: what shapes the price, and the rules on the streetWhat shapes a leaflet distribution price, why cost per 1,000 can mislead, and the UK rules on handing out flyers in the street, including council consent.Read the guide →
8 min readWhat is guerrilla marketing? Street marketing explainedGuerrilla marketing explained: the meaning, types of marketing, well-known examples, tactics, permissions and running a team on the street.Read the guide →Plan done? We supply the team.
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