StretchLearn Course
A complete, numbers-first playbook for trade shows and conferences: plan the spend, draw the traffic, capture the leads, win the stage, and follow up until it closes.
Course Overview
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.
Learning Outcomes
Build a trade-show budget and set a target ROI, cost-per-lead, and break-even meeting count before you commit
Run a pre-show promotion plan across email, ads, and outbound that fills your calendar before doors open
Design a booth around one message and a clear traffic path that a stranger understands in three seconds
Deploy a lead-capture and qualification system that scores and routes every scan within minutes
Land and convert a speaking or panel slot into a measurable lead source rather than a vanity moment
Execute a tiered post-show follow-up cadence and report event ROI to finance with honest attribution
Curriculum Preview
Preview the course structure, see how the modules build on one another, and understand the path this program is designed to take you through.
Before any booth or banner, decide whether the show can pay you back. You will build the full cost picture, set a target ROI and cost-per-lead, and choose shows on evidence rather than reputation.
The booth does not generate demand; promotion does. You will build a multi-channel pre-show plan that books meetings before the doors open and gives early-bird attendees a reason to find you.
On the floor, attention is the scarce resource. You will design a booth around one message and a clear traffic path, staff it with a working playbook, and use speaking slots to multiply your authority and your lead flow.
The money is made after the show closes. You will deploy a fast lead-capture and scoring system, run a tiered follow-up cadence that converts, and report honest event ROI that earns next year's budget.
Built for Application
This program is designed around progression: focused lessons, structured modules, applied resources, assessments, and a course rhythm that turns information into usable capability.