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Events
11 articles
How to Run a Product Stall That Actually Pays for Itself
In-person markets are expensive, and the till rarely covers the day on its own. What a stall actually costs, the two questions to ask every visitor, and why the list matters more than the takings.
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The investor dinner, and how to run one people accept
Fourteen seats, one question, and no pitching. The practical version: who to invite, what it costs, how to seat it, and what to do in the week afterwards.
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Before you book anything, write the one line
The sentence a guest repeats to a colleague decides whether your event fills. Write it first, and let it kill the ideas that don't survive it.
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The guest list is the product
People come for the room, not the room's contents. How to curate a list, what ratios actually work, and why over-inviting is the most common way to ruin a dinner.
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What happens on the night
The timings, the seating, and the two or three moments that decide whether the room warms up.
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Can one evening really fill a month of content?
What to capture on the night, what to do with it afterwards, and how to do it without turning your guests into extras in your marketing.
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The six weeks before, hour by hour
Most events are promoted in one burst and then silence. Here is the cadence that actually fills a room, and the two moments that do most of the work.
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Should you charge for a ticket at all?
Free events are cheaper to fill and more expensive to run, because a third of the room doesn't turn up. When a price helps, and what to do instead of one.
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Borrowing someone else's audience
A co-host with the right list beats any amount of promotion from your own. How to pick one, what to ask for, and the split that keeps them coming back.
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Where to promote it, in order of what works
Ranked by return for a small event, not by reach. The first two do most of the work and neither of them is a post.
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How do you know if it actually worked?
Headcount is the number everyone reports and the one that means least. Four things worth measuring, and the one question that predicts the next event.
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