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Cognitive architecture for AI-augmented software development with structured memory, ensemble validation, and closed-loop correction. FAIR-aligned artifacts, 84% cost reduction via human-in-the-loop, standards adopted by 100+ organizations.
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# Trade Show Playbook
**Card ID**: `EVT-{PROJECT}-{NNNN}`
**Version**: 1.0
**Status**: Draft | Approved | Active
**Event**: {SHOW_NAME}
**Dates**: {DATE RANGE}
**Owner**: {OWNER_NAME}
## Event Overview
### Show Details
| Field | Value |
|-------|-------|
| Event name | {Name} |
| Dates | {Start} - {End} |
| Location | {Venue, City} |
| Booth number | {Number} |
| Booth size | {Dimensions} |
| Expected attendance | {Number} |
| Target visitors | {Number at booth} |
### Objectives
| Objective | Metric | Target |
|-----------|--------|--------|
| Lead generation | Leads captured | {#} |
| Brand awareness | Booth traffic | {#} |
| Meetings | Scheduled meetings | {#} |
| Pipeline | Qualified pipeline | ${} |
## Budget
### Budget Breakdown
| Category | Allocated | Actual |
|----------|-----------|--------|
| Booth space | ${} | |
| Booth design/build | ${} | |
| Shipping/drayage | ${} | |
| A/V & technology | ${} | |
| Staffing travel | ${} | |
| Staffing hotel | ${} | |
| Promotional items | ${} | |
| Sponsorships | ${} | |
| Hospitality/events | ${} | |
| Marketing/promotion | ${} | |
| Contingency | ${} | |
| **Total** | **${}** | |
## Pre-Show Marketing
### Promotion Timeline
| Week | Activity | Owner |
|------|----------|-------|
| T-8 | Save the date email | {Name} |
| T-6 | Meeting scheduler open | {Name} |
| T-4 | Social campaign launch | {Name} |
| T-3 | Email 2: Booth preview | {Name} |
| T-2 | Media outreach | {Name} |
| T-1 | Final reminder | {Name} |
### Meeting Pre-Scheduling
| Activity | Owner | Status |
|----------|-------|--------|
| Target account list | {Name} | {Status} |
| Outreach cadence | {Name} | {Status} |
| Calendar scheduling | {Name} | {Status} |
| Meeting confirmation | {Name} | {Status} |
### Pre-Show Assets
| Asset | Owner | Status |
|-------|-------|--------|
| Show-specific landing page | {Name} | {Status} |
| Email templates | {Name} | {Status} |
| Social content | {Name} | {Status} |
| Press kit | {Name} | {Status} |
## Booth Design
### Booth Layout
```
[ASCII layout or description]
┌─────────────────────────────────────┐
│ │
│ [Demo Station 1] [Demo Station 2]│
│ │
│ │
│ [Meeting Area] │
│ │
│ [Counter/Check-in] │
│ │
└─────────────────────────────────────┘
```
### Booth Elements
| Element | Description | Vendor | Status |
|---------|-------------|--------|--------|
| Backdrop | {Specs} | {Vendor} | {Status} |
| Counters | {Specs} | {Vendor} | {Status} |
| Demo stations | {# and specs} | {Vendor} | {Status} |
| Furniture | {Items} | {Vendor} | {Status} |
| Lighting | {Type} | {Vendor} | {Status} |
| A/V | {Equipment} | {Vendor} | {Status} |
### Signage & Graphics
| Sign | Size | Location | Status |
|------|------|----------|--------|
| Header/tower | {Size} | {Location} | {Status} |
| Product banners | {Size} | {Location} | {Status} |
| Demo screens | {Size} | {Location} | {Status} |
## Staffing
### Booth Team
| Name | Role | Days | Shifts |
|------|------|------|--------|
| {Name} | Booth lead | {Days} | {Shifts} |
| {Name} | Demo specialist | {Days} | {Shifts} |
| {Name} | Sales rep | {Days} | {Shifts} |
| {Name} | Executive | {Days} | {Shifts} |
### Shift Schedule
| Time | Station 1 | Station 2 | Roamer |
|------|-----------|-----------|--------|
| 9-12 | {Name} | {Name} | {Name} |
| 12-3 | {Name} | {Name} | {Name} |
| 3-6 | {Name} | {Name} | {Name} |
### Staff Briefing
| Topic | When | Duration |
|-------|------|----------|
| Show overview | T-1 day | 30 min |
| Messaging training | T-1 day | 1 hour |
| Demo training | T-1 day | 1 hour |
| Lead capture training | T-1 day | 30 min |
## Lead Capture
### Lead Capture Method
- [ ] Badge scanner
- [ ] Mobile app
- [ ] Paper forms
- [ ] Tablet forms
- [ ] Business cards
### Lead Qualification
| Field | Required | Options |
|-------|----------|---------|
| Contact info | Yes | From badge scan |
| Interest | Yes | {Product areas} |
| Timeline | Yes | Now / 3mo / 6mo / Exploring |
| Budget | No | {Ranges} |
| Decision role | Yes | Decision maker / Influencer / User |
| Notes | Yes | Free text |
### Lead Scoring
| Criteria | Points |
|----------|--------|
| Decision maker | +10 |
| Active project | +10 |
| Budget confirmed | +5 |
| Demo requested | +5 |
| Meeting scheduled | +15 |
### Lead Follow-Up
| Score | Category | Follow-Up |
|-------|----------|-----------|
| 25+ | Hot | Same day call |
| 15-24 | Warm | 24-hour email + call |
| <15 | Cool | Nurture campaign |
## Demo Strategy
### Demo Scenarios
| Demo | Duration | Audience | Focus |
|------|----------|----------|-------|
| Quick overview | 5 min | Walk-ups | Key value props |
| Standard demo | 15 min | Interested | Core features |
| Deep dive | 30 min | Qualified | Specific use case |
### Demo Script: Quick Overview
1. **Hook** (30 sec): {Opening statement}
2. **Problem** (1 min): {Challenge we solve}
3. **Solution** (2 min): {What we do}
4. **Proof** (1 min): {Results/social proof}
5. **CTA** (30 sec): {Next step}
### Demo Equipment
| Item | Quantity | Owner | Status |
|------|----------|-------|--------|
| Laptops | {#} | {Name} | {Status} |
| Monitors | {#} | {Name} | {Status} |
| Demo environment | N/A | {Name} | {Status} |
| Backup internet | 1 | {Name} | {Status} |
## Engagement Activities
### Booth Activities
| Activity | Purpose | Schedule |
|----------|---------|----------|
| {Demo sessions} | Lead gen | On the hour |
| {Prize wheel} | Traffic | Continuous |
| {Photo booth} | Social | Continuous |
| {Expert talks} | Thought leadership | {Times} |
### Giveaways
| Item | Quantity | Distribution |
|------|----------|--------------|
| {Premium item} | {#} | Demo completion |
| {Standard item} | {#} | Badge scan |
| {Daily prize} | {#} | Drawing |
### Hospitality Events
| Event | Date/Time | Location | Attendees |
|-------|-----------|----------|-----------|
| Customer dinner | {Date, Time} | {Venue} | {#} |
| Partner reception | {Date, Time} | {Venue} | {#} |
| Happy hour | {Date, Time} | {Booth/nearby} | Open |
## Media & PR
### Media Activities
| Activity | Timing | Contact |
|----------|--------|---------|
| Press release | T-1 week | {Name} |
| Analyst briefings | {Dates} | {Name} |
| Press interviews | {Dates} | {Name} |
| Award submissions | {Date} | {Name} |
### Spokesperson Availability
| Spokesperson | Topics | Availability |
|--------------|--------|--------------|
| {Executive} | {Topics} | {Times} |
| {Expert} | {Topics} | {Times} |
## Social Media
### Live Coverage Plan
| Day | Content | Timing |
|-----|---------|--------|
| Day 1 | Booth setup, first visitors | AM/PM |
| Day 2 | Demo highlights, meetings | AM/PM/PM |
| Day 3 | Wrap-up, key takeaways | AM/PM |
### Hashtags
- Official: #{ShowHashtag}
- Brand: #{OurHashtag}
### Content Types
- [ ] Booth photos
- [ ] Team photos
- [ ] Demo videos
- [ ] Customer quotes
- [ ] Behind-the-scenes
- [ ] Product highlights
- [ ] Show floor insights
## Logistics
### Shipping
| Item | Ship Date | Carrier | Tracking |
|------|-----------|---------|----------|
| Booth materials | {Date} | {Carrier} | {#} |
| Collateral | {Date} | {Carrier} | {#} |
| Giveaways | {Date} | {Carrier} | {#} |
### On-Site Contacts
| Role | Name | Phone |
|------|------|-------|
| Booth lead | {Name} | {Phone} |
| Show management | {Name} | {Phone} |
| A/V vendor | {Name} | {Phone} |
| Drayage | {Name} | {Phone} |
### Schedule
| Day | Time | Activity |
|-----|------|----------|
| Setup day | {Time} | Booth setup |
| Day 1 | {Time} | Show hours |
| Day 2 | {Time} | Show hours |
| Day 3 | {Time} | Show hours, teardown |
## Post-Show
### Lead Processing
| Task | Timing | Owner |
|------|--------|-------|
| Export leads | Day of close | {Name} |
| Dedupe/clean | +1 day | {Name} |
| Score leads | +1 day | {Name} |
| Route to sales | +2 days | {Name} |
| Follow-up emails | +3 days | {Name} |
### Follow-Up Cadence
| Lead Type | Day 1 | Day 3 | Day 7 | Day 14 |
|-----------|-------|-------|-------|--------|
| Hot | Call | Call | Call | Email |
| Warm | Email | Call | Email | Email |
| Cool | Email | - | Email | Nurture |
### Reporting
| Report | Due | Owner |
|--------|-----|-------|
| Lead summary | +3 days | {Name} |
| ROI analysis | +14 days | {Name} |
| Full retrospective | +21 days | {Name} |
### Success Metrics
| Metric | Target | Actual |
|--------|--------|--------|
| Total leads | {#} | |
| Qualified leads | {#} | |
| Meetings held | {#} | |
| Pipeline generated | ${} | |
| Cost per lead | ${} | |
| ROI | {%} | |
## Emergency Contacts
| Issue | Contact | Phone |
|-------|---------|-------|
| Medical | Show management | {#} |
| Security | Show management | {#} |
| Lost booth staff | Booth lead | {#} |
| A/V emergency | Vendor | {#} |
| Product issues | Support | {#} |
## Appendix
### Packing Checklist
**Booth materials**:
- [ ] Backdrop/graphics
- [ ] Counters/furniture
- [ ] Demo equipment
- [ ] Extension cords/power strips
**Marketing materials**:
- [ ] Brochures
- [ ] Business cards
- [ ] Giveaways
- [ ] Signage
**Technology**:
- [ ] Laptops
- [ ] Chargers
- [ ] Badge scanners
- [ ] Wifi hotspot
**Personal**:
- [ ] Comfortable shoes
- [ ] Business cards
- [ ] Phone chargers
## Version History
| Version | Date | Author | Changes |
|---------|------|--------|---------|
| 1.0 | {DATE} | {Name} | Initial playbook |
*Template version: 1.0 | MMK Framework*