EVENT DEMAND GENERATION
Continuous Improvement & Training
Internal Resources and Asset Development
Building reusable templates, frameworks, and tools helps teams execute faster and more consistently while scaling your event strategy efficiently.
Why it's Important
Increases execution speed and quality
Promotes consistency in messaging and branding
Supports team collaboration and onboarding
Reduces prep time for repeat events
Allows for greater focus on creative and strategic work
How to Implement
Audit all existing event materials and templates
Create modular templates (emails, booth designs, CTA signage, follow-up flows)
Build a centralized asset library with version control
Design re-usable playbooks for roles, campaigns, and events
Standardize naming conventions and storage protocols
Update templates quarterly based on team feedback
Tag assets by persona, event type, or funnel stage for easy retrieval
Available Workshops
Asset Inventory and Audit Session
Template Design Jam
Naming/Versioning Standards Workshop
Event Folder Structure Planning
Resource Usage Feedback Loop
Cross-Team Sharing Showcase
Deliverables
Event Execution Toolkit
Asset Management Hub
Reusable Email/Ad/Slide Templates
Role-Based Playbooks
Maintenance and Versioning Guide
How to Measure
Reduction in prep time per event
Asset reuse rate across campaigns
Team satisfaction with resource access
Number of assets accessed or updated per quarter
Consistency score in event branding/aesthetics
Real-World Examples
Gong
Uses a Notion-based resource hub with categorized templates and best practices.
Airtable
Maintains a scalable system of campaign templates synced across teams.
Figma
Shares editable booth layout kits with regional teams to accelerate planning.
Get It Right
Centralize and simplify access
Keep templates modular and customizable
Ensure ongoing feedback and iteration
Train teams on how to use each resource
Maintain version control and usage tracking
Don't Make These Mistakes
Leaving resources scattered or outdated
Making templates too rigid or complex
Skipping documentation or how-to guides
Failing to sunset outdated versions
Ignoring feedback from actual event users
Provided courtesy of Dawn Mallyon, Exhibitor Growth Strategies