Plan an event or activation that pays back
The six questions every visitor asks at a stand, and the decision check to run before committing the budget. Built on running activations at Expo 2020, New Year's Eve and The Dubai Mall.
Download the guide
Look inside
Eight of the thirteen pages. Turn them the way you would a printed guide.
What the guide covers
Thirteen pages, laid out the same way as every other guide in the series.
The six questions every visitor asks
What a stand has to answer in the first twenty seconds, and in what order.
Eight actions
Numbered and in order, from setting what the activation is for to following up within 48 hours.
A worked example
A stand at a Dubai trade exhibition, three days, a budget of AED 320,000 all in.
A one-page decision check
Run before the money is committed, so the answer is a decision rather than a habit.
Related
Where to go next.
Keep your customers
Three numbers to check this week, and four moves that hold customers.
Read the guide
Measure your marketing
Three numbers a board will believe, and what a small budget can prove.
Read the guideWhere this fits. This is how I scope event and experiential marketing. For businesses using an event to enter a new market, it sits inside UAE market entry.
The articles behind this guide. Experiential marketing that pays back: why live events still earn attention and Marketing in the age of attention.
Sources. McKinsey, Mind the attention gap: winning the battle for UK consumer attention, 12 December 2025, from the UK Consumer Attention Survey 2024, 997 respondents. Joseph Nunes and Wendy Heimann, Why the Best Immersive Experiences Succeed, Harvard Business Review, July to August 2026. IPA Bellwether Report Q2 2026, 16 July 2026. The attention survey covers the UK only, which page 10 says plainly.
Next step
Talk the decision through before you commit to it
A 30 minute discovery call at no charge, on whichever part of this sits closest to the decision in front of you.
Book a discovery callOr read how event and experiential works, what it covers and how it is scoped.