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Using Run Sheets & Designing the Perfect Event – with Michelle Nicole McNabb

by Jim Cermak

What is an Event Run Sheet, and why is it a Must-Have for running a successful event – whether a planner or exhibitor? Michelle Nicole McNabb, Owner of Emenee Marketing ‘n’ Events, is here to explain! Michelle Nicole serves B2B markets to justify event ROI, get unstuck and ease overwhelm of event production and execute activation campaigns that align organizer and sponsor intentions that generate measurable event ROI.

5 Phases to Design Your Event Run Sheet:

1. Event Clarity

2. Develop an Effective Customer Journey

3. Monetize, Optimize and Justify Event ROI

4. Execute the 6 Foundations

5. Project Management vs. People Management

This framework is ideal for events with a business intention (not social or logistic-driven events). I use this framework on both sides of the table – if I working with a specific exhibitor/sponsor OR if I’m on the conference level and production side. The framework remains the same – it’s the execution that is different.

In addition to finding the right event, consider what format events are best for you. Also, what deliverables align best to showcase your product or service. For example, I have a client that prefers fireside chat, panel, or roundtable discussions. We don’t look for opportunities that would require him to facilitate a workshop or instructional-driven activity.

Understand the Event Ecosystem and how to align when designing your event campaign:

Repurpose tactics that already work for you and implement them into events as a platform

Follow a framework rather than a blueprint. A “blueprint” is designed and CAN NOT be tweaked. The slighted alteration can crumble the foundation whereas a framework can be repurposed and can swap out what’s being showcased. Have a plan, but something that can scale and adapt when necessary.

Get in Touch with Michelle Nicole McNabb:


Join the Free Masterminds ‘n’ Events Community (directly on the website)


Do Trade Shows leave you Frustrated or Overwhelmed?

Do you want Better Results from your Event investment?

YOUR Show Success Road Map can be the key to turning things around!

  • Get CLARITY on setting the Right show Goals

  • Get a STRATEGY for achieving and exceeding those Goals

  • Get a step-by-step Road Map customized for Your Business and Your Show!

See if this powerful program is right for you! Email and put ROAD MAP in the Subject line!

About the author, Jim Jim Cermak has over 25 years of marketing, consulting, and training experience, and has planned and worked hundreds of Trade Shows. He gets a little overly excited about Trade Shows, and puts that passion into helping companies get better results!

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