If you haven’t already, review the Pre-Show Outreach before starting. It explains the mindset behind the program and how to think through the MiM™ lens when guiding your client.
Timing & Participation
Session: 3 of 10
Duration: 60 minutes
Timeline: ≥ 5 weeks pre-show
Led by: Coach, Creative Director, Relationship Developer, Sales Tech Specialist
Attendees: Client Sales Leader
This session opens with the Creative Director presenting initial booth design concepts for the client to react to. Once a direction is approved or feedback is captured, the Creative Director steps off and the Coach takes over — walking the client through the pre-show outreach framework before transitioning to the Working Whiteboard, where the Relationship Developer presents the target list and draft messaging for review and approval.
Preparation
Preparation for this session is broken out by role and timeline below. Each team member has something they need to produce and prepare for the upcoming session.
Creative Director
Timeline: 1 week prior to meeting
Time Required: 2 hours
Step 1. Design the Booth Experience
Develop initial booth design concepts based on what was captured in Session 2. Come prepared to present a direction — layout, look, and key design decisions.
Step 2. Record a Loom
Walk the client through the concepts in a short recording. Send it to the Coach so it can be included in the prep email.
Sales Technology Manager
Timeline: 1 week prior to meeting
Time Required: 2 hours
Step 3. Build Out Any Tech
Configure or outline the CRM setup for the show — contact fields, lead capture process, and any automation that needs to be in place before the team arrives at the show.
Step 4. Record a Loom
Walk the client through the setup in a short recording. Send it to the Coach so it can be included in the prep email.
Relationship Developer
Timeline: 1 week prior to meeting
Time Required: 2 hours
Step 5. Write Pre-Show Messaging
Build the target list and draft the full outreach sequence using the Trade Show Messaging Toolkit. Come prepared to walk the client through all of it and make adjustments in real time based on their feedback.
Coach
Timeline: 2-3 days prior to meeting
Time Required: 30-45 mins
Step 6. Prep the Whiteboard
Coordinate with the Relationship Developer to make sure any screenshots, links, draft messaging, or supporting materials they plan to walk through are already loaded onto the whiteboard before the session begins.
Step 7. Send a Prep Email
From: MiM™ Coach
To: Client Sales Team
Cc: Creative Director, Sales Tech Specialist, Relationship Developer
Subject: Pre-Show Outreach Prep
—————-
Hi *contact name*,
Looking forward to our upcoming session together.
Attached are two short videos from our Creative Director and Sales Tech Specialist walking through their work so far — booth design concepts and CRM setup respectively. We’d love for you to review these before we meet so we can jump right into feedback, questions, or approvals on the call.
- Booth Design
- Tech Setup
We’ll also be walking through the pre-show outreach plan — who we’re reaching out to, what we’re saying, and when it goes out. Come ready to react and make decisions so we can get everything moving.
If anything comes up or you have any questions before then, let me know.
Talk soon,
MiM™ Coach
Step 8. Review the Teach Deck
- Open the Pre-Show Outreach Teach Deck → in Canva
- Use Presenter View to review your speaking notes
- Practice transitions
- Focus on flow, not memorization
By the time you open the session, you should be ready to lead the client through why pre-show outreach is half the value of the show — and how to do it right.
With the team aligned and everything ready to present, you're ready to lead the client through their pre-show outreach session.
Review & Approval
Time: 30 minutes
Led by: Creative Director, Sales Tech Specialist
Open the session here. Before moving into the Teach Deck, address any feedback or questions the client has on the two Loom recordings sent ahead of time.
Booth Design — The Creative Director walks through any feedback captured from the client and confirms direction. Once approved or next steps are clear, the Creative Director is released from the session.
CRM Setup — The Sales Tech Specialist addresses any questions about the technology setup and confirms the configuration is aligned with what the team will need on the floor. Once approved or next steps are clear, the Sales Tech Specialist is released from the session.
With both workstreams reviewed and the team trimmed down, hand off to the Teach Deck.
Teach
Time: ~10 minutes
Led by: MiM™ Coach
With the booth and tech reviews complete, transition into the Teach Deck. Walk the client through why pre-show outreach is half the value of the show and what the MiM™ approach looks like — so that when the Relationship Developer presents the outreach plan, the client understands the thinking behind it.
Open the Teach Deck below to begin.
Gather
Time: 20 minutes
Led by: Relationship Developer
Transition from the Teach Deck over to the Working Whiteboard to begin the outreach review. During this portion, the Relationship Developer presents the pre-show outreach plan and the team gathers feedback in real time — so that by the end of the session, the outreach is as close to approved and ready to launch as possible.
Who We're Targeting — The RD walks through the target list. Confirm the accounts, titles, and any list sources being used. Capture any additions or removals directly on the whiteboard.
Messaging Framework — The RD walks through the draft email sequence. Review tone, content, and personalization. Make edits in real time so the client can see the final direction taking shape.
Outreach Cadence — Confirm the timing of each touchpoint — when the first email goes out, when the follow-ups land, and whether any LinkedIn or call touchpoints will be added to the sequence.
The goal is to leave this session with an approved or near-approved outreach plan that the Relationship Developer can finalize and launch immediately after.
Immediate Follow-Up
Send a short follow-up email after each session, ideally within a few hours.
Follow-Up Email
From: MiM™ Coach
To: Client Sales Leader
Cc: Creative Director, Sales Tech Specialist, Relationship Developer
Subject: Pre-Show Outreach Follow Up
—————-
Hi *contact name*,
Great session today — we covered a lot of ground and the program is coming together really well.
The Relationship Developer will be finalizing the outreach sequence based on today’s feedback and getting it ready to launch. The Creative Director and Sales Tech Specialist will be incorporating any feedback from their reviews and moving forward with production and setup.
With goals defined, the booth experience designed, the technical setup in place, and outreach ready to launch — with five weeks still to go — you’re ahead of where most companies are even in the week leading up to the show. That’s something to be proud of. Our team is excited to see the preparation pay off — and we hope you are too.
Our next session will focus on the follow-up plan — making sure every conversation that happens at the show has a clear next step and an owner before the team ever leaves the floor.
If anything comes up before then, don’t hesitate to reach out.
Talk soon,
MiM™ Coach
Synthesize
Following the session, the Coach should review the whiteboard notes and confirm that all decisions from the session are clearly documented — booth design direction, CRM configuration, target list, messaging, and outreach cadence.
Once confirmed, update the client's Trade Show procedures in their Digital Playbook. This page should document the pre-show outreach approach — who the client targets, how the outreach is structured, and the cadence they'll follow at every future show. Like the goal-setting page before it, this is evergreen content designed to make the process repeatable and trainable for their team long after the program ends.
Share
Once the Digital Playbook is updated, share the page with the client's Sales Leader so they have a documented record of the pre-show outreach approach.
Playbook Update Email
From: MiM™ Coach
To: Client Sales Leader
Cc: Creative Director, Sales Tech Specialist, Relationship Developer
Subject: Pre-Show Outreach | Playbook Update
—————-
Hi *contact name*,
We’ve continued building out your Trade Show procedures in your Digital Playbook.
This page documents your pre-show outreach approach — who you’re targeting, how the outreach is structured, and the cadence your team will follow at every future show. It’s designed to make this process repeatable and trainable long after this program ends.
You can review it here:
👉 Insert Playbook Link
If anything looks off or doesn’t reflect what we discussed, let me know and we’ll adjust it.
Talk soon,
MiM™ Coach
What's Next
With the outreach launched and production underway, the next session shifts focus to the people on the floor. Session 4 — Show Roles — meets in one week and covers who does what at the show, how the MiM™ team will be supporting behind the scenes, and how to make sure the booth runs like a system from the moment the doors open.
Return to the Trade Show Program Overview to continue.