How to Turn Event Engagement into Procurement Wins: A Three‑Phase Playbook

Written By Emma Fell

When it comes to exhibiting at business-critical events - whether a flagship trade show, sector summit, or a pavilion-style activation - simply showing up isn’t enough to meet your event goals.

To turn your conversations into new contracts, thinking beyond the stand build is essential. You need a thoughtful plan that aligns your event activity with how your buyers actually make decisions.

Here’s a practical, three‑phase guide covering before, during, and after the event. It is designed to help you make a lasting impact and drive meaningful commercial outcomes.

1. BEFORE THE EVENT: LAYING THE GROUNDWORK

Set clear goals

Are you aiming to initiate pilot conversations with key stakeholders? Is there a specific number of senior leads you’d consider a win? Or is your priority simply ensuring your message reaches the right strategic partners?

Defining your core objective from the outset will help shape your messaging, guide your on-site approach, and focus your follow-up where it matters most.

Choose 1–3 measurable outcomes, like meetings booked, proposals requested, or conversations with decision makers.

Know who you're talking to

Don’t wait until you’re on-site to work out who matters. Use attendee lists, LinkedIn, and your own network to build an “influence map” of key players. 

Think:

  • Who holds the budget?

  • Who is likely involved in shaping procurement decisions on this team?

  • Who are the potential internal champions?

  • Which people on this team might need more convincing?

Knowing this helps you tailor your approach and speak directly to what matters most to your key players — leading to stronger engagement and better outcomes

Leverage the Event Organiser’s Platform

Too often, brands wait until just a few weeks before an event to ramp up their visibility, but it is crucial to start engaging much earlier.

Whilst it’s true many attendees will begin planning their agenda two to three weeks out, it is also true that the majority have been tuned into the event organiser’s campaign for many months, using it to assess whether the event and the companies attending align with their business challenges and goals.

By the time they’re checking exhibitor lists or exploring meeting options, they’ve already formed an impression of who’s worth their time. That means you want your brand to be part of the narrative from as early as possible.

Find out how the organiser is promoting the event and make use of all relevant opportunities to contribute. Whether it’s being featured in an email, highlighted across relevant event themes on social, or included in a curated preview, plug into the full campaign cycle and make your presence one of the reasons people choose to attend.

Create useful, flexible assets

Make sure you’ve got punchy materials ready to go - quick reference guides, one-pagers, short decks. The trick is to create modular, prospect‑driven materials that address specific pain points. For example, develop separate one‑pagers on ROI, technical fit, and strategic vision that you can mix and match in conversation. 

These assets should be concise, data‑backed, and designed to pivot quickly between different buyer profiles.(technical lead vs commercial lead, for example)

Start the conversation early

Send personal notes to key contacts 1–2 weeks before the event. A short message referencing a recent insight, campaign, or mutual contact with an invite to pop by your stand can go a long way in warming things up for a meaningful chat.

Plan Your On‑Site Experience

Finally, ensure your booth or pavilion design reflects your strategic objectives. Assign roles. Who’s greeting? Who’s demoing? Who’s following up? - and rehearse your quick pitch and demo. 

A confident and well‑briefed team, clear branding, and strategically placed assets will help you capture attention and manage the flow of conversations

2. DURING THE EVENT: CREATING THE RIGHT MOMENTS

Make your message unmissable

Lose the vague headlines. Instead, lead with your potential impact - “Cut waiting times by 20%” beats “Innovating the Future of Care” every time. And pair this with something hands-on, like a demo, interactive quiz, or workshop, to share learnings and spark interest.

Share insight, not sales patter

If your space allows, host 10-minute “flash talks” on hot-button topics. These sessions aren’t about pushing product, they’re about positioning your brand as a useful, insightful voice in the conversation.

Let others tell your story

Nothing builds credibility like your users or partners talking about their experience. Whether it’s a short video, a co-presented session, or a “client’s pick” highlight on your stand, this kind of social proof sticks.

Capture and Qualify Leads with Purpose

Use a simple badge‑scan app or digital form to log every conversation against your pre‑event influence map. Incorporate a “decision readiness” scale (1–5) this will help you follow up smarter and faster later.

Solve Problems in Real Time

Identify the problems of those visiting your stand and share the relevant case study, material or asset, whether that’s an ROI snapshot or technical spec sheet. This shows you’re prepared, knowledgeable, and committed to practical solutions.

3. AFTER THE EVENT: TURNING INTEREST INTO ACTION

Follow up fast and personally

Aim to reach out within 72 hours. Reference your conversation, tailor the message, and include something useful - whether that’s a call invite, project idea, or fresh resource.

Keep the momentum going

Not everyone will be ready to move straight to a sale - and that’s OK. Think about your nurture strategy: follow-up webinars, tailored post-event content, or even inclusion in a quarterly check-in can all keep you top of mind.

Share what you’ve learned

Write a short blog post or social update that shares your key takeaways from the event. Tag new connections, include quotes or insights, and show that your team is not only active but also listening.

Align with Procurement Timelines

Know your buyer’s fiscal cycles - Budget planning, procurement windows, board sign-offs all matter.

Time your proposals and follow-ups to coincide with the right moment, when action is possible…

Review and improve

Finally, take stock.

  • Which materials worked and which didn't?

  • Which conversations stood out?

  • What surprised you as an emerging challenge or fresh opportunity from your networks? 

Use those insights to refine your playbook, your brand positioning, and make the next event even more impactful.

Final Thoughts

Events are more than just a date in the diary. When approached strategically, they’re one of the most powerful tools you have to accelerate partnerships, build momentum, and drive business forward.

If you're looking to sharpen your event strategy, build out your presence, or explore a new activation format, we’d love to help.

Get in touch with Totum Events to explore how we can help you turn your next event into real commercial impact.

Emma Fell