The Well Newsletter #34

Hello and welcome to The Well, Planwell’s weekly newsletter, read by event marketing professionals around the world. Planwell is an event marketing agency trusted by dozens of small-team marketers from the best B2B brands. Learn more at Planwellco.com.

Think outside the booth.

This happens a lot. 👇

1. A brand drops big bucks to sponsor a trade show booth.
2. The team feels underwhelmed with the leads they collected.
3. Repeat.

I’m not anti-trade show booths. Sometimes they’re a great move, especially if they’re paired with strong pre- and post-event strategies. But often, they’re a missed opportunity to think bigger and more creatively.

What if, instead of putting $20k into a booth, you sent a couple of sales reps to the trade show to network and set up 1:1 meetings? Then, after the event, analyze your leads: What city are most of these opportunities in?

Take that data, and a month later, go back to that city for a high-touch, intimate field marketing event. Think out of the booth:

• A private cooking class with a chef for your top 10 prospects.
• Renting out the Nike store and letting guests design their own sneakers.
• A small, private country concert where everyone leaves with custom cowboy boots. 🤠

These events aren’t just about lead generation—they’re about making your audience feel special, seen, and remembered. And honestly? For a fraction of the cost of some trade show booths, they can leave a much bigger impact.

Venue Recs: Fort Lauderdale:

Planning a field marketing event in Fort Lauderdale? Check out these venues:

• Steak 954: This chic steakhouse at the W Fort Lauderdale offers ocean views, a modern vibe, and a menu full of elevated classics, perfect for impressing clients at an intimate dinner.
• Lona Cocina Tequileria: A vibrant beachfront spot with bold Mexican flavors and a stylish patio, ideal for hosting a lively and fun-filled private dinner.
• S3 – Sun Surf Sand: With its prime location and mix of coastal cuisine, sushi, and craft cocktails, S3 is perfect for a relaxed yet upscale field marketing dinner.
• DUNE by Laurent Tourondel: Featuring a stunning oceanfront setting and contemporary American cuisine, DUNE creates a luxurious and unforgettable backdrop for your event.
• Coconuts: A laid-back waterfront restaurant with fresh seafood and tropical vibes, Coconuts is a great choice for a casual and engaging private field marketing dinner.

5 Creative Field Marketing Event Ideas to Plan Alongside Your 2025 Trade Show

Planning a trade show is no small feat, but the real magic happens when you take the conversation beyond the booth. Field marketing events are an incredible way to make a lasting impression on customers and prospects. Here are five creative, out-of-the-box ideas to inspire your next event:

1. Headed to NYC or LA? Rent a store and host a personalized styling experience. Rent a chic boutique, bring in a stylist, and let guests pick out custom outfits. Fashionable, fun, and totally memorable.
2. Host a “mini-masterclass” with a local expert. Host a hands-on class with a local chef, mixologist, or artist. Attendees leave with skills—and memories—they’ll rave about.
3. Set up a VIP wellness retreat. Trade the trade show hustle for yoga, massages, and zen vibes. Add smoothies or a juice bar, and you’ve got a recipe for relaxed, happy guests.
4. Offer a taste of the local scene with a progressive dinner. Turn dinner into an adventure! Hit up the city’s best spots for cocktails, apps, mains, and dessert. Networking never tasted so good.
5. Create a pop-up content studio Give attendees pro headshots or quick video sessions at your branded studio. Bonus points for fun props and instant downloads!

Add these to your trade show strategy and watch your brand leave a lasting impression!

Event Marketing Resources:

• Event Marketer Wrapped 2024: Celebrating 30 Leaders Who Made and Impact in Event Marketing This Year
• Webinars for B2B event marketers: check out Goldcast
• Most wished for holiday swag

Leave the planning to Planwell

We know how time-consuming it is to thoughtfully plan and execute corporate events, especially with limited bandwidth, a rigorous calendar, and no new headcount on the horizon.

That’s why Planwell exists. Our team specializes in planning three types of B2B events: Trade Shows, Field Marketing Events, and Conferences & Summits. Learn more here.