M7 Events
The event is three days. The campaign around it is six weeks: before, during, after. The before is where the meetings come from.
The convergence
Doors open on a fixed morning no one controls. Everything in the six weeks before it, email and LinkedIn on one clock, is aimed at having the calendar full by then, and the days after get the same clock while everyone else’s badge scans go cold.
How the run works
Attendee and exhibitor lists for the event, cross-referenced the same way as any market list, verified and handed over with the firmographics the engine writes from.
The email starts while there is still time for a reply to become a meeting. Variants run against each other from the first send, same as any campaign.
A connection request lands after the first email, not instead of it. The two channels are sequenced against each other, so the name is already familiar by the second touch.
Every send still passes a human before it goes. By the time the booth opens, the meetings for the week are on the calendar, not still being chased between sessions.
Replies from the floor and the days after get the same 30-minute clock as everything else. The contacts made in three days do not sit in a spreadsheet until someone gets around to them.
Why the calendar decides it
Every company on the floor gets the same three days and the same badge scanner. What decides the week is whichever calendar filled first, and that gets decided in the six weeks before, not on the show floor.
The floor closes on schedule. The inbox does not. The fastest follow-up in the room is still working the list while the rest of the badge scans sit in a spreadsheet, cooling.
Other missions
EMPRA