standplan

Fractional event support / UK accounting technology

Events that workwithout another full-time hire.

Tradeshows and field events in the UK accounting space, planned and delivered by someone who has done it before.

You have a stand booked, a budget approved, and nobody with the time to make it work. Or you are running UK events from another country and need someone on the ground who knows the venues, the suppliers and the audience. That is what I do, on a project basis or as ongoing monthly support, without the cost or commitment of a full-time hire.

Who this is for

01 Small marketing teams covering demand gen, content, product marketing and events. Events are the thing that is always a rush and ends up slipping.
02 International vendors entering or growing in the UK – Australian, US or EMEA software companies exhibiting at UK shows with no local team, or a local team of one.
03 Teams with more events than bandwidth. Three tradeshows, two roadshows and a customer dinner in the same quarter, and a calendar that doesn't quite work out.

What you get

Trade show delivery
End-to-end management of your exhibition presence – including stand logistics, suppliers, pre-show outreach, lead capture, staffing brief, on-site run sheet and post-show follow-up. Scoped and priced separately for small shows and major ones.
UK boots on the ground
A local point of contact for overseas teams. Site visits, supplier meetings, deliveries, stand build supervision and show-day presence – UK logistics become my problem, not yours.
Field marketing & hosted events
Roundtables, customer dinners, breakfast briefings and partner sessions. Venue sourcing, invitations and chase, run of show, on-the-night coordination.
Fractional event support
Ongoing monthly capacity across your whole event calendar. I plug into your team, your tools and your rhythm, and work whatever needs working that month.
The difference between a stand, and a stand that works
Most exhibition budget is spent on space and structure, then the marketing around it gets done in the last fortnight. I start work the eight weeks before: planning who you want to meet, how you engage attendees, what the stand says, how to get leads on the floor, and what happens on the Monday after. AKA how to get most bang for your buck.

The delivery model

A show is won
before the doors open.

A tradeshow is all about the planning. Deciding how to engage your target prospects, how to build your presence to ensure you get the most out of your budget.

08
8 weeks out
Objectives & KPIs, target accounts, budget, supplier brief, hotels booked, staffing and lead process.
06
6 weeks out
Stand build confirmed. Print, merch, giveaways, AV, furniture and shipping booked. Pre-show campaign written.
04
4 weeks out
Outreach live across email, LinkedIn and partner channels. Demo flow finalised.
02
2 weeks out
Staff briefing pack issued. Run sheet and supplier confirmations circulated.
00
Show days
Build supervision, on-stand coordination, meeting management, daily lead review.
+1
Day after
Leads cleaned, scored and handed to your team. Debrief on event.
For teams outside the UK

Running a UK exhibition remotely is where budgets get wasted. Halls have their own rules, contractors quote differently, and the audience expects a different tone. I act as your local team:

  • Supplier sourcing and negotiation with UK contractors, at UK market rates
  • Physical presence: site visits, deliveries, build and breakdown supervision
  • Localising your messaging, invitations and follow-up for a UK audience

Ways of working

Choose the level of support
that matches your calendar.

Event audit
Review of your event calendar, recommendations on what to do, a look back at how last year's performed and how to do it better. A good place to start.
One-off
Small show delivery
Under 500 attendees. Regional tradeshows, roadshow dates, partner expos and single-day events. Four-week runway, lighter build, fewer suppliers.
Per show
Major show delivery
500+ attendees. Accountex, Digital Accountancy Show, Xerocon and similar. Full eight-week runway, custom build, full supplier chain.
Per show
Field or hosted event
One roundtable, dinner or briefing, typically 15–30 guests. Includes on-the-night coordination.
Per event
Fractional support – essential
Two days a month of ongoing event capacity across your calendar. Three-month minimum.
Per month
Fractional support – extended
Four days a month, for teams running several programmes at once. Three-month minimum.
Per month

Every engagement is quoted at a fixed price after a 30-minute call, so you know the cost before you commit. Third-party costs – build, AV, print, venue, catering, shipping – are quoted separately and paid directly by you, with no mark-up.

How we start

01
A 30-minute call
What is in your calendar, what is at risk, and what you want to do.
02
A one-page proposal
Scope, deliverables, dates and a fixed price. Sent within two working days.
03
Kick-off
Access to your tools (ideally a communication tool such as Slack and a planning tool such as Monday, or straightforward Google Docs), a shared plan, and a weekly check-in. You always know what is done and what is next.
04
Delivery and handover
Written results after every event, including what to do differently next time.
Alexandra Hayter

Why me

I run marketing for a UK B2B software business targeting the accounting industry, where events are a core channel rather than a nice-to-have. I have planned and delivered trade show programmes, partner-hosted events, roundtables and community programmes – on real budgets, with small teams, and with pipeline attached to the outcome. Think Accountex, DAS, ICAEW and 2020 Innovation conferences.

I am not a generalist event planner learning your market. I understand accountants' buying cycles, how to engage them, how sales teams actually treat event leads, and what a team of two can realistically absorb.

The UK circuit I know
Accountex London and Manchester, Digital Accountancy Show, Xerocon, Sage and Intuit partner events, 2020 Innovation, ICAEW and professional body events, plus the regional shows such as Digital Accountancy Club and Accountants Therapy.

Common questions

Can you work with our existing stand builder or agency?
Yes. I often work alongside incumbent suppliers – I manage them so you don't have to.
How much of our time will this take?
One 30-minute check-in a week, plus decisions when I need them. That's all.
What is the shortest notice you can work to?
Six weeks for a major show, three for a small one. Shorter than that and I will tell you honestly what can and cannot be saved.

Ready when you are

Let's make the next show
less of a scramble.

A practical partner for the planning, the suppliers, the show floor and the follow-through.

standplan

Let's talk about your next show.

A 30-minute call, no obligation. Bring your event calendar and the thing you are most worried about.

Alexandra Hayter
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