This summer I did several workshops on Event Planning and Marketing for large offsite events (like the World Cup) and wanted to share the checklists I use for event planning. I love checklists and find it helps to stay organized when planning and carrying out an event, whether it’s large or small.
Geofencing for Event Marketing Checklist
Complete these steps at least 3–5 days before the event starts.
Check your maps listing to make sure it is correct in Google Maps, Bing Maps
and Apple Maps.
Google Business Profile
- If you are staying open late for the event, update your hours specifically for those dates.
- Create an event post on your profile. Use the event name in the first sentence (e.g., “Welcoming all [Event Name] attendees!”).
- Ensure your business category (e.g., “Sandwich Shop” or “Hardware Store”) is accurate so you show up in “near me” searches.
- Create a specific Google Post with an “Event Special” coupon code. This often shows up directly in Maps results, but not always.
Meta Ads (Instagram/Facebook Geofencing)
- Ensure your ad set is set to “use the most tightly relevant location targeting available for your campaign” rather than a fixed rule.
- Zoom in on the map in Ads Manager. Ensure your 1-mile pin is centered on the Venue, not just your business. The radius should match how far people are likely to travel and where the actual audience is, so it may be 3-5 miles or more depending on location.
- Open your website or landing page on your phone using cellular data (not Wi-Fi). If it takes more than 3 seconds to load, you need to address any large images or other technical issues that may be affecting this. Google Lighthouse Speed Test and SEO tests can help pinpoint issues.https://developer.chrome.com/docs/lighthouse/overview#devtools From a regular website SEO standpoint, you should be paying attention to this anyway.
- Does your ad image have the event name in bold, high-contrast text? People scrolling in a crowd need to see it instantly.
Physical-to-Digital Connection
- Scan every QR code on your physical signage. Does it go to the right page? Does that page have a clear “Get Directions” button at the top?
- If you are offering free Wi-Fi as a “hook,” ensure your guest network is working and the password sign is clearly visible in multiple locations in the storefront.
- Test your “Tap-to-Pay” or Apple/Google Pay readers. Event crowds rarely want to handle cash or wait for a chip reader.
Conversion & Tracking
- Program in a “Discount Button” or Discount event specific options on the POS
system labeled “[Event Name] Discount.” Test, test, test. Make sure the staff
knows which is which if more than one.
If using Instagram, set up an “Instant Reply” in Meta Business Suite so that
anyone who DMs you a keyword (e.g., “COFFEE”) gets an automated map link
to your place of business.
The “Night-Before” Final Sync
- Ensure every team member knows the “Event Pitch” (see Staff Cheat Sheet below).
- Confirm exactly where A-frames or banners will be placed (check local sidewalk ordinances first!).
- If using tablets for “Line Busting,” ensure they are fully charged and you have portable power banks ready.
- WIFI Check and Backup Plan with a manager/owners hotspot
Staff Cheat Sheet for Events
Event: ____________________ Dates: ____________________
Event Pitch: (15/30 Second Greeting/Elevator Pitch)
When a customer walks in looking like an event attendee (badges, tickets, wristbands,
team/state/country wearable gear, or looking at Maps):
“Welcome!/Hello! Are you here for [Event Name]? Great! Just so you know, we have an Event Special today: [Insert Offer, e.g., 10% off / Free Water with Purchase, etc.].”
Event Protocols:
If more than 5 people are in line, [Staff Name] moves to the front of the line to take orders/info on a tablet/notepad while they wait.
Keep the counter clear of clutter. If someone just wants the “Event Special” or a quick grab-and-go item, prioritize that transaction.
Be ready to troubleshoot mobile payments (Apple Pay, Google Pay). This should be our fastest payment method.
Is counter or checkout or staff station fully stocked and is backstock (pens, change (bills and coins), register tape etc. easy to access if you run out)
Local Knowledge:
(make sure all staff on duty during the event knows the answers to these questions)
Attendees will treat you like a concierge. Be ready with these answers:
• Where is the nearest restroom? [Answer]
• Where is the closest [Gate/Entrance/Stage]? [Answer]
• Where/How do I get a Rideshare/Taxi from here? [Answer]
• Where can I charge my phone? [Answer/Offer our station]
• If brick and mortar retail? [Area restaurants to recommend]
Closing the sale and encouraging repeat business messaging for staff/managers/owners:
“Hope you have a blast at the event! If you’re looking for a spot to wind down afterward, we’re open until [Time] and have [Benefit, e.g., plenty of seating/late-night snacks].” Or other solicitation for repeat business.
Emergency Contacts:
• Manager on Duty: [Name] — [Cell Phone]
• Back Up On-Call Manager/Owner: [Name] — [Cell Phone]
• Back Up On-Call Staff : [Name] — [Cell Phone]
• Extra Inventory Location: [Locations -Specific]
• Wi-Fi Password for Guests/Customers: [Password]
• Local Emergency Numbers — [Phone]
• Event Venue — [Phone]
