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Free checklist

The event recap checklist.

Most late or thin recaps trace back to something nobody captured on the day. Hand this to your team lead before the event.

Before the event

  • Confirm the client's 3 to 5 KPIs and goals in writing
  • Agree how leads are captured and what consent wording is used
  • Put photo notice signage in the plan (guests are told photos are being taken)
  • Share the shot list with the team lead
  • Name one person who owns the tally sheet
  • Set the recap due date with the client (for example, next business day)

During the event

  • Tally people reached, conversations, samples and leads each hour
  • Take the wide setup shot before doors open
  • Capture staff in action with guests (ask before photographing close-ups)
  • Photograph signage, display and product up close
  • Do not photograph anyone who asks not to be
  • Note anything surprising: weather, crowd flow, product feedback

Right after

  • Team lead uploads photos the same day (one link, no logins)
  • Enter final tallies and compare to goals
  • Write 2 or 3 lines on what worked and what to tune
  • List who staffed the event and their roles
  • Flag any incidents, damaged items or compliance issues separately

Before you send

  • Hero photo is sharp, bright and shows the brand
  • No blurry, dark or duplicate shots
  • Every number has a clear definition and a source
  • Estimates are labeled as estimates
  • Client logo and your logo are correct
  • Add a next step: rebook, extend, or test a new market

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