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How To Make Publish-Occasion Advertising and marketing Work for You


In-person and digital occasions are a good way to introduce your model to prospects and construct a loyal fan base. To make them profitable, it’s essential fastidiously plan and market every occasion, attracting the precise viewers and offering them with a memorable expertise.

Nonetheless, it’s necessary to do not forget that your job’s not over simply because the occasion is.  

When you’ve completed folding the final chair, sweeping the ground, and shutting the doorways in your venue, it’s time to get to work in your post-event advertising.

What’s post-event promotion? 

Regardless of what many individuals assume, post-event advertising and engagement transcend merely saying thanks. It’s an opportunity so as to add worth to the individuals in attendance and collect helpful suggestions in order that your subsequent occasion will be even higher.

Publish-event promotion begins with following up with those that attended your occasion. It might be so simple as a thank-you message for attending or as concerned as a full questionnaire in regards to the occasion. Publish-event promotion enables you to construct on attendees’ enthusiasm and meet your objectives surrounding the occasion.

Why is post-event promotion necessary? 

Publish-event promotion suits into the larger image of occasion advertising. Its purpose is to maintain individuals speaking about your occasion as soon as it’s over and assist you to construct connections with attendees. 

It additionally offers you the prospect to see what labored properly in your occasion and what you are able to do higher subsequent time.

It additionally serves as one other contact level with leads.  

Publish-event engagement concepts

There are many methods to work together with individuals as soon as your occasion is over. Utilizing a number of instruments offers you extra alternatives to attach with individuals, which in flip offers extra choices for post-event suggestions. 

Create a post-event touchdown web page

You’ll have created an occasion touchdown web page to drum up curiosity. In that case, you’re one step forward. As a substitute of taking it down as soon as the occasion has ended, repurpose your touchdown web page.

At a minimal, add a banner on the prime of the web page thanking individuals for attending.

To make it do extra, tie it to a recurring occasion. 

For instance, you would possibly host a quarterly webinar. On the finish of every occasion, change the copy in your touchdown web page, encouraging individuals who missed out to register for the following one. 

This touchdown web page selling the Nationwide Retail Federation’s annual convention not solely features a “save the date” message and a name to motion to grow to be a sponsor in 2023, nevertheless it additionally has a hyperlink the place guests can watch a video recapping the 2022 occasion. Utilizing movies this fashion can create a buzz round your subsequent occasion. 

example of an event landing page which, after an event is over, switches to promoting for the next event
Use your touchdown web page to advertise your subsequent occasion. Spur individuals to register by showcasing your earlier occasion. This touchdown web page from the Nationwide Retail Federation will get it proper.

Observe up through e mail

E mail advertising is likely one of the best methods to comply with up with a big group of individuals. You seemingly already sorted your contacts primarily based in your pre-event advertising. When you’ve got a listing of people that registered, phase it into individuals who checked in and people who didn’t. 

Ship customized messages to every phase. Thank those that took day out of their schedules to attend. You possibly can add worth by together with a post-event promo code, particular provide, or piece of content material that’s not out there to individuals who didn’t attend. While you need to ballot your viewers to see what they considered your occasion, embrace a survey. 

CourseHorse sends a follow-up to everybody who attends a category asking them to charge and evaluation, gathering helpful info to enhance all class choices. As an incentive, respondents obtain $15 off a future registration. 

example of a post-event survey
Ship out a fast e mail survey with an incentive that makes individuals need to take it, like this e mail from CourseHorse.

For individuals who had been however didn’t attend, ship a wrap-up to share what they missed out on and encourage them to enroll in your subsequent occasion. Embrace a hyperlink to video highlights from the occasion and present how individuals benefited from attending. 

Share what occurred on social media

Nothing conjures up FOMO (concern of lacking out) like social media. Share posts on all of your platforms displaying individuals having enjoyable and interesting at your occasions to create a way of worth and encourage individuals who missed out. 

MAGIC is a company connecting trade professionals and serving to them transfer their enterprise ahead. As a vogue group, its social media platforms are very efficient in attracting individuals to huge commerce reveals in Las Vegas and New York. 

example of post-event marketing on social media using a customer hashtag
Use social media to point out individuals what they’re lacking. This submit from MAGIC highlights a enjoyable function of the Nashville occasion.

The important thing to post-event advertising on social media is to create enjoyable, partaking posts that encourage your followers to work together. Construct off the thrill from the occasion and generate curiosity in what you are promoting by sharing pictures and movies from the occasion, conducting polls, posting particular affords for early registration for the following occasion, and extra. 

Make these posts really feel extra genuine by taking candid photographs throughout your occasion. Folks might react extra positively to pictures that don’t appear to be they had been staged. Have somebody flow into by way of your occasion snapping pics of individuals whereas they’re having a great time and looking out enthusiastic. Maybe you had a keynote who stored everybody on the sting of their seat. Showcase the viewers. 

Conduct a post-event survey to see what your attendees thought

Gathering post-event suggestions is essential in serving to you meet your objectives and put together for future occasions. Among the finest methods to get it’s to survey attendees to see what they thought. Ask survey questions to realize suggestions about what went properly and what individuals want to see subsequent time. 

Embrace questions that will help you gauge the worth of your occasion to individuals in attendance. Did they assume it was a great use of their time? Did they arrive away with new info or new connections they couldn’t have discovered one other manner? 

Ask what they loved most in regards to the occasion and whether or not they’d return sooner or later. For those who had audio system or exhibitors, ask inquiries to see how a lot of a match they had been together with your viewers. 

Observe up with leads — personally

Occasions are good for producing new leads and drumming up enterprise.

At an occasion, potential prospects can get hands-on together with your services or products, and so they have the prospect to get in-depth with their questions and issues. Anybody who attends could have a greater thought of how one can present options to their wants, and so they might stroll away excited to provide you their enterprise. 

Publish-event follow-up is a good way to nurture leads and enhance your possibilities of changing an buyer right into a purchaser. 

Don’t let this momentum slip away. When somebody expresses an curiosity in what you are promoting, make an observation to comply with up with them, and do it. Schedule a name, a digital assembly, or an in-person assembly to allow them to ask extra questions or begin the shopping for course of.

Create vlog and weblog posts associated to the occasion

Publish-event actions don’t should immediately contain your prospects. Creating digital content material recapping the occasion or providing supplemental info helps you construct model consciousness, opening up your subsequent occasion to a wider viewers. 

Producing buzz round in-person occasions is simpler as a result of you possibly can shoot dynamic video that gives a glimpse into the occasion itself. However you possibly can nonetheless promote digital occasions with post-event advertising. For those who recorded your periods  —  and you need to have   — pull out clips of fascinating info and shoot movies of individuals reacting. It’s also possible to use them as a possibility to increase on matters that you just coated. 

While you’re writing weblog posts in regards to the occasion, spotlight what individuals received out of it. Use among the solutions out of your post-event survey to get matter concepts. 

Host a networking follow-up occasion

Occasions provide attendees the prospect to community with you and different visitors. Arrange a small, in-person, or digital occasion the place individuals who got here to the principle present can examine notes with one another or simply work together. 

You don’t should lease out a conference house and invite 1,000 individuals to come back discuss to one another.

A networking discussion board might be so simple as a web based chat the place you reasonable a dialogue in regards to the occasion or different related trade matters. By internet hosting your follow-up social on-line, you give everybody the prospect to attach, no matter the place they reside. 

Give attendees an unique provide

Visitors at many occasions are sometimes given swag baggage with promotional objects donated by sponsors. Typically these baggage have enjoyable objects like spa present playing cards and even one thing kitschy and helpful like toothpaste. 

Providing one thing unique like a post-event low cost or early entry to new merch is like an occasion swag bag. Folks have to point out as much as get it and its contents make others need to be there subsequent time. 

Entry to your store might be sufficient. Sephora often hosts make-up and skincare courses for its magnificence insiders. These courses are hosted earlier than the shop opens, and as an added perk, attendees can store within the retailer when no one else is there selecting by way of the products. 

Sustain the thrill with a social media contest

Social media contests are an ideal supply of user-generated content material and word-of-mouth promoting. For those who’ve already received a branded hashtag on your occasion, provide a prize to everybody who tags you and others in event-related posts. Use the hashtag to trace entries. 

You may select a winner at random, have occasion attendees vote on the winner, or arrange guidelines that encourage individuals to get inventive. Your prize doesn’t have to interrupt the financial institution. Embrace some cash in your occasion finances for a post-event prize that serves as a great incentive to enter. 

Supply VIP extras to your subsequent occasion

For those who’re organizing recurring occasions, ship a particular VIP provide to everybody who attended the final occasion. These affords don’t should be flashy or costly, they simply must entice occasion attendees to attend your subsequent occasion  —  and be unique.

Take into consideration providing incentives like: 

  • Particular reductions or early-bird registrations for the following occasion
  • Unique receptions with key audio system or entertainers who might be at your subsequent occasion
  • The power to select up a VIP swag bag after they verify in to the following occasion

Use post-event advertising to attain your objectives

You place a lot effort into planning your occasions, chances are you’ll be prepared to write down them off and transfer on to the following one as quickly as they’re completed. However post-event advertising is a good way to nurture leads  —  using the momentum of enthusiasm you labored so onerous to construct. 

Publish-event advertising actions provide the likelihood to see how properly you achieved your objectives. In addition they assist you to decide what labored and what you possibly can enhance on your subsequent occasion. 

For one of the best outcomes, use a couple of post-event engagement exercise to succeed in a greater variety of individuals. 

Instruments like social media posts, vlogs, and blogs assist increase your visibility, letting you entice new attendees who’re looking out on-line for occasions like yours. 

Surveys and boards give individuals the prospect to inform you how they favored the occasion and what they received out of it. This info offers you helpful perception into your prospects.

Providing perks like reductions and particular extras to individuals who attend your occasion makes them extra helpful and helps encourage others to attend. 

Don’t cease as soon as your occasion is over. Incorporate post-event advertising into your occasion advertising plan and preserve upping your occasion recreation.

Need extra info on advertising your subsequent occasion? Try these 7 Prime Occasion Advertising and marketing Methods & Concepts.

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