Most people who are either planning or planning on hosting any social or corporate events have at least some understanding of the importance of pre-event activities.
Whether it’s simply about spreading the word or you’re trying to gather information beforehand so that you can tailor the event’s content to the specific audience attending, pre-event work pays off. But what about when your event is all said and done?
Because we’ve been in event planning in NY and NJ long enough to know that what you do post-event could determine if people decide to take the next step or to come back to your next event.
Follow up IMMEDIATELY, and don’t be generic!
Whether they’re leads with a lot of potential to convert or simply people who attended your event yet didn’t seem very close to conversion, you should follow up as quickly as possible.
That means within 3-4 business days, whether it’s via a phone call, an email, on social media, etc. The bottom line is that you need to reach out to attendees while the event is still fresh in their minds.
Doing this gives you another opportunity to remind the attendee what you do and offer as well as to give them your contact information one more time, just in case.
The other thing about your prompt follow-ups is that you still need to find the time to customize them. Include the attendee’s name and/or company name and do all you can to tailor the message to their specific interests.
That may require sitting down with attendees at your event to gain a better understanding of their interests and concerns, but take it from us as longtime event planners in NY and NJ who’ve planned all kinds of conferences and corporate events, it’s worth the effort.
Provide new value in your follow-ups.
Just as customizing your follow-ups lets event attendees know that you care enough to learn a little about them and their interests, providing some type of new value in your follow-ups lets them know you care about giving them content that’s newly useful to them.
So don’t just go right into an extended sales pitch or repeat the content that they just received at your event in another way. Give them something that’s informative, interesting, or entertaining in new ways.
Also, taking this approach gives you a purpose for reaching out to them again. It’s not just to capitalize on their interest in your company, but to provide them with additional useful information as well.
It’s not extra work, it’s mandatory.
As you can now see, following up with event attendees can be a challenge. You need to be prompt, yet you still need to take the time to customize your messages and to inject new value into them.
But you need to look at your post-event tasks as just as critical as your pre-event or even event-in-progress activities. It may seem like extra work, but in reality, it’s necessary to cultivating relationships with attendees and building a future with them.
Look at it like this: while planning events and then hosting them is difficult enough, neglecting to perform the necessary post-event tasks could render all that hard work fruitless.
About Us: Absolute Events by Corrine is a full-service meeting & event planning company in New Jersey. Whether they’re corporate or social events, weddings or fundraising galas, destination events or local, Absolute Events by Corrine does it all so that our clients can be guests at their own events.