This is the third post in a three-part blog series with tips for engaging with attendees before, during and after events. If you missed the first or second posts, which were about engaging with attendees before and during events, you can check them out here and here. Otherwise, keep reading for 10 tips to engage with attendees once your event has ended.
1. Send a general “thank you” email. Within 24 hours of your event ending, you should send an email to all attendees and simply thank them for attending. This email does not need to be lengthy or include any sort of sales pitch—just show your attendees that you’re appreciative of their attendance, because without them your event would not be possible. If you want to incorporate something fun, include a link to a Facebook album of photos from your event.
2. Send personalized email follow-ups. Within a few days of your event ending, your sales and customer success teams should reach out to the customers and prospects with whom they had personal conversations, and the content of the emails should relate back to those conversations. Depending on the context, your sales team may want to send along a blog post or eBook that would be relevant to their prospect’s needs, or they might suggest a time to set up a phone call. No matter what the exact content is, however, these emails should be personalized and specific to each recipient.
|Salesforce created a content hub for their annual conference, Dreamforce.|
3. Create a content hub. If you’re hosting a conference, your in-event speaker sessions are gold, and you should record them. Once the event has ended, upload the videos from these sessions to a centralized location on your website, and promote this content hub to your attendees (and your general audience). It’s likely that many of your attendees were not able to attend every session that interested them during your event, and they may want to watch the sessions they weren’t able to attend in-person. Most importantly, though, this content hub will help you engage with those in your audience who weren’t able to attend your event—and it might convince them to either attend your next event, or to learn more about your company and product.
4. Create a digital memory bank. Depending on the technology you use during your event, you should consider creating a digital memory bank, which is a personalized site where each attendee can view the information associated with their in-event activity—everything from event activations, content downloads, discounts from sponsors, and more. NFC and RFID-enabled badges or wristbands help to make digital memory banks possible, so consider building this tech into your in-event engagement plan if you’re interested in using digital memory banks as part of your post-event follow-up.
5. Host a post-event Q&A. Your event will likely answer a lot of questions your attendees might have, but it will probably also create some new ones. Whether it’s on your blog, through an email or posted on social media, facilitate a conversation where you encourage your attendees to ask any new or remaining questions they may have. You may even want to host a live Twitter chat with some of the industry experts who spoke at your event to help answer some of the questions you’ll receive.
6. Ask attendees to fill out a feedback survey. In order to increase the number of responses, don’t make the survey too long, and try not to ask too many questions that require open-form responses. The questions you do ask should be straight-forward and should focus on the in-event experience. What did attendees like or dislike about the event? How likely are they to recommend the event to industry peers or colleagues? If applicable, would they prefer the event to span several days or serve as a single-day conference?
Ultimately, your attendees are doing you a favor by filling out this survey, so make sure you give them something in return, like free swag or a discounted ticket price to your next event.
|Event Farm shared photos of OFFLINE Summit during and after the conference.|
7. Post photos of your event. This one is simple: everyone likes to see photos, they will encourage social sharing, and the photos will be useful in helping to market your next event. Make sure your photos are high quality and that you post them across your social channels, as well as on your blog.
8. Create community with Facebook groups. One of the main reasons people attend business events is to network with industry peers. Many attendees will exchange contact information with others during your event, and their relationship will likely live on once your event has ended. But you can still create a space for attendees to network with each other, even once your event has ended. By starting something like a Facebook group for your event’s attendees, you create a space online where attendees can continue to network with one another and ask each other questions.
9. Write a blog post about your event. Your post can be a general event recap, but you could also take a more creative approach to your post-event write-up. Whether you outline what your attendees helped you learn, or you highlight the best content shared at your event, make the blog post engaging for your entire audience—both those who did and did not attend.
10. Offer attendees special pricing for your next event. If you were already able to convince your attendees to attend one of your events, you’ll likely be able to convince them to attend another. Show them your appreciation and make the offer extra enticing by offering them limited-time special pricing for the next event you’ll be hosting. This will not only make them happy, but will also help you gauge the level of interest in your next event so you can plan accordingly.
Do you want more tips about how to engage with attendees before, during and after events? Watch our webinar, The Connected Experience, during which Event Farm COO, Brennan McReynolds, will cover how you can use data and event technology to create a connected experience before, during and after events. You'll learn:
- How human behavior impacts attendee expectations
- The Experience and data points event tech enables you to capture
- Data collection opportunities at different points int he attendee journey
- Using the principle of reciprocity—giving back to attendees who engage
- ... and much more.
Event pros, how do you engage with attendees once your event has ended? Let us know in the comments below, or tweet us @eventfarm!