The Art of Following Up — 5 Post-Event Tactics to Keep the Momentum Going
So you hosted a great event and both you and your attendees are on cloud nine, but what do you do next?
Maybe it’s the next event in your calendar or if event management is one of many responsibilities you have in your role, it’s onto the next task on your priorities list
But what about your post-event strategy?
If you’re thinking, what’s that? Then you need to keep reading because believe it or not this piece of the puzzle is often forgotten about and is crucial for maintaining engagement and building lasting relationships with attendees.
Here are 5 of my top tactics to keep the momentum going after all the hard work you put in to make your event successful!
GratiGrams: Prompt Thank-You Emails
Send personalized (where possible) thank-you emails to attendees shortly after the event.
Have you ever sent a telegram? Well, now you can say you have! Express gratitude for their attendance, highlight key moments or takeaways, and include any relevant resources or materials discussed during the event. Make sure the email is sent within a day or two to keep the experience fresh in their minds.
🎩 Top Tip: If you’ve got another event planned, this is the perfect opportunity to promote and encourage signups while you’re attendees are in the “afterglow” of your event.
Feedback Fiesta: Send out Surveys
Gather feedback through post-event surveys.
Did someone say party? Use multiple-choice questions and open-ended responses to understand attendees’ experiences, what they liked, and areas for improvement, and don’t forget that all-important NPS score. Analyze the feedback to help you plan future events and show your willingness to take on feedback to make events better.
🎩 Top Tip: Keep your surveys and feedback forms short and to the point, 3–5 questions are often the sweet spot, and be sure to send these out shortly after your thank you emails to get the most valuable feedback.
R&R: Provide Event Highlights and Resources
Share event highlights, such as photos, videos, or presentation slides, on your website, in the community, on social media, or through follow-up emails.
Everyone loves a little R&R right? In this case, we’re talking about Reminiscing and Revisiting. This not only reinforces key messages but also allows attendees to review event content they may have missed or forgotten in the frenzy of everything going on. Include links to relevant resources, additional reading materials, or any exclusive content discussed during the event.
🎩 Top Tip: Release your resources in stages to build anticipation and avoid overwhelming attendees post-event.
Surprise Surprise: Exclusive Offers and Content
Offer exclusive post-event promotions, discounts, or access to premium content for attendees.
No matter if you love or hate surprises, I think many of us would not say no to offers and bonus content. This adds value to their participation and encourages continued engagement and loyalty to attend future events. Consider providing early access to upcoming events, webinars, or other industry-related materials as a thank-you!
🎩 Top Tip: Create a sense of urgency to take action with offers by making them available for a limited time such as early access to another event. This will surely get you some RSVPs!
Connectathon: Establish and Nurture Relationships
Continue communication beyond the event to nurture relationships.
How weird is it to connect at an event with someone and then never speak again? Very. By continuing the momentum to foster connections outside the event, conversations continue to flow and real friendships start to form. Consider creating a post-event community group or discussion forum where participants can continue networking and sharing insights.
🎩 Top Tip: Get your attendees involved on how they want to continue to connect, maybe they want a virtual hangout or weekly thread to participate in.
By considering these 5 tactics in your post-event strategy, the buzz of a successful event will not fizzle away, you’ll keep attendees' attention and get them excited for what’s next!