Marketing Glossary - Events - Post-event Engagement

Post-event Engagement

What is Post-event Engagement Used for?

Post-event Engagement involves strategies and activities designed to maintain communication and interaction with attendees after an event has concluded. It is used to extend the event's impact, foster community, gather feedback, and nurture leads for future opportunities.

Why is Post-event Engagement Important?

Post-event Engagement is important because it helps transform the temporary enthusiasm and connections from an event into long-lasting relationships and value. It supports the continuation of conversations, increases brand loyalty, and can significantly contribute to the overall success of future events.

How Does Post-event Engagement Work and Where is it Used?

Post-event Engagement works through various follow-up activities such as thank-you emails, feedback surveys, sharing event content like recordings and presentations, and inviting attendees to exclusive online communities or future events. It is used across all types of events, from conferences and trade shows to webinars and workshops.

Key Takeaways:

  • Extends the lifespan of event content and connections.
  • Helps in collecting valuable feedback for improvement.
  • Aids in nurturing leads and building community.

Real World Example:

After a major industry conference, the organizers send out a series of emails containing links to video recordings of the sessions, an invitation to a feedback survey with the chance to win a free pass to next year's event, and access to a LinkedIn group for attendees to continue networking and discussion.

Use Cases:

  • Feedback Collection: Using surveys to gather insights on attendees' experiences and preferences.
  • Content Distribution: Sharing event recordings, slides, and resources to add value and keep the audience engaged.
  • Community Building: Creating online forums or social media groups to facilitate ongoing discussion and networking among attendees.

Frequently Asked Questions (FAQs):

What are the best practices for Post-event Engagement?

Best practices include promptly following up with attendees, personalizing communications, providing valuable content, and creating opportunities for feedback and further engagement.

How can technology be used to enhance Post-event Engagement?

Technology such as email marketing tools, social media platforms, and community management software can be used to automate follow-ups, distribute content, and facilitate discussions, making Post-event Engagement more effective and scalable.

What role does feedback play in Post-event Engagement?

Feedback is crucial as it provides organizers with insights into what worked well and what could be improved, helping to enhance the quality and relevance of future events.

Can Post-event Engagement help in lead generation?

Yes, by continuing to engage attendees after an event, organizers can identify and nurture leads, moving them further down the sales funnel towards conversion.