Momentum can be an uncommonly powerful force. Rarely will the opportunity to influence it in the business world be greater than what happens after a motivating event that your company has hosted. If all has gone as planned (and why wouldn’t it?), your team has encouraged relationships with established customers, and your brand has made a good first impression on prospects.
Returns on this marketing investment can only improve with some tactical and timely follow-up outreach. This is where there’s a disconnect between what could happen and reality; however, industry research shows that 75 to 80 percent of leads are not followed up with after an event or exhibition.
This failure to capitalize is damaging to marketing objectives. Time and effort have been spent without maximizing the benefit, and authorizing an investment in similar future events becomes a greater challenge.
Here’s the fix: Make sure follow-up strategies are discussed whenever corporate event planning takes place, and include them when an event-planning checklist is put together. Although these post-event steps can prove beneficial and profitable, they are not hard to do. Technology and social media will help the processes for collecting data, evaluating how successful the event was, and further engaging attendees so the event has a lasting impact. The data also could help develop relevant event management tips for future events.
Active Engagement: Valuable and Vital
Experiential events continue to represent great opportunities for brand engagement, even as they compete with the many new communications channels for your target audience. Consider some statistics:
- 87% of consumers who bought a product or service at an event also bought a product or service at a later date.
- 74% of attendees report that they feel more positive about a company, brand or product that was promoted at an event.
- 67% of business-to-business marketers and 62% of business-to-consumer marketers consider events effective marketing.
The infographic below includes post-event planning tips that will help you keep the buzz going, stockpile customer and prospect data, and more effectively plan future events.
Looking for tips on how to plan for your event? Check out our blog post on B2B event strategy.
About the Author
Claire Holland is Director of Marketing Communications at agencyEA in Chicago, a brand experience agency specializing in experiential, digital and traditional engagement. She guides the strategic vision of the company’s brand, messaging and voice, while supporting and evolving digital programs for clients. Holland also oversees agencyEA’s internal and external marketing communications, including digital marketing and public relations.More Content by Claire Holland