It’s not uncommon for people to believe that, once the event is planned and has gone smoothly, their job is done. However, if you want to make the most of your investment, the event itself is only a part of the potential earnings.
Post-event marketing strategies give your events the support they need so you can engage with the audience, improve future events, and secure leads you’ve picked up at the event.
While this may seem daunting, especially if you’ve already spent your mental capacity on planning and preparing the event itself, it’s a lot simpler than people tend to believe. In this article, we’ll take a closer look at post-event marketing, why it’s important, and even share a few of our favourite strategies for marketing after events.
Why are post-event marketing strategies so important?
Post-event strategies for marketing are promotional tactics that expand the influence of your event beyond the main event, and they should be incorporated into the planning from the beginning. By having your strategies ready during the event planning process, you can ensure that they match the rest of the event.
But why are they so essential?
These promotional techniques help you to secure connections, converting potential leads into long-term, loyal customers by giving them continued opportunities for engagement while their impression of the event is still fresh.
Conversely, they let non-attendees know what they missed out on by sharing inside insight into the atmosphere, benefits, and experiences the event had to offer. Both instances are important in sustaining the turnout for future events.
Feedback is a crucial component of post-event marketing, since you need to know what your attendees found relatable or appreciated and what they didn’t. This information is the key to lifting your future events to a higher standard, while indicating to your audience that their voice is valuable to you.
Through personalisation in communication, your brand shows interest in attendees. While you’re reaching out to inquire about their thoughts and preferences you express a vested ongoing interest. You want the event, and your part in it, to stay on their mind, so that your brand identity is etched into their thoughts.
Post-event marketing strategies also foster brand recall, allowing you to share content produced at the event. This may consist of videos, trade insights, blogs, and other relevant promotional material.
Along with repurposable content, post-event marketing is a good chance to collect metrical data and statistics by which you can measure your success, evaluate your goals, and determine your return-on-investment.
All in all, post-event marketing strategies are suited to capitalising on momentum and creating a myriad of opportunities for sustained engagement. They facilitate the growth of your professional relationships, increase your brand’s staying power, and provide the data you need to improve your approach.
Key elements of successful post-event engagement
There are several key elements that should be present in any effective post-event marketing strategy. They help to ensure that your strategy is effective and has the desired results.
Immediate follow-up
It’s essential that your post-event strategies capitalise on the event as soon as possible. Preferably, you need to contact leads and attendees within 24 hours, while the event is still fresh in their minds.
One great way to do this is to send personalised thank-you notes to attendees, sponsors, and speakers within 24 hours. In terms of followers and leads, it’s a good idea to share a concise recap of the event, highlighting key moments and takeaways.
Surveys and feedback
Your post-event strategies should also allow you to gather feedback on the event, including the venue, speakers, content, and overall experience. Surveys are a great way to do this, as well as encouraging attendees to share their thoughts with you.
You should also use the feedback you receive to identify areas that need improvement at future events.
Social media engagement
Digital marketing is one of the most effective marketing methods today, but social media is the best place to engage your target audience.
Some great ways to do this is by sharing highlights like event photos, videos, and quotes on the social media platforms your brand is using. Your strategy should also encourage interaction by using relevant hashtags and engaging with attendees' comments and shares.
Exclusive content
Your strategy should also incorporate exclusive content based on the event. Behind-the-scenes footage and interviews are excellent examples, though you should also aim to provide additional resources related to the event's topics, such as articles, ebooks, or webinars.
Track and measure
Finally, your post-event marketing should allow you to glean data for analytics, measuring KPIs, and tracking. Monitor key metrics like social media engagement, website traffic, and survey responses, and analyse the metrics to evaluate the effectiveness of your post-event engagement efforts.
10 Innovative post-event marketing strategies to boost engagement
Now it’s time to discuss some high-quality strategies for your post-event marketing. Your event’s prolonged effect on both the audience and your brand’s image hinges on how you decide to capitalise on engagement. Let’s take a look at some of the best options:
Post-event highlights mini-series
A post-event highlights mini-series is an innovative strategy designed to extend the influence of your event by converting key moments and insights into engaging, easily digestible content.
Instead of offering a single recap, this approach breaks the event down into a series of short videos, podcasts, or articles that are shared periodically over weeks or months.
The mini-series can include various elements like keynote speeches, panel discussions, behind-the-scenes footage, interviews with attendees, and memorable highlights.
Each episode should focus on a specific theme or highlight, allowing for a deeper dive into the most relevant content from the event.
This strategy not only keeps the conversation going but also enables participants to revisit important insights. It engages those who were unable to attend and has the potential to attract new audiences by presenting valuable information in a more accessible format.
To enhance engagement, you can practise omni-channel marketing (each episode can be promoted across multiple platforms), including social media, email newsletters, and your website. Encouraging feedback and discussions around each release will foster ongoing interaction, transforming a one-time event into a continuous content-driven initiative.
Ultimately, a post-events highlights mini-series boosts brand visibility, maximises the return on investment for the event, and ensures that the value of your event extends well beyond its conclusion.
Post-event webinars
Post-event webinars serve as an effective strategy for sustaining attendee engagement after an event while providing additional benefits. These sessions offer a chance to delve deeper into the topics covered during the event, allowing participants to ask questions, explore new ideas, and gain further insights from speakers or industry experts.
They function as a follow-up tool that reinforces the connection with your audience and highlights the key themes of the event.
A post-event webinar can take various forms, such as a live Q&A session with event speakers, a detailed review of popular presentations, or even a new presentation that expands on the insights gained from the event. By encouraging ongoing conversation, you create an interactive atmosphere that keeps attendees engaged with your brand.
To maximise attendance, it's essential to promote the webinar through email marketing, social media platforms, and the event's online site. Recording the session and making it available on-demand for those who cannot attend live further enhances its accessibility.
These webinars not only add value but also create opportunities for lead nurturing. You can gather additional information from participants and use it to deliver more personalised content and offers, thereby increasing the overall return on investment for the event. By supporting continuous education, post-event webinars help foster lasting relationships with your audience.
Gamified follow-up
Gamified follow-up is a cutting-edge marketing strategy (often employed after events) that utilises game mechanics to engage attendees and sustain their interest long after the event concludes.
By integrating features like challenges, point systems, leaderboards, and rewards, this approach fosters a fun and interactive environment that motivates participants to remain connected with your brand.
For instance, following the event, attendees may be encouraged to participate in activities like watching recorded sessions, sharing event highlights on social media, or completing surveys.
Each completed task earns them points, which are displayed on a leaderboard, creating a sense of competition and achievement. High achievers can receive rewards such as discounts, exclusive content, or priority access to future events, further promoting ongoing engagement.
This strategy not only enhances attendee involvement but also prompts them to revisit event materials, reinforcing key messages and amplifying the overall impact of the event.
Moreover, the data gathered during the gamified follow-up can yield valuable insights for future marketing initiatives, aiding in a better understanding of attendee preferences and behaviours.
Collaborative content creation
Collaborative content creation serves as an effective post-event marketing strategy that entails the joint development of valuable content with attendees, speakers, and industry influencers. This method not only prolongs engagement but also cultivates a sense of ownership and community surrounding the event.
Following the event, you may invite participants to share their reflections, insights, or significant takeaways. This could take the form of articles, blog entries, or quotes that encapsulate their experiences.
For instance, you might compile a post-event ebook or whitepaper that synthesises the key discussions of the event while incorporating contributions from various voices. By highlighting the viewpoints of different attendees and experts, you enhance the content and offer a richer, more varied perspective on the event.
Moreover, collaborative content creation promotes ongoing interaction, as contributors are likely to disseminate the content within their own networks, thereby broadening the reach of your post-event marketing efforts. Additionally, it establishes your brand as a thought leader and community builder by showcasing a diverse array of industry perspectives.
This approach not only amplifies post-event engagement but also produces genuine, user-generated content that can be utilised across various marketing channels. It creates a mutually beneficial scenario where attendees feel appreciated, and your brand gains from increased visibility and sustained engagement.
Exclusive digital content access
Providing exclusive access to digital content is an effective marketing strategy after an event, offering attendees valuable behind-the-scenes insights that encourage continued engagement with your brand. By sharing materials that are not available to the general public, you create a sense of exclusivity and deepen the connection with your audience.
After the event, attendees can be given access to a dedicated digital library or portal, where they can explore additional resources. This may include full recordings of keynote speeches, in-depth panel discussions, extended Q&A sessions, or downloadable presentations from speakers. These offerings allow attendees to revisit key moments from the event and absorb information they might have missed.
To further enhance the feeling of exclusivity, consider providing additional content that was not available during the live event, such as interviews with speakers, follow-up insights, or relevant case studies. This strategy ensures that attendees recognise the added value, which can boost their loyalty to your brand.
Additionally, exclusive content access can serve as a strong incentive for future events, encouraging attendees to participate again or register early for upcoming opportunities. By consistently delivering value through this specialised content after the event, you enhance the overall impact of your event and maintain ongoing engagement with your audience.
User-Generated Content campaign
A user-generated content campaign (UGC) is an impactful marketing strategy that capitalises on the excitement and creativity of event attendees, ensuring that conversations continue long after the event has ended.
By encouraging participants to share their own content—such as photos, videos, testimonials, or insights—you not only extend engagement but also boost your brand’s visibility across social media and other platforms.
After the event, you can prompt attendees to share their experiences using a specific event hashtag. Encourage them to showcase memorable moments, favourite experiences, or valuable insights. To increase participation, consider offering incentives like prizes, discounts, or special recognition for the most creative or insightful submissions. You could also host a contest where attendees compete for rewards by submitting their best content.
Once the campaign is launched, highlight the top user-generated content on your own channels, including your website, newsletters, and social media accounts. This not only acknowledges the contributions of your attendees but also cultivates a sense of community and excitement around your brand.
UGC campaigns are particularly effective because they generate authentic, relatable content that resonates with potential customers. Additionally, when attendees share their positive experiences, it reinforces the value of your event and encourages others to participate in future events.
Exclusive networking groups
Exclusive networking groups are a powerful post-event marketing tool that fosters ongoing engagement and relationship building among participants. Typically set up on platforms like LinkedIn or Facebook, these groups create a private and focused space where attendees can continue discussions from the event, share insights, and connect with other professionals who have similar interests.
After the event, you can invite attendees to join the group, presenting it as a platform for deeper conversations about the event's key themes, opportunities for further learning, and direct interaction with speakers or industry leaders. By establishing this environment, you nurture a community that remains connected to your brand long after the event has ended.
The importance of these groups lies in their exclusivity. By limiting membership to event participants, you create a sense of privilege and belonging, encouraging members to stay engaged. Engagement can be further enhanced by regularly offering exclusive content, such as follow-up resources, webinars, and industry updates, or by organising post-event activities like virtual meetups or Q&A sessions.
Exclusive networking groups not only help attendees build valuable connections but also position your brand as a central hub for the community, promoting brand loyalty and ensuring the lasting impact of your event.
Event-inspired challenges
Event-inspired challenges offer a creative post-event marketing strategy designed to encourage attendees to apply their newly acquired knowledge and sustain their relationship with your brand.
These challenges distil the key themes or insights from the event into actionable tasks, fostering a sense of accomplishment and enhancing the overall impact of the event.
For example, after a business or professional development conference, you could launch a 30-day challenge that prompts participants to implement the strategies or skills learned during the sessions.
Each day, attendees would take part in manageable, relevant activities, such as setting goals, using new tools, or practising techniques emphasised by the speakers. This structured follow-up not only reinforces the core messages of the event but also delivers ongoing value to the participants.
To encourage participation, you can offer rewards for completing the challenge, such as certificates, discounts on future events, or exclusive access to additional resources. Moreover, motivating attendees to share their progress on social media using a branded hashtag can further boost engagement and visibility for your brand.
Event-inspired challenges are particularly effective because they transform passive learning into active application, ensuring that attendees derive tangible benefits from the event. Additionally, they help maintain participants' connection to your brand over a longer period, fostering post-event engagement and building long-term loyalty.
Attendee referral program
An attendee referral program is a strategic post-event marketing approach designed to leverage the enthusiasm of participants to attract new attendees for future events. By encouraging satisfied attendees to invite colleagues, friends, or industry peers, you can tap into their networks to broaden your reach and enhance event participation.
After the event, you can launch a referral program by offering incentives for attendees who refer others. This could include discounts on future event registrations, exclusive content, or special access to premium sessions.
For instance, for every three referrals that result in registrations, the original attendee could receive a free ticket or merchandise. This creates a win-win scenario where both the referrer and the new attendee benefit.
To maximise the program’s effectiveness, promote it through targeted email campaigns and social media, making it easy for attendees to share their unique referral link. Highlight success stories from previous events to showcase the value of attending.
By implementing an attendee referral program, you not only expand your audience but also foster a sense of community and loyalty among existing participants. This strategy not only enhances future events but also solidifies your brand’s reputation as a valuable resource in the industry.
Interactive infographics
Interactive infographics are an exceptionally effective post-event marketing tool that revolutionises the way data is presented, transforming it from static information into dynamic visual narratives.
By distilling the key insights, statistics, and overarching themes from your event into an interactive format, you create an immersive experience that not only captivates your audience but also encourages them to delve deeper into the content.
After the event concludes, you can craft an interactive infographic that encapsulates the most important takeaways, memorable quotes from keynote speakers, and valuable feedback from attendees.
This infographic can also incorporate relevant data collected during the sessions, providing a comprehensive overview of the event's impact. Users can interact with various elements of the infographic, allowing them to access additional content such as video clips of presentations, detailed explanations of complex topics, or links to related resources.
This interactive approach not only enhances user engagement but also enables both attendees and potential audiences to revisit the event's highlights in a visually compelling manner.
Distributing these interactive infographics through social media platforms, email marketing campaigns, and your organisation's website can significantly broaden your reach, attracting not only those who participated in the event but also individuals who were unable to attend.
The inherently shareable nature of interactive infographics encourages users to circulate them within their own networks, thereby amplifying your brand's visibility and extending the conversation around your event.
Moreover, leveraging interactive infographics as a post-event marketing strategy effectively emphasises the significance of your event, supports ongoing education, and fosters a deeper connection with your audience.
By presenting insights in a memorable and engaging format, you ensure that the knowledge and experiences gained during the event continue to resonate long after it has concluded.
This not only reinforces the value of the event itself but also positions your brand as a thought leader in your industry, paving the way for future engagement and participation.
Conclusion
Post-event marketing strategies are critically relevant if you want to see lasting results from your investments in events and trade shows. Creating a sense of community around your events is essential, so keep building on your strategies so they focus on fostering interaction among the audience.
By analysing the data gathered from post-event marketing, and implementing those insights, you can build on your strengths and expel weaknesses, maximising the success of your next event by giving the people exactly what they want.
You want your brand to experience victory, and for everybody involved to feel like they’re part of that win, so ensure that you create opportunities for people to participate, (through campaigns incorporating UGC, for instance). If you’d like professional assistance with your event, try Boost’s digital event marketing services, and see what we can do for your brand.
