A quick review of the 4 Planning Phases of Successful Events includes:
- Phase 1: Planning
- Phase 2: Pre-Event Efforts
- Phase 3: Event Delivery
- Phase 4: Post-Event Efforts and Outcomes
From the beginning of our webinar series on hosting more successful events I’ve been driving home that a successful event isn’t just about "butts in seats." There can be larger, more targeted objectives you and your organization can reach with the right planning and execution.
I’m a firm believer that Planning and Pre-Event Efforts at the start of your event can make your event more successful and run more smoothly…but it’s the Post-Event Efforts that not only can bring closure to the event but also can be your way of connecting in an ongoing way and measuring your ongoing success.
Your Post-Event Efforts can help you keep the ball rolling between you and your targeted audience. It gives you the chance to thank the attendees (event those who didn’t’ attend), share important points from the event you wanted to make sure they got out of it and provide an ongoing relationship builder that keeps you and them in contact in the future.
Whether it’s audio only, video web conferencing or face to face meetings, your Post-Event Efforts are very similar. Depending on the goal of your events your post event efforts should be part of your customer acquisition process or a customer service effort to keep key customers. It could be about seeking more donations or educating donors on how to take better care of themselves. The event itself was a chance for you to connect and share valuable content.
After the event is over you can use multi channel marketing techniques to stay in touch with those who attended. Email, phone calls, direct mail, social networking applications, face to face follow ups and more are all tools you can use in your multi channel mix. Find out which channel(s) your attendees prefer and use that channel to follow up.
Thank those who attended, share resources used in the event, give them a chance to evaluate the event and provide future event ideas and stay connected with them going forward. Continue the connection you started before your event, furthered by your event and fuel the conversations with relevant follow up tools that will maintain and strengthen the conversations as you go forward.
Remember to keep in mind three audiences: those who came, those who wanted to come (registered) but couldn’t make it and those who weren’t interested. Each is an opportunity to follow up and each has their own set of priorities you can assign to them.
We’ve been using on demand presentation recordings of our webinars as a great follow up technique to our events. These condensed replays gives us something to share and talk about with our prospects and customers. We’ve even created more effective landing pages that display relevant and personalized content for each of the attendees! We also have enabled "mobile replays" of the webinars that can be viewed on many smartphones. What will be some of the more memorable post-event efforts you’ll use? We will soon give you the opportunity to contribute to this blog to "share your story". In the meantime, feel free to post your comments to this blog.
Do you have another process you use to plan and execute more effective events? I’d really like to hear about them.
Events are just one of the many ways we can do business. Be sure to explore the multi-channel mix for more ways for you and your customers to be successful.
President, Bizucate Inc.