The Importance of Follow-Up

If you're thinking of putting on an event, you need to be aware of its lifecycle. Each part is important, and if you get any one of them wrong it can spell disaster.
From: Banks Sadler
January 24th, 2013 | 0 Comments

If you’re thinking of putting on an event, you need to be aware of its lifecycle. Each part is important, and if you get any one of them wrong it can spell disaster. Corporate event management professionals recognise that there are three major stages to any event: the build-up, the event, and the follow-up.

There’s no doubt you have to put your all behind the build-up and the event. If you’re not making people champ at the bit through your social media campaigns, all-singing website and other marketing then you can forget about a great turnout. No buzz, no people, no event. It’s that simple.

Of course if the event doesn’t deliver, after all that hype, then you can probably forget about next year.  A lacklustre venue, facilities or programme of speakers and presentations will result in disappointed clients, and nothing will kill an event deader than disappointed clients. Remember bad news spreads quickly, and you can be sure that word will get around fast if your conference or show was a major non-event.

It’s no surprise then, that with so much riding on the build-up and event itself that one of the most overlooked elements of corporate event management is the follow-up. Planning and executing an event is stressful business, so it’s often too easy to focus on something, anything, else afterwards. Instead you need to put as much into an follow-up strategy to ensure client satisfaction and future success.

After an event most people are keen to share their thoughts and feelings about the event, what they felt worked and what didn’t and this is a vital time to get involved with them and start some engagement. By setting up an appropriate hash tag on Twitter you can easily track attendees comments, and interact with them. This kind of direct interaction fosters good will, and helps sustain post-event buzz.

It’s also a good idea to have some content to post up on your event website or blog from the day itself. If you’ve got exciting talks or presentations then get some video footage and post it to your website and YouTube. Let people know via Twitter and Facebook and watch as people who couldn’t make it to your event get involved. This is a great way to build up interest for the next event. Don’t forget to explore other social media sites such as Pinterest. Remember a picture can speak a thousand words.

A good corporate event management company can help you work on all three stages of your event. By making sure you have a good follow-up strategy you can keep interest going in your event long after it’s over, and build naturally into the pre-show buzz for the next one.