(We shall assume for the purposes of this blog that everything at your event went off without a hitch. This will not, therefore, be a lesson in public apologies. Let’s hope we don’t need to tell you about those, eh?! Though we did write a blog on reputation management, just in case ;-) )
So, your event was a great success, everyone had a great time and left buzzing with new ideas, new contacts, and a general fuzzy feeling about your organisational skills. But what do you do next? How do you get feedback and testimonials? How do you get everyone signed up for next time? How do you turn all those new contacts into actual business leads?
Say thank you. Do we really need to explain that one?
Feedback: Don’t wait too long, and don’t expect people to give you too much time. A couple of questions in an email is often all it takes, or factor in some time and budget for a round of telemarketing calls to find out what the delegates thought. Hand-outs distributed on the day will rarely get returned; depending on the feedback you want, it’s best to follow up afterwards. It’s important to get feedback though – however great you felt your event was, chances are there will always be room for improvement, and this can yield some great tips and ideas for next time. Doing it over the phone a day or so after the event is the best way to get a response and doing it through a third party (did we mention we do this?!) you’re more likely to get a response.
Same time next year? If this is a series of events, or an annual one, strike while the proverbial iron is hot. Remind them what a great time they had (photos and videos can be great for this). Have you considered an “early bird” offer for booking for next time? You’ll be competing with other businesses for their attention, so don’t let them forget you.
Follow up leads: If your event was intended to drum up interest, awareness and general business leads, you absolutely must have a follow up plan. Well researched telemarketing can be extremely effective in this scenario; there’s an easy “in”, your brand is fresh in your guests’ memory, and it gives a hassle-free way for people to take the next steps. Don’t make your prospective clients have to work to get back in touch with you – make your business the easiest and most natural choice.
PR/Coverage: If you are trying to get coverage for your event, get on the case quickly. Photos and videos are a great help here, and get your press release written up fast and distributed to the right media list quickly. Make it relevant, get some quotes in there, and make sure it hits the right note for the publications or media partners you are approaching.
Say well done. Not to your clients – but to your team. Event organising is hard work, and it’s often stressful. Make sure you don’t lose sight of everyone who played a part in making your event happen.
Start planning the next one. See part 1. (Or just call us!)
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