Now that your business event is over, it's time to follow up on all of the leads and opportunities that were generated!
This can be a daunting task, but if you follow these seven tips, you'll be on your way to maximizing your event's ROI.
7 Post-Event Follow Up Tips to Maximize Your Business Event's ROI
The Hungry Plaice • April 27, 2022
How To Follow Up On Your Corporate Event
1) Make a list of everyone who attended the event
This should be straight forward enough if you had a list of people that you invited, there may have been some last minute attendees or people that came in another's absence.
Most corporate events have an attendance list and would need to log the details for everyone in attendance for insurance purposes so this list should be a fairly robust starting point.
Put the details for each person into a spreadsheet and record their name, job details and place of work as well as their contact details you can use this list for future corporate events you will be hosting.
2) Follow up with potential leads as soon as possible
If you collected business cards at the event or had any meaningful conversations with potential clients, follow up with them as soon as possible!
The sooner you follow up, the fresher their memory of your conversation will be and the more likely they are to want to continue doing business with you.
A simple email or phone call just to say thank you for their time and that you look forward to staying in touch is all it takes to get the ball rolling.
From there, you can nurture your relationship by sending them timely information about your product or service that may be of interest to them.
You can also invite them to future events that you may be holding so that they can stay up-to-date on what you are planning.
3) Create a follow-up plan for each lead
For each lead you have generated categorise how you will utilise the contact and put together a plan on future contact.
It may be that you will forward on information requested to these contacts and then follow up with a telephone call or a meeting in person at some point in the future.
Put some dates around the follow up times and schedule these do you don't miss them.
It is always worth considering how you will follow up with a lead before the event so that you can make sure to collect all of the necessary contact details at the event itself.
This way, you can hit the ground running after the event and maximize your chances of converting leads into paying customers!
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4) Send thank-you emails to attendees and speakers
Just as you would expect to thank the new contacts for attending the business event you should also do so with any attendees and speakers that came to the event.
In doing so you are strengthening your relationships and leaving a positive mark on the interactions which would encourage attendance at any future events that you may host.
5) Evaluate the success of the event
There may be a number of ways you could measure the success of your corporate event from the number of attendees you had, the number of contacts and sales leads that have been identified, the feedback received from your guests or the value of sales that were generated as a direct consequence of the event.
If the corporate event was planned effectively there would have been event objectives identified and it should have been obvious how to measure the success of the event.
6) Plan for next year's event
Using all the knowledge and experience gained from the corporate event this will give you good standing from which you are able to build and grow the events of the future.
Identifying both the good bits and the bad bits will aid future event planning, being able to see what went well and what could have been done better will help to make any follow up events even better.
7) Keep track of any expenses associated with the event
The budget and spend for the Corporate Event should be compared and contrasted to identify any areas where money was wasted or could have been
saved.
It is also a good idea to keep track of any expenses associated with the event so that you can get an accurate picture of how much the event cost you in total.
This information can then be used to help plan and budget for future events more effectively.
By following these simple tips, you'll be well on your way to making your business event pay off in a big way. So don't forget to follow up! It's one of the most important steps in ensuring your event's success.
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