Why do businesses spend so much time and so many resources into event production, then only to forget about the attendees when the event is over? It's understandable that this is often the case: the promoters are worn out from planning and operating the event, and upon getting back to work, there's the usual amount of regular work waiting for them. If the event planners don't have a follow-up strategy in place, the task of contacting event attendees after the event to say thanks and follow-up is a secondary priority, and soon forgotten entirely.
Those savvy planners who engage in smart follow-up contact will see their return on investment improved. A loose poll from my client pool indicates that only about seventeen percent of event attendees will make the next move in the buying process; the remaining eighty-three will expect the event organizers to make contact. Your post-event communications may be:
* A personal email, postcard or letter. After spending the money on getting this person to your event and getting a good lead, don't simply send out a bulk email which starts out with 'dear Sir' - personalization of your communications can really improve rapport, and this person's contact info should be known to you by now.
* The objective of the event should relate to the message content. If the event was designed to strengthen the bond between important prospects, a simple 'thank you' should be sufficient. However, if the goal was educational related to a specific product, remind the attendee about what they learned and the benefits that were discussed. It can also be a good opportunity to gather feedback by supplying a brief feedback form.
* Use a cover letter to outline follow-up materials. Literature which comes with a letter outlining the publication and sections within is more often read and acted on than just a big book in the mail. If a lead has indicated interest in a particular area, the letter can point to specific areas within the supporting material.
* Relevant and punchy subject in an email. Some descriptive phrase such as 'important info for you, sent by Group A at your request' will increase the percentage of those that are opened and read.
* Try specialty advertising. Pens or magnetized calendars are things that attendees will want for themselves, and keep with them - with your name, contact, and toll-free number always ready for their contact. Also include a business card whenever possible.
* Send a paid-postage response form. Make it simple for leads to ask for further info from you, while indicating their timeframe for making a purchase. The answers that they provide can help qualify your leads.
Also extend communications to those who did not end up attending your event. If these people replied to your promotions but didn't actually make it, don't take their info out of your data base. The simple fact that they indicated interest is important, and some emergency or other pop-up may have prevented them from coming, even if they wanted to. Contacting these people with an offer of an archived version of the event is a good idea, by referring a web address.
Many event organizers prefer email communications, as it is immediate, non-intrusive and less costly than most mail-out options. However, a heavy, glossy brochure has a certain level of prestige which email does not. You may like to use a combination - an email and a snail mail; one to reply to immediately, the other for them to show their boss at the next meeting.
The telephone is a very effect method of follow-up, particularly for your hottest leads. By thanking the attendees and gathering their responses to your event, you may uncover what the next step is, and many sellers prefer the telephone as it allows them to feel the subtleties of tone in their leads' reactions. It's best to use the method that your customers have indicated is preferable for them that also works for you.
Always do the follow-up immediately after the event. This means you'll need to have a plan in place before the event begins - make sure your materials are all ready and correct in advance. Following-up after an event is not always easy or convenient, but it can help your leads say yes to sales that you've worked hard to achieve.
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