Whew! You did it — your event is over. Maybe it went off better than anyone expected, or perhaps it was the rockiest ride of your entire career. Either way, post-event exhaustion is real, so you’re probably ready to relax and reenergize on the beach. Unfortunately, if you’re like most event organizers, you still have a ton of follow-up work to do before you can enjoy one of those drinks with little blue umbrellas in them.
But don’t worry! With the right tools, you can employ technology to save time, increase your post-event efficiency and automate much of the rote work that brings on post-event burnout.
Here’s a checklist that details how to incorporate technology into your post-event recovery process:
1. Gather feedback
Capturing event feedback is critical in order to prove return on investment as well as when it comes to planning for the future. While you can always automate post-event surveys to attendees, vendors and staff, there’s also a wealth of feedback to be gleaned from other sources.
- Social Media: Use social media monitoring tools to track your event hashtags and record sentiment for use in your event retrospective. Don’t have a social media monitoring service? No problem, you can easily set up IFTTT to capture Tweets to a spreadsheet.
- Event App: There’s nothing closer to the event experience than in-app event activity. Start leveraging your event app activity stream to prompt feedback during the event by offering engaging questions and attendee polls. Take advantage of its rating system for speakers and sessions. Once the event is over, export the data, generate reports and share key event insights with stakeholders.
2. Say Thank You
Everyone loves to be acknowledged for a job well done. Once your event closes, make sure to show your staff, speakers, exhibitors and attendees some love.
You can easily set up a database in advance by pulling info from your event registration system. Then generate thank-you messages after the event closes using your marketing automation tool or a handwritten sender service that integrates with your CRM.
3. Take Advantage of Hype
Once your event’s over, there’s just a small window of opportunity to capitalize on event hype and the collective press coverage you’ve received. For best results, collaborate with your organization’s content and digital marketing teams to hack the event into engaging content, such as blog posts, infographics and videos. This fresh look at the event encourages return visits and increases longevity.
Use event data from your registration and mobile event app to steer focus toward your most significant persona segments and popular topics. By combining event data + content + digital marketing, you’ll plus-size the publicity you’ve generated long after the event has ended.
4. Stay in Touch
Sales and marketing teams know that follow-up engagement is a key priority after the event. But some event teams might not realize how much technology can help them extend their efforts beyond traditional email and phone cadences. We’ve got you covered! Here are a few tips for using technology to boost year-long stakeholder engagement:
- Attendees: Facilitating post-event discussion is a great way to keep your function top of mind with attendees, and social media is an excellent channel for these efforts. While sending attendees a “follow us” email can help, using your mobile event app to drive users to social media is even better. You can run social engagement contests during the event that encourage attendees to interact with your channels. Don’t forget to promote on your app’s activity stream how attendees can “continue the fun” on mainstream social media once the event is over.
- Exhibitors, sponsors and speakers: Send data and statistics gathered from the event to the key stakeholders who need them. Your speakers, sponsors and exhibitors are hungry for tangible business results that prove the ROI of their event participation. Try providing them with a wrap-up report of statistics, including attendance, social media sharing, session insights, speaker ratings and more. Tip: Define what they’ll need in advance so you can get the information to them quickly after event close.
5. Update your website
An abandoned event website is a sad and dreary place. An easy way to prepare a post-event website is to embed widgets from your mobile event app. By doing so, you can instantly share access to content, photos, resources and other highlights once the event is through. Don’t forget to promote your upcoming event calendar or pre-sell tickets for next year!
6. Show them the numbers
Depending on your event goals, you may or may not find it easy to quantify ROI. For a qualitative goal like brand awareness, you can use social media mentions or PR reach as a measure of success. But if your event is focused on boosting revenue, you have no choice: You need to tie your event metrics to the bottom line.
No matter what your KPIs, you’ll want to capture data from your event technology (registration, mobile event app, social channels, engagement, session ratings, etc.) and feed it into a business intelligence platform like Tableau, Mode or Inzata. Doing so will allow you to clearly connect the dots between the event goals and success.
Want more? Check out these helpful articles:
- What’s in Your Event Tech Stack? | Featuring Guru
- Mobile App Buyer’s Guide | Learn More About Choosing the Ideal App for your Event
- How to Write a Post Event Survey (With 40+ Example Event Questions) | G2Crowd
- No Rest for #Eventprofs: 8 Essential Things to Do After Your Event | EventManagerBlog
- Post-Event Engagement: How to Keep the Event Experience Alive | Capterra