“Diligent follow-up and follow-through will set you apart from the crowd and communicate excellence.” – John C. Maxwell, best selling author of “The 21 irrefutable laws of leadership.”
Why do you exhibit at a conference or hold an event in the first place? What are you set out to achieve. In most cases, it’s your opportunity to meet with, connect and win new business.
You invest time and thousands of dollars to be there, you have great conversations, you get back to the office and realise that you’ve got so much to catch up on, regardless of all the new relationships you’ve started.
You physically don’t have the time to make 30 or 40 more calls, you simply just send out an email and hope the people that like you, will respond and buy your product or service.
Except after a conference, every attendee will get an email from from a sponsor they visited and they will also have their own busy lives to get back into.
The question is, what is your follow up plan and how can you ensure success and fantastic return on investment?
How To Follow-up After An Event To Ensure Post Event Success
Surprisingly, post-event follow-up is often overlooked, but the reality is that the post event follow up just as important as the event itself.
Events are a fantastic way to reach your target audience directly and have some great conversations with people about your service/product. Events done well can be a great success but what some people struggle with is the post event follow up. This could be for many reasons; time, not enough sales team to complete the post event follow up or your post event strategy relies on being automated & there is little success.
The danger of this last point is that while at the event your team have had some amazing in depth conversations by then having a post event follow up strategy that is digitally based you are removing the human touch element with the lead and losing the connection that was made.
Research shows that 91% of event marketers find post event engagement challenging.
When planning an event most businesses put all of their efforts into the event experience but fail to try and keep this experience going once the event is over – which is where role of the post event follow up lays. Keeping these conversations going after the event can allow for more in depth conversations and help build the foundations of a loyal customer to be built.
If this is the first time you have hosted an event such as this and had had people that were already customers attend, don’t exclude them from your post event follow up, in fact calling them to get feedback is a great way to reengage with your clients and get their opinion on the event and to thank them for their continued support. If you plan to have events in the future, the feedback you get can help you with future event and strategy planning.
These four tips aren’t the only post event strategy you can have in place but they are what we have found to be most successful for our clients. Post event follow up does not need an over thought strategy, as the leads are warm and ready they just need a bit more engagement from you before they travel down your sales funnel and becoming clients.
Successful follow up is simply having the right time and the right people picking up the phone to help continue that human relationship you worked so hard to build in the first place.
If time is not your friend, you can still keep the conversations going by having the team at GenLeads work on your behalf. Get in touch today.