Corporate event management: Post-event marketing

When the curtain closes on your corporate event, will your delegates return to their everyday lives, just as the same as they always were? Or will your corporate event linger in their minds for all the right reasons?

Just as your corporate event management strategy should begin long before the event itself, so too should it continue for months after the fact.

Delegates attend your event for a purpose - often to further their professional development or form meaningful connections - all with the intention of helping them become better at what they do. Their goals don't end with your event, so neither should your communications. 

More than this, post-event marketing is a powerful opportunity to fulfill strategic objectives and contribute to year-on-year growth. Let's take a look at the purpose of post-event marketing and some of the key touch points.

Corporate post-event marketing goals

A post-event engagement strategy is about providing value to this year's delegates while, in turn, collecting relevant data and delivering important messaging to help you achieve future goals. It's about looking beyond the moment and seeing the bigger picture of your corporate event management.

It's important to determine what you're trying to achieve with your post-event marketing. Without a clear purpose, your communications can easily fall flat - failing to benefit you, even if delegates are interested. You need to consider the broader picture of how each touch point will feed into a corporate event management goal.

Some post-event marketing goals you might consider include:

  • Encourage repeat registrations for the next event.
  • Drive traffic to your website.
  • Improve sponsor visibility.
  • Establish your organisation as a thought leader on a specific topic.
  • Positively reinforce delegate sentiment.
  • Collect data to improve future events.

When setting your own goals, remember to apply the SMART method. Ask yourself how you'll measure success for each of these goals - whether through social listening, website analytics or voucher redemption numbers. 

Next, determine the touch points that will enable you to fulfill these objectives.

Develop clear post-event marketing goals with a corporate event management company like cievents.

Before you work out how to get there, you have to know where you're going.

Share corporate event content with delegates

Utilising your corporate event website or a gated online portal, invite delegates to relive great moments. Your event will have generated a huge amount of original, bespoke content that delegates will find highly valuable. Perhaps they attended a particularly intriguing seminar and want to revisit it for reference down the line or share it with a colleague.

Consider uploading:

  • Presentations and/or slides.
  • Photos, from both the event floor and specific activations.
  • Workshop resources.
  • Proprietary statistics and survey results.
  • Relevant speaker assets, such as papers or chapters.

You'll also have to decide how you'll grant access to this content. Delegate-only access may increase the perceived value of the content by way of exclusivity, whereas shareable codes would enable delegates to invite colleagues to become aware of your event for future attendance.

Meanwhile, open access can build the public credibility of your event and encourage new delegates to engage and attend. A corporate event management agency like cievents can help you identify the best way to stimulate your delegates.

Maintain your corporate event app

That app you worked so hard to get delegates to download before the event? Don't abandon it now.

A staggering 84 per cent of event planners claim audience engagement solutions, such as live app messaging and networking activations via LinkedIn integration, are a major trend in maximising the event experience, reports Bizzabo. 

Successful corporate event management is all about identifying your delegates' needs and utilising every tool to activate delightful experiences. This can mean allowing delegates to access an attendee directory so they can put names to faces for any missed connections, and continue networking after the event. You can also use your app similarly to your website, providing convenient in-app access to event content. When your app has been used for live surveys and attendee polling, it's only natural delegates will refer to the app to revisit the results.

You can also use push notifications via your app to circumvent the email inbox. This is useful for notifying delegates about new content or prompting them to complete post-event surveys.

Be sure to read cievents' whitepaper "Drive Engagement With Interactive Technology" for more information about maximising the value of your tech touch points.

Develop an enticing content library with the help of corporate event management companies in Australia, like cievents.

Keep in touch with delegates long after the event with app notifications and content.

Capture corporate event insights with a post-event survey

On that note, a post-event survey is an extremely powerful tool in any corporate event management strategy. It's crucial to understand what your event did well and where your areas of improvement are. This is your chance to establish that ever-valuable Net Promoter Score that can make or break future sponsorship conversations.

Similarly, your post event survey should play a valuable role in your journey mapping process for future events, by identifying over and under performing touch points as well as helping you accurately weigh their value.

When considering your post-event survey:

  • Keep it short and sweet to avoid abandonment.
  • Push it wherever possible - on social media, email communications, and event app notifications, for example. The more responses, the more accurate your data.
  • Reward completions with event content, invitations or discount codes.

Give back to delegates with corporate event updates

A simple thank you can go a long way in maintaining a positive sentiment among delegates. However, you have the opportunity to do more.

Think about how your thank-yous could encourage desirable actions to be taken. For example, a discount code to next year's event or another of your organisation's corporate events may encourage more registrations. Even a hand-written thank you note may have more impact than a stock standard email.

If you included a corporate responsibility initiative in your event, this can be a great opportunity to inform delegates of how their contributions made a real difference. For example, perhaps each registration contributed to the planting of a tree. You might send delegates photos of the trees being planted.

See how you can weave event themes into your appreciation to reinforce your key messages.

A corporate event management agency like cievents helps you master your post-event marketing.

A little appreciation goes a long way. Remember to give back to your delegates.

Invite delegates to future corporate events

Lastly, consider inviting delegates to free or cheap satellite events. These might be workshops hosted by a popular speaker or follow-up networking events

Micro-events can be relatively low cost but can fit well into your corporate event management strategy, by making a real impact among local delegates and reinforcing your organisation's presence in the area. You might provide discount codes to delegates for these events to improve attendance and revenue while strengthening your relationship and thought leadership position.

Work with the corporate event management experts

An event is only as strong as the feelings and memories your delegates walk away with. Build a corporate event that inspires and captivates your audience well after the curtain falls, with cievents.

With offices in Sydney, Melbourne, Adelaide, Perth and abroad, cievents is a corporate event management agency delivering global excellence with local expertise. Reach out to the corporate event management experts at cievents today for more information about mastering your post-event strategy.

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