Having a Plan for Event Follow-Up

By: abbeyharrison Monday August 31, 2020 comments


First, congratulations… you did it! You pulled off an amazing event and survived the whole process. Planning and running an event is a lot of work and no one will blame you if you take some time off for a bit of R&R right now.

You’ve obviously dropped brilliant business education bombs in the hands of the people who attended your event. There’s SO much potential to be had after making an impact with that audience. Do you have a follow-up plan for potential business AFTER the event?

Plan Ahead

Let’s face it. You just pulled off something BIG and you are probably exhausted.

However tempted you may be to procrastinate on this, don’t come up with your event follow-up plan after your event. Having a follow-up strategy and creating a process for follow up ahead of time will ensure you put forth the best possible effort once the event is over.

If your event is already over, late follow-up is better than none at all. Don’t waste the momentum you created by blowing this off. The magic of a successful event happens in the follow-up phase.

Much of your follow-up strategy can be built and automated before the event even occurs. This doesn’t take a ton of effort but does feel like THE part of the event planning process where business owners tend to drop the ball.

Follow-Up Strategies

Like all marketing endeavors, there are a number of methods you can use for following up with your attendees. Email is a powerful tool so, hopefully, you collected addresses during registration or during the event itself. Email spam rules allow you to reach out to people once, unless they opt-in to your newsletter, so be strategic with how you reach out. Here are some ideas of how you can reach out and connect with folks post-event:

  • Create a feedback survey and email it to all attendees.
  • Create a post-event page on your website with videos, photos, testimonials, slide decks, etc. and email that link to all attendees. The more value you provide, the more likely people will click thru.
  • Send a thank-you email newsletter to all attendees with a call to action for whatever you’d like them to do next.
  • Even better, you (or a designated team member or sales person) can follow up personally via email or phone.
  • Send them an early invitation to your next event.

If you are having a hard time choosing between multiple options, you aren't limited. In your one email, you can thank the recipients for attending your event, share info on your next event, and include a link to a sales page / survey. Just be smart about how you build the email so it's not chaotic or overwhelming and make sure you only send one email to attendees that didn't opt-in to your marketing list.

Data, Data, Data

If you are planning on hosting any future events, be sure to track and analyze all the post-event data you have collected. You want a way to track your customers and your ROI on the event and use that information to improve your future offerings.

  • Have a plan for getting your attendees to opt-in to your newsletter (don’t just add them to any list without permission). This usually means offering something of value in exchange. Pay attention to the conversion numbers on your list – how many people signed up? What's your conversion percentage?
  • How many tickets did you sell? How big of a room will you need next time?
  • How many attendees acted AFTER the event, to sign up for your newsletter or to do business with you?
  • How much did the event cost and what was your profit?
  • What were your goals for the event? Did you meet or exceed them? Did you fall short?
  • Did you collect any demographics on your audience? What does the data tell you?
  • Where did you have hiccups? What could you improve next time?
  • How much traffic visited the sales page(s) for the event? Where did the traffic come from?

There’s a lot of information you can collect and analyze if you collect data early and often. Take advantage of what the numbers tell you to enhance your next event!

Pro Tip: HIRE someone to HELP you with follow up! Especially if your event had a significant amount of people there, the follow up can be overwhelming but it would be a damn tragedy if you lost out on potential business OR if the people who attended your event didn’t feel supported after. Assist for the Win is experienced in event planning, event strategy, and follow-up. Call us for an Assist!


About the Author: abbeyharrison


Abbey Harrison worked in the corporate world developing and implementing processes for over 12 years before she finally said, “enough is enough” and decided to start her own biz in the marketing world. Her experience with business and office management lead her to develop strong skills in understanding the importance of organization, communication, processes and delegation. She started Assist for the Win to bring her “big-business” skill set to entrepreneurs and small businesses and give them the marketing assistance needed to have the same essential structures that corporations use every day. Her mission is to empower small business owners to realize they don’t have to run their biz all on their own and take the implementation of marketing off their plates, so they have one less hat to wear. She specializes in marketing behind the screen, on the screen and beyond the screen so that business owners can spend time focusing on what they do best!

Abbey is a Colorado native, loves rooftop patios, a great glass of wine, her husband, Chris and her 3 amazing boys, Ethan, Aidan and Deacon.