When it comes to marketing events, most organizations put their attention into the pre-event marketing phase.  This is the time when there is the most pressure to generate ticket sales or other registrations, sponsorships, and partnerships.  Building hype in the lead up to the event is an obvious approach to marketing an event, yet the post-event marketing plan is where you begin to build excitement for the next year.  Let’s talk about how to build a post-event marketing plan.

First, it helps to be intentional about your post-event marketing plan.  Events typically become more intense and time consuming the closer you get to the event date, and the adrenaline rush that sustains you through the day of the event tends to fade right after it ends.  When it comes to marketing, this is the best time to share all the content you collected, but it can be difficult to get the second wind required for post-event marketing.  Strategizing up front makes a difference.

To build your post-event marketing plan, start by making a list of all the different types of content you could collect at your event.  The event is your chance to crowdsource all the material you need.  The more you prepare for it, the more content you will have at the conclusion of your event.

Content could include photos, videos, quotes, testimonials, impact statements, financial results, statistics, head counts, social media stories or hashtags.  It could even include any projects or artwork that emerge from the event, especially when your attendees contributed to the making.  Think about what you can do to facilitate that content to ensure that it will be generated on site whether you can monitor it or not during the event.  This can be part of your pre-event planning timeline.

Once you have the material, ask yourself how you can stretch it creatively.  One recorded speech could be turned into a series of graphics with highlight quotes, shareable in newsletters, albums, and social media.  A photo you get of an influencer in front of your branded backdrop could be used the rest of the year as a background image anytime you want to share news from that influencer, connecting their great achievements with your brand.

Remember that successful events usually involve many different organizations or people.  In your post-event marketing plan, make a list of the various constituents involved in your event, by name or organization.  Once the event is over, ensure that you contact all of those people directly.  Thank them for their contribution and send them any content relevant to them.  If you have their consent, share the content and tag them in your newsletters, blogs, articles, social media, or wherever else you are publicly recapping the event.

Your post-event marketing plan is bound to create more reach for your event than the pre-event marketing you did.  This is the time when you can most easily harness the power of all the people who took part in it.  You can focus on impact and positive experience without making overwhelming calls to action in this moment.  Those who were reluctant to share more sales-driven content in the lead-up now have every reason to share this type of content.  This process lays the groundwork for marketing your next event!

So remember to consider your post-event marketing plan when you are creating your overall event marketing strategy. What happens after the event plays a pivotal role in building interest for your next event, and this time your audience will help you share the content!

For ideas about how to ensure your branding is visible in all of your post-event content, check out the Banners on a Roll site here.  Don’t let your content go to waste!

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