How to Launch Your Fourth Quarter Events Like a Rock Star
Earlier this month we covered how to create and market your event before it happens, both of which are really key—you won’t have much of an event if people don’t show up! But, once the day comes, what happens during the event and after your big event can be just as important, because you can finally capitalize on the excitement of the people who showed up. Also, don’t rule out the no-shows. While some people didn’t show up for one reason or another, you can still engage them during and post-event.
Events can be fun ways to engage with your customers in a non-sales type atmosphere or a limited-time only sales event which they might feel excited to be a part of. Whatever the reason you’re hosting the event, keep in mind that events are supposed to be fun and inviting. Make each person feel valued and appreciate the fact that they took their time to come. Taking the time to plan it out honors their commitment to your event and your shop and helps you grow your business. And everyone feels like a rock star when you have a successful event.
Here are my tips on how to maximize your event’s success through day of and post-event marketing tactics.
The big day
This is where it’s all hands on deck time ... and you might need more hands!
Assign someone the duty to engage with attendees, grab quotes, and take photos. Depending on the event and how hard this will be for one person to manage, this person might also be assigned to social media duty, meaning they live tweet/post during the event and share those quotes and photos as appropriate. The idea is to let people who can’t come see what’s happening and, if they’re nearby, maybe stop by or, at the very least, know the event is happening and make plans to attend the next one.
You can also use many of the live-streaming platforms if you’re savvy with them (or someone on your team is comfortable doing it) like Facebook Live, Periscope, or SnapChat.
Just remember that you’ll want those photos, videos, and written content for post-marketing, so be sure someone is responsible for capturing these moments!
After the event you’ll want to take those photos and create an album on Facebook, Instagram, or Pinterest. You’ll want to encourage people who are in the photos to tag themselves because that image/post will appear on their Facebook feed, too. (That means even MORE eyes on your event!)
Immediately after the event, jot down notes about what did well from a marketing standpoint and what you forgot to do or you can improve on for next time.
Gather all the photos you took and put them in a folder on your computer. You’ll want access to those photos for the next event, as well as to curate which ones to include on platforms like Facebook. If there are some really fun ones you feel the recipients would love, print them out and send them with a thank you note. Add some text at the bottom to remind them of the event date and your shop’s name.
Is a survey something you can ask attendees to complete? This will depend on the type of event you’re hosting. Simple participant surveys are a snap using free services like Survey Monkey. Your email marketing platform (e.g., MailChimp) might offer a survey option as well.
Is a post-event blog something you should write, given the nature of the event and what you learned? Did a presenter share something really interesting and unique that would be a great reminder for those who came as well as those who couldn’t make it?
Send an email to everyone who attended and thank them for coming. Share the link to the photos (which hopefully you will have uploaded to Facebook by now) so they can opt to share them (AND the blog post) with their friends.
Send an email to those who weren’t able to make it, too, and be sure to send them the Facebook album and blog post links so they can see what they missed. If you have your next event on the calendar, be sure to mention it so they can add it to their calendar now, too!
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