The science of post-event engagement
Research published by Columbia Business School found that “the level of post-event brand equity is significantly higher than the level of pre-event brand equity”. And, according to a study by the Event Marketing Institute and Mosaic, 74% of attendees, were more likely to convert into purchasers after attending an event.
Clearly, post-event engagement would help to solidify the relationships formed during the event and encourage attendees to take further action.
The key to successful post-event engagement lies in understanding the mindset of attendees. After an immersive event, attendees are often in a heightened state of excitement and openness. This presents a unique opportunity to foster deeper connections and drive desired outcomes.
As Mariano Castex and his team at MCI Latin America says in "5 Tips to increase engagement at your event”: "Don't wait too long to ask for feedback. A great way to collect feedback is through the event app. Send a notification after closing with a link to a feedback form in the app or send an email with some post-event questions to refresh their memory while it's new in their minds." This feedback loop is essential for understanding attendee experiences and tailoring future engagement efforts.
Cecilia Lawrence, Growth & Client Solutions Lead at MCI India says that "engagement is what transforms a single moment into a continuous journey". It’s about ongoing commitment and embodying the spirit of maintaining the momentum and excitement generated during the event.
"We can transform a one-time event into a continuous journey of growth, learning and community-building with ongoing commitment to nurture the insights, connections, and innovations that were sparked during the summit. By keeping the audience engaged, we can extend its reach. At MCI India, we use post-event surveys to measure engagement, post-event highlight videos, exclusive content resources, discussion threads, and interactive competitions to achieve this."
Use our checklists below to build your community and optimise extended engagement after your events:
1. Creative strategies for extended engagement
Personalised follow-up: Generic thank-you emails won't cut it. Instead, tailor your follow-up communication to individual attendees. Reference specific interactions or sessions they participated in and offer personalised recommendations for further engagement.
Gamification: Incorporate gamification elements into your post-event strategy. Create challenges, quizzes, or scavenger hunts that encourage attendees to revisit event content and interact with each other.
User-generated content: Encourage attendees to share their experiences on social media using a unique hashtag. Repost and amplify their content to create a sense of community and keep the conversation going.
Exclusive content: Offer exclusive access to behind-the-scenes footage, interviews with speakers, or additional resources related to the event themes. This not only adds value for attendees but also keeps them engaged with your brand.
Interactive surveys and polls: Use surveys and polls to gather feedback from attendees and understand their interests. This data can then be used to tailor future content and offerings.
2. Digital marketing strategies for sustained momentum
Social media campaign: Develop a targeted social media campaign that extends the event narrative. Share highlights, photos and videos, and encourage attendees to do the same. Use relevant hashtags and tag attendees to maximise reach and engagement.
Email marketing: Segment your email list based on attendee interests and send targeted newsletters with relevant content. Include links to event recordings, articles, and resources that align with their preferences.
Content marketing: Mariano suggests that you "provide web-based access to speaker presentations and other materials''. It’s also a good idea to create blog posts, articles or videos that delve deeper into the topics discussed at the event. Share these on your website and social media channels to keep the conversation alive.
Paid advertising: Consider using paid advertising to reach a wider audience and attract new leads. Target your ads to individuals who have expressed interest in similar events or topics.
Community building: Create an online community where attendees can connect, share ideas, and continue the conversations started at the event. This can be a private Facebook group, a Slack channel, or a dedicated forum on your website.
3. Measuring success
Remember the business management principle: “You can’t manage what you can’t measure.” Evaluate the success of your post-event engagement strategy using metrics such as:
- Website traffic and time spent on page
- Social media engagement (likes, shares, comments)
- Email open and click-through rates
- Survey response rates
- Conversion rates (e.g., registrations for future events)
By tracking these stats, you can identify what's working and what's not, and adjust as needed to optimise your strategy.
Fanning the flames
Keeping engagement going after an event requires a thoughtful blend of creativity and a well-executed digital marketing strategy. By understanding the psychology of attendees and leveraging the latest research and insights, you can create a lasting impact and foster long-term relationships with your audience.
Finally, gather all the data and feedback to start planning for next year. The post-event phase is not just about maintaining engagement, it's also about learning and improving for future events.
Find out how we can help you with pre-, during- and post-event engagement! Contact your nearest MCI office.
MCI Content Team
