Introduction
A great event requires strategic planning beyond the big day. Event marketing goes beyond the marketing efforts leading up to an event. Successful event marketing includes efforts made after the event. Post-event marketing strategies can solidify your brand’s reputation, strengthen relationships with stakeholders, and establish long-term fans. Whether it’s addressing feedback, engaging attendees, or analyzing data, a strong post-event plan is essential. Post-event strategies serve as a bridge between the fan community and the next event’s opportunities.
TSE has taken event brands from idea to fruition all over the country. From our experience, a good post-event marketing strategy separates one-off concerts from event brands, ultimately establishing the groundwork for future success. Whether you’re planning a public concert, festival, corporate gathering, or private party, the right approach can elevate your brand.
Immediate Post-Event Marketing Steps
Thank You Note
Expressing gratitude to everyone involved is more than a polite gesture, it’s an excellent opportunity to showcase your brand’s personality and strengthen relationships. Start with personalized thank-you emails to attendees, sponsors, and vendors within 24-48 hours. Tailor your messaging to each group: for attendees, highlight the excitement they contributed to the event; for sponsors and vendors, emphasize their critical role in its success.
Social media is another powerful tool for gratitude. Publicly acknowledge sponsors, vendors, and performers through posts or stories, tagging them to amplify visibility. Share event highlights along with your thanks to rekindle excitement and engage attendees who may also share your content.
Sorry We Missed You
Not everyone who registers for your event will show up, but that doesn’t mean you should lose touch with them. Send a follow-up email to no-shows with highlights like memorable photos, video clips, or testimonials to give them a taste of what they missed. Include a call-to-action inviting them to the next event.
This not only builds goodwill but also keeps your event top of mind, ensuring they’re more likely to attend future events. Creating a feeling of inclusion, even after the fact, fosters positive associations with your brand.
Collect, Collect, Collect: Data & Content
Collect Data
Create a dedicated post-event page that serves as a hub for all event-related information. This page should include:
- Photo and video highlights.
- Information about upcoming shows.
- FAQs to address common post-event questions and boost SEO.
Check out this great example from SPLASH’s Cloud Wine Event in 2018.
A landing page acts as the bridge between your immediate post-event message and your website. We particularly emphasize including frequently asked questions, as they provide a boost in SEO optimization and customer satisfaction. If executed strategically, it can provide you with high-quality data and drive traffic to the desired location within your website.
This link will likely be shared via the immediate follow-up message or social media. As a result, the best way to track this traffic is by using UTMs (Urchin Tracking Module). UTMs allow marketers to determine the source, medium, and content this traffic came from.
Collect Content, Including User Generated
There is a lot of content being created at a live event, so make sure you capitalize on it! Provide a hassle-free way for fans to send you their videos and photos from the big night, such as through a dedicated email address or social media hashtag. User-generated content has proven successful in promoting future events; it’s authentic, relatable, and raw, which drives higher engagement and builds community.
In addition to this, collaborate with any media professionals you hired for the event. Promptly set up a plan for transferring photos and videos, ensuring that no valuable memories are missed. Be mindful of copyright restrictions, especially if the media professional works directly for the artist, as the artist typically retains rights to the content. Clarify usage rights in advance to avoid any potential legal issues. Lastly, organize and archive all content for future event marketing efforts—it’s an invaluable resource.
Extend The Event Experience
Utilize Content Marketing
Repurposing event content is a key strategy for keeping your audience engaged while extending the life of your event. Use highlights from the event to create engaging social media snippets, such as Instagram Reels, TikTok videos, or Facebook posts. Leverage captivating moments—like crowd reactions, live performances, or behind-the-scenes footage—to maintain excitement and attract potential attendees for future events.
Blog content is another valuable tool. Write recap posts that delve into event highlights, share stories about key moments, or spotlight performers and vendors. This not only engages readers but also improves SEO, drawing more organic traffic to your site. Additionally, repurpose content for email campaigns and targeted ad campaigns, using testimonials or visual highlights to nurture your audience and drive conversions for future events.
Offer Further Resources for VIP Purchases
VIP attendees expect a premium experience, and following up with exclusive perks can reinforce their loyalty. Share post-event bonuses like behind-the-scenes footage, a message from the artist, and more. Include pre-sale access to future VIP packages, making them feel valued and part of an elite group.
Exclusive merchandise offers or discounts can also extend the VIP experience and encourage continued engagement. These gestures strengthen relationships and position your brand as one that values its top-tier attendees.
Optimize Your Next Event
Analyze Performance
Start by reviewing data from vendors, merchandise, marketing, and ticketing. This step of the process can be tedious if not planned for in the pre-event stage. Ensure you have the capability to track your performance in each of these categories:
- Vendors: Analyze feedback and sales reports to determine whether vendor partnerships met attendee needs. Did vendors provide a high-quality experience? Did their offerings align with your event’s purpose?
- Merchandise: Assess inventory levels, sales performance, and customer feedback. Were there bestsellers? Did you notice any underperforming items? This data can guide inventory decisions for your next event. Learn more about merchandising strategies for events.
- Marketing: Use analytics from digital campaigns, website traffic, and social media engagement to identify what worked. For example, which channels drove the most ticket sales? Did certain content resonate better with your audience?
- Ticketing: Evaluate attendance rates, no-show percentages, and VIP package uptake. Use this data to adjust pricing, timing, or promotional efforts.
Strengthening Stakeholder Relationships
Compile your findings into a professional report for stakeholders. Include sections for performance metrics, attendee feedback, and recommendations. A clear, concise report not only demonstrates the event’s impact but also builds trust with stakeholders by showing your commitment to continuous improvement.
Provide detailed performance reports that highlight relevant KPIs. Use metrics like foot traffic, sales figures, or brand visibility to demonstrate the value of their involvement. Send personalized thank-you notes and include event photos or videos that showcase their participation. This adds a personal touch while reinforcing the partnership’s impact.
Why Wait? Plan the Next Event
Finally, leverage your momentum. Use your insights to create an even better experience next time. Whether it’s adjusting your marketing tactics, refining ticket pricing, or enhancing event programming, data-driven decisions ensure growth:
- Refine Marketing Campaigns: Build on successful messaging or platforms, and address gaps where your audience didn’t engage as expected.
- Adjust Vendor or Merchandise Offerings: If certain items or services were well-received, plan to offer them again or expand these options in the future.
- Enhance Stakeholder Involvement: Use feedback to better align sponsor and vendor activations with audience preferences.
By interpreting post-event data effectively, you’re not just evaluating one event, you’re setting the stage for more impactful future events.
Handling Cancellations or Unforeseen Events
Even the best-planned events may face disruptions, from extreme weather to logistical challenges. How you manage a cancellation can significantly impact your brand’s reputation.
Take Accountability and Be Transparent
Communicate the reasons for the cancellation clearly and honestly. Avoid vague explanations and focus on prioritizing safety or other key concerns. Acknowledge attendees’ disappointment with empathy while demonstrating your commitment to making things right.
Avoid Blame or Unconfirmed Promises
Avoid blaming external parties or circumstances, as this can damage relationships with vendors or partners. Take ownership of the situation and focus on actionable next steps. Similarly, don’t make promises—like rescheduled dates or perks—until plans are finalized, as unmet expectations can erode trust.
Offer Practical Solutions
Your cancellation letter should provide attendees with clear options. Attendees are financially and emotionally invested in the event, so they are in a vulnerable mindset. If the necessary information is hard to locate, it could incite frustration and hurt your brand image.
Handled well, cancellations can become opportunities to reinforce your brand’s commitment to customer care and professionalism. In the event of a reschedule, we suggest announcing a new event date and honoring any previously purchased tickets. If not, ensure a hassle-free refund process. Another option is to offer perks for future events.
A strong concert/festival cancellation insurance plan is the key to avoiding this reality. Read more about the types of insurance in entertainment here.
Conclusion
A successful event doesn’t end when the lights go down—it extends into how you engage, analyze, and build upon the experience afterward. A strong post-event strategy is crucial to solidify your brand’s reputation, strengthen relationships, and pave the way for future success. The insights gathered post-event serve as your guide to positive relationships with your audience and stakeholders. By addressing feedback and embodying gratitude, you can build a strong network around your brand. At TSE Entertainment, we specialize in elevating event marketing for organizers by emphasizing these post event strategies as part of an overall event marketing strategy.
Related Posts
Entertainment Venue Marketing: The Importance of a Loyalty Program
https://blog.planningpod.com/2014/04/08/how-to-turn-event-issues-complaints-into-victories/
https://splashthat.com/resources/event-marketing-guide/post-event-engagement-strategies
https://metricswatch.com/utms-what-they-are-and-how-to-use-them-the-right-way
https://www.eventbrite.com/blog/gracefully-cancel-event-ds00/#cancel
