The next round of event season is upon us, with substantial investments going into events such as VMWorld, Dreamforce, Gitex etc. it's always interesting to speak clients after the events and get their feedback on how it went. The conversations always tend to vary from "it was about awareness" to "we gathered lots of leads", however ask the same question 3 months post event and the results tend to be up in the air. The anecdotal opinion tends to be the one that is trusted, but there's got to be a more accurate way to measure success. This article shares a a few tips that may be worth thinking about.
As marketers we need to start to consider the follow up efforts as a regular part of your event planning process and outline the specific post-event activities that will take place. In a nutshell we all need to “pre-plan the post-plan”.