There’s a special kind of anxiety that comes with knowing you’ve poured resources and finances into an event and are now crossing your fingers it pays off.
It’s not a comfortable place to be.
But the good news is you don’t have to even consider crossing your fingers because there are many ways you can make the most of your event investment.
At the end of this blog I’ve placed some ideas for you, but before you get there, here’s a short story that prompted this blog (the names have been changed to protect the innocent).
“In the high-stakes world of TechEdge Industries, Victor Mitchell was thrust into a daunting mission: to orchestrate the company’s most pivotal corporate event of the year.
With critical clients and potential business partners in attendance, Victor spared no effort in crafting an event that was nothing short of spectacular—featuring cutting-edge technology, elite networking opportunities, and a keynote speaker of monumental industry stature.
As the event came to life with its high-energy buzz and dazzling displays, a new challenge emerged. Jenna Stone, the CEO arrived, her presence commanding immediate attention.
“Victor,” Jenna’s voice thundered over the event’s excitement, “this corporate extravaganza has consumed a considerable portion of our budget. We need to see a return on this investment that extends beyond today. What’s our long-term plan?”
Victor felt a cold wave of panic. His focus had been on creating a visually stunning event, not on ensuring its continued impact. “I… I haven’t developed a long-term strategy,” Victor confessed.
Jenna’s expression was resolute. “We need to turn this around and understand how we can maximise this investment moving forward. Can I see a full report on the possibilities in the next few days.”
With time running out and the pressure mounting, Victor turned to the acclaimed creative event agency, Ten Thousand Hours (TTH). Known for their expertise in transforming corporate event challenges into triumphs, Ten Thousand Hours was his last hope. He enlisted their renowned leader, Max Steele, whose reputation for navigating high-stakes crises was unparalleled.
Max and his team arrived at TechEdge, ready for action. They quickly assessed the situation and focused on devising a solution. “Victor,” Max said with determination, “we need to turn this event from a one-time spectacle into a powerful, ongoing asset.”
The TTH team plunged into action, meticulously analysing the event’s content—videos, client testimonials, and networking data. Max’s strategic brilliance emerged as he laid out a plan that would capitalise on the event’s assets.
“Here’s our strategy,” Max outlined. “We’ll craft a series of compelling video highlights and success stories from the event. These will be rolled out in targeted LinkedIn and social posts, engaging email campaigns, and follow-up webinars. We’ll also use the gathered data to enhance lead generation and refine client engagement strategies. The event’s value will extend well beyond today.”
Victor, now reinvigorated, embraced the new plan with fervour. He worked closely with Max and his team to implement the strategy, transforming the event’s assets into a continuous stream of impactful content. The results were staggering—the event’s influence grew exponentially, generating ongoing engagement and high-quality praise from peers and customers.
Jenna was profoundly impressed. “Victor, you’ve not only salvaged the situation but turned it into a long-term success. The impact of this event has exceeded our expectations.”
Buoyed by his triumph, Victor took the lessons learned and applied them to the next corporate event. This time, the event not only grew in size and grandeur but also in reputation, becoming a cornerstone of TechEdge’s marketing strategy.
As Victor looked back on his journey, he realised the true victory was not just in saving the day but in transforming the company’s approach to corporate events. His strategic vision had not only resolved the immediate crisis but had also set a new standard for future success.”
Thinking about how your event can impact wider business objectives or targeted communities is how to make the most from your investment.
Below are a list of potential areas where your event can provide content, or assets, for longer term engagement and future promotion.
Email Marketing: Content and opinion for newsletters, promotional emails, and personalised messages.
Social Media: Adapted soundbites and video content for platforms such as Facebook, Instagram, Twitter, LinkedIn, TikTok, and Pinterest to engage with audiences.
Content Marketing: Blogs, articles, white papers, eBooks, and case studies to provide valuable information and attract potential customers.
Search Engine Marketing (SEM): Quotes, content and opinion to incorporate into paid advertising on search engines to targeted traffic.
Search Engine Optimisation (SEO): Optimising website content to improve organic search rankings and drive traffic.
Website: Content for your own site, or event specific site, as a hub for information, product details, and customer interaction.
Influencer Marketing: Partnering with influencers or industry leaders, to create specific content, not available at the event, to promote your events, products or services to their followers.
Affiliate Marketing: Content for affiliates who promote your products.
Public Relations (PR): Content for media releases, preview press conferences, and media outreach to gain coverage and promote reputation.
Events and Webinars: Creating assets for use at other events - video, research and insight presentations, hot topics f2f sessions from attendee feedback.
Video Marketing: Creating and sharing video content on platforms like YouTube, Vimeo, or social media to engage and inform viewers.
Podcasts: Producing and sharing audio content to reach audiences through platforms like Spotify, Apple Podcasts, or Google Podcasts.
Direct Mail: Sending physical mail with more detailed session content or reports and findings to target audiences to build reputation and trust.
Online Communities and Forums: Creating content and conversation topics for use on industry-specific forums to build relationships and provide expertise.
Reviews and Testimonials: Encouraging and leveraging customer reviews and testimonials for use your website and socials.
Interactive Content: Follow up engagement activity such as quizzes, polls, surveys, and interactive infographics to engage users and collect feedback.
Guerilla Marketing: Using hackathon sessions at your event to create innovative and unconventional methods to create memorable brand experiences and generate buzz.
Now uncross those fingers …