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Nurture Notes Tags Agency Blog Branding Channel Marketing Client relationships Communications Content Direct Marketing e-Mail Assistant e-Mail Marketing Event Marketing Event Planning Events holiday campaigns how to Identity Jim Cecil listening marketing marketing books metaphors Microsoft nurture Nurture Institute Nurture Marketing Professionals Prospecting Sales sales tips Social Media Social Responsibility targeted marketing Values viral marketing b2b viral Volunteer Writing	Nurture Institute Blog Event Marketing Marketing Event Planning Sales Prospecting Event Marketing Biggest Mistake Nurture Blog January 15 2011 11:37:40 AM I've made a career in planning and executing events over 250 times in the last 20 years, with experience in managing event teams, including seminars, webinars, round tables, facilitated discussions, tradeshows, road trips, and speaking programs. I've observed the best and the worst, and I've actually been part of the worst seminar ever (the speaker froze completely). But the biggest mistake that always gets repeated is the lack of marketing follow-up after the event. Don't get me wrong, marketing usually does an adequate job getting people to the event, and sales does a good job following up on prospective sales, and nearly all events get executed more or less (sans the speechless speaker), but once the event is over, NADA from Marketing. I know the feeling: a collective sigh of relief when a successful event is over; after all, marketing made this happen and management is usually very happy. But now is the time to really shine. Because if a person has given up part of their day to attend your event, they are serious about something at some level. Segment your attendees into two groups: those "in the sales cycle" and "not now." Let the sales person handle the sales cycle, but be prepared to absorb those prospects that fall out. Create a specific marketing plan for the "not now" group that includes monthly touches; for example, a thank you direct mail with a memento of the event, followed by a telephone call and two emails. Run the "not now" group for an entire year after the event (continuing the track of two emails and a call) and your NADA will turn into a Cornucopia of business attributable to marketing... and that's what everyone wants. Comments [0]	Feeds Content Feed Comment Feed Recent Entries Birds of a Feather Flock Event Marketing Biggest M Social Responsibility Blocking and Tackling The Science of Re-Brandin Recent Comments Nurture Institute Announc My Reading List Archives March 2011 (1) January 2011 (1) December 2010 (1) November 2010 (1) October 2010 (2) August 2010 (1) May 2010 (1) February 2010 (1) November 2009 (1) October 2009 (1) August 2009 (3) June 2009 (1)