Post-Event Marketing – A Valuable Tool for Next Year’s Show

January 25, 2015

You’ve just wrapped up your show and it was a huge success: your attendance numbers were up, your attendees gave you positive feedback, several of your exhibitors have already re-signed for next year and your staff is enthused. Now what?

The critical time to start garnering interest for next year’s event is during and immediately following your current event while the enthusiasm is fresh. The key is to create ways to connect with attendees throughout the year to extend the life of the interest generated by the show.

Here are 5 marketing tactics to include in the creation of your successful post-event marketing plan:

1.  Provide Attendees with a Post-Event Exhibit Tracker

  • Send a post-event email to all attendees who visited exhibitor’s booths on the show floor and had their badge scanned.
  • Include in the email: a complete listing of each exhibitor name and booth where the attendee’s badge was scanned, the exhibitor’s contact information, and a link to the exhibitor’s website.

Today’s empowered consumers also want an opportunity to influence future product enhancements and offerings. They want to meet with staff, designers or management who can listen to needs and influence the process that translates feedback into future offerings.

(Source:  CEIR Report: Exhibition Floor Interaction: What Attendees Want)

2.  Design a Post-Registration Site for Exhibitors

  • Provide your exhibitors with their own post-registration site to look up which registrants they invited that were verified and attended the show.
  • This resource provides exhibitors with the ability to follow up, and also gives them the opportunity to market to attendees who used the exhibitor’s online invitation link but did not visit their booth. 

3.  Utilize QR Codes

  • Post QR Codes on your current event’s signage and follow-up materials with a link for attendees to sign up to receive an email when registration for the next year’s event opens.

4.  Update Social Media

  • Keep the conversation going about your show by engaging your attendees in a discussion about the educational sessions, speakers and show floor.
  • Share event content. Highlight speakers and sessions. The more content you have, the more interaction you generate.

Attendees want information they can digest later. There is always so much to see and do at an exhibition that a constant challenge for attendees is simply keeping up with what they learned. Collecting information for later reading is still an important aspect of exhibitions.

(Source:  CEIR Report: Exhibition Floor Interaction: What Attendees Want)

5.  Create Videos

  • Don’t underestimate the power of videos. Create and post videos of the show on your website to continue and extend the excitement surrounding your event.
  • Use customer testimonials in your videos to promote the value of your show.

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MGM Resorts is committed to fostering an inclusive and diverse culture, not just among employees and guests but also within its supply chain. The company prioritizes procuring goods and services from businesses owned by minorities, women, veterans, people with disabilities, LGBTQ individuals and those facing economic disadvantages. This commitment is integral to MGM Resorts' global procurement strategy.    Through its voluntary supplier diversity program, MGM Resorts actively identifies and connects certified diverse-owned suppliers to opportunities within its supply chain. The company is on track to spend at least 15% of its biddable procurement with diverse-owned businesses by 2025, demonstrating that supplier diversity is not only a social responsibility but also a strategic business imperative.    Supplier diversity isn’t just the right thing to do – it’s good for business. A diverse supply chain allows access to a broader range of perspectives and experience, helping to drive innovation, entrepreneurship and resilience, while strengthening communities. At MGM Resorts, engaging diverse suppliers ensures best-in-class experiences for guests and clients. Supplier diversity ensures a more resilient supply chain while supporting economic development in the communities in which it operates.   The impact of MGM Resorts' supplier diversity initiatives is significant. In 2023, these efforts supported over 3,500 jobs across more than 30 states, contributed over $214 million in income for diverse-owned businesses and generated more than $62 million in tax revenue. The story extends beyond the numbers – it reflects the tangible benefits brought to small and diverse-owned businesses, fostering economic empowerment in their communities.    MGM Resorts also supports the development and business skills of diverse-owned businesses through investment, mentorship and education. Through the MGM Resorts Supplier Diversity Mentorship Program, the company identifies, mentors and develops diverse-owned businesses to fill its future pipeline, while providing businesses with tools and resources to empower and uplift. Since 2017, the program has successfully graduated 105 diverse-owned businesses and is on track to achieve its goal of 150 graduates by 2025.     MGM Resorts’ commitment to supplier diversity not only enhances its business operations but also plays a crucial role in uplifting communities and fostering economic development. This approach reinforces the idea that diversity is a powerful driver of innovation and resilience, benefiting both the company and the wider community.