Event Over… Now What? Turn Event Buzz into Real Business.
- gracewagner03
- Feb 24
- 3 min read
Trade shows, pop-ups, expos, and industry events—bring it on! You put in the work, spent the money, set up the booth, shook all the hands, and maybe even had a bowl of free candy to lure people in. But now the event is over, and you're sitting on a stack of business cards, a list of new email subscribers, and maybe some social media follows.
So, what’s next?
Too often, businesses go all-in on event marketing before the big day—email reminders, social media hype, paid ads—but completely drop the ball after the event. That’s like training for a marathon, running 25 miles, and then just deciding to walk home instead of crossing the finish line.
The real value of an event isn’t just in the people you meet—it’s in how you follow up with them. Here’s how to turn that event momentum into actual success and leads for your business.
1. Retarget, Retarget, Retarget
If you’re not using geotargeting, you’re leaving money on the table. Most events and expos pull in a hyper-targeted audience that aligns with your ideal customer. With the right tools, you can retarget attendees with digital ads based on their location data.
👉 How? Platforms like Facebook, Google, and digital agencies offer tools like geo-targeting and pixel placement, which allow you to serve ads specifically to those who attended the event or visited your website. This means they’ll continue to see your brand long after they leave your booth.
2. Email Marketing: The Not-So-Secret Weapon
If you collected business cards or email signups, now is the time to actually use them. But let’s be real—nobody wants a generic “Nice to meet you!” email. Instead, create a post-event email sequence that provides value. If your email list is long, segment it. Personalization increases open rates, so group contacts based on interest, industry, or where you met them.
Email #1 (Right After the Event): “Great meeting you at [Event Name]—here’s a free resource just for you!” (Attach a guide, discount, or something useful.)
Email #2 (1 Week Later): A personalized follow-up, referencing something specific from your conversation.
Email #3 (2 Weeks Later): A nudge toward your offer—book a call, claim a discount, check out your latest service.
3. Social Media Follow-Ups (Not Just “Nice to Meet You” Posts)
You probably got some new followers—don’t ignore them. Instead of a generic “Had a great time at [Event]!” post (which, let’s be honest, nobody cares about), try these approaches. And if you really want to get strategic, run a digital ad campaign targeting event attendees, inviting them to book a call or grab an exclusive post-event offer.
Tag people or companies you met and shout them out. They’re more likely to engage, and their audience might notice you too.
Share behind-the-scenes content—what went well, funny moments, takeaways. People love authenticity.
Post a poll or question related to the event’s theme to spark engagement.
4. One-on-One Follow-Ups: The Real Deal
Not everyone is going to convert through an ad or an email. Sometimes, good old-fashioned human connection does the trick.
For VIP leads: Schedule a quick follow-up call or coffee meeting.
For warm leads: A LinkedIn message or personal email goes a long way.
For “just curious” folks: Keep them in your ecosystem—invite them to a webinar, send them relevant content, and nurture that relationship.
5. Measure Your ROI—Because Otherwise, What’s the Point?
Events are expensive, and if they aren’t bringing in measurable returns, it might be time to tweak your strategy. Did the event actually bring in leads? Track key metrics like:
Website traffic spikes—Are people searching for you after the event?
New email signups and social follows—How many new people entered your orbit?
Lead conversions—How many turned into real sales?
Don’t Let the Post-Event Momentum Die
An event isn’t just a one-day marketing play—it’s the start of a long-term sales funnel. If you’re only focusing on before and during the event, you’re missing out on where the real success happens: the follow-up.
Need help with a post-event strategy that actually works? Interested in geotargeting or website retargeting? I might be able to help.
Grace's Place Creative | Passion Project
