Once the event has taken place it is time to begin the next campaign. This means taking the content that has been created and delivered, and amplifying it. This is where the real strength of marketing comes into play. In the first instance you’re marketing an event, but just because people didn’t sign up, or didn’t turn up to it, doesn’t mean they’re a lost prospect.
The content has been created and now it can be made available, potentially for ever thanks to cloud storage. It can be repurposed, and made available in new formats or on new platforms. The event itself is not the end, it is the end of the beginning.
It’s essential to gain an understanding not just of who attended the live event, who caught up with it later, but also who took action. Did they click through to your website? Did they make contact in some way? It is this knowledge, and this ability to follow up with people that provides the power of using events to build community.