According to Destination CRM, companies spend countless dollars on events over the course of a year, with everything from industry social events and webinars to large trade shows with expensive booths, sponsorships, hotels, travel, and incidental expenses.
With this type of outlay of financial and personnel resources, companies need to ensure that they capture and capitalize on event attendees and effectively follow up with them so they achieve a good return on their event investments.
“Too many companies see the event as the summit, the ultimate experience. But it’s not a magic bullet,” says Gail Bower, president of Bower & Co. Consulting, which helps companies with event and other marketing opportunities. “There are things you need to do before, during, and after the event.”