Keys to year round engagement

Find out how to turn the energy of your yearly event into close-knit attendee communities that last all year long.
Lee Matthew Jackson

Lee Matthew Jackson

January 4, 2024

Ever feel like once your event ends, so does your connection with attendees? Learn how to cultivate attendee loyalty that lasts in this eye-opening chat with Cvent’s Felicia Asiedu.

Discover strategic ways to nurture post-event communities through thoughtful content plans, small meetups, and meaningful digital touchpoints. You’ll gain insights on the role marketers and event planners each play in driving ongoing engagement.

Uncover the common mistakes companies make that fail to support community building. Whether you want to boost brand affinity, foster peer connections beyond events, or simply stay top of mind all year, this conversation provides a blueprint for converting one-and-done attendees into enthusiastic community members over the long-term. But how can you build these lasting connections?

The video

We recorded this podcast live at Event Tech Live London, so if you’d prefer to watch you can do so on YouTube.

Takeaways

It was wonderful to interview Felicia. Here are some of my key takeaways from our conversation:

  • Plan a continuous journey before, during, and after your main event to engage attendees. Bring people together through meetups, content, and online conversations.
  • Event organizers and marketers should team up to connect with attendees and promote what’s next.
  • Understand what your attendees want and care about. Craft community around their interests.
  • Make diversity and inclusion core to your community and events from the outset.
  • Build goodwill over transactions. Focus on human connections to drive loyalty.
  • Fix issues like data sharing and poor follow up that can hurt ongoing communities.
  • With persistent nurturing over time, you can turn one-time attendees into enthusiastic community members.

The keys

Based on my conversation with Felicia, and the takeaways I’ve shared, I’d say the keys to year round engagement, and developing a strong community around your event and brand would be:

  1. Programming – Develop recurring touchpoints via small meetups, webinars, content, etc. to bring people together
  2. Technology – Leverage engagement software/tools to nurture attendees pre, during and post-event
  3. Strategy – Build a master plan for engaging attendees in an ongoing journey
  4. Collaboration – Ensure marketers and event teams work together to drive the community
  5. Audience – Understand who attendees are and what common interests connect them

Connect

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Event Engine Podcast Artwork

Speakers

An image of our guest Felicia Aseidu

Felicia Asiedu

Cvent
Lee Matthew Jackson

Lee Matthew Jackson

Event Engine