My Event Was Great! Right?

Event Planning Small Business

You have planned and hosted your live event and you feel pumped about all the potential clients that attended. As a good business owner, you follow up with the attendees within a couple days of your event to start setting up appointments. To your surprise, only a handful of people want to do business with you.

Wait… This doesn’t make sense. There was applause and a standing ovation when you closed out your event with over 100 attendees. So what went wrong?

What are your goals?

When planning your live event, make sure to think about what you want to accomplish after your event is complete. Do you want attendees to sign up for your next event? Do you want to get more clients? Do you want to add attendees to your sales funnel? Create a list of your top 3 goals. Before you start your event, your goals should be determined and your content adjusted toward helping you achieve your goals.

After your event

Post event surveys are an excellent way to get insight into if your event went as good as you thought it did and if you accomplished the goals you set for your event. Generally, it’s best to survey your audience right after the event is over and before they leave the venue. You will get more participation on sight than if you count on them to reply to an email that they may not open. Keep your survey short and less than 10 minutes to complete.

survey photo

Post event surveys are a great tool to analyze your events


Use the results of your survey to determine if your event helped you to achieve your goals and what you can do better the next time.

Incentivize them with an inexpensive promotional product for completing the survey (something with your business name and contact information 😁). If you would like to send a survey via email, it’s important to reconnect with attendees within 24 hours of your event when it is still fresh on their minds. There are free websites like SurveyMonkey that will help you set up short surveys for free.

Follow up

Either way you deliver your event survey, follow up with everyone that submitted one and thank them for coming. If they have gripes about your event, talk about it with them and make sure that you understand their point of view. Then ask for their business! It’s a personal touch that makes them feel special and more likely to trust you and your business over your competitors.

Jamel Shuford
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