How do you nurture and retain the relationships you build through events?

Building strong, and lasting, relationships through the events you're working on is all about genuine connection. Start by being intentional—don’t just exchange contact information, but follow up with a personal note or a quick coffee after the event. Stay in touch consistently -- whether it's through social media interactions, sharing relevant industry insights, or even sending a short holiday message. It’s also important to listen and be helpful -- people remember those who offer value, not just those who ask for something. Lastly, always be authentic. Relationships thrive on trust, so be yourself and prioritize long-term connections over quick wins.

Be it the relationship with event speakers, sponsors or event attendees, communication is the key. Proper communications with them via right means would be suggested. During pre-event activities, proper research needs to be done and build in anticipation to the event day. Make sure the attendees are followed up and kept in loop with all the event plan. During the event, make sure the attendees feel engaged. Additional gaming plans can be made to wipe off the full technicality of the event. Real time surveys can be conducted and the result need to be checked and used for the upcoming events. Post-event, swags as a token of appreciation can be planned to the speakers. Special thank you memory to the attendees can also be planned.

When planning your event, establish clear business targets and align an action plan with those goals. Ensure your team is well-trained to deliver results. As an exhibitor consultant, I find it valuable to create mechanisms and processes that make attendees feel they are in the right place. Even with the best product, stellar staff, and prime location, without effective lead capture tools or valuation/simulation software, attendees may perceive it as a waste of time. Ensure all resources are readily available, and each product should effectively sell itself. Though challenging, the key is to blend features with benefits. Whether it's a B2B or B2C event, the ultimate focus is on engaging with people.

Think of events like planting seeds. You water them (follow-up) to nurture those connections (relationships). Set goals first: Who do you want to "grow" closer to? Then, personalize "watering" (emails, calls) to each group. Keep it valuable, like sharing event highlights or exclusive offers. The goal is strong, healthy relationships that blossom!

Nurturing and retaining relationships built through events requires ongoing engagement, appreciation, and communication. Here are some strategies to effectively nurture and retain these relationships: 1. Follow Up Promptly 2. Keep the Conversation Going 3. Personalized Outreach. 4. Share Event Highlights 5. Invite Feedback 6. Offer Exclusive Content 7. Recognize Contributions 8. Create a Community 9. Host Follow-Up Events 10. Provide Value 11. Develop Loyalty Programs 12. Stay Relevant 13. Personal Touches 14. Build Trust 15. Regular Check-Ins By implementing these strategies, you can nurture and retain the relationships built through events,ensuring ongoing engagement and support for your cause or organisation.Implemented by me in my work.

The key lies in tailoring the follow-up email to each customer's journey. A significant sale may materialise after two years, underscoring the importance of using the right tools to seize such opportunities. While a Google calendar reminder is useful, I recommend updating your email marketing platform. Include a note specifying that Contact X is expected to buy in Y period and set up a reminder. Opportunities often arrive unexpectedly, choosing their own date and time. Exhibitors must stay prepared.

To nurture event relationships, provide personalized post-event content aligned with attendees' interests and preferences. This reinforces positive experiences and fosters trust. Additionally, address implicit needs by listening to attendee feedback during events and offering relevant solutions in follow-up communications. This proactive approach demonstrates commitment, strengthens connections, and encourages long-term loyalty.

Irrespective of the digital channels you employ, make an effort to maintain a connection through face-to-face events. This ensures periodic catch-ups, fostering trust and transforming prospects into valuable referral tools.

Unanswerable as asked? One builds relationships with love (or tear them down with the lack of love), which might or might not be related to any event.