Closing the Event Value Gap
Francesca Rodriguez Balit
Event Web & Marketing Specialist | Event Marketing Coach | Events Podcast Host
Event Teams lose a ton of ROI because they don’t fill the time between their events with value for their audience. This term is known as Event Value Gap and it is a new term that has appeared with the popularity of virtual events and the shift in how people attend events.
In this episode of The Events Cast Podcast, we spoke with Florian Kühne , CEO & Founder of Sweap about what the Event Value Gap is, where it comes from, and how we can close it to provide more value to our audience.
Here's a summary of some of the queries we discussed in this episode:
What is The Event Value Gap?
The Event Value Gap is the time between the events in which the audience is left alone.
Event planners and organisers run the most awesome events but they then fall short on following up on the value they just provided.
There is no ongoing conversation happening. After the event, the audience is just left alone and receives an email again in a few months to announce the next event. This is where marketing teams lose at least 50% of opportunities with their audience.
Instead of leaving your audience alone after your events, you need to think about how to use the event content in a way to add value 365 days a year and not only in the time-limited frame of your event.
Where does The Event Value Gap come from?
With the evolution of virtual events and online experiences, a great opportunity has arisen in using the content created endlessly and our audience has learnt that they no longer only have to get all the value from our event only the time the event is running.
Our audience has gotten used to consuming the content from the event in the weeks and months after the actual event. They have learned they can consume the content they missed at the event and they now demand it.
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And therefore, the value proposition from events has changed.
People no longer want to think from event to event but they want a full-on experience and many marketing teams are struggling to keep up with this demand.
What can we do to close this gap?
To close The Event Value Gap, you need to change the mindset and perspective you have about your events.
You can no longer only look at planning time-limited experiences that take up a ton of time. Instead, you need to think about how to provide tangible value throughout the year.
You still need to organise great events, but you also need to think about what comes next, and how can you can continue providing value afterwards.
Some ideas of post-event value are:
Think about what are the topics that have come out of your event or the questions raised in the Q&A and provide follow-up value answering to the questions your audience has.
If you would like to learn more about how to close The Event Value Gap and provide massive value to your audience, listen to this full episode with Florian.
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