AFTER A LIVE EVENT, brands typically extend one type of communication to consumers to keep the conversation going. Unfortunately, this narrow approach engages some consumers, but alienates many others.
The best approach is to maintain a relationship both during and after a live event with these key points in mind.
Be Adaptable
To earn trust, use whatever communication tool your consumer may be using.
Let Consumers Decide
The smartest brands embrace their own branded social media sites and also those of their pied pipers. Let the consumers continue the conversation on their own terms.
All for One
Come to grips with the fact that people across all demographics are using every form of communication possible. Sure, maybe not all with you, but nobody just texts or simply tweets.
It’s Not You, It’s Me
Go after your audience, of course. But it’s also imperative to give them an easy roadmap to connect with you. The experience shouldn’t be more about you the brand, but them, the consumer.
Friendship is Reciprocal
We’ve all lost friends because we didn’t stay in touch. Once the conversation starts, keep them interested. Update, tweet, and don’t make promises you can’t keep. Did you promise special offers if they sign-up or add you? You better hold up your end of the conversation.
— ANDREW LOOS ([email protected]), co-founder and managing partner, Attack!
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