You make a great point about strengthening the “After” portion of events. It is definitely a weak area. In my opinion, we need to highlight the “missed opportunity” to our clients and recommend a few simple solutions that help clients capitalize.

In my work, we are often generating content during the event – ideas, videos, plans, etc. A good post event strategy helps the organization repurpose and leverage all of that energy. Sometimes the plans (and execution) are better than others on the client side.

I followed your Barcelona return trip while I was taking my own trip home. You had quite an ordeal. It does highlight the fact that EIBTM arrivals are welcoming and effortless – while returns are usually do-it-yourself (DIY). Like you, I usually don’t mind the DIY element…And how cool would it have been to have EIBTM checkin kiosks with competent staff and no lines? It would have given you back a few days of your life and been a nice way to booked a great event for everyone else.

Thanks for your comments! Glad you made it home safely!

I agree with you that this should not replace good emergency planning. Ruud and I heard several times that the best executed responses were based on well thought out plans – that had clear roles and responsibilities and well defined actions.

As we bring more tech and tech vendors into our meetings, having these plans (with roles and responsibility) is going to be equally important. When things go wrong with the tech onsite, you don’t need vendors blaming each other – you need them working together for a solution first – then going back to assign blame later.

Thanks again Joan! I hope that you had a great day!

Anyways, as a recent strandee at EIBTM, I was asking myself the question of what, if any, responsibility the organizers would have in helping me find my way out of the country. I didn’t have any resources at my disposal except for a Twitter hashtag and a long list of Facebook friends.
Interestingly enough, while I felt utterly alone and lost, I never felt that those who organized the event truly had a responsibility for my well-being once the event ended. It seemed that as an adult who chose to come to this event (although I was a sponsored VIP), it was up to me to find my way out of the situation. Of course, in a corporate situation this would be entirely different.

Now, with this being said, if organizing an event where I am trying to sell attendance, wouldn’t it behoove me to strengthen the loyalty of existing clientele by stepping in and enforcing the customer support during the “after” portion of the event – particularly in this type of crisis situation? Perhaps this is a missed opportunity for many organizations/associations…
With the old marketing funnel becoming obsolete in place of the Consumer Decision Journey, the “Bond” segment of the journey is where event marketers need to capitalize on the opportunities presented post-event.

Great to see you Sam, as always you wow me
Midori

What it does not do is take away the necessity – dire necessity – of assessing and preparing for any possible emergency or crisis that may occur at meetings. Our industry is far from prepared.

Planners don’t write emergency/crisis plans; suppliers don’t even know what their internal ops plans are in the event of even what I’d call a ‘paper cut’ (power outage in one room). For a potential or actual disaster: ask them where their AEDs are and you may get a blank stare or what they will do if there is an prolonged power outage.

Nice stuff, Sam, and I’m glad. I’d like to see emphasis on the anticipation when it comes to destination and site selection and the preparation on the part of all of our industry.