[{"data":1,"prerenderedAt":1970},["ShallowReactive",2],{"top-banner-en":3,"blog-article-post-event-strategy-en":4},{"prismicDocument":-1},{"prismicDocument":5,"relatedArticles":608,"relatedPages":1969},{"id":6,"uid":7,"url":8,"type":9,"tags":10,"first_publication_date":13,"slugs":14,"linked_documents":16,"lang":17,"data":18,"_source":604},"en_blog_article_post-evenement","post-event-strategy",null,"blog_article",[11,12],"conseil","global","2026-07-02T10:07:51+0000",[15],"post-evenement--les-cles-pour-maximiser-lengagement-participant-et-le-roi-de-votre-event",[],"en-us",{"distribution":12,"article_title":19,"author_name":25,"publication_date":26,"banner_image":27,"article_content":38,"main_tag":588,"body":589},[20],{"type":21,"text":22,"spans":23,"direction":24},"heading1","Post-event: the keys to maximizing attendee engagement and the ROI of your event",[],"ltr","Joy GRAND","2025-08-19T09:00:00+0000",{"dimensions":28,"alt":31,"copyright":8,"url":32,"id":33,"edit":34},{"width":29,"height":30},900,600,"Two professionals analyzing an event's results on a laptop, illustrating the importance of post-event follow-up and evaluation.","https://images.prismic.io/digi-www/aKRK6aTt2nPbadBb_Post-%C3%A9v%C3%A9nement.webp?auto=format,compress","aKRK6aTt2nPbadBb",{"x":35,"y":35,"zoom":36,"background":37},0,1,"transparent",[39,43,46,53,56,58,64,66,70,76,79,85,90,95,100,102,104,107,109,123,125,128,131,135,140,146,149,152,158,160,163,168,177,182,184,192,195,201,204,208,213,217,219,221,224,230,233,236,239,242,244,247,252,257,262,266,271,273,276,279,282,284,287,292,296,301,305,309,314,316,319,322,325,328,333,335,338,341,344,346,349,354,358,362,366,371,373,375,378,380,386,388,391,394,397,400,402,409,412,415,417,420,425,430,434,439,441,449,452,455,458,461,464,468,472,476,481,485,487,493,496,499,503,505,514,516,519,522,525,528,531,533,536,538,543,546,548,551,553,559,562,568,571,573,578,580,583,585],{"type":40,"text":41,"spans":42,"direction":24},"paragraph","The lights go out, the attendees have left, the booths are being dismantled. You finally breathe a sigh of relief. But your work as an organizer is far from over. Because much of your project's success is decided in the hours and days after the event.",[],{"type":40,"text":44,"spans":45,"direction":24},"",[],{"type":40,"text":47,"spans":48,"direction":24},"The post-event phase, often pushed to the bottom of the to-do list, is actually decisive: this is where you extend the experience, measure your results, and lay the foundations for your future successes\n",[49],{"start":50,"end":51,"type":52},4,20,"strong",{"type":40,"text":54,"spans":55,"direction":24},"This phase of analysis, communication, and loyalty-building is a goldmine that's too often underestimated. ",[],{"type":40,"text":44,"spans":57,"direction":24},[],{"type":40,"text":59,"spans":60,"direction":24},"In this article, discover how to turn this \"after\" into a real strategic lever to maximize attendee engagement, the ROI of your events, and the impact of your future editions.",[61],{"start":62,"end":63,"type":52},56,134,{"type":40,"text":44,"spans":65,"direction":24},[],{"type":67,"text":68,"spans":69,"direction":24},"heading2","Why is it important to take care of your post-event phase?",[],{"type":40,"text":71,"spans":72,"direction":24},"Too often neglected, the post-event phase is actually a full part of any event strategy. It lets you turn a one-off moment into a lasting lever for your goals.\n",[73],{"start":74,"end":75,"type":52},101,158,{"type":40,"text":77,"spans":78,"direction":24},"The post-event phase should therefore be an integral part of your event management, as it's crucial for: ",[],{"type":80,"text":81,"spans":82,"direction":24},"list-item","Building loyalty and nurturing your attendees. Your attendees' journey with your organization doesn't stop at the end of the event. This is especially true for your leads, with whom you need to strengthen potential business relationships.",[83],{"start":35,"end":84,"type":52},45,{"type":80,"text":86,"spans":87,"direction":24},"Showcasing the experience delivered and the work accomplished. Post-event communication turns your event into materials and data that are useful to your organization.",[88],{"start":35,"end":89,"type":52},61,{"type":80,"text":91,"spans":92,"direction":24},"Measuring performance, to aim for maximum return on investment.",[93],{"start":35,"end":94,"type":52},21,{"type":80,"text":96,"spans":97,"direction":24},"Entering a continuous improvement process for your event strategy, to improve your future events.",[98],{"start":35,"end":99,"type":52},41,{"type":40,"text":44,"spans":101,"direction":24},[],{"type":40,"text":44,"spans":103,"direction":24},[],{"type":40,"text":105,"spans":106,"direction":24},"All good reasons to plan how you can extend the positive effects of your event on your attendees and your company.",[],{"type":40,"text":44,"spans":108,"direction":24},[],{"type":40,"text":110,"spans":111,"direction":24},"\"For your attendees, the 48 hours after the event are crucial: that's when their emotion is still vivid. Fast, personalized, well-targeted communication can turn a satisfied attendee into a true ambassador. For you, a successful event isn't just one that runs smoothly, but one you draw lessons from to do even better next time. The post-event phase is the starting point for your next success. This is where an event management platform makes all the difference: it lets you stay in control of the experience after the event, while feeding you valuable insights for your future editions.\", Clara Weber, Account Manager at Digitevent.",[112,115],{"start":35,"end":113,"type":114},589,"em",{"start":116,"end":117,"type":118,"data":119},591,634,"hyperlink",{"link_type":120,"url":121,"target":122},"Web","https://www.linkedin.com/in/clara-weber-digitevent/","_blank",{"type":40,"text":44,"spans":124,"direction":24},[],{"type":67,"text":126,"spans":127,"direction":24},"How do you effectively manage post-event logistics?",[],{"type":40,"text":129,"spans":130,"direction":24},"Good post-event management first requires special attention to logistics. Here are the elements not to overlook from this angle.",[],{"type":132,"text":133,"spans":134,"direction":24},"heading3","Handle the teardown and tidying of the venue ",[],{"type":40,"text":136,"spans":137,"direction":24},"First, make sure you plan the teardown of your event from the preparation stage. To do this, set a precise schedule, in line with the venue's constraints.",[138],{"start":94,"end":139,"type":52},79,{"type":40,"text":141,"spans":142,"direction":24},"Don't forget to check the equipment. Take inventory of rented equipment and do a visual check of technical items, and store internal equipment for later reuse.",[143],{"start":144,"end":145,"type":52},16,35,{"type":132,"text":147,"spans":148,"direction":24},"Handle deliveries and waste",[],{"type":40,"text":150,"spans":151,"direction":24},"Make sure to collect unused items (such as leftover goodies or printed materials) for storage or redistribution.\n",[],{"type":40,"text":153,"spans":154,"direction":24},"What's more, a successful event today can't do without an eco-responsible approach.",[155],{"start":156,"end":157,"type":52},55,82,{"type":40,"text":44,"spans":159,"direction":24},[],{"type":40,"text":161,"spans":162,"direction":24},"After the event, be sure to: ",[],{"type":80,"text":164,"spans":165,"direction":24},"Organize waste sorting (paper, plastic, technical items, food, etc.) according to local standards.",[166],{"start":35,"end":167,"type":52},22,{"type":80,"text":169,"spans":170,"direction":24},"Think eco-design. When creating your event brief, favor reusable materials, consider renting rather than buying, and keep printing to a minimum.",[171,172],{"start":35,"end":144,"type":52},{"start":173,"end":174,"type":118,"data":175},37,48,{"link_type":120,"url":176,"target":122},"https://www.digitevent.com/en/blog/event-brief",{"type":80,"text":178,"spans":179,"direction":24},"Put together a simplified environmental report if possible, including the amount of waste and estimated CO2 emissions, to build on your CSR approach in your communications.\n",[180],{"start":35,"end":181,"type":52},46,{"type":40,"text":44,"spans":183,"direction":24},[],{"type":40,"text":185,"spans":186,"direction":24},"To go further, discover our 12 concrete actions for an eco-responsible event.",[187],{"start":188,"end":189,"type":118,"data":190},15,76,{"link_type":120,"url":191,"target":122},"https://www.digitevent.com/en/blog/sustainable-event",{"type":132,"text":193,"spans":194,"direction":24},"Pay your vendors and complete your budget and administrative close-out",[],{"type":40,"text":196,"spans":197,"direction":24},"The end of an event is also a chance to maintain good relations with your vendors, especially local or recurring ones. To do this, make sure to respect their payment terms.\n",[198],{"start":199,"end":200,"type":52},144,171,{"type":40,"text":202,"spans":203,"direction":24},"Also take a close look at your event's budget close-out: ",[],{"type":80,"text":205,"spans":206,"direction":24},"Finalize your event's actual budget, by comparing the expenses incurred with your original projections.",[207],{"start":35,"end":145,"type":52},{"type":80,"text":209,"spans":210,"direction":24},"Run a variance analysis: did you go over budget or, conversely, save money? Which line items were underused or poorly sized?",[211],{"start":35,"end":212,"type":52},23,{"type":80,"text":214,"spans":215,"direction":24},"Update your dashboards to draw lessons for your future projects.",[216],{"start":35,"end":167,"type":52},{"type":40,"text":44,"spans":218,"direction":24},[],{"type":40,"text":44,"spans":220,"direction":24},[],{"type":132,"text":222,"spans":223,"direction":24},"Debrief with your teams ",[],{"type":40,"text":225,"spans":226,"direction":24},"A successful event is also one where your staff and external vendors coordinated well, without friction. That's why it's worth organizing a logistics close-out meeting with your teams, to take stock while it's fresh and record their feedback in a report.",[227],{"start":228,"end":229,"type":52},127,183,{"type":67,"text":231,"spans":232,"direction":24},"What are the best practices for your post-event communication?",[],{"type":40,"text":234,"spans":235,"direction":24},"Maximize your event's return on investment by creating high-value content. To do this, split your post-event communication plan into two phases: immediate content, then long-term content.",[],{"type":132,"text":237,"spans":238,"direction":24},"Share immediate content",[],{"type":40,"text":240,"spans":241,"direction":24},"To multiply your event's impact, it's essential to communicate quickly after the event.",[],{"type":40,"text":44,"spans":243,"direction":24},[],{"type":40,"text":245,"spans":246,"direction":24},"To do this, consider using: ",[],{"type":80,"text":248,"spans":249,"direction":24},"Personalized thank-you emails. These can include a summary of the event, a link to replays, or to your presentation materials. This email lets you thank your audience and keep the connection alive shortly after the event ends.",[250],{"start":35,"end":251,"type":52},29,{"type":80,"text":253,"spans":254,"direction":24},"A highlights video, shared on social media and by email.",[255],{"start":35,"end":256,"type":52},18,{"type":80,"text":258,"spans":259,"direction":24},"Vox pop videos, filmed during your event, that showcase your guests' feedback.",[260],{"start":35,"end":261,"type":52},14,{"type":80,"text":263,"spans":264,"direction":24},"Social media posts covering the highlights, memorable quotes, or behind-the-scenes photos from the day.",[265],{"start":35,"end":256,"type":52},{"type":80,"text":267,"spans":268,"direction":24},"An announcement of the results of a contest held during your event, to keep the excitement going.\n",[269],{"start":35,"end":270,"type":52},43,{"type":40,"text":44,"spans":272,"direction":24},[],{"type":40,"text":274,"spans":275,"direction":24},"Also remember to update your website with a post-event page featuring your recap video, event photos, or the day's highlights.",[],{"type":132,"text":277,"spans":278,"direction":24},"Create long-term content",[],{"type":40,"text":280,"spans":281,"direction":24},"After a recent event, don't let your audience forget it: it's up to you to share long-term content that extends the experience even further.",[],{"type":40,"text":44,"spans":283,"direction":24},[],{"type":40,"text":285,"spans":286,"direction":24},"To do this, you can create: ",[],{"type":80,"text":288,"spans":289,"direction":24},"Blog articles, covering, for example, the key takeaways from your event, or recapping a particularly interesting keynote.",[290],{"start":35,"end":291,"type":52},13,{"type":80,"text":293,"spans":294,"direction":24},"Post-event interviews with your speakers or attendees.",[295],{"start":35,"end":94,"type":52},{"type":80,"text":297,"spans":298,"direction":24},"A podcast where you interview your speakers or some of your guests.",[299],{"start":35,"end":300,"type":52},9,{"type":80,"text":302,"spans":303,"direction":24},"Infographics or data visualizations of your event's key figures.",[304],{"start":35,"end":145,"type":52},{"type":80,"text":306,"spans":307,"direction":24},"A white paper containing all the insights shared on the day by your speakers.",[308],{"start":35,"end":261,"type":52},{"type":80,"text":310,"spans":311,"direction":24},"An event wrap-up press release, presenting figures, major announcements, a few testimonials, and the date of the next milestone related to your event.",[312],{"start":35,"end":313,"type":52},30,{"type":40,"text":44,"spans":315,"direction":24},[],{"type":40,"text":317,"spans":318,"direction":24},"Be careful to adapt your content formats to the channels used (email, social media, website, press, etc.). Your goal: optimize their visibility with your audience, and generate post-event engagement.",[],{"type":67,"text":320,"spans":321,"direction":24},"What strategies keep engagement going after an event?",[],{"type":40,"text":323,"spans":324,"direction":24},"The idea here is to strengthen the relationships built with your attendees during your event, by continuing their experience with your organization. Here are a few keys to boost their engagement and loyalty.",[],{"type":132,"text":326,"spans":327,"direction":24},"Launch a user-generated content (UGC) strategy",[],{"type":40,"text":329,"spans":330,"direction":24},"Before and during your event, make your attendees want to share photos and videos on social media, tagging your organization, your event's account, or your event's hashtag.",[331],{"start":313,"end":332,"type":52},81,{"type":40,"text":44,"spans":334,"direction":24},[],{"type":40,"text":336,"spans":337,"direction":24},"And why not also launch a feedback or storytelling contest? For example, encourage attendees to share their favorite moment from the event on social media.\n",[],{"type":40,"text":339,"spans":340,"direction":24},"You can then ask for their consent to reuse their posts in your communication plan.",[],{"type":132,"text":342,"spans":343,"direction":24},"Set up a personalized nurturing journey",[],{"type":40,"text":44,"spans":345,"direction":24},[],{"type":40,"text":347,"spans":348,"direction":24},"Example of a post-event nurturing sequence, spread over ten days:",[],{"type":80,"text":350,"spans":351,"direction":24},"Day 1: personalized thank-you email (warm message, link to the replays, photo gallery, reminder of the highlight), to strengthen the relationship and extend the experience",[352],{"start":35,"end":353,"type":52},5,{"type":80,"text":355,"spans":356,"direction":24},"Day 3: event highlights reel (short video or image carousel with standout quotes), to revive emotional engagement and maintain interest",[357],{"start":35,"end":353,"type":52},{"type":80,"text":359,"spans":360,"direction":24},"Day 5: satisfaction survey (quick 3 to 5 question questionnaire), to gather feedback and measure the quality of the leads generated",[361],{"start":35,"end":353,"type":52},{"type":80,"text":363,"spans":364,"direction":24},"Day 7: inspiring results and testimonials (key figures, quotes, reviews or interviews), to showcase the community and build social proof",[365],{"start":35,"end":353,"type":52},{"type":80,"text":367,"spans":368,"direction":24},"Day 10: personalized call to action (invitation to a meeting, a demo or an exclusive offer), to convert leads",[369],{"start":35,"end":370,"type":52},6,{"type":40,"text":44,"spans":372,"direction":24},[],{"type":40,"text":44,"spans":374,"direction":24},[],{"type":40,"text":376,"spans":377,"direction":24},"If your event helped you generate leads, you now need to follow up with them. ",[],{"type":40,"text":44,"spans":379,"direction":24},[],{"type":40,"text":381,"spans":382,"direction":24},"To do this, start by segmenting your attendees, depending on whether they're your customers, warm or cold prospects, or your partners. Then send them, by email, content that makes them want to continue their journey with your brand.",[383],{"start":384,"end":385,"type":52},161,231,{"type":40,"text":44,"spans":387,"direction":24},[],{"type":40,"text":389,"spans":390,"direction":24},"You can prepare a series of automated post-event emails in advance, for example: ",[],{"type":80,"text":392,"spans":393,"direction":24},"On day 1: send your thank-yous, and share replays if relevant",[],{"type":80,"text":395,"spans":396,"direction":24},"On day 5: highlight a piece of content or an inspiring quote",[],{"type":80,"text":398,"spans":399,"direction":24},"On day 10: offer them a meeting or a promotional deal on your products or services \n",[],{"type":40,"text":44,"spans":401,"direction":24},[],{"type":40,"text":403,"spans":404,"direction":24},"Good news: on our Digitevent event management platform, nothing could be simpler. Our built-in emailing tool lets you send personalized post-event emails, and easily track your nurturing campaigns.",[405],{"start":261,"end":406,"type":118,"data":407},54,{"link_type":120,"url":408,"target":122},"https://www.digitevent.com/fr",{"type":132,"text":410,"spans":411,"direction":24},"Encourage community engagement",[],{"type":40,"text":413,"spans":414,"direction":24},"If your attendees go to events, it's often to feel like they belong to a real community. Your role, as an organizer, is to create that community spirit.",[],{"type":40,"text":44,"spans":416,"direction":24},[],{"type":40,"text":418,"spans":419,"direction":24},"Several options are available to you for this: ",[],{"type":80,"text":421,"spans":422,"direction":24},"Create or run a dedicated group. This could be a LinkedIn group, a Discord, or a Slack channel, centered around your event's theme.",[423],{"start":35,"end":424,"type":52},31,{"type":80,"text":426,"spans":427,"direction":24},"Encourage attendees to share their content with a dedicated hashtag on social media, this is the principle of UGC, which we covered earlier, and it boosts their engagement.",[428],{"start":35,"end":429,"type":52},42,{"type":80,"text":431,"spans":432,"direction":24},"Mention or reshare attendees' social media posts to give them recognition.",[433],{"start":35,"end":174,"type":52},{"type":80,"text":435,"spans":436,"direction":24},"Offer a networking app to your attendees during the event, so they can build interpersonal relationships. This creates lasting post-event momentum.\n",[437],{"start":35,"end":438,"type":52},57,{"type":40,"text":44,"spans":440,"direction":24},[],{"type":40,"text":442,"spans":443,"direction":24},"On this last point, Digitevent supports you with its Networking feature. The idea? You design a networking app that lets your attendees browse an interactive attendee directory, or scan each other's QR Codes to get each other's contact details.",[444],{"start":445,"end":446,"type":118,"data":447},53,71,{"link_type":120,"url":448,"target":122},"https://www.digitevent.com/en/feature/networking-chat-application",{"type":67,"text":450,"spans":451,"direction":24},"How do you evaluate the success of your event?",[],{"type":40,"text":453,"spans":454,"direction":24},"The post-event phase is also the time to measure your event's success, and identify issues you could fix for your future editions.",[],{"type":132,"text":456,"spans":457,"direction":24},"Choose the metrics to track ",[],{"type":40,"text":459,"spans":460,"direction":24},"Measuring performance means tracking KPIs.\n",[],{"type":40,"text":462,"spans":463,"direction":24},"To find out if you ran an effective event, track: ",[],{"type":80,"text":465,"spans":466,"direction":24},"Your attendance data: attendance rate, no-shows, average connection time (if your event was digital).",[467],{"start":35,"end":51,"type":52},{"type":80,"text":469,"spans":470,"direction":24},"KPIs related to attendee engagement: interactions, shares (particularly shares with your event hashtag), reactions, visits to your website or event app, etc. ",[471],{"start":35,"end":145,"type":52},{"type":80,"text":473,"spans":474,"direction":24},"The performance of your post-event content: views, downloads, clicks, etc.",[475],{"start":35,"end":429,"type":52},{"type":80,"text":477,"spans":478,"direction":24},"The press or media coverage of your event.",[479],{"start":35,"end":480,"type":52},27,{"type":80,"text":482,"spans":483,"direction":24},"ROI measurement: cost per attendee, conversion rate of leads generated, revenue generated during or after the event through new deals signed, etc.\n",[484],{"start":35,"end":188,"type":52},{"type":40,"text":44,"spans":486,"direction":24},[],{"type":40,"text":488,"spans":489,"direction":24},"If you haven't already, also dig into the qualitative feedback your guests gave you. Monitor your attendees' satisfaction, and analyze the verbatim comments from their questionnaires.",[490],{"start":491,"end":492,"type":52},38,62,{"type":132,"text":494,"spans":495,"direction":24},"Collect and use attendee feedback",[],{"type":40,"text":497,"spans":498,"direction":24},"Collecting feedback is one of the pillars of the post-event phase. It lets you not only measure your event's success, but also keep your attendees engaged in their experience.\n",[],{"type":40,"text":500,"spans":501,"direction":24},"First, respect the ideal timing for sending your post-event satisfaction survey. It's best to send it between 12 and 72 hours after the event, while the experience is still fresh in attendees' minds. Send it in a personalized email, and follow up with non-respondents a few days later.",[502],{"start":188,"end":139,"type":52},{"type":40,"text":44,"spans":504,"direction":24},[],{"type":40,"text":506,"spans":507,"direction":24},"Don't forget that your guests' time is valuable. A good post-event form should therefore be short (five to ten questions maximum), structured and easy to fill out on mobile.",[508,511],{"start":509,"end":510,"type":52},92,97,{"start":512,"end":513,"type":52},130,172,{"type":40,"text":44,"spans":515,"direction":24},[],{"type":40,"text":517,"spans":518,"direction":24},"You could include questions on: ",[],{"type":80,"text":520,"spans":521,"direction":24},"The quality of the overall experience",[],{"type":80,"text":523,"spans":524,"direction":24},"The relevance of the content and sessions offered",[],{"type":80,"text":526,"spans":527,"direction":24},"The organization and logistics",[],{"type":80,"text":529,"spans":530,"direction":24},"Attendees' suggestions for the next edition",[],{"type":40,"text":44,"spans":532,"direction":24},[],{"type":40,"text":534,"spans":535,"direction":24},"Offer a small reward (like a prize draw, a discount, or exclusive content) to encourage responses to your satisfaction survey.",[],{"type":40,"text":44,"spans":537,"direction":24},[],{"type":40,"text":539,"spans":540,"direction":24},"And of course, afterward, make use of your survey results. Turn this feedback into concrete actions by noting improvements to make for your next event. For example, if one topic drew more attention than the others, you can use it in a future event or piece of content.\n",[541],{"start":542,"end":438,"type":52},26,{"type":40,"text":544,"spans":545,"direction":24},"Showcase your attendees' testimonials, turning positive feedback into quotes to include in your marketing strategy, always making sure to get consent before publishing without anonymizing.",[],{"type":40,"text":44,"spans":547,"direction":24},[],{"type":40,"text":549,"spans":550,"direction":24},"Finally, don't hesitate to segment your responses, to analyze them by attendee type. This can guide your content or targeting strategy for your future editions.",[],{"type":40,"text":44,"spans":552,"direction":24},[],{"type":40,"text":554,"spans":555,"direction":24},"Need software to collect feedback from your attendees? Digitevent provides a simple and effective satisfaction survey tool for all your events.",[556],{"start":156,"end":557,"type":118,"data":558},65,{"link_type":120,"url":408,"target":122},{"type":132,"text":560,"spans":561,"direction":24},"Create clear, actionable reporting",[],{"type":40,"text":563,"spans":564,"direction":24},"Using the data you've collected, run a precise analysis, and put together a summary report to share with all your stakeholders. In it, include key figures, attendee feedback, areas for improvement, and opportunities identified for upcoming editions.",[565],{"start":566,"end":567,"type":52},74,126,{"type":40,"text":569,"spans":570,"direction":24},"Don't hesitate to also use this data to justify your projected budgets and your future event strategy directions.",[],{"type":40,"text":44,"spans":572,"direction":24},[],{"type":40,"text":574,"spans":575,"direction":24},"To help you, Digitevent provides advanced analytics features that let you measure your event's impact. Attendance and no-show rates, engagement on your apps and website, tracking of leads generated. Nothing escapes us on the platform.",[576],{"start":291,"end":212,"type":118,"data":577},{"link_type":120,"url":408,"target":122},{"type":40,"text":44,"spans":579,"direction":24},[],{"type":40,"text":581,"spans":582,"direction":24},"Ready to wrap up your post-event phase? Now all that's left is to build on your strengths and work on areas to improve for your next events. Update your organizational checklists, and consider reusing your content in a medium-term communication strategy, for example in your newsletters or articles.",[],{"type":40,"text":44,"spans":584,"direction":24},[],{"type":40,"text":586,"spans":587,"direction":24},"Well done: you've extended your attendee experience, and maximized your event's ROI.",[],"advice",[590],{"primary":591,"items":600,"id":602,"slice_type":603,"slice_label":8},{"seo_title":592,"seo_meta_descriptions":596},[593],{"type":40,"text":594,"spans":595,"direction":24},"Post-event: how do you boost your event's impact?",[],[597],{"type":40,"text":598,"spans":599,"direction":24},"Concrete tips to manage your post-event logistics and communication, keep your attendees engaged, and boost your ROI",[],[601],{},"seo$1d8ee9fa-aaff-44ad-a6ae-bb418c4fd7d7","seo",{"id":605,"lang":606,"type":9,"uid":607},"akYmoxIAACoAyuCD","fr-fr","post-evenement",[609,1280,1724],{"id":610,"uid":611,"url":8,"type":9,"tags":612,"first_publication_date":613,"slugs":614,"linked_documents":616,"lang":17,"data":617,"_source":1277},"en_blog_article_promouvoir-un-evenement","promoting-an-event",[11,12],"2026-07-02T10:07:53+0000",[615],"le-guide-pour-promouvoir-votre-evenement-de-maniere-efficace",[],{"distribution":12,"article_title":618,"author_name":25,"publication_date":622,"banner_image":623,"article_content":629,"main_tag":588,"body":1264},[619],{"type":21,"text":620,"spans":621,"direction":24},"The guide to promoting your event effectively",[],"2025-08-19T08:00:00+0000",{"dimensions":624,"alt":625,"copyright":8,"url":626,"id":627,"edit":628},{"width":29,"height":30},"Smiling woman using a tablet to prepare the promotion of a professional event, illustrating the importance of effective digital communication.","https://images.prismic.io/digi-www/aKQyJaTt2nPbacsU_event-B2B-Header.webp?auto=format,compress","aKQyJaTt2nPbacsU",{"x":35,"y":35,"zoom":36,"background":37},[630,633,636,642,644,647,650,653,656,659,663,668,673,677,682,684,687,689,692,695,698,702,706,710,712,715,717,720,723,726,731,736,740,742,744,747,750,753,759,763,769,774,778,780,790,792,794,797,800,802,805,807,810,814,818,822,827,831,835,839,843,845,847,850,856,858,862,864,867,869,874,878,883,887,889,892,899,901,904,907,909,913,915,919,923,927,936,940,942,945,948,950,954,958,962,966,970,972,975,978,980,983,987,994,1001,1003,1011,1013,1016,1022,1026,1031,1035,1037,1040,1045,1047,1050,1055,1060,1062,1065,1071,1073,1076,1080,1085,1087,1090,1094,1096,1100,1104,1108,1112,1114,1116,1119,1121,1124,1128,1133,1137,1141,1143,1145,1148,1153,1155,1158,1160,1163,1170,1174,1178,1180,1183,1186,1188,1191,1195,1199,1201,1203,1206,1209,1211,1214,1216,1219,1223,1227,1229,1235,1237,1240,1242,1246,1248,1256,1258],{"type":40,"text":631,"spans":632,"direction":24},"How do you promote an event today, in a world saturated with information and invitations?",[],{"type":40,"text":634,"spans":635,"direction":24},"Creating an event is already a challenge. But getting the word out is where everything is decided. Promoting an event is a strategic art, far more than a simple social media campaign. ",[],{"type":40,"text":637,"spans":638,"direction":24},"Clear objectives, powerful messages, the right channels: use this article as a checklist for successfully promoting your professional event, and make your key messages heard above the noise.",[639],{"start":640,"end":641,"type":52},77,139,{"type":40,"text":44,"spans":643,"direction":24},[],{"type":67,"text":645,"spans":646,"direction":24},"4 prerequisites for promoting your event effectively",[],{"type":40,"text":648,"spans":649,"direction":24},"First of all, it's impossible to promote a professional event without putting these prerequisites in place.",[],{"type":132,"text":651,"spans":652,"direction":24},"Set the objectives for promoting your event",[],{"type":40,"text":654,"spans":655,"direction":24},"Every event project necessarily starts with setting your objectives.",[],{"type":40,"text":657,"spans":658,"direction":24},"Whatever type of event you're organizing, decide whether your objective is rather to: ",[],{"type":80,"text":660,"spans":661,"direction":24},"Maximize registrations or ticket sales",[662],{"start":35,"end":167,"type":52},{"type":80,"text":664,"spans":665,"direction":24},"Boost the awareness of your brand or of the event itself, for example if it's a first edition",[666],{"start":35,"end":667,"type":52},33,{"type":80,"text":669,"spans":670,"direction":24},"Generate engagement and interactions on social media",[671],{"start":35,"end":672,"type":52},36,{"type":80,"text":674,"spans":675,"direction":24},"Attract a specific type of audience: decision-makers, partners, qualified prospects, etc.",[676],{"start":35,"end":145,"type":52},{"type":80,"text":678,"spans":679,"direction":24},"Fill a quota of sponsors or exhibitors",[680],{"start":35,"end":681,"type":52},24,{"type":40,"text":44,"spans":683,"direction":24},[],{"type":40,"text":685,"spans":686,"direction":24},"Rank your priorities in terms of objectives. Would you rather increase your visibility, or boost conversion? Attract a qualified audience or rather the general public?",[],{"type":40,"text":44,"spans":688,"direction":24},[],{"type":132,"text":690,"spans":691,"direction":24},"Study your target audience closely",[],{"type":40,"text":693,"spans":694,"direction":24},"Setting up your event communication and promotion strategy requires a deep understanding of your audience. The goal: take its characteristics and expectations into account to reach potential attendees.",[],{"type":40,"text":696,"spans":697,"direction":24},"Here are a few questions to ask yourself to analyze your target audience: ",[],{"type":80,"text":699,"spans":700,"direction":24},"Who are your ideal attendees? Detail their profile in terms of socio-demographic criteria, geographic areas, industry sector for B2B events, etc.",[701],{"start":35,"end":251,"type":52},{"type":80,"text":703,"spans":704,"direction":24},"What are their needs and expectations at a professional event? Networking, finding partners, learning, having a differentiating experience, etc.?",[705],{"start":35,"end":492,"type":52},{"type":80,"text":707,"spans":708,"direction":24},"Which channels do they use to find out about the events available to them? Social media, newsletters, word of mouth, trade media, etc.? Further in the article, you'll discover in detail the different channels to consider, and the innovative tactics for using them.",[709],{"start":35,"end":566,"type":52},{"type":40,"text":44,"spans":711,"direction":24},[],{"type":40,"text":713,"spans":714,"direction":24},"Create two or three representative audience personas to guide your strategy.",[],{"type":40,"text":44,"spans":716,"direction":24},[],{"type":132,"text":718,"spans":719,"direction":24},"Determine the key messages to promote",[],{"type":40,"text":721,"spans":722,"direction":24},"Planning your promotion revolves around key messages, which you'll spread across different channels. If your event is already planned internally, you should already have them in mind.",[],{"type":40,"text":724,"spans":725,"direction":24},"Put them down on paper, to make sure you apply them correctly throughout your promotion plan: ",[],{"type":80,"text":727,"spans":728,"direction":24},"What is your event's value proposition? In other words: what will your attendees get out of it?",[729],{"start":35,"end":730,"type":52},39,{"type":80,"text":732,"spans":733,"direction":24},"What are the differentiating elements of your event? Exclusive speakers, an innovative format, access to valuable resources, etc.?",[734],{"start":35,"end":735,"type":52},52,{"type":80,"text":737,"spans":738,"direction":24},"What tone should your communication take? Corporate, or rather casual? Inspiring or rather formal?",[739],{"start":35,"end":99,"type":52},{"type":40,"text":44,"spans":741,"direction":24},[],{"type":40,"text":44,"spans":743,"direction":24},[],{"type":132,"text":745,"spans":746,"direction":24},"Define the promotion timeline ",[],{"type":40,"text":748,"spans":749,"direction":24},"The idea here: set up a reverse-engineered event communication schedule, with milestones, to communicate effectively throughout the event project.",[],{"type":40,"text":751,"spans":752,"direction":24},"For example, you can break down your communication plan into five stages, as follows: ",[],{"type":80,"text":754,"spans":755,"direction":24},"A pre-launch phase: teasing and awareness building, a \"save the date\" campaign.",[756,757],{"start":35,"end":256,"type":52},{"start":156,"end":758,"type":114},68,{"type":80,"text":760,"spans":761,"direction":24},"A conversion phase: first the rollout of early-bird rates (meaning selling tickets at a competitive price in advance), then an announcement of the headliners and major highlights.",[762],{"start":35,"end":256,"type":52},{"type":80,"text":764,"spans":765,"direction":24},"An intensification phase: stronger calls to action (\"last spots\", countdown), additional announcements, and favorable rates for last-minute registrants.",[766,767],{"start":35,"end":681,"type":52},{"start":445,"end":768,"type":114},63,{"type":80,"text":770,"spans":771,"direction":24},"A day-of communication phase, to engage guests and maximize the impact in terms of awareness.",[772],{"start":35,"end":773,"type":52},28,{"type":80,"text":775,"spans":776,"direction":24},"A post-event promotion phase, to give your event visibility after it's over.",[777],{"start":35,"end":773,"type":52},{"type":40,"text":44,"spans":779,"direction":24},[],{"type":40,"text":781,"spans":782,"direction":24},"\"Your attendees' experience begins well before the big day. A smooth event website, personalized emails, a clear registration area. These details, managed from a dedicated platform, radically change the perception of your event. And using an event management platform also means gaining efficiency at every stage: promotion, registration, follow-ups. That lets you focus on what matters most (the attendee experience), while improving your ROI.\", Joy Grand, Marketing Manager at Digitevent",[783,785],{"start":35,"end":784,"type":114},445,{"start":786,"end":787,"type":118,"data":788},447,489,{"link_type":120,"url":789,"target":122},"https://www.linkedin.com/in/joy-grand/",{"type":40,"text":44,"spans":791,"direction":24},[],{"type":40,"text":44,"spans":793,"direction":24},[],{"type":67,"text":795,"spans":796,"direction":24},"Which communication channels should you use to promote your event?",[],{"type":40,"text":798,"spans":799,"direction":24},"Now let's look at choosing your different promotional channels, and tips for successfully using them to spread the word about your event on a large scale, and maximize your attendance rate.",[],{"type":40,"text":44,"spans":801,"direction":24},[],{"type":132,"text":803,"spans":804,"direction":24},"Organic channels",[],{"type":40,"text":44,"spans":806,"direction":24},[],{"type":40,"text":808,"spans":809,"direction":24},"Here are the main organic levers to activate, with the indicators to track for each:",[],{"type":80,"text":811,"spans":812,"direction":24},"Event website: traffic, conversion rate, session duration, bounce rate",[813],{"start":35,"end":291,"type":52},{"type":80,"text":815,"spans":816,"direction":24},"Organic social media: impressions, engagement, clicks, followers",[817],{"start":35,"end":51,"type":52},{"type":80,"text":819,"spans":820,"direction":24},"Press relations: media mentions, web traffic generated, press coverage",[821],{"start":35,"end":188,"type":52},{"type":80,"text":823,"spans":824,"direction":24},"Email / newsletters: open rate, clicks, conversions",[825],{"start":35,"end":826,"type":52},19,{"type":80,"text":828,"spans":829,"direction":24},"Strategic partnerships: leads generated, partner traffic, indirect registration rate",[830],{"start":35,"end":167,"type":52},{"type":80,"text":832,"spans":833,"direction":24},"Contests (no budget): engagement, shares, web traffic",[834],{"start":35,"end":51,"type":52},{"type":80,"text":836,"spans":837,"direction":24},"Teaser videos: views, completion rate, clicks",[838],{"start":35,"end":291,"type":52},{"type":80,"text":840,"spans":841,"direction":24},"Referral program: registrations, shares, conversion rate",[842],{"start":35,"end":144,"type":52},{"type":40,"text":44,"spans":844,"direction":24},[],{"type":40,"text":44,"spans":846,"direction":24},[],{"type":40,"text":848,"spans":849,"direction":24},"1 - Create an event website ",[],{"type":40,"text":851,"spans":852,"direction":24},"A well-designed event website lets you share all the key information about your event, while also converting your targets by getting them to buy their tickets online. ",[853],{"start":144,"end":251,"type":118,"data":854},{"link_type":120,"url":855,"target":122},"https://www.digitevent.com/en/blog/event-website-without-designer",{"type":40,"text":44,"spans":857,"direction":24},[],{"type":40,"text":859,"spans":860,"direction":24},"Optimize your site for SEO around keywords your target audience searches for. It should also be optimized for viewing on all devices (desktop, mobile, and tablet). Make sure it has a design that highlights your brand image, the event's value proposition, and its detailed program.",[861],{"start":35,"end":542,"type":52},{"type":40,"text":44,"spans":863,"direction":24},[],{"type":40,"text":865,"spans":866,"direction":24},"On the content side, make sure to add new content regularly, and check that your site's pages are indexed properly, so it ranks well in search engines.",[],{"type":40,"text":44,"spans":868,"direction":24},[],{"type":40,"text":870,"spans":871,"direction":24},"Innovative tactics to encourage conversion: ",[872],{"start":35,"end":873,"type":52},44,{"type":80,"text":875,"spans":876,"direction":24},"Include a countdown showing when registration closes, or the number of spots still available.",[877],{"start":35,"end":826,"type":52},{"type":80,"text":879,"spans":880,"direction":24},"Showcase content from previous editions on the site (photos, videos, attendee quotes, etc.), to spark visitors' curiosity.",[881],{"start":35,"end":882,"type":52},51,{"type":80,"text":884,"spans":885,"direction":24},"Offer flexible payment options, such as installment payments.",[886],{"start":35,"end":313,"type":52},{"type":40,"text":44,"spans":888,"direction":24},[],{"type":40,"text":890,"spans":891,"direction":24},"Good news! With Digitevent, you don't need to be a web development expert to create an attractive website for your event. Easily add your content and brand guidelines to the platform, to get a custom white-label website.",[],{"type":40,"text":893,"spans":894,"direction":24},"Discover our event website builder.",[895],{"start":35,"end":896,"type":118,"data":897},34,{"link_type":120,"url":898,"target":122},"https://www.digitevent.com/en/feature/saas-tool-website-creation-event-registrations",{"type":40,"text":44,"spans":900,"direction":24},[],{"type":40,"text":902,"spans":903,"direction":24},"2 - Use social media",[],{"type":40,"text":905,"spans":906,"direction":24},"Social media has quickly become an essential channel for promoting an event. Target the social platforms your target audience actually uses: Facebook, Instagram, X, LinkedIn, etc. ",[],{"type":40,"text":44,"spans":908,"direction":24},[],{"type":40,"text":910,"spans":911,"direction":24},"Vary the content formats you share in your social media strategy. Alternate between static visuals, carousels, motion-design videos, and videos featuring real people. Also create an official hashtag for your event, to bring together all the posts made by your company and your attendees.",[912],{"start":35,"end":896,"type":52},{"type":40,"text":44,"spans":914,"direction":24},[],{"type":40,"text":916,"spans":917,"direction":24},"Innovative tactics: ",[918],{"start":35,"end":51,"type":52},{"type":80,"text":920,"spans":921,"direction":24},"Bet on authenticity. Show, for example, the behind-the-scenes of the event preparation, to create an emotional attachment to your event.",[922],{"start":35,"end":826,"type":52},{"type":80,"text":924,"spans":925,"direction":24},"Play on serialized content. Create a series of speaker profiles, or gradually reveal the themes and activities you'll be offering.",[926],{"start":35,"end":542,"type":52},{"type":80,"text":928,"spans":929,"direction":24},"Publish interactive formats. Polls or quizzes in stories, and live streams to introduce your team or speakers before the event, are good ways to build engagement with your audience.",[930,931],{"start":35,"end":480,"type":52},{"start":932,"end":933,"type":118,"data":934},145,180,{"link_type":120,"url":935,"target":122},"https://www.digitevent.com/en/blog/5-tips-to-boost-attendee-engagement",{"type":80,"text":937,"spans":938,"direction":24},"Build and run a pre-event community, where attendees can exchange ideas with each other on the event's theme.",[939],{"start":35,"end":145,"type":52},{"type":40,"text":44,"spans":941,"direction":24},[],{"type":40,"text":943,"spans":944,"direction":24},"3 - Develop press relations",[],{"type":40,"text":946,"spans":947,"direction":24},"Press relations can give your event strong credibility, broaden the reach of your communication, and reach qualified audiences through recognized channels. ",[],{"type":40,"text":44,"spans":949,"direction":24},[],{"type":40,"text":951,"spans":952,"direction":24},"Effective tactics: ",[953],{"start":35,"end":826,"type":52},{"type":80,"text":955,"spans":956,"direction":24},"Write a clear, engaging press kit. Highlight the event's context, the planned highlights, the organizers and partners, and provide a dedicated press contact.",[957],{"start":35,"end":667,"type":52},{"type":80,"text":959,"spans":960,"direction":24},"Send a press release at the right time. Send it at least 4 to 6 weeks before the event, and follow up by highlighting strong news (such as reaching a registration milestone).",[961],{"start":35,"end":491,"type":52},{"type":80,"text":963,"spans":964,"direction":24},"Target the trade media your audience reads, especially for your B2B events.",[965],{"start":35,"end":429,"type":52},{"type":80,"text":967,"spans":968,"direction":24},"Personalize your contacts with journalists. Why not invite local journalists to your event?",[969],{"start":35,"end":429,"type":52},{"type":40,"text":44,"spans":971,"direction":24},[],{"type":40,"text":973,"spans":974,"direction":24},"4 - Promote your event through emails and newsletters",[],{"type":40,"text":976,"spans":977,"direction":24},"Email campaigns and newsletters are powerful conversion channels for promoting an event, especially with an already-qualified audience.",[],{"type":40,"text":44,"spans":979,"direction":24},[],{"type":40,"text":951,"spans":981,"direction":24},[982],{"start":35,"end":826,"type":52},{"type":80,"text":984,"spans":985,"direction":24},"Segment your audience to refine the message in each of your emails, and make them more compelling.",[986],{"start":35,"end":94,"type":52},{"type":80,"text":988,"spans":989,"direction":24},"Set up an automated email sequence. Start with an announcement or teaser, then an official invitation, followed by reminders, and finally, use email for your post-event communication.",[990,991],{"start":35,"end":145,"type":52},{"start":157,"end":74,"type":118,"data":992},{"link_type":120,"url":993,"target":122},"https://www.digitevent.com/en/blog/professional-event-invitation",{"type":80,"text":995,"spans":996,"direction":24},"Craft your email subject lines carefully, to boost their open rate. Highlight the benefits of the event for your targets, or a strong call-to-action.",[997,999],{"start":35,"end":998,"type":52},40,{"start":63,"end":1000,"type":114},148,{"type":40,"text":44,"spans":1002,"direction":24},[],{"type":40,"text":1004,"spans":1005,"direction":24},"Need a simple and powerful tool for sending online invitations? Discover Digitevent's personalized online invitation solution, which maximizes your deliverability, so your promotional emails really reach your target.",[1006],{"start":1007,"end":1008,"type":118,"data":1009},64,125,{"link_type":120,"url":1010,"target":122},"https://www.digitevent.com/en/feature/saas-solutions-to-manage-participants-rsvp-invitations",{"type":40,"text":44,"spans":1012,"direction":24},[],{"type":40,"text":1014,"spans":1015,"direction":24},"5 - Leverage your strategic partnerships",[],{"type":40,"text":1017,"spans":1018,"direction":24},"Setting up strategic partnerships lets you increase your visibility with already-engaged audiences, and pool communication resources. This might mean writing an article on partner blogs, or promoting the event on another brand's social media, for example.\n",[1019],{"start":1020,"end":1021,"type":52},73,98,{"type":40,"text":1023,"spans":1024,"direction":24},"Practical tactics: ",[1025],{"start":35,"end":826,"type":52},{"type":80,"text":1027,"spans":1028,"direction":24},"Target the right partners. These are the ones with an audience that complements yours, and who share your values or your event's theme. They could be professional associations, specialized media, expert networks, schools, partner brands, or suppliers.",[1029],{"start":35,"end":1030,"type":52},25,{"type":80,"text":1032,"spans":1033,"direction":24},"Offer a win-win exchange. For example, offer them broad exposure for their brand during the event, or shared data after the event (leads, insights and trends, etc.).",[1034],{"start":35,"end":681,"type":52},{"type":40,"text":44,"spans":1036,"direction":24},[],{"type":40,"text":1038,"spans":1039,"direction":24},"6 - Launch contests",[],{"type":40,"text":1041,"spans":1042,"direction":24},"Contests play on the gamified side of communication, and help generate visibility for your event. Be sure to clearly display the legal terms of the contest: start and end dates, rules, how it works, the prize, the method for choosing the winner, etc. ",[1043],{"start":1044,"end":882,"type":52},17,{"type":40,"text":44,"spans":1046,"direction":24},[],{"type":40,"text":916,"spans":1048,"direction":24},[1049],{"start":35,"end":51,"type":52},{"type":80,"text":1051,"spans":1052,"direction":24},"Launch a User Generated Content campaign (content created by users) tied to a branded hashtag. Contest entrants must make a post related to the event's theme to win their spot.",[1053,1054],{"start":35,"end":424,"type":52},{"start":300,"end":424,"type":114},{"type":80,"text":1056,"spans":1057,"direction":24},"Have the contest promoted and the winner chosen by an influencer in your industry.",[1058,1059],{"start":35,"end":1030,"type":52},{"start":174,"end":1007,"type":52},{"type":40,"text":44,"spans":1061,"direction":24},[],{"type":40,"text":1063,"spans":1064,"direction":24},"7 - Create and share teaser videos",[],{"type":40,"text":1066,"spans":1067,"direction":24},"Share teaser videos across your different channels: the format is dynamic and easily grabs your target's attention. Make sure to clearly highlight the event's key information: the date, the location, how to register. To do this, use overlay text on the video, to make it clearly visible.",[1068],{"start":1069,"end":1070,"type":52},78,114,{"type":40,"text":44,"spans":1072,"direction":24},[],{"type":40,"text":916,"spans":1074,"direction":24},[1075],{"start":35,"end":51,"type":52},{"type":80,"text":1077,"spans":1078,"direction":24},"Give your event's key message a face. Have it delivered by your speakers, your partners, your CEO, or why not the intern helping you prepare the event? This way, you create an emotional connection to your event.",[1079],{"start":35,"end":672,"type":52},{"type":80,"text":1081,"spans":1082,"direction":24},"Create a teaser video with a \"surprise speaker\". Before their presence is announced, your event's headline speaker makes a teaser video with their face covered or blurred.",[1083],{"start":35,"end":1084,"type":52},47,{"type":40,"text":44,"spans":1086,"direction":24},[],{"type":40,"text":1088,"spans":1089,"direction":24},"8 - Set up a referral program",[],{"type":40,"text":1091,"spans":1092,"direction":24},"The idea here: turn your attendees, partners, or clients into ambassadors, while boosting registrations through network effect.",[1093],{"start":188,"end":1020,"type":52},{"type":40,"text":44,"spans":1095,"direction":24},[],{"type":40,"text":1097,"spans":1098,"direction":24},"Effective techniques: ",[1099],{"start":35,"end":167,"type":52},{"type":80,"text":1101,"spans":1102,"direction":24},"Offer an attractive reward for both parties: goodies, gifts, a VIP ticket, or a discount on a future edition for the referrer, and a ticket discount or access to bonus content for the referred person.",[1103],{"start":35,"end":270,"type":52},{"type":80,"text":1105,"spans":1106,"direction":24},"Make referring as easy as possible. Provide a unique referral link or code to use, along with ready-to-share content for referrers, to encourage sharing.",[1107],{"start":35,"end":896,"type":52},{"type":80,"text":1109,"spans":1110,"direction":24},"Recognize your referrers. Personalize your communication with them by acknowledging their involvement, and thanking them warmly.",[1111],{"start":35,"end":681,"type":52},{"type":40,"text":44,"spans":1113,"direction":24},[],{"type":40,"text":44,"spans":1115,"direction":24},[],{"type":132,"text":1117,"spans":1118,"direction":24},"Paid channels",[],{"type":40,"text":44,"spans":1120,"direction":24},[],{"type":40,"text":1122,"spans":1123,"direction":24},"Here are the main paid levers to activate, with the indicators to track for each:",[],{"type":80,"text":1125,"spans":1126,"direction":24},"Meta / LinkedIn / X Ads: CTR, CPL, conversions, ROI",[1127],{"start":35,"end":212,"type":52},{"type":80,"text":1129,"spans":1130,"direction":24},"Google Ads: CPC, conversions, traffic quality",[1131],{"start":35,"end":1132,"type":52},10,{"type":80,"text":1134,"spans":1135,"direction":24},"Influencer marketing: reach, engagement, tracked traffic, brand awareness",[1136],{"start":35,"end":51,"type":52},{"type":80,"text":1138,"spans":1139,"direction":24},"Sponsored contests: participants, reach, leads or conversions",[1140],{"start":35,"end":256,"type":52},{"type":40,"text":44,"spans":1142,"direction":24},[],{"type":40,"text":44,"spans":1144,"direction":24},[],{"type":40,"text":1146,"spans":1147,"direction":24},"1 - Launch paid advertising campaigns ",[],{"type":40,"text":1149,"spans":1150,"direction":24},"Paid advertising (on Google Ads, LinkedIn Ads, Meta Ads, etc.) is an excellent lever for accelerating your event's visibility, generating qualified registrations, and re-engaging undecided visitors. Craft your ad message so it's both appealing and informative.",[1151],{"start":1152,"end":1008,"type":52},89,{"type":40,"text":44,"spans":1154,"direction":24},[],{"type":40,"text":1156,"spans":1157,"direction":24},"Note: paid advertising can be fairly technical, and requires a certain level of expertise to get a good ROI. Consider getting support from a specialist, or taking training, to learn how to deploy your budget in the most cost-effective way through this channel.",[],{"type":40,"text":44,"spans":1159,"direction":24},[],{"type":40,"text":951,"spans":1161,"direction":24},[1162],{"start":35,"end":826,"type":52},{"type":80,"text":1164,"spans":1165,"direction":24},"Clearly define your advertising objective. Is it awareness? Conversion? Retargeting (to re-engage visitors to your site who haven't registered)?",[1166,1167],{"start":35,"end":99,"type":52},{"start":1168,"end":1169,"type":114},72,83,{"type":80,"text":1171,"spans":1172,"direction":24},"Segment your audience according to each ad platform's targeting criteria: socio-demographic criteria, geographic criteria, behavioral criteria (followers of your social media page, visitors to your website, etc.).",[1173],{"start":35,"end":94,"type":52},{"type":80,"text":1175,"spans":1176,"direction":24},"Use custom or lookalike audience features, which let you capitalize on the profile of people already registered for your event.",[1177],{"start":35,"end":99,"type":52},{"type":40,"text":44,"spans":1179,"direction":24},[],{"type":40,"text":1181,"spans":1182,"direction":24},"2 - Develop a marketing strategy with influencers",[],{"type":40,"text":1184,"spans":1185,"direction":24},"Influencer marketing is a fantastic way to promote your event. It multiplies the reach of your event communication, by tapping into the emotional connection influencers build with their audiences through parasocial relationships.",[],{"type":40,"text":44,"spans":1187,"direction":24},[],{"type":40,"text":951,"spans":1189,"direction":24},[1190],{"start":35,"end":826,"type":52},{"type":80,"text":1192,"spans":1193,"direction":24},"Target micro and nano-influencers in your industry instead. They require a smaller budget, and generate more engagement from their community, meaning more potential results for promoting your event.",[1194],{"start":35,"end":667,"type":52},{"type":80,"text":1196,"spans":1197,"direction":24},"Share the event's value proposition with influencers, without limiting their creative freedom. They should promote it in the most authentic way possible, in keeping with their usual editorial style.",[1198],{"start":35,"end":735,"type":52},{"type":40,"text":44,"spans":1200,"direction":24},[],{"type":40,"text":44,"spans":1202,"direction":24},[],{"type":67,"text":1204,"spans":1205,"direction":24},"How do you measure the success of your event promotion?",[],{"type":40,"text":1207,"spans":1208,"direction":24},"Once your event promotion plan is built, take the time to set up a dashboard that measures your strategy's performance. This will let you know what worked well or less well, and do better next time if needed.",[],{"type":40,"text":44,"spans":1210,"direction":24},[],{"type":40,"text":1212,"spans":1213,"direction":24},"To do this, track specific KPIs, tied to your event promotion objectives, to measure their impact.",[],{"type":40,"text":44,"spans":1215,"direction":24},[],{"type":40,"text":1217,"spans":1218,"direction":24},"This could include: ",[],{"type":80,"text":1220,"spans":1221,"direction":24},"KPIs related to conversion: total number of registrations or conversion rate by channel. For example, the percentage of site visitors who registered through your landing page.",[1222],{"start":35,"end":542,"type":52},{"type":80,"text":1224,"spans":1225,"direction":24},"KPIs related to the event's visibility: reach and engagement on social media, email open and click rates, traffic on the event website, mentions of the event in the press or on social media, etc. ",[1226],{"start":35,"end":491,"type":52},{"type":40,"text":44,"spans":1228,"direction":24},[],{"type":40,"text":1230,"spans":1231,"direction":24},"To dig deeper, check out our article on event communication KPIs.",[1232],{"start":188,"end":1007,"type":118,"data":1233},{"link_type":120,"url":1234,"target":122},"https://www.digitevent.com/en/blog/which-kpis-to-measure-for-communication-and-awareness",{"type":40,"text":44,"spans":1236,"direction":24},[],{"type":40,"text":1238,"spans":1239,"direction":24},"Make sure to choose the right tools to track these metrics effectively. Google Analytics lets you measure traffic, social media tools track your performance on social platforms, a monitoring tool tracks your event's media coverage, etc. ",[],{"type":40,"text":44,"spans":1241,"direction":24},[],{"type":40,"text":1243,"spans":1244,"direction":24},"Also carry out a cool-headed review once your promotion campaign is over. Which channels converted best? Which content generated the most visibility and engagement? Which moments in the campaign drove the most results? What return on investment did you get from your promotional campaign?",[1245],{"start":188,"end":1168,"type":52},{"type":40,"text":44,"spans":1247,"direction":24},[],{"type":40,"text":1249,"spans":1250,"direction":24},"Finally, don't hesitate to gather feedback from your guests themselves. Send a satisfaction survey to everyone who attended the event, and ask them how they heard about it. The goal: get insights to analyze internally, to promote your next event even more effectively.",[1251,1253],{"start":480,"end":1252,"type":52},59,{"start":1254,"end":1255,"type":114},187,195,{"type":40,"text":44,"spans":1257,"direction":24},[],{"type":40,"text":1259,"spans":1260,"direction":24},"You're now, almost, ready to promote your event the right way! Discover Digitevent, the event management platform that lets you promote your event beforehand, engage attendees during the event, and measure its performance afterward. Everything you need to organize a successful, memorable event!",[1261],{"start":768,"end":1262,"type":118,"data":1263},113,{"link_type":120,"url":408,"target":122},[1265],{"primary":1266,"items":1275,"id":602,"slice_type":603,"slice_label":8},{"seo_title":1267,"seo_meta_descriptions":1271},[1268],{"type":40,"text":1269,"spans":1270,"direction":24},"Promoting an event: the step-by-step action plan",[],[1272],{"type":40,"text":1273,"spans":1274,"direction":24},"The best ideas for promoting a professional or public event, with concrete tools, channels, and tips to consider",[],[1276],{},{"id":1278,"lang":606,"type":9,"uid":1279},"akYmsBIAACsAyuCw","promouvoir-un-evenement",{"id":1281,"uid":1282,"url":8,"type":9,"tags":1283,"first_publication_date":1284,"slugs":1285,"linked_documents":1287,"lang":17,"data":1288,"_source":1721},"en_blog_article_kpi-evenementiel","event-kpis",[12],"2026-07-02T10:07:55+0000",[1286],"les-kpi-evenementiels-indispensables-pour-prouver-votre-roi-et-defendre-votre-budget",[],{"distribution":12,"article_title":1289,"author_name":25,"publication_date":1293,"banner_image":1294,"article_content":1300,"main_tag":588,"body":1707},[1290],{"type":21,"text":1291,"spans":1292,"direction":24},"The essential event KPIs to prove your ROI and defend your budget",[],"2025-11-04T07:49:00+0000",{"dimensions":1295,"alt":1296,"copyright":8,"url":1297,"id":1298,"edit":1299},{"width":29,"height":30},"A man in a suit, sitting at a desk, analyzes graphs on paper and on a computer screen. The screen displays charts and statistics.","https://images.prismic.io/digi-www/aQhrt7pReVYa37_0_ChatGPT-Image-14-oct.-2025_-12_29_56-1.webp?auto=format,compress","aQhrt7pReVYa37_0",{"x":35,"y":35,"zoom":36,"background":37},[1301,1304,1306,1309,1311,1317,1319,1322,1325,1328,1332,1336,1341,1346,1349,1351,1354,1357,1359,1362,1365,1367,1370,1374,1378,1382,1384,1387,1390,1393,1397,1401,1405,1407,1409,1412,1415,1420,1422,1426,1428,1431,1434,1437,1441,1445,1449,1453,1457,1459,1461,1464,1466,1469,1472,1475,1479,1483,1487,1491,1495,1498,1504,1506,1509,1514,1520,1522,1524,1527,1530,1532,1535,1537,1540,1545,1547,1550,1553,1556,1559,1562,1565,1567,1570,1572,1575,1578,1580,1584,1588,1592,1594,1596,1599,1602,1604,1609,1611,1614,1617,1620,1623,1626,1628,1632,1634,1637,1643,1645,1655,1657,1660,1663,1665,1668,1671,1674,1677,1680,1682,1684,1689,1692,1694,1697,1699,1705],{"type":40,"text":1302,"spans":1303,"direction":24},"In 2025, marketing budgets are more restricted than ever. And you, as an event manager, have to justify your spending more and more. Not to mention that, in an uncertain economic climate, your priority becomes demonstrating a tangible ROI. ",[],{"type":40,"text":44,"spans":1305,"direction":24},[],{"type":40,"text":1307,"spans":1308,"direction":24},"To do this, you need key performance indicators (KPIs) that you can link to ROI measurement.",[],{"type":40,"text":44,"spans":1310,"direction":24},[],{"type":40,"text":1312,"spans":1313,"direction":24},"To help you navigate this seemingly complex topic, we've put together this very practical article. Discover how to measure your essential event KPIs, and how to defend your budget with them.",[1314],{"start":1315,"end":1316,"type":52},108,179,{"type":40,"text":44,"spans":1318,"direction":24},[],{"type":67,"text":1320,"spans":1321,"direction":24},"The importance of KPIs in event management",[],{"type":40,"text":1323,"spans":1324,"direction":24},"As an event organizer, event KPIs are essential to improve your day-to-day management, but also to prove the value of your work.\n",[],{"type":40,"text":1326,"spans":1327,"direction":24},"So why are these Key Performance Indicators so essential? Because they let you: ",[],{"type":80,"text":1329,"spans":1330,"direction":24},"Track your performance, against the strategic goals you set for your event. With these metrics, you no longer rely on guesswork to make sure your event is a success, but on concrete data.",[1331],{"start":35,"end":167,"type":52},{"type":80,"text":1333,"spans":1334,"direction":24},"Justify your investments to your management. Your KPIs let you defend your budgets the same way sales or finance teams do: with concrete figures.",[1335],{"start":35,"end":681,"type":52},{"type":80,"text":1337,"spans":1338,"direction":24},"Identify what's working and what needs improvement in your event strategy. For example, your KPIs let you compare two editions of the same event, and optimize event management accordingly.",[1339],{"start":35,"end":1340,"type":52},50,{"type":40,"text":1342,"spans":1343,"direction":24},"What's more, it's important to understand the concrete impact of KPIs on the value of your event. Indeed, by being able to measure the quantified outcomes of your event (in terms of brand awareness, customer loyalty, or business), you position events as a profitable strategic lever, essential for reaching your company's goals.\n",[1344],{"start":385,"end":1345,"type":52},282,{"type":40,"text":1347,"spans":1348,"direction":24},"That leaves the question of how to assess whether your event succeeded, and which KPIs to use.",[],{"type":40,"text":44,"spans":1350,"direction":24},[],{"type":67,"text":1352,"spans":1353,"direction":24},"The event KPIs you absolutely need to track",[],{"type":40,"text":1355,"spans":1356,"direction":24},"Select from the following event performance indicators the ones most relevant to your next event.",[],{"type":40,"text":44,"spans":1358,"direction":24},[],{"type":132,"text":1360,"spans":1361,"direction":24},"KPIs related to attendance and audience",[],{"type":40,"text":1363,"spans":1364,"direction":24},"When you think \"event KPI\", these are usually the first indicators that come to mind: the ones showing how well your guests participated.",[],{"type":40,"text":44,"spans":1366,"direction":24},[],{"type":40,"text":1368,"spans":1369,"direction":24},"To do this, track: ",[],{"type":80,"text":1371,"spans":1372,"direction":24},"The total number of registrants",[1373],{"start":35,"end":424,"type":52},{"type":80,"text":1375,"spans":1376,"direction":24},"The attendance rate (the actual number of participants compared to the number of registrants)",[1377],{"start":35,"end":826,"type":52},{"type":80,"text":1379,"spans":1380,"direction":24},"Attendee profiles, based on socio-demographic criteria or on which of your personas they fall into, for example",[1381],{"start":35,"end":1044,"type":52},{"type":40,"text":44,"spans":1383,"direction":24},[],{"type":132,"text":1385,"spans":1386,"direction":24},"KPIs specific to attendee engagement",[],{"type":40,"text":1388,"spans":1389,"direction":24},"In event management, people often talk about \"engagement rate\", but this term can still seem very vague to many professionals. The idea behind these KPIs: measuring how involved and interactive attendees were with your event.\n",[],{"type":40,"text":1391,"spans":1392,"direction":24},"To measure this attendee engagement, you'll track: ",[],{"type":80,"text":1394,"spans":1395,"direction":24},"Before the event: the open rate and click-through rate of your invitation emails and your social media posts.",[1396],{"start":35,"end":144,"type":52},{"type":80,"text":1398,"spans":1399,"direction":24},"During the event: the no-show rate, active participation from your attendees (via votes in your polls, and questions asked through your attendee engagement tools), mentions of your event on social media on the day, messages in your chat for online events, or participation in your networking.",[1400],{"start":35,"end":144,"type":52},{"type":80,"text":1402,"spans":1403,"direction":24},"After the event: the response rate to your surveys, or user retention on your event platform.",[1404],{"start":35,"end":188,"type":52},{"type":40,"text":44,"spans":1406,"direction":24},[],{"type":40,"text":44,"spans":1408,"direction":24},[],{"type":132,"text":1410,"spans":1411,"direction":24},"KPIs related to attendee satisfaction",[],{"type":40,"text":1413,"spans":1414,"direction":24},"A successful event is above all one that succeeds in generating satisfaction among your audience.\n",[],{"type":40,"text":1416,"spans":1417,"direction":24},"That's why it's worth running hot surveys (right after your event ends) and cold surveys (a few days later), then analyzing your guests' responses. You can then measure the Net Promoter Score (or NPS) of your attendees: this indicator shows how likely they'd be to recommend your event to people close to them. ",[1418],{"start":384,"end":1419,"type":52},191,{"type":40,"text":44,"spans":1421,"direction":24},[],{"type":40,"text":1423,"spans":1424,"direction":24},"Also analyze the qualitative feedback from these surveys: customer verbatims are always a goldmine for optimizing your event management.",[1425],{"start":291,"end":173,"type":52},{"type":40,"text":44,"spans":1427,"direction":24},[],{"type":132,"text":1429,"spans":1430,"direction":24},"KPIs related to business and ROI",[],{"type":40,"text":1432,"spans":1433,"direction":24},"To show your management that your efforts are paying off, nothing beats measuring the event KPIs directly tied to generating business for your company.\n",[],{"type":40,"text":1435,"spans":1436,"direction":24},"In particular, measure the following, if you have access to this data: ",[],{"type":80,"text":1438,"spans":1439,"direction":24},"The number of leads generated through your event",[1440],{"start":35,"end":251,"type":52},{"type":80,"text":1442,"spans":1443,"direction":24},"The post-event conversion rate of attendees",[1444],{"start":35,"end":313,"type":52},{"type":80,"text":1446,"spans":1447,"direction":24},"The sales opportunities created through the event",[1448],{"start":35,"end":424,"type":52},{"type":80,"text":1450,"spans":1451,"direction":24},"The number of sales generated after the event, and the revenue associated with them",[1452],{"start":35,"end":826,"type":52},{"type":80,"text":1454,"spans":1455,"direction":24},"The cost per attendee or per qualified lead",[1456],{"start":35,"end":94,"type":52},{"type":40,"text":44,"spans":1458,"direction":24},[],{"type":40,"text":44,"spans":1460,"direction":24},[],{"type":40,"text":1462,"spans":1463,"direction":24},"These are the main indicators to track for measuring the revenue sources factored into your ROI, a crucial KPI we'll come back to later in this article.",[],{"type":40,"text":44,"spans":1465,"direction":24},[],{"type":132,"text":1467,"spans":1468,"direction":24},"Metrics related to your environmental impact",[],{"type":40,"text":1470,"spans":1471,"direction":24},"In 2025, it's impossible not to talk about eco-responsibility in event management. And your dashboards need to follow suit, including KPIs that measure this sustainability.",[],{"type":40,"text":1473,"spans":1474,"direction":24},"In particular, remember to track: ",[],{"type":80,"text":1476,"spans":1477,"direction":24},"The share of attendees who came by public transport or carpooling, or conversely, by plane",[1478],{"start":35,"end":882,"type":52},{"type":80,"text":1480,"spans":1481,"direction":24},"CO₂ emissions per attendee ",[1482],{"start":35,"end":291,"type":52},{"type":80,"text":1484,"spans":1485,"direction":24},"The kWh of energy consumed on site",[1486],{"start":35,"end":542,"type":52},{"type":80,"text":1488,"spans":1489,"direction":24},"The recycling rate of your waste",[1490],{"start":35,"end":256,"type":52},{"type":80,"text":1492,"spans":1493,"direction":24},"The amount of waste generated per attendee",[1494],{"start":35,"end":251,"type":52},{"type":40,"text":1496,"spans":1497,"direction":24},"\n",[],{"type":40,"text":1499,"spans":1500,"direction":24},"Measuring the environmental side of your events can seem difficult. So to go further and organize events that are both sustainable and engaging, check out our blog article on organizing eco-responsible events.",[1501],{"start":932,"end":1502,"type":118,"data":1503},208,{"link_type":120,"url":191,"target":122},{"type":40,"text":44,"spans":1505,"direction":24},[],{"type":40,"text":1507,"spans":1508,"direction":24},"Want to dig deeper into event KPIs? Check out: ",[],{"type":80,"text":1510,"spans":1511,"direction":24},"Which KPIs to measure for your brand awareness and communication events",[1512],{"start":35,"end":446,"type":118,"data":1513},{"link_type":120,"url":1234,"target":122},{"type":80,"text":1515,"spans":1516,"direction":24},"Which KPIs to measure the effectiveness of B2B trade shows and conferences",[1517],{"start":35,"end":566,"type":118,"data":1518},{"link_type":120,"url":1519,"target":122},"https://www.digitevent.com/en/blog/which-kpis-to-measure-the-effectiveness-of-b2b-exhibitions",{"type":40,"text":44,"spans":1521,"direction":24},[],{"type":40,"text":44,"spans":1523,"direction":24},[],{"type":67,"text":1525,"spans":1526,"direction":24},"How do you measure the success of your event?",[],{"type":40,"text":1528,"spans":1529,"direction":24},"Let's get practical: discover the tools and best practices for measuring the success of your next event.",[],{"type":40,"text":44,"spans":1531,"direction":24},[],{"type":132,"text":1533,"spans":1534,"direction":24},"Tools and dashboards for tracking your event KPIs",[],{"type":40,"text":44,"spans":1536,"direction":24},[],{"type":40,"text":1538,"spans":1539,"direction":24},"Tracking your event KPIs takes real planning. Some organizers start with Excel files or manual spreadsheets to compile their data. But while this method works for small, one-off events, it quickly becomes time-consuming and error-prone as volume increases.\n",[],{"type":40,"text":1541,"spans":1542,"direction":24},"To work more efficiently, the best approach is to digitize and automate your reporting processes. Use specialized measurement tools: they simplify data collection, centralize it, and turn it into actionable metrics.",[1543],{"start":1340,"end":1544,"type":52},96,{"type":40,"text":44,"spans":1546,"direction":24},[],{"type":40,"text":1548,"spans":1549,"direction":24},"With an integrated event platform like Digitevent, you get real-time access to dashboards covering:",[],{"type":80,"text":1551,"spans":1552,"direction":24},"Number of registrants and attendees",[],{"type":80,"text":1554,"spans":1555,"direction":24},"Attendance and no-show rates",[],{"type":80,"text":1557,"spans":1558,"direction":24},"Attendee engagement (interactions, networking, polls)",[],{"type":80,"text":1560,"spans":1561,"direction":24},"Guest satisfaction",[],{"type":80,"text":1563,"spans":1564,"direction":24},"Business impact (leads generated, opportunities created)",[],{"type":40,"text":1496,"spans":1566,"direction":24},[],{"type":40,"text":1568,"spans":1569,"direction":24},"You can then export your reports in just a few clicks and present clear, data-backed results to your management. It's an excellent way to demonstrate the value of your work and secure your budget for future editions.",[],{"type":40,"text":44,"spans":1571,"direction":24},[],{"type":132,"text":1573,"spans":1574,"direction":24},"3 tips for measuring your key performance metrics effectively",[],{"type":40,"text":1576,"spans":1577,"direction":24},"Be sure to apply the following three tips, so your efforts to collect tangible data can be turned into actionable insights.",[],{"type":40,"text":44,"spans":1579,"direction":24},[],{"type":80,"text":1581,"spans":1582,"direction":24},"Set clear goals before your event. To do this, you can follow the SMART method: each goal should be Specific, Measurable, Achievable, Realistic, and Time-bound, otherwise you'll end up with empty dashboards.",[1583],{"start":35,"end":667,"type":52},{"type":80,"text":1585,"spans":1586,"direction":24},"Link each KPI to a goal. For example, tie the \"increase customer satisfaction\" goal to your NPS score. Another example: link the \"grow the sales pipeline\" goal to the number of leads generated.",[1587],{"start":35,"end":212,"type":52},{"type":80,"text":1589,"spans":1590,"direction":24},"Run a benchmark to interpret your results correctly. A KPI on its own doesn't say much: you need to tie it to your event's specific context. For example, compare your results to a previous edition of your event, or to competing events.",[1591],{"start":35,"end":882,"type":52},{"type":40,"text":44,"spans":1593,"direction":24},[],{"type":40,"text":44,"spans":1595,"direction":24},[],{"type":67,"text":1597,"spans":1598,"direction":24},"Calculating event ROI: turning KPIs into figures",[],{"type":40,"text":1600,"spans":1601,"direction":24},"Measuring your event KPIs is a first step. But to convince decision-makers, you need to go further: translate these indicators into return on investment (ROI).",[],{"type":40,"text":44,"spans":1603,"direction":24},[],{"type":40,"text":1605,"spans":1606,"direction":24},"The basic ROI formula is simple: ROI = (Benefits generated - Event costs) / Total event cost.",[1607],{"start":667,"end":1608,"type":52},93,{"type":40,"text":44,"spans":1610,"direction":24},[],{"type":40,"text":1612,"spans":1613,"direction":24},"The question is what you include in \"benefits\". Depending on your goals, this could be:",[],{"type":80,"text":1615,"spans":1616,"direction":24},"Qualified leads collected during the event",[],{"type":80,"text":1618,"spans":1619,"direction":24},"Sales or business opportunities generated",[],{"type":80,"text":1621,"spans":1622,"direction":24},"Visibility and brand awareness gained",[],{"type":80,"text":1624,"spans":1625,"direction":24},"Loyalty built with your clients and partners",[],{"type":40,"text":1496,"spans":1627,"direction":24},[],{"type":40,"text":1629,"spans":1630,"direction":24},"Each of your KPIs should therefore be tied to a concrete business impact. For example, if your event generated X leads, you can estimate the average value of a lead and calculate the potential revenue your sales teams could draw from it.",[1631],{"start":35,"end":1168,"type":52},{"type":40,"text":44,"spans":1633,"direction":24},[],{"type":40,"text":1635,"spans":1636,"direction":24},"Keep in mind, though, that not all the benefits of an event translate directly into money. Improving your brand image, the quality of relationships built with new partners, and the attendee experience are all outcomes that are hard to quantify but just as essential.\n",[],{"type":40,"text":1638,"spans":1639,"direction":24},"That's why your financial ROI calculation should always be complemented with qualitative indicators such as satisfaction, engagement, or brand awareness. This mixed reporting gives a complete picture of your event's value and strengthens your case for justifying future investment.",[1640],{"start":1641,"end":1642,"type":52},11,99,{"type":40,"text":44,"spans":1644,"direction":24},[],{"type":40,"text":1646,"spans":1647,"direction":24},"💬 \"Measuring an event's ROI isn't limited to the sales it generates. It's also engagement, satisfaction, and loyalty. Your event KPIs should tell the story of your events, along with their concrete impact. This is where moving from complex Excel spreadsheets to an automated dashboard changes everything. With Digitevent, you no longer waste time on manual data collection: your data is consolidated, analyzed, and ready to present to your management in a clear, actionable format. This lets you focus on analyzing these KPIs, defending your budget, and optimizing your future events.\", Adele Arvis, Account Manager",[1648,1650],{"start":50,"end":1649,"type":114},585,{"start":1651,"end":1652,"type":118,"data":1653},588,616,{"link_type":120,"url":1654,"target":122},"https://www.linkedin.com/in/ad%C3%A8le-arvis/",{"type":40,"text":44,"spans":1656,"direction":24},[],{"type":67,"text":1658,"spans":1659,"direction":24},"How to optimize your event strategy with KPIs",[],{"type":40,"text":1661,"spans":1662,"direction":24},"One of the biggest benefits of event KPIs is that they let you make informed decisions instead of relying on instinct.",[],{"type":40,"text":44,"spans":1664,"direction":24},[],{"type":40,"text":1666,"spans":1667,"direction":24},"Each category of KPI guides different types of decisions and optimizations. ",[],{"type":40,"text":1669,"spans":1670,"direction":24},"For example: ",[],{"type":80,"text":1672,"spans":1673,"direction":24},"Attendance-related KPIs show how effective your communication and targeting are",[],{"type":80,"text":1675,"spans":1676,"direction":24},"Engagement KPIs prove the relevance of your event's content and activities",[],{"type":80,"text":1678,"spans":1679,"direction":24},"Business KPIs measure sales performance and alignment with your company's goals",[],{"type":40,"text":44,"spans":1681,"direction":24},[],{"type":40,"text":44,"spans":1683,"direction":24},[],{"type":40,"text":1685,"spans":1686,"direction":24},"Use your metrics to spot potential weak points in your event, and improve it next time. For example, a high registration rate but a low attendance rate could signal an issue with your email reminders, or an unfortunate choice of venue or date.",[1687],{"start":51,"end":1688,"type":52},60,{"type":40,"text":1690,"spans":1691,"direction":24},"In short, remember this: your metrics let you adopt a continuous improvement approach for your future editions.",[],{"type":40,"text":44,"spans":1693,"direction":24},[],{"type":40,"text":1695,"spans":1696,"direction":24},"As you can imagine, measuring all these KPIs by hand can be very time-consuming. To help you track your KPIs and prove the ROI of your events, Digitevent gives you an event platform that reveals all the metrics you need.",[],{"type":40,"text":44,"spans":1698,"direction":24},[],{"type":40,"text":1700,"spans":1701,"direction":24},"Interested? Request your demo now, and start your journey toward truly measured and optimized events.",[1702],{"start":1703,"end":667,"type":118,"data":1704},12,{"link_type":120,"url":408,"target":122},{"type":40,"text":44,"spans":1706,"direction":24},[],[1708],{"primary":1709,"items":1718,"id":1720,"slice_type":603,"slice_label":8},{"seo_title":1710,"seo_meta_descriptions":1714},[1711],{"type":40,"text":1712,"spans":1713,"direction":24},"Event KPIs: the complete guide to justifying your investments",[],[1715],{"type":40,"text":1716,"spans":1717,"direction":24},"From attendance to ROI: master the key event KPIs to measure your events' impact and defend your budget",[],[1719],{},"seo$fe7d6003-e5e0-476f-8a34-412f82471c6d",{"id":1722,"lang":606,"type":9,"uid":1723},"akYmwhIAACgAyuDu","kpi-evenementiel",{"id":1725,"uid":1726,"url":8,"type":9,"tags":1727,"first_publication_date":1728,"slugs":1729,"linked_documents":1731,"lang":17,"data":1732,"_source":1966},"en_blog_article_digital-utilise-pour-roadshow-financier","digital-tools-for-financial-roadshows",[12],"2026-07-02T10:07:46+0000",[1730],"les-bonnes-pratiques-digitales-pour-reussir-votre-roadshow-financier",[],{"distribution":12,"article_title":1733,"author_name":1737,"publication_date":1738,"banner_image":1739,"article_content":1748,"main_tag":8,"body":1952},[1734],{"type":21,"text":1735,"spans":1736},"Best digital practices for a successful financial roadshow",[],"Raphaël","2019-03-10T23:00:00+0000",{"dimensions":1740,"alt":1742,"copyright":8,"url":1743,"id":1744,"edit":1745},{"width":29,"height":1741},506,"Photo of a film shoot in front of a château","https://images.prismic.io/digi-www/42a2b8ac-9b48-4d90-afc0-501a9c69ca23_k-mitch-hodge-Ht7zJAgYJSM-unsplash.jpg?auto=format%2Ccompress&rect=0%2C0%2C27689%2C15567&w=900&h=506","Xxm3PxAAAL1uODMn",{"x":35,"y":35,"zoom":1746,"background":1747},0.18028846153846154,"#fff",[1749,1752,1755,1762,1767,1770,1773,1775,1778,1781,1793,1803,1806,1812,1817,1820,1823,1826,1828,1831,1834,1837,1840,1845,1849,1852,1860,1863,1866,1869,1872,1875,1878,1881,1884,1892,1895,1910,1918,1921,1924,1927,1930,1933,1940,1943,1945],{"type":40,"text":1750,"spans":1751,"direction":24},"The financial roadshow can be defined as the high point of financial communication. Whether it's a commercial tour ahead of an IPO or a non-commercial one to support the appeal of a listed company's stock, communication sits at the center of the process during these periods. New technologies can improve the marketing and communication process and turn a roadshow into the lever event of a company's long-term strategy.",[],{"type":67,"text":1753,"spans":1754,"direction":24},"Roadshow preparation: start the conversation",[],{"type":40,"text":1756,"spans":1757,"direction":24},"From the moment an IPO is officially announced, things start buzzing. On the communication side, alongside offline materials, companies often build dedicated websites with statistics and promotional videos as part of a branding effort, as Even Spiegel, CEO of Snapchat, did in this video. Using this kind of tool is necessary but not sufficient. You still need to make full use of the power that digitalizing part of the roadshow's communication offers.",[1758],{"start":1345,"end":1759,"type":118,"data":1760},287,{"link_type":120,"url":1761,"target":122},"https://www.youtube.com/watch?v=5SaxB-3adRg",{"type":40,"text":1763,"spans":1764,"direction":24},"In fact, many companies only use their dedicated website as a showcase, when they could already be using it to encourage potential investors to interact with the team. Digital marketing isn't just a way to communicate information to future stakeholders, it's a way to find out who they are. This can prove decisive, particularly when preparing a question-and-answer (Q&A) session. The whole process your teams engage in is a conversation.",[1765],{"start":199,"end":1766,"type":52},152,{"type":40,"text":1768,"spans":1769,"direction":24},"To court financial institutions, the pre-IPO roadshow most often starts with private meetings, held at the financial institutions' own offices.",[],{"type":67,"text":1771,"spans":1772,"direction":24},"Intensive communication phase",[],{"type":40,"text":44,"spans":1774,"direction":24},[],{"type":40,"text":1776,"spans":1777,"direction":24},"One-to-one meetings: a training ground",[],{"type":40,"text":1779,"spans":1780,"direction":24},"This phase is a decisive moment for companies preparing to go public. While banking and legal partners are on high alert, communication, investor relations, and marketing teams work hard to attract funds, private investors, and asset managers in general.",[],{"type":40,"text":1782,"spans":1783,"direction":24},"From this stage onward, more than logistics and scheduling, you'll need specific tools to plan your event and centralize all the features related to managing meetings and networking. On one hand because the packed schedule demands flawless organization, and on the other to optimize the return on this type of communication effort. The team is preparing the IPO itself, but must also keep in mind that it's preparing the marketing and communication of the stock after the listing.",[1784,1786,1791],{"start":1168,"end":1785,"type":52},86,{"start":1787,"end":1788,"type":118,"data":1789},129,137,{"link_type":120,"url":1790,"target":122},"https://www.digitevent.com/fr/cas-client/rencontres-b2b-rendez-vous-experts/",{"start":1792,"end":1345,"type":52},274,{"type":40,"text":1794,"spans":1795,"direction":24},"Aaron Skonnard, CEO of Pluralsight (listed on NASDAQ on May 18, 2018), explains in detail how he used the one-to-one meeting phase to refine his message for investors. He's also a big fan of new technologies for recording the feedback from the investors he met.",[1796,1798],{"start":1419,"end":1797,"type":52},207,{"start":1799,"end":1800,"type":118,"data":1801},257,260,{"link_type":120,"url":1802,"target":122},"https://medium.com/pluralsight/inside-the-ipo-how-to-prepare-for-the-roadshow-and-tell-your-company-story-b84e6758f860",{"type":40,"text":1804,"spans":1805,"direction":24},"The one-on-one meeting phase is complex: it often involves seasoned investors representing institutions that can support the listing and send the market a positive signal about the stock. These meetings are an end in themselves. However, this phase should also serve as training for the roadshow's high point: the group meetings.",[],{"type":40,"text":1807,"spans":1808,"direction":24},"Investors can give valuable feedback during this phase. It's a crucial help in fine-tuning your message before the first listing. One of the challenges is successfully adapting your message, as well as the practical elements of the company's financial communication, to the new realities that emerge from this feedback. The approach is therefore truly iterative and requires constantly updating the messaging and communication materials.",[1809],{"start":1810,"end":1811,"type":52},352,361,{"type":40,"text":1813,"spans":1814,"direction":24},"The mistake would be not sharing this feedback with all the teams involved in the roadshow. On this point, standard online collaborative project management tools will let you share feedback live and will be very useful.",[1815],{"start":1816,"end":384,"type":52},107,{"type":40,"text":1818,"spans":1819,"direction":24},"Holding one-on-one meetings has the advantage of giving executives time to build momentum. It's therefore advisable to hold small-group meetings of 10 people or more, depending on the fundraising targets. This saves time and, above all, makes the way you present and explain the company more impactful.",[],{"type":40,"text":1821,"spans":1822,"direction":24},"However, depending on the number of investors to meet, these meetings can be exhausting.",[],{"type":40,"text":1824,"spans":1825,"direction":24},"After this \"test the water\" phase, in which the dedicated project team meets investors one-on-one, it's now customary to hold larger-scale meetings.",[],{"type":40,"text":44,"spans":1827,"direction":24},[],{"type":40,"text":1829,"spans":1830,"direction":24},"Tailor-made meetings\n\n",[],{"type":40,"text":1832,"spans":1833,"direction":24},"This is the path followed by many tech companies since the early 2000s. It's the path Alibaba took in 2014, launching a series of public roadshows across the United States, starting with a lunch at the Waldorf Astoria.",[],{"type":40,"text":1835,"spans":1836,"direction":24},"Of course, investor interest in this case was heightened by questions about the group's governance. This contentious element, combined with curiosity and promises of above-market returns, put Alibaba in the spotlight. A few years earlier, in 2012, Facebook had chosen the Sheraton for a highly publicized pre-IPO kick-off. More than 400 investors gathered in the hotel's ballroom.",[],{"type":40,"text":1838,"spans":1839,"direction":24},"This type of event draws even more attention when it's organized by a growing company with strong media coverage. However, these events aren't reserved for giants.",[],{"type":40,"text":1841,"spans":1842,"direction":24},"But above all, this type of meeting can have drawbacks that call for the use of technology suited to managing large-scale events.",[1843],{"start":74,"end":1844,"type":52},128,{"type":40,"text":1846,"spans":1847,"direction":24},"Here are a few problems Alibaba and Facebook ran into during their roadshows.",[1848],{"start":35,"end":640,"type":52},{"type":40,"text":1850,"spans":1851,"direction":24},"To investors' great disappointment, Mark Zuckerberg only delivered an average performance, visibly bored during the question-and-answer session.",[],{"type":40,"text":1853,"spans":1854,"direction":24},"Some investors also complained about \"the long wait before entering the ballroom\" or said they \"felt like they were being treated like cattle\" source.",[1855],{"start":1856,"end":1857,"type":118,"data":1858},143,149,{"link_type":120,"url":1859,"target":122},"https://money.cnn.com/2012/05/07/markets/facebook-ipo-roadshow/index.htm",{"type":40,"text":1861,"spans":1862,"direction":24},"At Alibaba, 500 investors were expected for the first stage of the roadshow, but 800 showed up.",[],{"type":40,"text":1864,"spans":1865,"direction":24},"For smaller roadshows, on the other hand, an empty room can put off more than one already-skeptical investor.",[],{"type":40,"text":1867,"spans":1868,"direction":24},"Here's a summary of the pitfalls to absolutely avoid:",[],{"type":80,"text":1870,"spans":1871,"direction":24},"The empty room",[],{"type":80,"text":1873,"spans":1874,"direction":24},"The overcrowded room",[],{"type":80,"text":1876,"spans":1877,"direction":24},"Low engagement",[],{"type":80,"text":1879,"spans":1880,"direction":24},"A poorly prepared pitch",[],{"type":80,"text":1882,"spans":1883,"direction":24},"A disappointing Q&A session",[],{"type":40,"text":1885,"spans":1886,"direction":24},"Solutions exist to handle this type of event. With digital tools, it's easier for the roadshow team to anticipate attendance numbers, and it's also simpler to manage entries and exits even when flows are heavy. With tools like digitevent, it's also possible to maximize guest participation in an event.\n",[1887],{"start":1888,"end":1889,"type":118,"data":1890},227,237,{"link_type":120,"url":1891,"target":122},"https://www.digitevent.com/fr/",{"type":40,"text":1893,"spans":1894,"direction":24},"Get the most out of your Q&A.\n\n",[],{"type":40,"text":1896,"spans":1897,"direction":24},"Why not plan your Q&A using an electronic list that lets your guests send in questions for speakers to answer? If you decide to answer questions live during the session, a tool like sli.do or wisembly will be a valuable ally.",[1898,1903,1904,1909],{"start":1899,"end":1900,"type":118,"data":1901},182,188,{"link_type":120,"url":1902,"target":122},"https://www.sli.do/",{"start":1899,"end":1900,"type":52},{"start":1905,"end":1906,"type":118,"data":1907},192,200,{"link_type":120,"url":1908,"target":122},"https://wisembly.com/",{"start":1905,"end":1906,"type":52},{"type":40,"text":1911,"spans":1912,"direction":24},"This type of solution lets you optimize and streamline question-and-answer sessions. Optimization comes from grouping similar questions that participants can send via their phone or via equipment lent out by the event organizer. Streamlining comes mainly from anticipating speaker turns and reducing the lag between questions.",[1913,1917],{"start":1914,"end":1255,"type":118,"data":1915},186,{"link_type":120,"url":1916,"target":122},"https://www.handyamo.com/",{"start":1914,"end":1255,"type":52},{"type":40,"text":1919,"spans":1920,"direction":24},"Going further, participants can already jot down their questions on the fly, while the leadership team is presenting.",[],{"type":40,"text":1922,"spans":1923,"direction":24},"This way, you'll ensure that investors' questions and stated concerns are fully taken into account.",[],{"type":40,"text":1925,"spans":1926,"direction":24},"The data collected, in compliance with the GDPR, will be crucial in shaping your post-IPO financial communication, and will also be useful to all your teams once the company has actually gone public.",[],{"type":67,"text":1928,"spans":1929,"direction":24},"After the IPO: keep the conversation going",[],{"type":40,"text":1931,"spans":1932,"direction":24},"Whether it involves one-on-one meetings or larger gatherings, the roadshow is a touchpoint that later lets you send one or two follow-up emails to gather even more feedback and secure participants' support during the stock's launch. Rather than pushing these potential investors to buy the stock directly, it's better to keep them on a list you can use to share relevant information about your company.",[],{"type":40,"text":1934,"spans":1935,"direction":24},"Many groups now hold regular roadshows that are an integral part of the company's financial life, as you can see here.",[1936],{"start":1262,"end":1937,"type":118,"data":1938},117,{"link_type":120,"url":1939,"target":122},"https://www.sodexo.com/fr/home/finance/presentations-and-publications/event-presentations.html",{"type":40,"text":1941,"spans":1942,"direction":24},"Thanks to all the questions you've received, you'll be able to address investors' concerns after the IPO with a personalized marketing campaign.",[],{"type":40,"text":44,"spans":1944,"direction":24},[],{"type":40,"text":1946,"spans":1947,"direction":24},"Useful links:\n\nhttps://www.reuters.com/article/us-alibaba-ipo-roadshow-idUSKBN0H31I520140908\n\nhttps://money.cnn.com/2012/05/07/markets/facebook-ipo-roadshow/index.htm\n\nhttps://hbr.org/2012/08/the-right-way-to-run-an-ipo-ro",[1948,1949],{"start":35,"end":291,"type":52},{"start":188,"end":1608,"type":118,"data":1950},{"link_type":120,"url":1951,"target":122},"https://www.reuters.com/article/us-alibaba-ipo-roadshow-idUSKBN0H31I520140908",[1953],{"primary":1954,"items":1963,"id":1965,"slice_type":603,"slice_label":8},{"seo_title":1955,"seo_meta_descriptions":1959},[1956],{"type":40,"text":1957,"spans":1958,"direction":24},"Optimize your financial roadshow with digital tools",[],[1960],{"type":40,"text":1961,"spans":1962,"direction":24},"Digital is key to a successful financial roadshow. Discover how SaaS tools optimize communication and marketing for deal and non-deal roadshows.",[],[1964],{},"seo$0b8f43fa-b5f1-48c3-8398-99bd4973eeb0",{"id":1967,"lang":606,"type":9,"uid":1968},"akYmeRIAACwAyt_r","digital-utilise-pour-roadshow-financier",[],1784899146915]