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Corporate Event Planning 101: The follow-up

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We’ve reached the final part of the blog series Corporate Event Planning 101. So far, you’ve learned how to:

As the day of your event draws to a close, take a minute to step back and appreciate what you have achieved. All your preparations and efforts have paid off. Thank all your vendors and volunteers for the commendable job they have done. Unfortunately, as an event marketer, this is where the follow-up process begins. There is much to be done.

Wrap up at the event venue

Now that your event is over, start the process of winding up. If your agreement with vendors includes the transport of equipment, get them to do so in a timely manner. Make sure all of the equipment and fittings are packed securely and shipped back in one piece. The vendor areas, volunteer areas, and common areas need to be cleaned before being handed over to venue maintenance.

Event feedback

Once your event wraps up, you need to get your follow-up mechanism in place. Whether you use a post-event mailer or a digital form that needs to be filled by attendees, get them out as soon as possible. Your chances of getting a response from attendees are greater when they are done as soon as the event gets over. This is because the event experience is still fresh in their minds.

Also take the time to send out feedback forms to volunteers and vendors. This way you can not only take away how your volunteers felt working with you, but you can also get to the bottom of what worked, what didn’t and what needs to be amended or replicated.


When you have collected feedback, you can now debrief your team. Revisit your goals and evaluate how the event did in terms of these goals. Talk about the goals you achieved, where you fell short, and which areas need improvement. Give your team a sense of triumph. Highlight important areas of information and get your team to openly talk about what you might have missed out on.


This is one of the most important aspects of the follow-up process. Financials are key to understanding whether your event worked or not. Revisit the estimated versus actual income versus expenses in your budget. Analyze what your actual expenses were close. Calculate your overall return on investment discounting miscellaneous channels of income. This will give you a true sense of what your profit margins are. Once you have made note of these findings, create a report so that you can implement them in your next event budget.


With this, we come to the end of the blog series, Corporate Event Planning 101. We hope this blog series has helped you understand the intricacies of building a successful B2B event from scratch. Do let us know if we have missed out anything in the comments section below.

For further insights on B2B Marketing and Event technology, visit the Jifflenow blog.