Oh, I Just Want It to Be Over!

This is a sentence I've heard countless times from event organizers over the past 15 years. I get it—the pressure in the final days before an event and during the event itself is overwhelming. And I understand the initial reaction—if only it stayed just that, an initial reaction. But the real problem isn't just the immediate relief. The issue is that this reaction lingers too long, leading to missed opportunities in the months that follow.

The world is spinning faster than ever. The sheer amount of information we receive daily is mind-boggling, making us forget things just days after they happen. The same applies to events. If we don't execute the follow-up quickly, while impressions are still fresh, we risk losing a golden opportunity for further communication, sales, or strengthening relationships with attendees.

Why Do We Forget So Quickly?

Digitalization has given us real-time access to information and instant interaction, but it also comes with a trap—we've become accustomed to immediate responses and a constant search for new things. Today, we're at an event, but by tomorrow, we're bombarded with new emails, social media updates, and obligations that shift our focus elsewhere.

The same happens with event organizers. During the preparation phase, we focus on execution, guests, and logistics. But the moment the event ends, our minds jump to the next project. And while it's natural to want to breathe a sigh of relief, this is precisely when the most crucial moment happens—the follow-up.

A Real-World Example—How We Almost Failed Our Own Test

A few days ago, we organized a webinar with our partner company, Confiva, an online event platform provider. Even though I wasn't directly involved in the organization this time, I still fell into the classic trap—mentally moving on to my next tasks the second the webinar ended. And that's exactly the point! During the webinar, we had been discussing the importance of follow-ups and how digitalization can make the process faster and more efficient. We almost failed this "test" ourselves... but we didn't.

Why? Because we had a pre-prepared follow-up plan ready to launch immediately after the event. That meant we sent participants:

• A summary of key webinar takeaways to refresh their memory
• A satisfaction survey – a short questionnaire to help us improve future events
• A special offer – something tangible to maintain interest and deepen our relationship with attendees

Finding the Right Balance

Digitalization enables speed and automation, but if we rush without structure, we lose focus. The key is balance:

• Consistency – Define a follow-up process in advance, regardless of event size.
• Speed – The first touchpoint with attendees should happen within 24–48 hours after the event.
• A Personal Approach – Automation doesn't mean impersonality. The right mix of technology and human touch leads to better results.

How Can Digitalization Make Follow-Ups Easier?

One solution we use ourselves is automation for certain processes. For example:

• Email Sequences – Pre-write thank-you emails before the event, then simply tweak and send them.
• Surveys and Feedback Forms – Digital tools allow us to easily collect attendee opinions and use them for improvements.
• Social Media Presence – Follow-ups aren't just about emails; staying visible where your audience is also matters.

Let Technology Work for You, Not Against You

Don't let the fast-paced world drag you into the spiral of forgetfulness. Let technology work for you, not the other way around. With planning and timely follow-ups, we can extend the impact of our events and ensure that our messages don't fade away after just a few days.