Fieldays to Fortune: Winning with Smart Follow-Ups


National Fieldays has just wrapped up for another year, leaving behind a trail of new connections, innovative products, and countless business opportunities. As the dust settles, now is the time to think about how to maximize your return on investment (ROI) from attending our premier agricultural event. Here are some strategies to ensure your participation translates into meaningful business.

Personalised Follow-Up

Gone are the days of generic thank-you emails. In today’s competitive landscape, personalisation is key. Tailor your follow-up messages to each attendee based on their interests and interactions during the event. Reference specific conversations, products they showed interest in, or sessions they attended. This personalised approach shows that you value their individual needs and helps build a stronger connection.

Timely Engagement

Timing is critical when following up after an event like Fieldays. Reach out within 48 hours while your brand is still fresh in attendees’ minds. A prompt follow-up not only demonstrates professionalism but also capitalises on the interest generated during the event. Use this opportunity to reiterate key points, provide additional information, and invite further engagement.

Multi-Channel Communication

Don’t rely solely on email for your follow-up. Utilise a multi-channel approach to ensure your message reaches attendees through their preferred communication channels. This could include phone calls, social media interactions, or even direct mail for a more personal touch. Diversifying your communication increases the chances of your follow-up being noticed and acted upon.

Offer Exclusive Content

Keep the momentum going by offering exclusive content to your Fieldays attendees. This could be a special webinar, a downloadable resource such as video testimonial, or a sneak peek at a new product. Providing valuable content keeps your audience engaged and gives you another opportunity to showcase your expertise and innovation.

Leverage Data and Analytics

Data collected during the event can be a money-maker for your follow-up strategy. Analyse attendee data to understand their preferences, behaviours, and pain points. Use these insights to craft targeted follow-up messages that address their specific needs. Data-driven follow-up not only improves relevance but also increases the likelihood of conversion.

Nurture Leads with Automation

Marketing automation tools can be a game-changer in managing post-event follow-ups. Set up automated workflows in your CRM, email marketing lists, and social media to nurture leads through the sales funnel. Automated emails such as a welcome series and lead nurturing enable personalised content delivery, and timely reminders can help keep leads warm and guide them towards making a purchase decision. Automation ensures consistent communication without overwhelming your team.

Collect Feedback and Take Action

Finally, ask for feedback from your Fieldays attendees to understand their experience and identify areas for improvement. Use surveys or direct conversations to gather insights. Act on this feedback to enhance your follow-up strategy and show attendees that you value their opinions. A feedback-driven approach not only improves your future events but also strengthens your relationship with potential customers.

In summary, innovative follow-up strategies can significantly enhance your ability to convert leads and win new business. By personalizing your communication, engaging promptly, offering exclusive content can build lasting relationships and drive meaningful business growth. The key is to view the follow-up as an extension of the event experience – one that continues to deliver value and keeps the conversation going.

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