Post-Event Copy to Convert Customers
After events, it is key to take advantage of the good feelings and momentum that resulted from the interactions by continuing or creating conversation with attendees and audiences.
Please find a few examples of copy in this direction, below.
Post-Event: Direct Mail Letter
CLIENT: Tiffany & Co., U.S. based luxury retailer.
CHALLENGE: To set the stage for a successful post-event relationship for resulting and/or future sales after a major event weekend of activities.
SOLUTION: I worked with the Creative team to cultivate a “Farewell Letter” to mail to guests at home after the last event or delivered to hotel rooms to find in-room upon returning from the last event. This was crafted as a thank you letter with a gift, as part of the Decision Stage of the customer’s journey.
This direct mail letter’s tone was full of gratitude, thoughtfulness, emphasized heritage that is synonymous with luxury writing with words like “memento” and “commemorate,” and exclusivity, noting a “personally signed” gift.
The end effect is that this helped to continue the conversation between guests and their sales contact.
Post-Event: Social Media Post Copywriting
CLIENT: Moonstone Skin & Body Care, a high-end skincare spa.
CHALLENGE: To continue the conversation after a major event in order to merchandise the business’ community activities and services.
SOLUTION: I culled together photos from the brand’s anniversary event to show what was missed to those who did not attend or remind those that did of the great time they had. The tone created a sense of warmth to make readers want to connect; longevity by highlighting the milestone to make followers feel secure in the brand; and give a sense that those who did not attend were missing out on what attendees gained from the event.
Call-to-action was interactive to get followers to think about their skincare needs and consider what they could come into the spa to get tuned. Altogether, these copy elements provided a sense of need that would ideally convert those who were considering a skincare service.
RESULTS: Engagement was doubled for Facebook and boosted by 83% on Instagram.