The importance of the pre- and post-event: before and after also count
When does an event actually start?
Many would answer: “when the doors open”. But if that's the only phase we're planning, we're wasting more than half of the potential impact. In today's corporate world, where time and attention are scarce resources, the success of an event doesn't just depend on what happens over a few hours. It's built first, it's designed later.
Designing a good event also involves working on formerly And your subsequently. Because the previous days generate desire. And the days after that, I remember. Together, those two moments amplify the return.
1. The before: generating expectation (and desire)
An unprecedented event is like a series without a trailer. It may be fine, but it's not as engaging. Previous strategies don't just report: Activate the imagination of the assistant and they invite him to be part of something that is about to happen.
Some effective pre-event strategies:
- Teaser campaigns with narrative: It's not enough to just announce the date. A short story, fragmented into several messages (videos, emails or posts) can create mystery. Example: a technology company released a series of videos with closed shots of old inventions, linking them to the spirit of the event. Nobody knew what it was about, but everyone wanted to go.
- Save the date with experience: What if the invitation is already a first experiential wink? From a physical box with clues to an interactive email that unlocks exclusive content.
- Prior gamification: Contests, trivia, network challenges or sweepstakes only accessible to those who register. Attention is rewarded, bonding is reinforced.
- Internal Ambassadors: Involve key employees or partners to spread the word about the event from within. Their messages generate more closeness than any external campaign.
2. The after: leaving a mark, maintaining the bond
Many times the lights go out and... the story ends. Crude mistake. A good post-event Multiply the emotional impact and consolidates the relationship with the attendees.
Some keys to an impactful post-event:
- Reusable content: If it was recorded, it is multiplied. Summary videos, outstanding phrases, emotional reels, capsules for networks or articles with key learning. All of this allows the event to “stay alive” weeks later.
- Thank you campaigns: Not a simple “thank you for coming”, but a personalized message, with a photo or moment that reminds the person that their presence mattered.
- Agile feedback platforms: Forget eternal forms. Use short, visual surveys that reward quick responses. It serves to improve, but also as an excuse to keep in touch.
- Continuity actions: An event can be the beginning of something more. Private groups, thematic newsletters, upcoming meetings... Keeping that thread alive is part of the strategy.
3. Measuring extended impact
Often we measure events only by what's going on in the venue. But the real value lies in its ability to:
- Generate conversation before and after.
- Strengthen the brand in the memory of those who attended.
- Leave materials that continue to work in other contexts.
- Activate long-term internal or external relationships.
A good event doesn't end when the stage is taken apart. It is measured by how long your echo lasts.
A more strategic view
Thinking of events as isolated actions is a limited approach. If we want them to generate real value—for the team, the company culture, the customers or the brand—we have to design them as connected experiences with other moments and other channels.
The pre and post are not added: they are part of the script. They are the prologue that engages and the epilogue that excites. Those who work them expand the reach. Those who neglect them, waste their potential.
The next time you think about an event, think about its shadow as well.
Because true impact isn't measured in hours.
It is measured in memories, conversations and bonds that remain.
