What is Event Sprout?
Would like to share about the project born out of Startup Weekend SG - Event Sprout.
Based on the feedback after Startup Weekend SG, it seems like there is a need for some form of post-event analytic, management and marketing software.
Why Post-Event Marketing?
The hypothesis is that what happens after an event is as important, if not more important, than the pre-event marketing for subsequent events in attracting new and retaining previous attendees.
The example I love to use when sharing about this idea is ZoukOut, which has become a familiar, venerable, and must attend, dance music fixture on Singapore’s events calendar.
What separates ZoukOut from all the other events that tried to establish a foothold on the dance & music calendar is the amount of coverage the event gets after it.
Beyond just covering the event as a matter of factual reporting, the post-event coverage is instrumental in amplifying the shared experience and the pride of being a member of a tribe with high discernment in terms of dance and music; more than that, the coverage has the power to invoke a sense of loss and wanting in those who did not attend.
End State
The objectives of any post-event activities and marketing should then be to:
1. Make attendees feel rewarded for having attended an event.
2. Make absentees feel like they have missed out on something, be it missed content or missed connections.
