Events shouldn’t be isolated moments. They should be catalysts for ongoing engagement, ultimately turning attendees into true advocates for your brand. The most successful event strategies—the ones that truly increase customer lifetime value—go beyond one-off experiences to create a meaningful community that’s activated throughout the year.
Below, we dive into how you can transform your event strategy from an annual high-energy sprint into a year-round, thriving ecosystem with meaningful touchpoints along the way.
1. Keep attendees engaged with other elements of your event portfolio.
One individual might not attend five big in-person events a year, but they might engage with your brand through varied event formats. The key is to flesh out your event portfolio with different kinds of experiences that meet people where they are.
Draw attendees into a larger ecosystem of touchpoints that keep them engaged and deliver value, so your brand remains top of mind as a resource and partner throughout the year.
Expand your event portfolio with the following touchpoints.
Webinars and Virtual Workshops
It’s important to remember that webinars are still virtual events that can be powerful drivers of engagement. Particularly, these are perfect for maintaining a connection with attendees between in-person events. Consider developing a monthly webinar series featuring industry experts, product deep dives, or leadership panels that can keep your community active and continuously learning.
Community Forums and Online Groups
Keep the event experience going even after attendees leave the venue. Build a digital space where they can continue conversations and where members can ask questions, share insights, and collaborate in real time.
Educational Tracks and Certification Programs
If learning and professional development are central to your event, consider building out year-round educational offerings, like:
- Exclusive certifications tied to your event
- Ongoing training modules
- On-demand library of past event sessions
If your brand already has a certification or learning program for customers, invite those who’ve attended your events but haven’t yet participated in your program. Each of these meaningful touchpoints build upon each other, ultimately improving customer lifetime value and creating brand advocates who see you as a valuable resource in their professional development.
Networking Events and Coffee Chats
Casual events with a focus on building connections can be just as (if not more) valuable as large conferences. Foster relationships that last far beyond the one event with checkpoints like:
- Virtual happy hours
- In-person coffee meetups
- Structured speed networking events
💡 Quick Takeaway: Not every event needs a keynote speaker and a registration fee. Think about how your audience prefers to engage and build a mix of options that keep them involved throughout the year.
2. Supplement your branded annual event with smaller offshoots throughout the year.
Sure, your annual flagship event is like the Super Bowl for your business. But the power of its brand can extend far beyond just the one big moment; it has the potential to become its own year-round engine of engagement and community.
Create smaller events (or micro-events) throughout the year that build on the brand of your flagship event. One idea is to host these in different locations according to where your target audiences are based. Think of it as taking your company’s Super Bowl “on the road,” building community while extending the reach of your main event. It’s all about deepening engagement and maximizing the power of your branded event strategy.
Here are some micro-event ideas to supplement your branded event:
Local Meetups
As we discussed, consider local gatherings based on major locations of attendees and prospects. Another perk of this approach stems from the fact that not everyone will fly across the country for your main event, but they might attend a local meetup. Hosting city-specific gatherings allows you to stay engaged with your audience in a more accessible way.
Industry-Specific Roundtables
Rather than trying to appeal to a broad audience, create hyper-focused discussions for specific segments of your community. For instance, if you run an event for collaboration software, you could host niche discussions tailored for project managers or SaaS marketers.
Executive Dinners and VIP Events
Host micro-events targeted for high-value attendees—think executives, investors, and decision-makers. Think exclusive networking dinners or a private, invite-only experience. The key is making these gatherings valuable, with curated guest lists and discussion topics that cater to their interests.
Community-Led Sessions
Your audience isn’t just there to listen; they also have insights to share. Encourage them to host their own small gatherings under your event umbrella. This not only decentralizes event planning but also deepens engagement by empowering attendees to take ownership of their community experience.
💡 Quick Takeaway: Think of these smaller events as the bridge that keeps your audience engaged between your flagship events. They provide frequent, high-value touchpoints that maintain momentum, deepen relationships, and maximize your ROI.
3. Keep conversations going within community spaces.
The best events aren’t just about content, they’re about connections. But if those connections die as soon as the closing session wraps up, you’re missing a huge opportunity. A thriving community needs a home where discussions can continue year-round.
Keep your community alive through:
Slack Channels
Many industries already have active Slack communities where professionals connect daily. Why not create a branded space for your attendees to interact beyond the event?
LinkedIn or Facebook Groups
For a more structured approach, a well-moderated LinkedIn or Facebook group can serve as a hub for ongoing discussions, shared resources, and thought leadership.
Your Own Community Platform
Consider launching your own digital space where attendees can access event content, participate in forums, and network with peers.
With Swoogo, you can build an Event Hub that serves as an interactive space—filled with access to content, one-on-one connections, future and past events, and more—where attendees can stay engaged before, during, and after any event.
Live Office Hours or Drop-In Sessions
Hosting weekly or monthly live Q&A sessions with industry leaders or event speakers keeps the energy going and reinforces your event’s role as a knowledge hub.
💡 Quick Takeaway: A strong online community ensures that the energy from your event doesn’t fizzle out—it evolves into an ongoing conversation that keeps your audience coming back for more.
Read Next
Turn Your Events Into the Heartbeat of Your Community
If you want to build a true community through events, you need to think beyond the big annual event and how to create an entire ecosystem with multiple, meaningful touchpoints throughout the year. Create these personalized experiences that keep them coming back for more.