5. Collect customer info before and during the event, but make every effort to emphasize interpersonal interactions while it’s taking place.

As you know, an event affords time for you and your staff to interact personally with attendees. This is a grand opportunity to get to know real people and hear what they have to say about your product or service. As such, coach your staff to make every interaction a genuinely friendly conversation where the attendee is thanked for their interest, directed accordingly and generally just shown a good time.

For events including instruction or hands-on experiences with products or services, ask for attendee feedback right then and there. You can have them fill out a card or an online survey, sure, but having a staff member just ask and listen carefully to them may bring insights you won’t normally get in other contexts. Keep it simple, ask what they enjoyed about today’s event and what could have been done to make it better. Of course, try to collect their contact information some other way — perhaps this already occurred through a registration process or other means.

Later, after the event is over, reach out to them with a tasteful email or other follow-up offering some kind of useful content and not merely a sales pitch.