Playbook: Event Day & Follow-Up
Goal: Maximize appointments from every event
For full context, watch Onboarding Video 2: System Walkthrough & Post-Event Process
Before the Event
What the System Does Automatically
- Sends ~5 messages over 7 days after each RSVP
- Confirms registration, reminds about event, answers common questions
- Keeps your event top-of-mind
What You Do
- Make your confirmation calls (see Filling Your Event Room playbook)
- Automation + personal calls together = highest attendance
Event Day
Arrive Early (30-45 min before start)
During the Event
Sign-In Sheet
- Track who actually attended
- System needs this data to trigger correct follow-up sequences
One Call-to-Action Only
- Don't give multiple options (card, website, phone, email, social)
- More options = fewer conversions
- Pick ONE next step
Recommended CTA:
"If you'd like to schedule a one-on-one appointment to review your specific situation, please fill out one of these cards before you leave and I'll reach out to schedule a time."
Collect Contact Cards
Medicare agents: Use Permission to Contact (PTC) cards for CMS compliance
Financial advisors / Estate attorneys: Use appointment request cards
Keep it simple:
- Name
- Phone
- Best time to contact
- 1-2 qualifying questions (optional)
Collect before they leave.
After the Event
Same-Day Status Updates (CRITICAL)
Update your pipeline the same day or first thing next morning.
Update Timing | Result |
Same day | 3x more appointments |
2-3 days later | Significantly lower booking rate |
What happens when you update:
Status | System Action |
Mark as "Attended" | Appointment request sequence starts in 3 hours |
Mark as "Did Not Attend" | Re-engagement sequence starts immediately |
Don't update | Nothing happens—no follow-up |
What the System Sends Automatically
For Attendees (who didn't fill out a card)
- Timing: Starts 3 hours after you mark "Attended"
- Sequence: 3 messages over 3 days
- Goal: Get them to book an appointment
First message asks if they'd like to schedule. If yes, system asks for availability. If no reply, sends follow-up next day.
For No-Shows
- Timing: Starts immediately after you mark "Did Not Attend"
- Sequence: 4 messages over 4 days
- Goal: Re-engage and bring back into pipeline
Many no-shows still convert with proper follow-up.
Review Requests
- Timing: 2 days after marked "Attended"
- What: Thanks them and links to your Google Business review page
- Going from 0 to 10-20+ reviews dramatically changes perception
Daily Tasks
Long-Term Nurture
- Educational emails over weeks/months
- Keeps you top-of-mind
- Converts people who weren't ready initially
- Often produces your best clients
Event Day Checklist
Before:
During:
After (Same Day):
Next Day:
Division of Labor
System Handles | You Handle |
Automated follow-up sequences | Phone calls |
Re-engagement messages | Direct conversations |
Review requests | Status updates |
Long-term nurture | Quick replies to warm leads |
The system keeps prospects warm. You turn interest into appointments.
Questions? Submit a ticket in the client portal.