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The Power of TOAN: Why Post-Campaign Engagement is Your Secret Weapon

Updated: Jan 23


You’ve nailed your brand activation. The trade show booth was buzzing, the immersive experience left jaws on the floor, and the hashtag you created? It’s trending. Cue the confetti! But as the lights dim and the campaign wraps up, there’s one critical step left in creating an unforgettable and ROI-boosting marketing experience: Post-Campaign Engagement. And that’s where our trusty TOAN framework comes in.


TOAN, short for Thanks, Offer, Advocacy, and Nurture, is the exact strategy we use with clients to keep the momentum alive long after the event is over. At EPIC Promotionals, we believe the best campaigns don’t just make a splash, but create ripples and TOAN ensures those ripples grow into waves of long-lasting customer loyalty, advocacy, and growth.

Here’s why TOAN is essential to your post-campaign strategy.


1. Thanks: Gratitude Is the Gateway to Loyalty

Your audience just gave you their time, attention, and maybe even their wallets. Now is your opportunity to express appreciation. Showing gratitude is the simplest way to strengthen the emotional connection between them and your brand.

Why Thanks Matters:

  • Emotional connection builds loyalty. Research from Harvard Business Review shows that customers who feel emotionally connected to a brand are 52% more valuable than those who are simply “satisfied.”

  • It sets your brand apart. In an era where many companies focus on quick wins, genuine appreciation makes you memorable.

How to Nail It:

  • Personalized Thank You Messages: Send tailored thank-you emails or direct messages. A personal touch like using their name or referencing how they engaged (e.g., “Loved seeing you at the photo booth!”) makes it feel authentic.

  • Unexpected Surprises: Delight participants with a small token of appreciation like a discount code, exclusive access to content, or even a surprise gift.

  • Public Acknowledgment: Leverage social media to thank your audience collectively or spotlight specific individuals who went above and beyond in engaging with your campaign.


2. Offer: Keep the Energy Alive

The end of your campaign doesn’t mean the excitement has to stop. By extending a relatable offer, you keep the relationship alive and convert buzz into meaningful action.

Why Offers Work:

  • Momentum matters. People are still riding the high of your campaign so capitalize on that energy to drive conversions.

  • Exclusive offers create urgency. Limited-time deals or exclusive access feel special and encourage immediate action.

Strategies for Success:

  • Tailored Follow-Ups: Use the data you collected during the campaign to craft offers that feel relevant and personal. For example, if someone engaged with a specific product during your activation, offer them a discount or bundle related to it.

  • Time-Sensitive Deals: “Available for the next 48 hours only” adds a sense of urgency that prompts action.

  • VIP Experiences: Reward loyal customers or top participants with early access to new products, invitations to future events, or membership in an exclusive club.


3. Advocacy: Turn Fans Into Your Brand’s Cheerleaders

The ultimate goal of any campaign isn't just to engage but to inspire your audience to brand champions. These are the people who will shout your brand’s praises from the rooftops, share your content with their networks, and bring in new customers organically.

Why Advocacy Is Gold:

  • Trust is priceless. According to Nielsen, 92% of people trust recommendations from friends and family over any other form of advertising.

  • It amplifies your reach. One happy advocate can spark a chain reaction of positive word-of-mouth that’s hard to achieve through traditional marketing alone.

How to Inspire Advocacy:

  • User-Generated Content: Encourage attendees to share photos, reviews, or testimonials. Create a branded hashtag to make it easy to track and repost their content.

  • Incentivized Referrals: Offer discounts, rewards, or freebies for every new customer an advocate brings in.

  • Spotlight Your Champions: Publicly recognize top advocates by featuring them in your newsletters, social posts, or even your next campaign.


4. Nurture: Relationships That Stand the Test of Time

The most successful brands know that events are key opportunities to collect contact information and connect further. Nurturing your audience ensures your brand remains relevant, valuable, and trusted.

Why Nurturing Matters:

  • Consistency builds trust. People are more likely to engage with brands that maintain ongoing communication.

  • It boosts lifetime value. Nurtured customers are more likely to make repeat purchases, attend future events, and become long-term supporters.

Your Nurturing Toolbox:

  • Email Drip Campaigns: Share a sequence of follow-up emails that provide value. Think insider tips, behind-the-scenes content, or sneak peeks at upcoming campaigns. Things that relate to the event and would be of value or interest to the audience.

  • Segmented Communication: Use what you learned about your audience during the campaign to segment them into groups based on interests, behaviors, or demographics. Then, tailor your messaging accordingly.

  • Engage Through Content: Consistently share engaging, educational, or entertaining content on your social platforms to keep your audience engaged between campaigns.


Why TOAN is Essential for Event Marketing

Here’s the thing: Marketing doesn’t stop when the event ends. Without a solid post-campaign engagement plan, you risk losing all the goodwill, excitement, and momentum you’ve worked so hard to build. TOAN ensures that every interaction, before, during, and after your campaign, leads to deeper connections, greater loyalty, and measurable growth.

Real-World TOAN Wins:

  • Case Study 1: After a highly successful product launch event, a regional fashion brand used the brand TOAN to drive a 30% increase in repeat purchases within three months.

  • Case Study 2: An experiential campaign for a beverage company turned attendees into advocates by encouraging them to post branded photos online while shouting them out on the company page. TOAN strategies increased their social media reach by 150%.


Let’s Keep the Magic Going

The party shouldn't end when the event is over. TOAN is the linchpin of a truly transformative marketing strategy. TOAN helps you keep the conversation alive, deepen connections, and turn one-time interactions into lifelong loyalty.


Ready to see TOAN in action for your next campaign? Let’s create an experience that doesn’t just resonate but keeps your audience coming back for more. Contact us today, and let’s get epic.

 

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