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From Live Event to Lasting Revenue: The Automated Post-Event Marketing Playbook

Your live shopping events generate buzz, but what happens after the broadcast ends? Too often, the valuable video recording sits unused on a single page. You're missing out on a goldmine of opportunities to re-engage attendees who didn't buy, connect with customers who missed out, and turn that one-time event into a continuous stream of sales. This fragmented approach means a low return on your content efforts and significant lost revenue.

This playbook introduces 'The Cost-Effective Modular Stack,' a powerful, budget-friendly system designed to solve this exact problem. By integrating your BigCommerce store with Mailchimp and Buffer, you can automate your entire post-event strategy. After your event, customer and purchase data from BigCommerce flows directly into Mailchimp, automatically segmenting your audience by tagging attendees, non-attendees, and new customers. This triggers targeted email campaigns with event replays and exclusive offers, while Buffer schedules repurposed video clips to keep the momentum going on social media, driving sustained traffic and sales.

Expected Outcomes

  • Maximize the ROI of your live event content by repurposing it for multiple channels.
  • Automatically remarket to event attendees who did not make a purchase, converting them into customers.
  • Increase post-event revenue through targeted email and social media campaigns.
  • Build a seamless, automated lead nurturing system that engages customers at every stage.
  • Improve overall customer engagement and brand reach long after the event concludes.

Core Tools in This Stack

Mailchimp

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Mailchimp is an all-in-one marketing platform that helps small businesses and larger enterprises market smarter, not harder. It provides AI-powered tools to create and send engaging email campaigns, automate marketing tasks, manage audiences, and analyze campaign performance.

Key Features
  • Email Campaign Builder
  • Marketing Automation
  • Audience Management & Segmentation (CRM)
  • AI-powered Content Optimizer
  • Landing Page and Website Builder
  • A/B Testing
  • Advanced Reporting & Analytics
  • Extensive Integrations with other apps
Ideal For

Company Size: Micro, Small, Medium, Large

Industries: Technology & Software, Business & Professional Services, Retail & E-commerce, Creative & Media, Education & Non-Profit, Health & Wellness, Other

Pricing

Model: Free, Freemium, Subscription

Tier: Mid-tier

Ease of Use

User-Friendly

Buffer

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A social media toolkit for small businesses that helps users plan, schedule, and publish content, engage with their audience, and analyze performance across multiple platforms.

Key Features
  • Content Scheduling & Publishing
  • Social Media Analytics & Reporting
  • Audience Engagement Tools (Comments & DMs)
  • AI Content Assistant
  • Custom Landing Page Builder (Start Page)
  • Multi-Platform Integration (Instagram, Facebook, X, TikTok, etc.)
Ideal For

Company Size: Micro, Small

Industries: Creative & Media, Retail & E-commerce, Business & Professional Services, Education & Non-Profit

Pricing

Model: Freemium, Subscription

Tier: Small Business

Ease of Use

Very Easy

BigCommerce

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BigCommerce is an open SaaS e-commerce platform that provides businesses with the tools to build, run, and grow their online stores. It supports both B2C and B2B models with flexible, scalable solutions.

Key Features
  • Drag-and-drop page builder
  • Headless commerce APIs
  • Multi-Storefront management
  • Advanced B2B e-commerce features
  • Omni-channel selling (marketplaces, social)
  • Integrated payment and shipping options
  • Built-in SEO and marketing tools
Ideal For

Company Size: Micro, Small, Medium, Large

Industries: Retail & E-commerce, Business & Professional Services, Health & Wellness, Technology & Software, Other

Pricing

Model: Subscription-based, Tiered pricing, Usage-based

Tier: Medium

Ease of Use

Medium

The Workflow

graph TD subgraph "The Cost-Effective Modular Stack" direction LR N0["Mailchimp"] N1["Buffer"] N2["BigCommerce"] N2 -- "'Order is Created' sends Contact & Order Data" --> N0 N0 -- "'New Tag Added' sends Message to Queue" --> N1 end classDef blue fill:#3498db,stroke:#2980b9,stroke-width:2px,color:#fff; classDef green fill:#2ecc71,stroke:#27ae60,stroke-width:2px,color:#fff; classDef orange fill:#f39c12,stroke:#d35400,stroke-width:2px,color:#fff; class N0 blue; class N1 blue; class N2 blue;

Integration Logic

  • Campaign Weaver

    This integration creates a one-way, trigger-based data flow. It starts when a new 'Order is Created' in BigCommerce. The customer's contact information (name, email) and order details (product purchased, order total) are sent to Mailchimp. In Mailchimp, the contact is added to a specific audience and tagged based on the product category they purchased from. The addition of this new tag in Mailchimp then acts as a secondary trigger. It initiates an action to send a pre-composed message to a specified Buffer queue. This message can be customized with dynamic content from the BigCommerce order, such as the customer's first name or the product they bought, allowing for personalized social media shout-outs or promotions.

Turn Your Event Replay into Revenue

Learn how to automate your post-event marketing and transform one-time viewers into a continuous stream of sales.