9 non-negotiables for all your events communications

Event marketers: In need of some slick comms crafting to capture your audience and get people along? Want to build an engaged community whilst you’re at it?

Of course you do.

Here are 9 things to ponder for your event communications campaigns that’ll set you up for success long before registration opens…and during, and after, for that matter.

  1. Assign a dedicated communications director – this might be your internal head of comms, it might be an agency, or perhaps you enlist freelance help. The thing is, even with all your favourite experts in copywriting, social media, PR and graphic design on board, the various parts of event communications move constantly, and they move fast. This calls for that person who drives everything in the right direction and is able to make rapid yet considered decisions.

    2. Set your event’s theme, and have it inhabit a hashtag. Make it recognisable, relevant to attendees’ work and challenges, and go radical. When it comes to communicating key messages, life’s just too short for the understated.

      3. Communicate your event’s expected outcomes long before it starts. Will it include a major product launch? A pledge or declaration of some kind? Will there be exciting investments or competition winners? Tell the world and tell them early. On the first save-the-date announcement, preferably. Then the second, and the third, and the fourth…

      4. A naysayer. We’re serious! For all of the ‘yes’ people with big-picture ambitions and buckets of optimism, a project needs the equivalent in nit-picky, critical minds. They dish out honest opinions, flag up potential issues and spot potential pitfalls long before anyone else. 

        5. Some – in fact, heaps of – compassion. For each other, for the event’s sponsors, your partners, the scheduled speakers, and everybody in between. Whether it lasts a day or a week, an event often pulls people out of their usual schedules, away from family, and into a hubbub of guests, organisers and team mates that are not part of their every day. Kindness is your currency; spend it wisely and invest in making your event a smoother, more pleasant and even a fun experience for everyone involved.

          6. In their face. ‘They’ being your audience, attendees or not. Repeat dates, times and locations more than you feel is necessary, across multiple channels; because most followers won’t see it the first, second or even third time. Once the event is underway, share key takeaways, highlights and exciting quotes directly to your posts, rather than hyperlinked to your blog or website. Easily accessible content = better inclusion, whilst your organisation looks clued-up and generous. Win win!

          7. In a room. One room, at the venue, to serve as the hub for your programmers, writers, social media managers, technical folk and anyone else involved in organisation. Trust us, when you need to make a live change to the user journey on your event website, or make sure that moment is perfectly filmed, quoted or photographed, you’ll be glad to know where to find your people.

          8. Don’t forget the all-important feedback piece. Surveys, polls, media and social monitoring, even a good old-fashioned phone call to a few of your guests – it all works. We hear you; why go to the trouble, especially during that post-event exhaustion we all so look forward to? Futureproofing is why. People who feel listened to will engage with your brand time and again. And brands who have quality feedback and data are empowered to get better and better at what they do. Not to mention the ideal social media soundbites that a good testimonial or two bring to the table.

          9. Finally, make the content accessible! There are people out there who wanted to come, but couldn’t make it. Don’t let them miss out entirely! Online recordings, written roundups, video reels and social media thanks all go a long way to helping remote or post-event joiners feel part of the action – and to significantly expanding your organisation’s brand awareness, too.

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