Mastering Event Communication: How to Build Buzz, Boost Engagement, and Drive Post-Event Success
In today's fast-paced, digitally driven world, effective communication is at the heart of every successful event. Whether it's a product launch, conference, or corporate retreat, how you communicate before, during, and after the event can make all the difference between a memorable experience and a missed opportunity. Communication strategies are essential for generating buzz, keeping attendees engaged, and ensuring post-event momentum. As companies increasingly recognize the importance of well-crafted messages, event communication has become a critical element of the overall event experience.
This article will explore why mastering event communication is trending and provide key insights into best practices for pre-event promotion, on-site communication, live social media coverage, and maintaining engagement after the event through content and email marketing. We’ll also highlight specific European examples, focusing on brands that have successfully implemented these strategies.
Why Event Communication is Trending
In a world where consumers are constantly bombarded with information, events offer brands an opportunity to cut through the noise. However, without a well-defined communication strategy, even the most well-executed events risk fading into the background. Event communication is trending because it allows brands to:
Build anticipation: Effective pre-event communication generates buzz and excitement, encouraging attendees to register, participate, and engage with the brand before the event even begins.
Enhance engagement: During the event, real-time communication keeps attendees informed, engaged, and connected to the content being presented, fostering a sense of participation and inclusion.
Sustain momentum: Post-event communication is crucial for keeping the conversation alive and ensuring that the key takeaways from the event lead to long-term brand loyalty and engagement.
For companies looking to maximize the impact of their events, mastering communication strategies is now a must-have skill.
Best Practices for Pre-Event Promotion
Pre-event communication sets the tone for the entire experience. It’s about more than just announcing the event—it’s about generating excitement, driving registrations, and ensuring your audience is primed and ready for what’s to come. Here are some best practices to help you create buzz before your event:
1. Crafting a Compelling Narrative
Building excitement starts with a compelling story. What’s the event about, and why should people care? Whether it’s a product launch, a conference, or a corporate gathering, the story should resonate with your audience’s needs and desires. A strong narrative also provides a cohesive framework that connects your event’s messaging across multiple channels.
2. Leveraging Email Marketing
Email remains one of the most effective tools for event promotion. Segmented email campaigns targeting different attendee personas can help you deliver personalized messages that resonate with specific audiences. For example, early-bird ticket offers or exclusive behind-the-scenes insights can spark early interest.
3. Social Media Teasers and Influencer Partnerships
Social media is the perfect platform for building anticipation, and incorporating influencers into your event strategy can expand your reach. European brands like Adidas often collaborate with influencers to build excitement around major events. Teasers, countdowns, and sneak peeks can keep your audience engaged and encourage sharing.
European Example: Web Summit
The Web Summit in Lisbon, Portugal, is a prime example of pre-event communication done right. Their comprehensive email marketing campaigns include personalized invitations to relevant sessions and speakers, while their social media feeds are filled with video clips, infographics, and influencer partnerships to build buzz and drive registrations months before the event begins.
On-Site Communication: Keeping Attendees Engaged
Once your event begins, on-site communication becomes crucial for keeping attendees informed, engaged, and excited. This phase of event communication ensures that your audience remains connected to the event and can fully immerse themselves in the experience.
1. Event Apps and Push Notifications
One of the most effective ways to keep attendees informed and engaged during the event is through a dedicated event app. Event apps like Whova and Attendify allow attendees to create personalized schedules, access event maps, and receive real-time push notifications about session changes, networking opportunities, and upcoming highlights.
2. Clear Signage and Interactive Installations
Physical communication tools, such as clear and engaging signage, help attendees navigate the event. Interactive installations, such as digital touchpoints or AR-powered experiences, can elevate the communication experience by offering immersive interactions. For example, using AR to provide additional information about exhibits or keynote speakers can deepen the attendee’s connection to the event.
3. Live Polls and Q&A Sessions
Encouraging active participation is key to maintaining engagement. Live polls and interactive Q&A sessions, whether in person or through a digital platform, allow attendees to participate in real time. These tools create a sense of inclusion and allow attendees to contribute directly to the conversation.
European Example: IBC (International Broadcasting Convention)
The IBC Show in Amsterdam successfully integrates on-site communication through their event app, which allows attendees to navigate the massive exhibition floor, personalize their schedules, and receive real-time updates. The event also uses live polling during sessions to keep audiences engaged, fostering a two-way dialogue between speakers and attendees.
Live Social Media Coverage: Amplifying the Event’s Reach
Real-time social media coverage is an essential component of modern event communication. Social media allows brands to extend their event’s reach beyond the physical space, inviting virtual attendees to participate and amplifying the impact through user-generated content.
1. Branded Hashtags
A branded hashtag is a simple yet effective way to encourage attendees to share their experiences online. By creating a unique event hashtag, you can consolidate user-generated content, making it easier for people to follow the conversation. It also gives attendees an easy way to contribute to the event’s narrative.
2. Behind-the-Scenes Content
Offering exclusive, behind-the-scenes content on social media platforms during the event can build excitement and give both physical and virtual attendees a sense of inclusion. Share snippets from backstage, interviews with speakers, or moments from breakout sessions to keep followers engaged.
3. Influencer Takeovers
Inviting influencers to take over your social media accounts during the event can generate additional buzz and provide a fresh perspective. Influencers often have engaged audiences who trust their opinions, so leveraging their reach can broaden your event’s exposure.
European Example: Cannes Lions
At the Cannes Lions International Festival of Creativity, branded hashtags such as #CannesLions allow attendees and online audiences to follow the event in real time. The festival also features behind-the-scenes content from its prestigious panels and awards ceremonies, ensuring that attendees feel connected to every moment, whether they are physically present or following online.
Post-Event Communication: Keeping the Momentum Alive
Once the event concludes, the communication doesn’t stop. In fact, post-event communication is critical for maintaining momentum, reinforcing key takeaways, and driving long-term engagement with your audience. Here’s how to keep the conversation going after your event:
1. Post-Event Surveys
Feedback is essential for measuring the success of an event and identifying areas for improvement. Sending a post-event survey through email or the event app can provide valuable insights into the attendee experience. Tools like Typeform or SurveyMonkey offer user-friendly survey platforms that make it easy to collect and analyze attendee feedback.
2. Event Highlights and Content Recaps
Creating post-event content, such as video highlights, infographics, or session recaps, is a great way to reinforce key messages and extend the event’s value. Share these across your website, email campaigns, and social media platforms to continue the conversation and keep attendees engaged.
3. Follow-Up Emails and Personalized Offers
Segmented follow-up emails should offer personalized content based on attendees’ behavior during the event. For example, attendees who participated in specific sessions could receive additional resources or offers related to those topics. This personalized approach not only nurtures leads but also reinforces the value of the event.
European Example: Slush
After the Slush Conference in Helsinki, Finland, attendees receive a post-event email with key takeaways, video recordings of sessions, and personalized recommendations for future networking opportunities. This post-event communication strategy helps maintain engagement and reinforces the value of attending the event.
Maintaining Momentum with Content Marketing and Email Campaigns
The key to long-term event success is to continue nurturing your audience long after the event ends. Through strategic content marketing and well-timed email campaigns, you can ensure your brand stays top of mind for attendees.
1. Repurposing Event Content
Repurpose the content from your event to create blog posts, podcasts, or webinars. This ensures that your event’s content remains relevant and accessible to both attendees and those who couldn’t attend. You can also use this content as part of your ongoing content marketing efforts, positioning your brand as a thought leader in the industry.
2. Email Campaigns for Lead Nurturing
Use post-event email campaigns to nurture leads by offering them additional content, exclusive offers, or opportunities to connect with your brand. Segmenting your audience based on their behavior during the event allows you to deliver more targeted, relevant messages that drive conversions.
3. Ongoing Engagement on Social Media
Keep the event’s hashtag active by encouraging attendees to share their post-event reflections, photos, and insights. This helps create a sense of community and keeps your brand’s social media presence vibrant long after the event ends.
