7 steps behind a successful business event communication strategy

Planning and executing a successful business event takes careful coordination across many different elements. 

One of the most critical factors is establishing an effective event communication strategy, which can influence the promotion and outcome of your event, not to mention the implications it can have for your brand. Without clear, consistent messaging before, during, and after your event, you run the risk of widespread confusion, lower attendance, and missed opportunities. 

However, on the flip side, transparency and commitment to your vision and values can earn you increased recognition and publicity, and make your event a greater success. This article will look at the importance of establishing ‌a communications strategy and how you can get started in the run-up to your next event.

What is an event communications strategy?

An event communications strategy is a comprehensive plan to promote your event and deliver consistent messaging to all target audiences leading up to, during, and after the event takes place. 

It encompasses defining goals, crafting core messages, selecting channels, mapping timelines, creating assets, tracking results, and facilitating two-way conversations across every stage.

With so many moving parts, establishing a cohesive strategy is essential to effectively generate interest, drive registrations and attendance, provide important logistics, and aggregate data to influence your next event and promotional activity. The communications strategy itself acts as a blueprint guiding all outreach efforts to speak with one coordinated voice that meets event objectives.

What types of events would need a robust communications strategy?

Nearly any organised commercial gathering can benefit from a thoroughly planned and inclusive communications strategy, but it becomes especially crucial for:

• Large-scale conferences, conventions, or trade shows
• Highly-promoted launch events for products 
• Brick-and-mortar store openings
• Milestone events like anniversaries or valuations
• Achievement celebrations like achieving net zero status or upscaling to new offices
• Networking events with multiple sessions and conflicting schedules
• Destination events requiring significant travel
• Events with large amounts of partnerships, sponsors or press engagement
• Campaign kick-offs intended to fuel ongoing action

The more moving parts your event contains, the more value a coordinated strategy brings to effectively oversee messaging across stakeholders.

What should an event communications strategy include?

An impactful event communications strategy will comprise elements like:

• Positive messaging tied to business goals, such as the adoption of renewable energy solutions to meet net-zero targets
• Audience-focused, benefit-driven language 
• Multiple channels and touchpoints, including social media posts, videos, website text, and infographics
• A timeline mapping SEO keywords and consistent communications by stage
• Visually engaging branding assets
• Mechanisms to track performance
• Opportunities for two-way dialogue
• Clear calls to action to drive desired response
• Oversight for any partners or third-parties communicating about the event

The best communications strategies spare no detail in crafting and delivering the right message through the right channels to motivate target audiences.

7 steps to creating an event comms strategy template

Follow these seven steps to create a solid event communication strategy that will set your particular event up for success.

1. Define your event goals

Before you can craft engaging, targeted messaging, you need to know exactly what you want to achieve with your event. 

Ask yourself:

• What is the purpose of this event? Is it for networking, training, product launches, or to maximise visibility for your brand?
• Who is the target audience? How can this event provide value for them?
• What measurable outcomes do you want? Increased sales? New partnerships? Media coverage?

When you define tangible goals, you can shape communications to motivate your target audience to take the desired action you want them to fulfil.

2. Create core messaging

With your goals clarified, break your communications down into concise key messages. Adopt a benefit-led tone of voice, rather than drill heavily into the features and specifics.

These essential themes will form the backbone of your event communications at every stage.

Core messaging often includes:

• A short tagline or slogan that sums up the event purpose
• A brief event description highlighting user benefits
• Logistical details like date, location, and registration links
• Calls to action to elicit your desired response from audiences

Keep language focused on your audience and what the event offers them. Research shows that customer-focused messages perform significantly better than self-focused company messages.

3. Select communication channels

Once you know what you want to say, determine how and where to say it. Key channels for event communication include (but are not limited to):

• Website: A dedicated event page on your website with all the relevant details, assets, and registration instructions.
• Email: Use email to inform contacts about key information, prompts to register, event reminders, follow-ups, and feedback surveys.
• Social media: Share event announcements, teasers, video content, and live coverage on networks where your audience is active.
• Print collateral: Posters, flyers, banners, and signs help raise awareness on location and make prospective attendees recognise where you’ll be.
• Advertising: Geo-targeted online ads, radio spots, and mailers extend your reach to prospects in and around the local and regional areas.
• Messaging apps: Provide confirmations, reminders and updates via SMS, push notifications, or chatbots.

Choose the marketing channels that allow you to reach your full intended audience with relevant touchpoints.

4. Map out a timeline

Effective event communication requires a structured timeline to maximise impact before, during, and after your event. 

Build out a schedule that covers all channels and identifies what messaging will be delivered at each stage.For some examples:

• Send initial announcements several months before
• Schedule announcements (such as early bird offers, discounts, or featured speakers) in the weeks leading up to the event
• Post other dynamic and positive content that builds anticipation, along with reminders
• Send out collateral like logistics, schedules, apps, tips, and reminders
• Provide social media coverage on-site and real-time updates
• Post recaps, highlights and thank-yous immediately afterwards
• Send surveys a day or two after the event concludes
• Post photo galleries and teasers for the next event soon after

Spreading communications across multiple touchpoints over time increases opportunities for registrations and engagement and further solidifies your brand in the forefront of your audiences’ minds.

5. Create visual assets

Visuals make your event messaging stand out across channels. Develop high-quality, professional brand assets like:

• An event-specific logo and graphics
• Eye-catching images for email headers and social posts
• Videos teasing speakers, activities, and sponsor offerings
• Infographics with key event stats or location details
• Maps of the venue layout and key areas of interest
• Programme agenda or schedule overview

Crisp, polished visual elements reinforce professionalism and get audiences excited to participate.

6. Track and optimise outreach

Once your event communication machine is in motion, track results closely to identify what’s working and what isn’t. The analytics you track will depend on your preferred marketing channels.

View open and click-through rates (CTR) on emails, impressions and views for website pages, online registrations and sales conversions, social media engagement, off-brand mentions, external coverage in publications, radio spot plays, attendee satisfaction surveys, and more.

Look for patterns, such as communications that consistently drive above-average conversions. Identify what needs to be strengthened or phased out and continue your efforts on those that work. Refine your strategy as intended to maximise impact and satisfaction for your next event.

7. Create two-way conversations

Communication is not just about pushing your event message out across channels. It’s also vitally important to listen and facilitate two-way conversations with your audiences.

Provide engagement opportunities like polls, Q&As, contests, backchannels, hashtags, and interviews to earn real-time feedback and generate further interest in your event.

Active listening shows your audience that you value their voice. Their input can directly improve future events while building lasting connections.

Putting it all into practice

Following this strategic process will ensure your business event communication hits the mark from start to finish. With your goals defined and messaging tailored to move key audiences to action, you’ll drive higher engagement and event success.