Meetings Blog Oct 01, 2018
Event communications, eh? We all know how important this is to the success of any meeting and event, no matter how big or small. So, where do you start? Let’s get some of the basic understandings aligned then we can take a walk through the pre-, during, and post-event steps.
As the person responsible for your meeting or event, you will already have, or soon be getting, a good idea of your audience. The number of people, and sometimes the industry that they are part of, will help you define the communication needs well ahead of anyone heading to your venue and there is a plethora of communications tools, apps and social media out there for you to use.
Delivering your messages timely and succinctly is what will put you on the right track for a successful event…and it starts early!
Communication ahead of an event is rarely underestimated. Whether a meeting for 10 delegates or a trade show for thousands, the marketing promotions, venue details and latest news, are all fundamental elements to any plan. Before your attendees even step through the doors, here is some specific content to remember.
How early you need to start the communication is dependent on the type, size and audience of the event. It’s a great idea to have a clear plan mapped out for your team, highlighting content and frequency. To follow, you’ll want to give them clear details of how the day is broken down into sessions, activities etc. so that they can plan accordingly. Many attendees really appreciate, for example, knowing where the breaks fall so that they can prepare for when and who to target as part of their networking. It can also help attendees focus on the session in hand when they are aware a break is ahead to check emails or make phone calls.
A big attraction for your event will be the speakers and/or the entertainment laid on. Who will be speaking? Will you have live musicians or maybe an event-specific playlist? What background info can be shared about them ahead of time? Promoting them correctly can drive attendance as well as set the desired tone for the meeting, meaning you have that valuable engagement from the off.
As you get closer to the big day, giving people information on what food and beverage will be available is very much appreciated. Knowing exactly what is being provided at the event, and the approach to allergies and other specific requirements, will help attendees feel comfortable as they prepare. Likewise, most attendees need to know the dress code, especially if it breaks from the norm, and any handy local knowledge, such as entry requirements, transport, and expected weather impacts to the event.
When the day itself comes around, the event communications do not end. There is a change of focus, however, as much of your time will be giving guidance, prompting reminders, and generally pointing everyone in the right direction until the day reaches its conclusion.
While reminding attendees of the plan for the day, be sure to have everything marked out clearly. A map, clearly visible signs, and approachable staff to guide can all help the flow of the event. Technology can play its part with information tablets at suitable locations able to provide attendees with relevant details of the site. When planning, always take advantage of the site inspection and work with the venue on how best to arrange your communication points.
Jog the memory of your attendees on the technology elements they should be aware of, such as event specific mobile applications. It’s also vital to remind them of the event’s presence on social media and the various hashtags related to it so they can keep their network in the loop. The key is not only sharing information with them, but also in a way that empowers them to interact as part of the process.
The team that works at your chosen venue often plays a key role in making your event a huge success. Think about how best they can support you in terms of getting clear messages out to the attendees. Another aspect to consider is how the venue team can help you generate and gather feedback from the attendees, either asking for previous experience or giving them the means to capture it.
After the eventRight! D-Day has past and it all went well. But while you may have said your thanks and goodbyes, the communication to those who attended is certainly not over. So, what actions can you take?
Utilizing the same communication channels you had before the event, send out a warm thanks to everyone involved, making it personal where appropriate. Not only is this common courtesy, it can act as a reminder that every participant is a valued, and necessary member of the event’s success.
This is your chance to package up the event as you wish, staying true to its core message. Share videos of key speeches and photos of activities; publish survey results and useful Q&As that have been gathered; and give out relevant contact details where appropriate. Don’t underestimate how the wrap-up can help forge the longer-lasting memories of the event.
Your event has been tremendous success. Now here’s where you get to start promoting the next one, with the bonus of having an audience that is still engaged. By sending out a post-event survey you can capture specific and practical feedback that can be used going forward. It should be brief, simple to complete, and issued within a day or two of the event when it’s still fresh in the mind. Consider likes, dislikes and improvement ideas, on topics that cover venue, speakers, processes, and the rest. Note, however, that rather than going with standardized questions, think about what responses could really prove valuable to you and that are linked to your objectives. The follow-up also includes the opportunity to distribute news about upcoming plans meaning you will be one step ahead for your next event. Momentum can be such a powerful tool!
With these tips you will have at your fingertips all the factors you need to consider in terms of event communications for your event. Remember, as well, to encourage your team and anyone else involved in the project to keep everyone in the loop, and event success is guaranteed.
