Event Communication: 5 Mistakes You'll Never Make Again
A tightly organised event? That doesn't start on-site, but long before that. Good event communication demands more than just sending out an invitation. It is the glue that connects everything: participants, stakeholders, venues and suppliers. Yet in practice, things still often go wrong. Not because no time or attention is devoted to it, but because event communication is still too often viewed as an afterthought. And that is precisely where the problem lies.
At goMICE we see it differently. We believe that communication before, during and after an event is just as important as the content of the programme itself. After all, it determines how your event is experienced, remembered and shared. Below we share five common mistakes in event communication.
Thinking that one save-the-date is enough
Sending a save-the-date just once and then radio silence? There's a high chance your target audience will drop out even before your programme has started. Good communication isn't a one-off action, but an ongoing teaser.
Provide enthusiastic and smart communication moments. Give a sneak peek of the programme, let speakers have their say, share practical updates. In short: build anticipation. That doesn't have to be a lot of extra work, if you cleverly incorporate it into your communication strategy.
2. Forgetting who your target audience is
A technical email to a creative team or a fluffy invitation to sales? Mismatch! Every target audience demands its own tone, timing and channel. And that starts with a clear understanding of who you are inviting and why they will really want to be at your event.
Our STRETCH method helps to tailor communication about an event to the profile of your target audience. Because only then will they truly feel addressed.
3. No alignment between communication strategy and event strategy
During the event, all the pieces of the puzzle come together. Yet we often see that the communication beforehand or on location does not quite align with the purpose of the event. Think of a tone of voice that deviates from the front-end communication, or a visual style that seems to come out of nowhere. Also, important messages are sometimes not repeated or reinforced.
What a pity! Exactly in this phase you can make the story complete. Ensure that all communication, from signage and presentations to badges and scripts, aligns with your brand story and event strategy. Only then will your message truly become tangible.
4. Skipping the follow-up
The follow-up is not the end, but the extension of your event. A good event deserves a good tail. Match the energy of the event and carry the line through. Repeat key messages, allow space for reflection and give attendees something to look forward to.
You can do that with an aftermovie, a summary of the highlights, but also with content that offers more depth: interviews, learnings, a whitepaper or follow-up offer. You maintain the connection and reinforce the investment in the event.
Wanting to do everything yourself
You know what you want to say, but how do you ensure it actually lands? Many organisers try to fit it in alongside everything else. With good intentions, but without a strategy, resources or enough time. The result: fragmented communication, last-minute changes and a missed opportunity for long-term impact.
Our clients don't just call on us to organise their event, but specifically for the communication surrounding it too. Because we translate strategy into experience and message into reach. We do that not only before, but also during and after the event. With a clever deployment of channels and an eye for detail.
Everything depends on the communication surrounding your event
A well-organised event is nothing without clear, strategic communication. Don't get bogged down in disjointed messages, but instead opt for a well-thought-out approach that reinforces your message and engages and excites your target audience.
Curious how we tackle that?
Book a free sparring session and discover how we make your event speak.
goMICE: serious engagement, from start to long after the final applause.