No matter how meticulously you plan a corporate event, it will require a robust communication strategy to make it a success. This is not just about marketing or imparting information on the day, but also about anticipating the needs of your attendees and establishing clear lines of communication with the venue, presenters, caterers, and so on.
This helps everything run smoothly, and if something does not go as planned you are much more likely to be able to identify and resolve the issue swiftly. Here is a look at some effective corporate event communication strategies.
Know your audience
If you organise a large event, it is likely that you are bringing together a diverse group of people with different job roles, cultural backgrounds, and levels of experience. Make sure that your content and communication methods are tailored to their needs and reference points.
For example, an older audience might respond best to emails, but a younger or more tech-savvy audience might prefer a dedicated event app or a specific social media platform. Note which method is preferred and generates the best response rate.
The method you use may change depending on the stage you are up to, with emails in the early stages transitioning to more immediate channels.
You may even wish to utilise a dedicated event planning app, which helps you open direct communication lines and also allows participants to access information about speakers, take part in live polls and quizzes on the day.
Beware of overkill
With all the convenience of modern technology, it is easy to send a constant stream of messages. This might make you feel as if you are being helpful and thorough in your communication strategy, but if the audience feels that they are being bombarded with too much information they will switch off or may just start ignoring the messages.
Therefore consider if each communication is truly relevant and well targeted before you send it. It can be helpful to segment your audience into groups, particularly if you have a large conference. For example, you may want to set up messaging lists for attendees of specific workshops or training sessions on the day to avoid sending irrelevant messages.
Make use of social media
Use social media to publicise the event beforehand and build up a sense of anticipation. Consider which platforms your target audience is most likely to use, such as Facebook, X (formerly Twitter), Linkedin, and so on. This may depend on their average age and the sector that they work in.
Create a hashtag and encourage participants to engage with each other before the event. During the conference, take advantage of live blogging or streaming features to widen audience engagement.
After the event, carry out a follow up survey via your established communication channel to gather audience feedback. This will allow you to identify any areas for improvement and understand what worked well. Continue to engage and build relationships to lay the foundations for your next event.