8 Ways to Create a Create a Concrete Communication Strategy for your Event and Stick to It

A strong communication strategy is vital if you want to maximise your event and increase your revenue. As well as improving brand awareness, you’ve got the potential to reach a bigger audience and convert browsers into buyers (or delegates!) So what makes a killer comms strategy? And how do you stay on top of it in the run-up to your event?

Lots of factors come into play here but we’ve highlighted some of the key things to think about when it comes to your plan of action.

Planning and Project Management

Sounds obvious but develop your strategy as early as you can. Check it, then check it again. Consider lead times for any outsourced resources (from printers to freelancers) and factor them in. Identify any areas of weakness early on and look into getting outside support. Oh, and don’t forget to get a handle on your budget too. 

Understand your Audience

Another one that sounds obvious but hear us out. You might think you know who your event’s for but when was the last time you evaluated that information? Who’s actually engaging with you - and who do you want to reach? By understanding your data you can start segmenting your marketing too - delivering content that’s truly specific to your audience.

Invest in Top Level Branding and Messaging

Consider using a copywriter and designer to create some very special branding and messaging. You might think you’ve got the resources in-house but outside eyes can provide a new perspective - and you can give honest feedback without worrying about offending anyone!

Use all your Channels

On average, people need to ‘see’ an event three times before they sign-up (or buy a ticket). This means you need to make the most of all your channels to get people on board. Consider: an event page on your website, newsletters, direct emails, social media channels (don’t forget LinkedIn!), PR, print marketing, advertorials, PPC ads - and why not mention it in your email signature too?

Social Media Strategy

Don’t skimp on your social! It’s the quickest way to reach people, quickly. If your following is big enough, start with organic posts. But ‘sponsored’ or ‘promoted’ posts are a fairly cost-effective way to increase engagement too. Keep your content regular but don’t spam (the algorithms won’t like it - let alone the audience). And don’t just use basic posts - create an event, have fun with reels, and make the most of online polls too!

Outsource

You can get lots of different types of support to help you with your event marketing. Use freelancers for things like social media content, email copywriting and graphic design, and digital specialists for deep-dive data digs. 

Ongoing Evaluation

View your marketing strategy as an ever-evolving beast. Continually measure engagement - from post ‘likes’ to open rates - and adjust your plan accordingly. A-B test creative, use subject line tests, and find out which audiences are most active. You’ll be able to shape your current campaign and gain valuable learnings for your next one!

Need some support with your next event? We’re here to help! Email us at hello@unitemarketingandevents.co.uk or send us a DM today.