Why communication makes or breaks your event

The mistake many companies make: they start by thinking about the invitation instead of the message. Work out what feeling you want people to be left with, and what they should know, believe or want to do.

That central message, the heart of your communication strategy, should run through all the communication around the event. In the invitation, on the intranet, on social media in the run-up, in the speeches and in the follow-up afterwards.

An event without a clear central message is a party. An event with a clear message is a strategic communication moment.

Before the event: building anticipation

Communication doesn't start on the day itself, but weeks or months ahead. Think of an invitation that builds anticipation and a save-the-date that blocks out the diary. Set up updates on the intranet or by email that announce the event. Add teaser content on social media if it's an external event.

The goal of communication beforehand: people look forward to it. They're curious, informed and present, both physically and mentally.

During the event: amplifying the experience

Communication doesn't stop when the event begins. Think of a hashtag for social media and photographers who capture the best moments. Make sure there's a welcome message on arrival with a clear programme guide. This amplifies the experience and widens the reach.

After the event: extending the impact

The after-effect of an event is too valuable to let slip away. Send a thank-you email with the highlights and share photo and video highlights. Report back on what was discussed and which steps are being taken. A good follow-up keeps the event's impact going for weeks.

The approach differs depending on your audience.

Internal event (employees)

For an internal event, communication via the intranet, email and department heads is the most effective route. Make sure managers carry the message and are enthusiastic about it. Employees who hear from their manager that the event is worthwhile turn up differently. Differently from employees who receive a calendar invite with no context.

External event (clients, partners, business relations)

For an external event, brand experience and exclusivity play a bigger role. The invitation is a first impression of the event itself. Invest in the design, the tone and the feeling. Make it clear what guests can expect and why they can't afford to miss it.

No single channel works for every situation. Choose your communication tools based on your audience and the type of event.

Invitation: digital or physical, depending on the tone of the event. A digital invitation works fine for internal events. A physical card adds weight to an exclusive client dinner.

Teaser campaign: for larger events with a run-up period. Short updates that build curiosity without giving everything away.

Registration system: clear and user-friendly. Ask only for what you really need. Every extra field is a reason to drop out.

Reminder and practical information: send it no later than two days before the event. Time, location, parking, dress code: everything people need to be there without stress.

Follow-up: a thank-you email with highlights, photos and a call to action. Within 48 hours of the event.

An events agency isn't only responsible for the logistics. A good agency also helps shape the communication strategy around the event. The agency thinks about the message, how it's communicated and the coherence between invitation, programme and follow-up.

At Live Impact we always start with the question: what should be different afterwards? That answer shapes both the programme and the communication around it. We advise on the right tone, the right channels and the best moment. That way the event doesn't start on the day itself, but weeks beforehand.

A good event without good communication is like a film without a trailer: people don't know what they're missing. And an event with poor follow-up leaves valuable impact on the table.

The communication strategy around your event isn't a side issue, but a part of the event itself. Start early and stay consistent in your message, with a follow-up that extends the experience.

Want to talk through the communication strategy around your event? Call us on 085 401 40 14 or email hello@live-impact.nl.

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