You start communicating twelve to sixteen weeks before your event. This gives you three moments to reach someone who might have missed the first message. The timing looks like this. Message 1 (week -12): announcement and early-bird registration. This builds initial awareness and the first sign-ups, giving you momentum. Message 2 (week -6): reminder and content promise. Many people didn't see the first message. Message 3 (week -2): last call and 'few places left'. The feeling of missing out works. In the final week itself, you send practical reminders about times, venue and transport. For very large campaigns, you can announce partners and brief media as early as week -16. Don't start too early: interest doesn't automatically translate into attendance. Don't start too late: two weeks is not enough. Live Impact sets your optimal communication timeline.