Event Communications :: A Simple Playbook to Prepare, Perform & Recover for Results

PREPARE :: PRE-EVENT

SCENARIO 1 – you are hosting/sponsoring an event

Ideally 45 but at minimum 30 days prior to the event, send an invitation or save the date to your list.  Provide a clear WHO/WHAT/WHEN/WHERE with a call to action/RSVP. 

At minimum 1 week prior, send any reminders or updates to all attendees or lists.

Day prior to the event, send communication with an exciting message as a final reminder

SCENARIO 2– you are not hosting/sponsoring an event, but you are exhibiting/speaking at an event

At minimum 2 weeks prior to the event, send an email to the event list or your targeted list. Provide information about your booth, campaign or speaking opportunity and a call to action (i.e. schedule a meeting).

Day prior to the event, send communication with an exciting message

SCENARIO 3 – you are just attending an event to network

At minimum 2 weeks prior to the event, send a personal email to any/all clients, prospects or targets to schedule a meeting or opportunity to connect.

Send any necessary confirmations, follow up or reminders (i.e. calendar invites, meeting room, reservations, etc.)

OVERALL – be sure your goals, logistics and message are aligned. Always be proactively creative and inventive with your campaigns and opportunities in order to attract your target audience.

PERFORM :: EVENT ACTIVATION

SCENARIO 1 – you are hosting/sponsoring an event

Be prepared with your RSVP list and make sure that all logistics are well in order for the event(s). Be sure that you have your message, collateral and any campaigns/giveaways in order.  Make certain you have the opportunity to capture leads.

SCENARIO 2– you are not hosting/sponsoring an event, but you are exhibiting/speaking at an event

Be sure that you have your collateral, logistics, message and any campaigns/giveaways in order. Make certain you have the opportunity to capture leads.

SCENARIO 3 – you are just attending an event to network

Be sure that you have your collateral and message in order.  Make the most of the opportunity for one on one engagement. 

OVERALL – be sure to capitalize on engagement, lead capture and positive brand experience.

RECOVER :: POST-EVENT RESULTS

SCENARIO 1 – you are hosting/sponsoring an event

Follow up within 1 week of the event. Utilize your qualified leads/lists to follow up with any assets from the event (i.e. a video of speaking, collateral, campaign results, etc) and give them a reason to stay engaged (i.e. add to newsletter, upcoming conference, etc.).  Additionally, utilize any opportunity the event provides as a host, sponsor, speaker to communicate with attendees following the event.

SCENARIO 2– you are not hosting/sponsoring an event, but you are exhibiting/speaking at an event

Follow up within 1 week of the event. Utilize your qualified leads/lists to follow up with any assets from the event (i.e. a video of speaking, collateral, campaign results, etc) and give them a reason to stay engaged (i.e. add to newsletter, upcoming conference, etc.)

SCENARIO 3 – you are just attending an event to network 

Follow up within 1 week of the event on any/all opportunities and activate next steps.

OVERALL – always follow up!  Utilize all opportunities to nurture leads, maintain engagement and close.