What is event communication? Effective Event Communication Plan

Event communication is the activity of promoting information related to the event to attract many participants. For an event program to be successful, communication planning always needs to be carried out first and diligently prepared to bring about the success and effectiveness of the activity. In the article below, please join HoaBinh Group to learn what event communication is and how to build an effective event communication plan.

What is event communication?

Event communication is a series of activities to promote images and information about an event to attract public participation at the time the event is about to take place and convey messages to promote the image of the business to customers when the event has ended.

Event communication is also a way for businesses to get closer to customers, partners and the business’s employees. This is a must-have item for all events that businesses organize. Event communication brings benefits to businesses:

• Bring accurate and useful information to media recipients.
• Arouse curiosity and a desire to participate in the event.
• Attract a large number of attendees (for ticketed or promotional events).
• Promote the brand and build a brand image.
• Leave an impression and mark about your business in the hearts of the public easily.
• Optimize advertising time and costs.
• Convey the message to those who do not attend.

The meaning of event communication

Communication activities have many meanings in attracting a large number of people to participate in the event. And at each stage of the event, communication activities will have different meanings.

Communication before the event

Pre-event communication means notifying customers and partners about the presence of the business while attracting target audiences to pay attention and attend the event.

Communication after the event

Businesses not only need to focus on communication before the event but also need to carry out communication work immediately after the event. Post-event communication does not stop at preserving or only promoting images related to the event within the company; it will reduce the effectiveness of the event.

Post-event communication brings many benefits and meanings to businesses:

• Post-event communication to help attendees remember the event more deeply.
• Post-event communication helps to deeply emphasize the event’s message and widely reach interested people.
• Promote and reach new potential customers.
• Increase the brand’s reputation and image position in the subconscious of customers and partners.

The best event media

For each purpose and need of each event, businesses will have ways to choose the most appropriate and best event communication method. There are many media methods, and for each event, businesses can use one or combine multiple media to create the best effect.

Print advertising

In event communication campaigns, there are commonly used advertising publications such as posters, banners, flyers, leaflets, etc.

This is one of the most basic and widely used media for any event. Each image of event information will be displayed on banners and posters and sent to the public. Depending on the nature of the event and the intended audience, the location for hanging and distributing publications will be different.

The locations often chosen to distribute flyers are places where customers often pass by; for example, a roadshow will often promote near universities or on major streets, so in an event for female customers, it can be promoted. near offices, clubs… To optimize efficiency, you need to accurately assess the flow of people at the location and strictly manage the working methods of staff distributing leaflets.

Hanging posters and banners will be prioritized on major roads with heavy traffic to easily attract public attention and interest. However, before hanging banners and posters, you need to carefully research the regulations on outdoor advertising in the location where you are promoting.

Mass communication

How to use mass media includes using television, radio, newspapers, social networks, etc.

Currently, newspapers and television are two communication methods that have a great influence on consumers. These two media channels will help you easily reach and attract attention from more audiences.

For newspapers, to properly reach the target audience and achieve effective communication, you need to carefully learn about the audience and the popularity of the newspaper you intend to use for communication.

As for television advertising, although it will be easy to reach the audience, the cost of being on the screen for a few seconds of advertising is very expensive. So this is a means chosen by a few businesses. And this vehicle will be suitable for very large events requiring a very large number of participants.

Radio is a cheaper means of advertising than television and newspapers, but in terms of reach, it will be limited. Because currently, customers rarely listen to the radio. However, this is still a medium that should not be overlooked if your event attendees are people who regularly listen to the radio. It is often possible that men have the habit of driving while listening to the radio.

Digital technology media (electronic newspaper, social media, SMS marketing, Email marketing)

Currently, the number of users using the Internet is very large; this is an advantage of using digital technology in event communication. For events where target attendees often spend a lot of time using the Internet, authorities need to focus on communication on the Internet.

Especially in recent years with the advent of social media, spreading through these means is very popular with high efficiency and optimized costs.

Banner advertising on websites, sending emails to promote events or posting PR articles in electronic newspapers are popular forms today. Besides, you can communicate on social networks, on forums or build your own website/landing page to regularly post news about the event.

SMS Marketing is also a good way to promote your event, although spamming has recently caused a lot of discomfort for recipients. For example, when users receive a message, if the event attracts them, they can spread it to their relatives and friends.

Activation activity

The most basic form of Activation to promote events is roadshows, free trial product distribution or small contests related to the event, commonly used in opening and launch events. New product launch…

Nowadays, direct interactions with customers attract many audiences. We can see roadshow groups running on the road with banners announcing the event.

Effective event communication plan template

Event communication plan plays an important role in the success of the event. Therefore, building an effective communication plan template is very necessary and needs to be done carefully. It is a detailed plan with communication activities and a specific schedule for each activity that will take place.

Please accompany HoaBinh Group to explore the event communication plan template through the following steps:

Step 1: Determine communication goals

To communicate an event effectively, we need to first determine the communication goal. Depending on each type of communication goal, an appropriate type of organization will be associated. To determine communication goals, you must determine what you want to achieve in your communication plan. Usually the communication goal is to introduce products, attract support from the public, etc.

Each different goal will need a suitable communication plan. In particular, each communication goal needs to meet the five criteria in the SMART model. They are Specific – Measurable – Actionable (can be done) – Relevant – Time-Bound (time to achieve the goal).

Step 2: Determine the audience of the communication

All media events will be aimed at specific audiences. You need to understand the level of relevance of the target audience in order to have the time and cost as well as a communication strategy suitable for that audience.

To identify the target audience, you need to clarify the question: why are they the target audience to reach? What is their role? Factors such as age, occupation, interests, and the needs of customers all need to be clearly understood. From there, draw a portrait of the target audience and their typical behavior to build an approach plan.

Step 3: Determine the communication channels to use

Depending on each goal and audience of event communication, you need to choose the most appropriate communication channel. There are many diverse media channels for you to choose from. Each communication channel has characteristics and usage methods suitable for each goal.

When the event activities take place and which media channels the target audience usually follows, you need to determine which channels to choose accordingly.

Nowadays, most customers are tech-savvy, use a variety of internet access devices, own social networks, and know about every news channel. Determining the communication channel to be used will bring the highest efficiency.

Step 4: Create ideas and media messages

Coming up with ideas and media messages for the event is very necessary and important. This is a call to action, a slogan that makes a strong impression on customers. The media message is what you want to send to the public, which is also what people are impressed with and remember about your event.

A good communication message must meet the following criteria:

• The message is appropriate for the target.
• Sentences are used briefly and attractively.
• Convey the special and novel features of the event.
• Has a close connection to the topic and is culturally appropriate to the target audience.

Step 5: Determine the strategy to use

Strategy is how you execute your plan. To build a suitable strategy, you need to keep in mind the following points:

• Determine the tools to use
• Communication methods
• Access process

Implementation tactics need to be consistent with the established plan. Furthermore, depending on each situation, you need to flexibly change tactics to achieve the highest efficiency.

Step 6: Analyze risks

Not only event communication plans but also any communication plan need to evaluate and analyze risks that may arise, thereby devising contingency plans to overcome them. Risk analysis will help you respond to emergency situations. From there, we build the image of a professional business, ensuring the effectiveness of the event.

Step 7: Estimate the budget

Organizers need to estimate specific costs for the media plan. The items and numbers that need to be detailed will help you balance the goals you need to achieve and the financial capacity of your business. The more detailed and specific the estimate, the easier it is to get approved.

Step 8: Develop evaluation criteria

Look back at the communication goals you have set. You need to evaluate and measure the effectiveness of your communication plan. Everything needs to be evaluated based on specifically defined criteria. Evaluation criteria need to closely follow the initially set goals.

If your communication plan is divided into phases, the evaluation process will also be divided into corresponding phases. Each evaluation criterion must be specific and measurable.

HoaBinh Group – Professional event organization company

HoaBinh Group is proud to be a leading professional organizer in the field of event organization. During our operation, we have had the opportunity to work and cooperate with thousands of individuals, organizations, and large and small businesses, providing professional event organization services at the most optimal cost. We are confident in its ability to bring customers the most impressive and successful event organization services:

• Creative, unique ideas, unique concepts
• Professional, creative and experienced staff
• Professional and modern sound and lighting system
• 3D design and stage construction as required
• Ensure correct procedures and strict supervision
• Survey, design and construct complete event packages according to customer requirements
• Consulting and customer support 24/7

Hopefully, the sample event communication plan sample that HoaBinh Events has sent to you will help you in the process of implementing event communication activities for your business. If you have any questions or difficulties organizing conferences or events, please contact us through our hotline at 0939.311.911 – 0913.311.911 to receive the best advice!