Event Communication: Before, During & After

Effective communication determines event success. Learn how to engage participants at every stage of event organization.

Event Communication: Before, During & After

Attendees don't remember what they had for breakfast. But they'll remember how they felt

When you organize an event, you think about everything – the venue, catering, speakers, technology. But do you consider how your attendee feels when they receive your message at 11:47 PM with a sudden "REMINDER: conference tomorrow"?

Your attendee might forget one of the speaker's names or the lunch menu. But they'll definitely remember whether they felt important and cared for, or rather like just another number in your database.

Good communication doesn't start at registration and doesn't end with the last presentation. It's an entire relationship system that builds the attendee experience from first contact through to the invitation to your next edition. Here's how to manage this communication so your attendees don't just show up, but come back.

Pre-event – Building anticipation and first impressions

Invitations that don't land in spam

Your first invitation is like a first impression on a date. If you send a generic message "You're invited to XYZ conference" to a database of 3,000 people, don't be surprised if the response rate matches the enthusiasm for an extra Friday shift.

Instead, think about segmentation. Send HR managers invitations focused on talent management trends. IT directors get digital transformation content. Each group gets the same conference, but packaged in the language of their specific challenges.

And remember – the subject line is your first 40 characters. Instead of "Conference invitation," write "3 HR trends that will transform your company." The difference? Enormous.

Reminders that help, not irritate

You have an attendee who registered but hasn't paid. What do you do? Send daily "URGENT: pay for your ticket" messages? That's a sure path to losing a customer.

Better approach: first email after 3 days – helpful, with payment link and information about participation benefits. Second after a week – with added value, maybe the agenda or speaker list. Third and final – with information about limited seats and registration deadline.

Automation in your registration system is your best friend. Set up communication scenarios once, and the system will send appropriate messages at the right time. Without your constant oversight, but with your personality in every email.

Welcome emails – The first step in relationship building

The attendee paid for their ticket. What now? Many organizers think: "Great, they're on the list." Wrong. Now the real work begins.

A welcome email isn't just "Thanks for registering, see you there." It's your chance to build emotional engagement. Add a personal note from the organizer, highlight the most interesting agenda items, include practical information – directions, hotel suggestions, parking discount codes.

And definitely tell the attendee what to expect. Will they receive materials before the event? When will they get reminders? Will there be a mobile app? The fewer unknowns, the more relaxed your attendee.

During the event – Real-time communication that connects

When everything doesn't go according to plan

Your keynote speaker is stuck in traffic. Room B has audio problems. Lunch is delayed by 30 minutes. What do you do? Pretend nothing's happening and hope attendees won't notice?

In these moments, real-time communication saves your event's reputation. SMS to all attendees: "Dr. Smith will be 15 minutes late due to traffic. Use this time for networking over coffee – it was the best part of our last edition!"

Notice the difference? You're not just informing about the problem, but also providing an alternative and highlighting positive aspects.

Micro-moments that make the difference

Small things build big impressions. SMS with WiFi code sent 10 minutes before start. Push notification "Remember to take a selfie with the speakers – hashtag #eventXYZ2024." Email with link to first day photos sent in the evening.

These small gestures show you're thinking about attendees not just when something goes wrong, but throughout the entire event.

Post-event – Where your brand's future is built

Thank you messages that don't sound like templates

The event is over. Attendees are leaving. You're already thinking about settlements and cleanup. But the most important moment is just coming – the first 24 hours after the event.

A thank you email isn't a formality. It's a chance to reinforce the positive experience. Instead of generic "Thank you for attending," write: "Amazing that 230 of you showed up for the Q&A session – that's a record! Thank you for the energy and questions that made our conference special."

Personalization works wonders. If your system tracks which sessions attendees participated in, reference that: "We see you didn't miss a single AI session – materials from all speakers in that track are attached."

Post-conference materials – Value that remains

Slides, recordings, photos, additional speaker materials – all of this should reach attendees. But when and how?

Don't send everything in one massive email. Space it out over time. First day after event – photos and brief summary. After three days – recordings from key sessions. After a week – additional materials and links to resources mentioned by speakers.

This spaced communication keeps attendees thinking about your event for a longer period. And each time creates positive associations.

Satisfaction surveys – Don't ask about everything

Evaluation surveys are standard. But most are 30 questions about everything – from room temperature to sandwich quality. Result? 5% completion rate and nothing valuable.

Ask 5 essential questions. Which session do you rate highest? What would you change? Would you recommend us to colleagues? Use incentives – first 50 people get a discount on the next edition or access to exclusive materials.

And definitely make the survey mobile-friendly. If attendees can't complete it on the tram ride home, they probably won't complete it at all.

Key principles of effective event communication

Personalization is more than just names in emails

True personalization means adapting content to attendee needs and behaviors. If someone registers last minute, send them practical information – where to park, what to bring, how to get there. If someone is at your event for the third time, treat them like a VIP – give them early registration access to your next edition.

Registration systems today allow tracking of participation history and preferences. Use this data wisely – not to be intrusive, but to be helpful.

Automation with a human face

Automation saves you time and ensures communication consistency. But it can't be impersonal. Every automated email should sound like you wrote it personally to a specific person.

Set up scenarios for different situations: for people who registered but didn't pay; for those who unregistered last minute; for VIPs and partners. Each group has different needs and expectations.

Channel choice is half the success

Email is fundamental, but not everything. SMS works great for last-minute reminders – it has a 98% open rate within the first 3 minutes. Push notifications in mobile apps work excellently during events. LinkedIn or other social media – for building community around your event.

Don't use all channels at once – it's irritating. Match the channel to the purpose. Important information – email plus SMS. Additional materials – email. Quick updates during events – push notifications.

Don't speak to the crowd, speak to the person

Every attendee at your event is an individual with their own expectations, problems, and goals. Maybe they came to gain new knowledge, maybe they're looking for business contacts, or maybe they just want inspiration.

Effective event communication isn't broadcasting to a database. It's building relationships with specific people at specific moments in their experience with your event. The more you tailor communication to the moment and person, the greater your chance of not just a successful event, but a loyal attendee who'll return and bring friends.

Remember: attendees will forget most details of your event. But they'll long remember how they felt around you. And that's exactly what determines whether your event brand builds community or just sells tickets.

A good registration system is the foundation of this communication – it automates processes, personalizes content, and gives you tools for building relationships at every stage. Because ultimately, technology should serve people, not the other way around.

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