Effective Event Communication, Marketing Ethics & Stakeholders

Effective Event Attendee Communication

Communication is an effective source of information and connection between event organizers and participants.

Types of Communication

• Initial Invitation: Usually the first communication, it will contain all details, values, propositions, and marketing messages to encourage registration.
• Follow-Up Marketing: Similar to the initial invitation but with a slightly different marketing message for those who did not respond the first time.
• Event Registration Confirmation: Sent to assure attendees that their registration has been received and processed correctly.
• Regret Message to Decline: Increases the positive perception of the event and helps forge stronger relationships even with those who cannot attend.
• Event Reminder: Helps foster stronger relationships and usually contains basic logistical information, program changes, or outstanding matters.
• Post-Event Thank You: Shows appreciation and provides an opportunity to sell merchandise, offer educational materials, and allow feedback.

Communication Goals

• Attract more attendees to drive traffic to exhibits.
• Cross-sell current attendees into other products and services.
• Create new sales opportunities for exhibitors.
• Lower the attendee cancellation rate.

Principles of Ethical Marketing

• All marketing communications share the common standard of truth.
• Marketing professionals abide by the highest standard of personal ethics.
• Advertising is clearly distinguished from news and entertainment content.
• Marketers should be transparent about who they pay to endorse their products.
• The privacy of the consumer should never be compromised.
• Ethics should be discussed openly and honestly during all marketing decisions.

Engaging Event Stakeholders

Engage event stakeholders throughout the event planning process to gain community satisfaction and support for the event, resulting in a competitive advantage.

Understanding Stakeholders

Who are Stakeholders?

Groups of people with common interests who will work on or influence the event, directly or indirectly.

Why Engage Stakeholders?

The successful planning and outcome of an event depend on the event manager's ability to identify, liaise with, understand, and maintain effective communication channels with each stakeholder.

What is the Marketer's Role?

The event marketer is responsible for the communication aspect of an event and develops the strategies.

When to Consider Stakeholders?

Consider that stakeholders have differing objectives, resources, needs, positions of power, and expectations throughout the planning process.

How Does Collaboration Help?

Effective stakeholder collaboration and cooperation can lead to a sharing of resources, local know-how, expertise, and resources.