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Here's how you can craft a successful communication strategy to promote your conference to a wider audience.

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Organizing a conference can be a daunting task, but with the right communication strategy, you can successfully promote your event to a broader audience. A well-crafted communication plan ensures that potential attendees are informed and excited about what your conference has to offer. By utilizing a mix of traditional and digital marketing techniques, you can create a buzz that will not only fill seats but also enhance the overall experience for participants. The key is to understand your target audience, craft compelling messages, and choose the right channels to disseminate those messages. In the following sections, you'll discover how to develop and implement an effective communication strategy for your conference.

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1 Identify Goals

Before diving into the specifics of your communication strategy, you need to define clear goals for your conference promotion. Are you aiming to increase attendance, boost engagement, or perhaps establish your event as a thought leader in a particular industry? By setting specific, measurable, achievable, relevant, and time-bound (SMART) goals, you can tailor your communication efforts to meet these objectives. This will serve as the foundation upon which all other aspects of your promotional campaign are built, ensuring that every message is aligned with what you want to achieve.

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Kate Downing

Marketing Communications
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When identifying goals in creating a communications strategy for a conference, I look first at what I want attendees to learn and walk away with once it is over. What is the overall experience that you want to make for each individual? Professional development, networking, education, brand buy-in are just a few of the objectives to focus on and then how to best accomplish these goals throughout the communication strategy of the conference - before, during and after. Because the strategy encompasses not just the marketing and communication before in getting the attendees to the conference. It is the whole of the participation and experience.

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Daniela Pérez

Comunicación, Marketing y Eventos
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Según mi experiencia es importante que antes que nada puedas definir a quien le estas hablando, que es lo que queres lograr. para identificar los objetivos debes: *Pensar en los resultados que queres ver. *Crea metas SMART y escribirlas ( es mas fácil visualizarlas si las escribimos) Crea un plan de acción y cronograma para llevarlas acabo. Una vez realizados estos pasos, empieza a trabajar y al cabo de un tiempo vuelve a evaluar y medir tu progreso.

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2 Know Your Audience

Understanding your target audience is crucial for any communication strategy. You need to know who they are, what they value, and how they prefer to receive information. If your conference is technology-focused, your audience might prefer digital channels like social media or email newsletters. On the other hand, an academic audience might appreciate more traditional forms of communication such as flyers or academic journals. By identifying the preferences and behaviors of your audience, you can tailor your messages to resonate with them and choose the most effective channels for distribution.

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Kate Downing

Marketing Communications
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To market to a wider audience for a conference, understanding who that larger pool of possible attendees is key. For instance, we recently held a conference that has historically been an in-state event is now growing with new leadership and goals for incorporating a variety of topics on a more national scale. Knowing where these attendees go for their news, education, association and more is necessary to communicate and market to them where they live. Showcasing why making the trip to a certain conference they have not attended in the past is imperative and sets a conference apart from others.

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Daniela Pérez

Comunicación, Marketing y Eventos
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Hoy en día, con las herramientas informaticas que tenemos, realizar un analisis de audiencia es mucho mas facil que otrora. Pero es muy importante este paso para poder tener el resultado deseado en la tarea que vayamos a desarrollar. Si realizas este análisis, podrás averiguar cuál es tu audiencia efectiva y alcanzar tu máximo potencial teniéndola en cuenta. existen en el mercado alguna herramientas que van a ayudarte a determinar esta audiencia y también puedes recurrir a los viejos focus group que aún siguen siendo muy efectivos.

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3 Craft Your Message

Once you know whom you're talking to, it's time to craft your message. The key is to highlight the unique value proposition of your conference—what makes it stand out from other events? Focus on the benefits for attendees, such as networking opportunities, learning experiences, or the chance to hear from industry leaders. Your message should be clear, concise, and compelling, designed to pique interest and encourage action. Remember to adapt your tone and language to suit your audience for maximum impact.

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Daniela Pérez

Comunicación, Marketing y Eventos
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Todas las partes del proceso de comunicación son super importantes. Debes prestarle atención tambien a el lenguaje no verbal que indica muchisimo en un mensaje. Pero a grandes rasgos para elaborar un buen mensajes debe exponer el tema a tratar de forma clara y resumida. Si se necesita a?adir información muy importante pero extensa, se debe hacer uso de los adjuntos. El mensaje debe ser redactado con un lenguaje natural y cálido sin perder su formalidad.

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4 Choose Channels

The next step is selecting the right channels to reach your audience. With numerous options available—from social media platforms to email campaigns, from blog posts to press releases—you must choose those that align with where your audience spends their time. If your audience is active on LinkedIn, a well-planned LinkedIn campaign might be most effective. Alternatively, if they engage more with emails, then an email marketing strategy could be the way to go. It's often best to use a mix of channels to ensure broad coverage and multiple touchpoints.

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Michel Schneider

Experienced Communications, Marketing, Philanthropic, and Strategic Professional
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When working with my board colleagues to promote the California State Rural Health Association's conference, in addition to personal invitations, we have relied on channels such as LinkedIn and Facebook to gain registrants and sponsors - going beyond just posts and having drawings for attendance and membership. We've found it to be a good resource for our current and future members.

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Samantha Anderson

Bisnow & SelectLeaders Marketing Director
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You're likely competing against other events so it’s not just about selecting a few platforms and hoping for the best; it's about creating a cohesive, multi-touchpoint approach that consistently reinforces your message across various channels. And, as with most events, potential attendees need to see/hear your message several times before they take action. Strategically combining email marketing, social media, paid ads (digital or print), content (blogs, feature articles, infographics, video), personal/direct outreach and referrals can help drive attendance.

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5 Timing Matters

Timing is everything when it comes to communication. You need to plan when you'll release different pieces of information to maintain momentum leading up to the conference. Start with early bird announcements and gradually build up to the event with regular updates, teasers, and highlights. Scheduling content releases strategically can create anticipation and keep your conference top of mind for potential attendees. Be mindful of industry events or holidays that might affect attendance and plan your communications accordingly.

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Samantha Anderson

Bisnow & SelectLeaders Marketing Director
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Strategic announcements, when done correctly, can create momentum and drive last-minute registrations, a common tendancy among potential attendees across industries and event types. Break out your marketing cycle into 3 parts: 1. Early Announcements: Building Anticipation - save the date, keynotes/speakers, early bird deadlines 2. Mid-Cycle Updates: Sustaining Interest - detailed agenda, added speakers, why they should attend, special sessions/activations, throwback pricing promotions 3. Last Minute Push: Driving Urgency - event takeaways, attendee list teasers, price to increase messages/last minute offers

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Daniela Pérez

Comunicación, Marketing y Eventos
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En la era de la inmediatez, el tiempo es de suma importancia. Hoy en día la captación de la audiencia es tiempos extensos es muy poca. Debemos tener en cuenta los baches de distracción que tiene el publico a quien estamos dirigiéndonos. El contenido debe ser atractivo y no predecible y no debe durar mucho tiempo ( a depender del evento). Por consecuente la planificación del mensaje es fundamental para tener éxito en la duración

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6 Feedback Loop

Finally, establish a feedback loop to monitor and adjust your strategy as needed. Use tools like surveys, social media analytics, and email open rates to gauge the effectiveness of your communications. Listen to what your audience is saying—what they're excited about and what concerns they might have. This feedback can help you fine-tune your approach in real-time, ensuring that your strategy remains dynamic and responsive to your audience's needs and preferences.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Here's how you can craft a successful communication strategy to promote your conference to a wider audience.

1

2

3

4

5

6

7

1 Identify Goals

2 Know Your Audience

3 Craft Your Message

4 Choose Channels

5 Timing Matters

6 Feedback Loop

7 Here’s what else to consider

Conference Organization

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Here's how you can craft a successful communication strategy to promote your conference to a wider audience.

1

2

3

4

5

6

7

1 Identify Goals

2 Know Your Audience

3 Craft Your Message

4 Choose Channels

5 Timing Matters

6 Feedback Loop

7 Here’s what else to consider

Conference Organization

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