Your Next Event Needs a Messaging Matrix

Just because you are planning the event, it doesn’t mean you are the only one communicating it. Let me say that louder for the people in the back.........just because you are planning the event, it doesn’t mean you are the only one communicating it.

I’ve been told more than once by people that they can’t read my mind. If you are anything like me, in your mind, you know all the details of the event, from messaging to logistics to the smallest details that make it special. However, as the event planner, you can’t be the only person that knows all the details.

Chances are your sales team, marketing team, business development team, and leadership team all need to be on the same page when they are talking about the event. Otherwise, messaging can often become inconsistent and sometimes confusing.

It took me years to implement an event messaging matrix. I always considered messaging matrixes as a marketing tool, not a tool for events. As I get older...and wiser, I think...I've realized most tools used for marketing can also be used for events!

Remember when I talked about a marketing campaign approach to events?

Okay, back to the messaging matrix.

From this point forward, it will be one of the most important documents you will create for your event. It aligns all communication efforts. While it will likely evolve throughout the planning process, establishing it (and sharing it!) early?will provide a starting point as emails, social posts, sales conversations, and other event communications take shape. Keep in mind…you won’t be part of every conversation about the event!

What Is a Messaging Matrix Anyways?

It's a straightforward document that outlines key messages for your event. Think simple. It doesn’t have to be anything fancy...an Excel file or Google Sheet will get the job done. It's a reference guide for everyone involved in event communications.?By defining (and sharing!) your core event messages, it is more likely everyone will have a similar talk track.

Get Started!?

Here is what I typically include in my event messaging matrix:

1. Event Promise – A one-sentence statement that tells why people should care about your event - what value will attending the event bring to them??
2. Event Positioning Statement – How is your event different than the 100s of other events they are also being invited to??
3. Target Audience – Who do they want to attend? What are they interested in, do they have challenges the event agenda will help them solve?.
4. Event Mission/Purpose – The ‘why’ behind your event.?
5. Personality of the Event in Communications – Is your event formal? Can it have a more energetic or playful personality?
6. Event Elevator Pitch – A 30-second explanation of your event's and the value it will bring to attendees.
7. Event Pillars (3-5 Core Themes) – Key themes/ideas your event will focus on. (Think about your keynote speakers, your panel discussions, the event experiences)
8. Pillar Descriptions – Short explanations of each pillar and why they matter.
9. Key Benefits – What will attendees gain from participating??
10. Supporting Proof Points/Examples – Again think about your keynote speakers, panel discussions, sponsors, event experiences, etc)
11. Calls to Action (CTAs) – What do you want people to do? Register, attend, share?

How Do You Use It?

• For Marketing – Ensures that emails, ads, and social posts are aligned with the event’s key messages.
• For Sales & Business Development – Helps teams communicate the event’s value clearly to prospects and sponsors.
• For Event Teams – Ensures signage, programming, and speaker content reinforce the event’s core messages.

An event messaging matrix will be a gamechanger for you! Have you used a messaging matrix for events before? Is there anything that I missed?