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3 Keys to Better Event Communication

In the week leading up to your event, your attendees will be preparing and anticipating what’s to come. As an event organizer, you can take advantage of this anticipation to build for the first day of your event! Here are a few tips on how to help your attendees arrive excited and prepared.

Social Media

Seeing as the average person spends over two hours a day on social media, your organization should look to engage with attendees through platforms such as LinkedIn, Twitter, and Facebook.

Nobody wants to experience FOMO (Fear of Missing Out) and on the flip side, people like to share what they’re up to and encourage others to join. Make sure you’re actively promoting your event on social media in order to generate buzz and encourage attendees to share the news with friends and colleagues! 

The content you use to promote your event will play a major role in encouraging your target audience to register. With Brushfire, you can customize the way your event appears on Facebook, iMessage, WhatsApp, and other social platforms. Creating graphics and images that are easily digestible is a great way to get the word out on social media about your event. Do you have a speaker people are especially excited about? Share a quote from them as a way for people to have a “sneak peek” into your event.

89% of event marketers say social media is very important to generating buzz around their event and boosting sign-ups, so be active on your social platforms leading up to your event in order to reach a wider audience and build the excitement leading up to the big day.

Email Blasts 

The average open rate for event marketing emails is 21% to 30%. This may seem low, but organizations are starting to discover new ways to evolve their email marketing best practices and boost clickthrough rates by a significant amount. 

For example, GIFs have been found to increase click rates by 26%, and videos can increase clicks by 22%. Button CTAs included within emails outperform hyperlink CTAs by 33%. Based on these insights, it’s safe to say that your organization has room to improve when it comes to how you’re engaging with attendees via email.   

The bottom line is that event marketers should never shy away from keeping their attendees up to date with all event-related information. Do you have great advice for shopping and hotels around the venue? Let them know! A great tool with attendees at your events is knowing they are going to make the most out of the entire experience, so help them with that. You can also slow leak your itinerary, letting people know some surprises or exciting things that are happening that they were unaware of.


Here’s an example of a promotional email used for the Hillsong Conference using Brushfire:

Did you know that Brushfire has integrated e-mail marketing? This makes it easy for event coordinators to communicate to their attendees anything and everything they may need to know!

Blog Posts

Advertising on social media and email marketing are both effective ways to get the word out about your event, but people are increasingly expressing their desire to be educated and informed around topics they care about rather than sold on them. Just as people are eager to fast-forward through commercials when watching TV, your audience may be inclined to breeze past your advertisement if it comes across as a one-way sales pitch.

For that reason, blog posts are incredibly useful in sharing insights, tips, tricks, and findings related to your event without directly promoting your event. 

Blogging adds a human touch to your event marketing efforts, and creates the opportunity for prospective attendees to leave comments on your posts and engage with others in your community. On top of that, you can use your blog posts to encourage attendees to become involved with the event themselves.

Do you have a social justice initiative that you will be highlighting at your event? You could create a blog around how you came to partner with them, or perhaps a blog from that organization. Partnering with people who will be attending and supporting your event is a great way for your attendees to interact before they even arrive.

Make Your Next Event One to Remember

Events are exciting for both the attendee and the organization hosting them, but they can ultimately come up short of expectations if you’re not properly communicating with your audience leading up to it. By fine-tuning the way in which you engage with your attendees in order to build anticipation and excitement, you can ensure others will feel excited and a part of the event before it even takes place. Consider using a strong social media and email marketing campaign, along with educational blog posts, as a way to build expectancy! 


Brushfire is a premiere event registration for conferences and includes many of the tools mentioned here.

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