Don’t judge a book by its cover: Event communication.

Contents :

  • 1. Don’t talk for nothing
    • 1.1 The golden rule is: communicate when you have something to say.
  • 2. A clear identity: simple and basic
    • 2.1 The answer is simple: Define a clear brand identity… and that’s pretty much it!
  • 3. Event communication: a vision serving values

How many of us throw in the towel when faced with a registration site with a sloppy UX Design, a promotional e-mail that lacks clarity, or an event advert for which we are not the core target? The majority, and that’s perfectly normal!

More than anything else, the events business requires special know-how, constantly renewed working methods, attention to personalization and participant experience, and the search for rewarding experiences that will make your event unique.

But that’s not enough. The art of good communication is taking on an ever-greater role in our businesses, and we need to take the time to look into it.

Don't talk for nothing

“Ladies and gentlemen … I’d like to point out right away that I’m going to talk for nothing.” This iconic phrase uttered by comedian Raymond Devos could serve as an introduction to many of the advertising messages we receive at least once a day in our inboxes.

How many companies tirelessly send out newsletters week after week, at a fixed time, every Monday morning at precisely 9am, with no added value, no new content? Communicating in the events sector is vital, and sending promotional e-mails is a must. But that doesn’t mean you have to do it any old way!

The golden rule is: communicate when you have something to say.

A new, time-saving product for event organizers? A record number of participants in 2019? A new personalized event format? New features? Take the time to target the meaning of your message and the scope you want it to have, so that you can adapt it to the right channel.

What’s more, bear in mind that just like sending paper leaflets, sending e-mails is not carbon-neutral…! According to SendinBlue, citing a study by Ademe,“the carbon footprint of an email with a 1 MB attachment is 19 grams.”

Let’s take an example to illustrate this excess. A company sending out a weekly newsletter to 10,000 people every Monday morning consumes as much energy as a car that has been driven at full speed for 75,000 km – almost twice around the Earth. Vertiginous…

At AppCraft our mailings are targeted, continually updated and adapted according to our prospects’ feedback.

A clear identity: simple and basic

When you’re asked to name 2 or 3 brands of soda, telephone or computer, it doesn’t take long to identify brands with a strong identity.

What about events? Who should you call to organize a convention, general meeting, business trip or seminar? How do you stand out in a competitive sector where a plethora of players (agencies, SaaS software…) all have a different value-added proposition?

The answer is simple: define a clear brand identity… and that’s pretty much it!

There’s no need to go overboard! The recipe for a brand identity contains simple, easy-to-find ingredients:

  • What sets your company apart from others in the sector? Do you have the latest tools for organizing or scripting your event? Define your company’s competitive advantage.
  • What sets you apart, personally? Do you have specific expertise in a particular format? Introspect and identify your team’s strengths and weaknesses.
  • What’s in it for you? What do you and your employees fight for every day? Define your DNA.

Finally, ask yourself how others perceive you? Ask for feedback from as wide a range of people as possible (partners, prospects, customers…) and make any necessary adjustments. Let it rest, it’s fine, your brand identity is ready 🙂

Event communication: a vision serving values

“Achieve a strong differentiating factor (…) to highlight the raison d’être”. Eric Giuly, former Chairman of Publicis, defines the constitution of a company’s values in these terms.

At AppCraft, we agree that an event company without clearly defined values cannot face the future with confidence.

CSR policy, social actions, sustainability of the products on offer (virtual as well as physical!), all these issues have moved from the realm of the nice to have to the realm of the must have in recent years, and we’re delighted about that. Progress has been made, but there’s still a long way to go.

Too few companies in the sector have obtained the ISO 20121 label, still too many events resort to the use of single-use materials and paper for their registration forms, still too few events facilitate car-pooling or the use of soft mobility for their participants.

That’s why we’ve taken advantage of 2020 to reinforce the work we’ve been doing since our creation, to match our words with our actions:

  • White paper currently being written on the sustainability of digital event platforms
  • Steps taken to obtain ISO 20121 certification (obtained in 2021)
  • Promotion of paperless
  • Creation of a CSR team, with one representative per division, for collegial action

In short, we are pulling out all the stops to make our young company a model in terms of CSR policy 🙂

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