Creating a great messaging strategy for your corporate event

Audience Listening To Presentation At Conference

Corporate events can easily be unsatisfying for attendees, their bosses, and the event planners if care is not taken in creating a great messaging strategy for your corporate event. No matter how clear a vision you have for what you need to get across, it may not be effective if you don’t incorporate some key strategies to ensure you reach your audience.

Key Components

There are several key components that every corporate event should have:

  • Value – Audience members get something out of the experience
  • Accountability – The company must be able to deliver on the promises or goals set at the event
  • Simplicity – Audiences can only absorb so much information at any given event; boil it down to a few key concepts, presented in a clear and concise manner
  • Consistency – The event should say the same thing, regardless of the medium of presentation

Know Your Audiences 

When it comes to creating a great messaging strategy for your corporate event, it’s important to know your audiences. At any corporate event, you actually have multiple audiences: the primary audience who you’re directing the materials to, their bosses, who serve as a secondary audience, and the post-event audience, who include team members not included at the actual event.

For the corporate event to have value, you need to ensure that each audience leaves the event with the correct knowledge, emotions, and plan of action. One of the best ways to gauge what your audience wants out of the event is to simply ask the primary audience what they hope to learn, feel, and do. Then, ask the secondary audience what they hope the attendees will learn, feel, and do. This helps you to set an agenda.  If you find that your audiences report different desired outcomes, you can serve as a sort of mediator between the two interest groups.

Know Your Goals 

As we touched upon above, when creating a great messaging strategy for your corporate event it’s important to set clear goals for what you want the audience to:

  • Learn,
  • Feel, and
  • Do

…following the event. For example, you may want the audience to learn about a new product line, feel excited and confident about its prospects, and implement a new sales strategy incorporating the line. Neglecting any one of these goals will weaken your message, because emotion and knowledge combine to create the desired action.

Create Your Message 

Knowing your goals and audience allow you to then formulate the message you want to send out. Start out by distilling the message into a few key concepts, tied together by a single key message. The message should be clear, easy to remember, and inspiring. It should also be consistent across any activities or presentation methods within the corporate event.

This post was originally published on the One Smooth Stone blog on September 11, 2013. For a complimentary 30-minute consultation on how to build your brand and inspire an audience through events and communications, please contact Brian Duffy by calling 630.427.4235 or by emailing


Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s