Communication Planning For Events

In a world where attention is fleeting and virtual fatigue is real, how can you successfully host online events? Here are 9 essentials to keep in mind: 1. Start with a Compelling Opening Your opening should grab attention, set the tone, build anticipation and give people a reason to stay. 2. Make Eye Contact Look directly into the camera to create a sense of connection. If you're using a teleprompter or script, keep it at eye level to maintain that engagement. 3. Mind Your Facial Expression People are paying close attention to your face. They can see when you’re smiling, or when you appear bored, upset, or frustrated. Be conscious of your expression. 4. Manage Your Energy Your energy drives the entire experience. If you seem disengaged or flat, your audience will tune out. 5. Build Emotional Connections Use personal stories, relatable examples, and analogies. These human elements help your message resonate on a deeper level. 6. Engage the Audience Make your audience part of the experience. Use polls, Q&A, or chat prompts to keep them actively involved. 7. Be Clear and Concise Attention spans online are shorter. Get to the point quickly, and use clear language. 8. Use Visual Aids and Multimedia Use images, short videos, graphics, and animations that support your message. However, don’t overload your slides with text. 9. Check Your Tech Setup Poor lighting, audio, camera quality, or an unstable internet connection can lead to frustration and reduced participation. Test in advance. Hope this helps. I’m Temi Badru, a professional event MC for physical, virtual, and hybrid events. I also train individuals and teams in public speaking and effective communication. #temibadru #voicesandfaces #eventhost #mc #moderator #speaker #events

🚨 Most sponsorship proposals fail because they’re sales decks, not stories. Too many rightsholders still lead their proposals with what they have to sell — logo placements, hospitality, social media slots. But brands don’t buy assets. They buy outcomes. 🤝 Sponsorship isn’t sold on assets. It’s sold on ideas. That’s where creative strategy is the missing bridge. A great sponsorship proposal doesn’t just list rights. It shows how those rights can be activated through stories fans care about, and how those stories ladder up to a brand’s marketing and business objectives. 💡 Without creative strategy: Rights feel generic, interchangeable, and hard to justify. 💡 With creative strategy: Rights become a platform for culture, emotion, and growth. The difference between a sponsorship that gets signed and one that gets ignored comes down to how well you connect the dots between: • Rightsholder value (audience, assets, moments) • Brand ambition (category growth, audience penetration, equity building) • Creative strategy (the story that makes it irresistible) 👉 In a cluttered market, creative strategy isn’t a nice-to-have — it’s the glue that turns inventory into impact. Yet, week in week out I still see rightsholder proposals that lack that bridge. If you don’t understand how brands grow > work with those who do If you don’t have the time to customise for categories > work with those who do If you don’t know how to think about creative strategy > work with those who do Having spent most of my career advising brands how to grow through sponsorship (and having reviewed thousands of proposals for both Coca-Cola & Sky), get in touch if you want your sponsorship proposals to no longer be ignored. #sponsorship #marketing #brands #creative #strategy #sports #sportsbiz #sportsbusiness #sportsmarketing #sportsindustry

🚨STORY TIME🚨 I just got off a call with a nonprofit (that I've sponsored before in my past career) that a brand I currently support is considering sponsoring. The nonprofit scheduled 30 minutes to introduce themselves and share updates on their upcoming event. Sounds promising, right? But here’s the reality: the call lasted 7 minutes. Time set aside by both organizations for the nonprofit to make a first impression, build a relationship, and align with the sponsor. And all they did was share event updates since their sponsorship application had slightly changed. No introduction of their team or mission. No meaningful conversation about impact. No attempt to understand the brand’s goals or how we could work together long-term. 👉 That was a wasted opportunity. Because let me tell you—getting any time on the calendar with a sponsor is a big deal. You have to maximize it. Here’s how this call could have gone differently: 1. Have a clear agenda and respect the sponsor’s time by planning key talking points: introductions, impact highlights, alignment questions, and next steps. 2. Introduce your team even if it’s just one or two people, humanize the conversation before jumping into the details. Sponsors want to know who they’re partnering with. 3. Share your “why" and go beyond event details. What community impact are you creating? Why should your mission matter to the brand? 4. Ask about the sponsor’s goals. Too many nonprofits forget this and sponsors aren’t there for charity—they’re there for alignment and ROI. 5. Highlight partnership opportunities and paint the vision for what is possible through partnership. Don’t just report updates—invite them into the vision. Show how their involvement could grow into more than a one-time transaction. 6. Confirm next steps and always leave the call with clarity: What’s the timeline? Who’s responsible for follow-up? When’s the next touchpoint? A 30-minute call could’ve opened the door to long-term partnership and curiosity to a future together. Instead, it left both sides empty-handed. In fact, one of the brand's staff members mentioned to me, "that was a waste of time, it could have been an email." 💎 Nonprofit leaders: if you’re securing time with a sponsor, treat it like gold. Don’t waste it.

Love this campaign by Stella. "Worth it" ✨ Playing off a familiar scene we all know. That claustrophobic bar. Enter "Claustrobar" You're crammed shoulder to shoulder... Getting bumped left and right. Then you get your first sip. Makes it all worth it. 👀 Or does it...? We're seeing the OPPOSITE trend for B2B events. Marketers want smaller more niche events. Think dinners with 15 to 25 people. ONLY the exact ICP they want. We just did our Q1 retro at The Alliance 🧵 NEW Q1 EVENT DATA FOR YOU: Dinners under 25 people drove 3.4 times higher average pipeline per attendee than 200+ person field events Sponsor satisfaction scores were 27 points higher for private dinners vs traditional happy hours Events with personalized pre invite cadences had a 35 percent average acceptance rate among ICP targets Renewal rates on sponsor programs anchored around curated dinners hit 82 percent, compared to 58 percent for "open bar" events Thats why we're doubling down on niche events. Dinners and intimate VIP exeperiences. Why they worked so well: Step 1: ICP first targeting Every attendee list starts with sponsor aligned ICP firmographic filters: Company size, role seniority, industry fit, existing buying intent. Step 2: Personalized outreach Dedicated in house teams send direct invites framed around relevance. We track weekly acceptance rates and optimize touchpoints if we fall below 30 percent. Step 3: Pre event intel Sponsors get attendee insights two weeks before the dinner. They know which companies and titles are coming so they can plan the content PRECISELY for that audience to make it hyper relevant. Step 4: Structured conversations No loud music. No random crowds. Strategic seating charts and guided conversation topics aligned to the topics attendees and sponsors care about. This makes the experiences great for BOTH the company sponsoring and the attendees. Ends in a win win for everyone. Example for you: At our Austin dinner for a sponsor in Jan - 17 handpicked senior leaders attended - 76 percent of attendees booked follow up demos within 21 days - The sponsor sourced $3.2 million in net new pipeline which was 3.1 times their original goal TLDR Invest in more dinners ✌️ 

I do dozens of interviews with top CMOs every year. I always ask what the best performing marketing channel is. And right now everyone is saying events. Post COVID events are back, but also now in an AI world, I think there's a stronger appetite to get out and connect with real people vs. just getting answers from ChatGPT. But: like anything in marketing, running events just because everyone else is doing them is a great way to set money on fire (and still not drive any incremental business). Whether it's a booth at a trade show. A VIP dinner. A 500-person conference. They can all work. They can all flop. The difference: having a real plan and strategy for that event going in. Why do it in the first place? (which continues to be the most important lesson in marketing - what's in it for me? what's the hook? why should people come to our thing?) We talked to two event experts on the Exit Five pod recently Stephanie Christensen and Kristina DeBrito — and here are 5 keys they shared for B2B event success: 1. Pick the right format. Not all events do the same job. Big splash? Go flagship. Want pipeline? Try VIP roundtables. Tiny budget? Host micro-events around existing conferences. Set real goals. 2. “Leads” are not enough anymore. Are you driving awareness? Accelerating deals? Generating pipeline? Define this upfront—or you’ll waste time measuring the wrong stuff. There are more metrics than just "did we get leads from this event" and in today's world leads are tablestalkes. 3. Align your team, bro. Sales and marketing must move in lockstep. Slack alerts for registrations. Sales meeting updates. Leaderboards. It all matters. This is a team effort. 4. Make it memorable. People forget panels. They remember custom pancakes and great venues. Was the food good? Did the WiFi work? Did Oprah show up? Just kidding. Making sure you'r reading. But think surprise and delight, not branded frisbees. 5. Put the work in on the follow up. Events don't close deals - follow-up does. Segment attendees. Create custom offers. Babysit the handoff to sales like your job depends on it. Because it does. You just went shopping and got all these fresh groceries - dont let them spoil. B2B buyers want real connection again. Events can create that. Are you feeling this desire for events? Are you doing events in your business right now? Let me know...

What to say when you announce a sponsorship, so people actually pay attention. This ain’t the run of the mill press release. You’re building the story that your partners, execs, and media will build from. For context: I co-write messaging with sponsors and service providers across sport. From the first post to the follow-up that actually drives momentum. Here’s the 13-part checklist I use with sponsors to make sure that happens: 1/ Headline POV Lead with perspective. Not the deal. → “Why [Brand] is backing [Athlete/Team]” → “This is what [Series] got right about the future” 2/ Opening line that earns attention Start with a stat, insight, or belief. Not a logo. Not a thank-you paragraph. 3/ Logo placement with purpose Use it once, early, and tie it to meaning, not just exposure. 4/ Strategic pull-quote from exec No boilerplate. No fluff. One line from the CEO/CMO/CTO that frames the why of the deal. 5/ Athlete or team reference Tie their style, performance, or history to your brand’s values. This is where sports meet story. 6/ Photo or visual asset Use race-day imagery, behind-the-scenes shots, or real team integration, not stock images. (More to be said on this) 7/ Internal link to company POV or press release Bridge to the deeper story. Let them explore the details, but don’t shove it in the feed. 8/ Quote or POV from second voice Let the CTO or Head of Innovation speak to tech. Let a customer reference the impact. Add depth through voice layering. 9/ Race-week timing Don’t post in the void. Align to the race calendar, qualifying hype, or post-podium conversations. 10/ Pre-baked reshare language Give execs and partner teams a 1-line summary to repost with intent. No “We’re thrilled...” reshares. (Please) 11/ Hashtags with purpose (or none at all) Avoid the hashtag soup. Use one or two that shape narrative, not reach. 12/ Tagged collaborators (if useful) If you tag the team/athlete, it should add context or bring new eyeballs. Never tag out of obligation. 13/ Soft CTA that drives alignment End with clarity: → “What’s something you want to see more of in sponsorships?” → “We’re just getting started. More from this journey soon.” Final note: You’re writing a reference point that sales, PR, and investors will return to all season. Don’t publish and vanish. Publish and position. Photo by Darren Heath.

I delivered 50+ speaking engagements last year around #data and #AI. 60% of these engagements were in person, while the rest were virtual. Let me tell you my #1  secret behind some of my exceptional presentations. It's not just about the content itself; it goes beyond that. It is the connections I built with my audience even before I stepped on that stage or entered the virtual room. Here is how: I seized the chance to engage with my audience during networking dinners or breakfasts. These interactions helped me gauge their interests, concerns, and expectations, and guess what? I used those insights to tailor my presentations accordingly. By addressing their questions and concerns indirectly within my talk, I noticed a remarkable shift in engagement levels. People were not only more attentive, but they actively connected with the material, eager to absorb every word. It's the power of relevance and personalization in action! Of course, replicating this level of connection during virtual talks can be challenging, but not impossible! Whenever I get the chance, I reach out to the audience through the event organizer's email. If someone reached out to me through LinkedIn DM, I ask about what excites them about the topic. The results of employing this technique have been nothing short of astounding. Over the last two months, I've received more than 20 additional invitations to speak! My heart is filled with gratitude for such overwhelming support. However, as much as I'd love to accept all, my current commitments have me booked until December. Remember, it's not just about speaking to an audience; it's about speaking with them. 🗣️ Do you have any secret recipe for public speaking? #data #aiproducts #womeninproduct #publicspeaking

I've attended 6 webinars/virtual events in the last 2 weeks. These have been hosted by very small teams/early-stage startups to billion $ companies whose brand names are synonymous with B2B SaaS. A few things I see across these events that are problematic: - Not enough context was given before the event - beyond the title and speakers, I don't know what to expect from a flow of the session perspective. - I have the event on my calendar but the pre-event reminder email frequency is super low. My recommendation is to use the 7-1-4-1 approach. 7 days out, 1 day out, 4 hours out and 1 hour out. Build excitement and drop hints on discussion points, value to the audience and who is attending in these emails. - Speaker and host energy - this is a big one. If the people on stage aren't excited about being there, your audience isn't going to be either. One Slack DM, one WhatsApp notification or an email and you've lost their attention. You need to think of your event as a captivating show on your favourite OTT. They need to be gripped as a result of your energy and the value you are bringing to the event. - Engage outside of the stage - Whether it's summarizing points from the stage to replying to chat or sharing resources in real-time. The chat better be active AF. - Always start with housekeeping - Run through the agenda and flow, and let people know about the assets they can expect, and what will they be able to learn and apply after. Getting them there IS NOT ENOUGH! - Post-event follow-up - every single event host sent out a follow-up email but only with the recording link. You need to share key takeaways, the assets and resources shared during the event and give them something they can engage with further. One and done is not going to drive your results here. What did you think of these observations? Is there something else you feel virtual events for marketers should have? Let me know in the chat. This is a topic close to my heart! LFG! #virtualevents #webinars #marketing

 Planning and prepping for talks can be a game-changer. Here's my process – maybe it'll help you too! 1. Audience & Theme: I start by selecting my audience and the theme of the talk. 2. Key Takeaway: On a piece of paper, I jot down the main message I want the audience to remember. 3. Brain Dump: I do a complete brain dump on paper, getting all my ideas and thoughts out. 4. Storyline Development: Next, I reorganize these ideas into a coherent storyline, adding research where needed. 5. Slide Planning: Once I have a clear story, I outline each slide and its key takeaway on a new sheet. 6. PowerPoint Creation: My PowerPoint is then created to visually reinforce the story and key points. 7. Practice: I practice out loud, record myself, and refine my delivery, focusing on cadence, timing, and voice modulation. 8. Final Prep: On the day of the talk, I either go for a run or just sit and think. If I can mentally run through the entire talk, I know I'm ready! Hope sharing my method helps you nail your next talk!

Over the next 3 months, I’m hosting 4 major events in France, UK, USA and KSA. Beforehand, I want to share my top tips on how to get the best out of networking. 1. Set Clear Targets Action: Make a hit list of the top 10 companies or people you need to meet. Research what they care about—know their wins, pain points, & what they’re hunting for before you walk through the door. Outcome: These conversations won’t just happen by chance. By doing your homework, you’ll turn a five-minute chat into a deal-building moment. Schedule meetings in advance, & after the event, send a tailored follow-up email that shows you were listening. 2. Take the Stage (Literally) Action: Get on the agenda. Whether it’s a keynote, panel, or fireside chat, nothing says “I’m the one to watch” like holding the mic. Use this time to address the industry’s biggest challenges & position yourself—& your company—as the answer. Outcome: Speaking builds instant credibility. It’s not just exposure; it’s authority. Post-event, share the highlights on LinkedIn & invite attendees to continue the conversation, turning an audience into a lead pipeline. 3. Own the Floor Action: Don’t just lurk—work the room. Engage with key exhibitors, ask questions, & position yourself as a resource, not just another pitch. Be direct but curious: “What’s your biggest challenge this year?” and “How can I help?” are powerful openers. Outcome: You’ll stand out as someone who listens. Take notes during conversations, & follow up within 48 hours with a personalised message. Not a generic “great meeting you”—send actionable insights or specific ideas that move the ball forward. 4. Host the Inner Circle Action: People bond better in a more relaxed setting than over Wi-Fi. Organise an exclusive dinner, roundtable, or cocktail event for a curated group of heavy hitters. Keep it intimate—this is about building relationships, not just showing off. Go easy on the heavy sell. Outcome: People remember who brought them value & connections, not who handed out free pens. Post-event, share any key takeaways & book one-on-one follow-ups to solidify what you started over drinks. 5. Hack the Tech Action: Use every tool at your disposal—event apps, LinkedIn, QR codes. Pre-event, reach out to attendees & book meetings. At the event, swap contacts digitally to keep things seamless, & use a CRM to track every interaction. Outcome: You’ll leave the event with an organised roadmap of leads, not just a stack of business cards destined for a desk drawer. Follow up strategically with segmented, value-driven emails & keep the momentum alive. The Bottom Line: Trade fairs & exhibitions aren’t just networking. Preparation, presence, & follow-up separate those who close deals from those who just collect swag bags. Be human. Don’t think of this as just a branding exercise but an opportunity for long term partnerships. Be genuine - your new contacts will become close contacts, if not friends. Make it count! #revenuegrowth