El papel de la estrategia de comunicación en el éxito de los eventos (The Role Of Communication Strategy In Event Success)

Recorded On: 03/11/2026

La comunicación es clave para el éxito de un evento. Esta sesión virtual de 45 minutos con Swapcard y el personal de IAEE explora cómo el diseño de comunicación intencional conecta el registro con una participación significativa, el valor para los expositores y el éxito a largo plazo del evento. Tomando como caso práctico la Expo! Expo! 2025 de IAEE, examinaremos cómo una guía clara, las comunicaciones previas al evento y los recordatorios oportunos influyen en el comportamiento de los asistentes y expositores antes, durante y después del evento. Aprenda a crear un marco estratégico que impulse una mayor participación y resultados más medibles a lo largo de todo el ciclo de vida del evento.

Objetivos de aprendizaje:

Descubra cómo el diseño de comunicación intencional influye en el comportamiento de los asistentes y expositores a lo largo del ciclo de vida del evento, utilizando el caso práctico Expo! Expo! 2025 de la IAEE.
Aprenda a desarrollar un marco de comunicación estratégica que integre una guía clara, mensajes previos al evento y recordatorios oportunos para mejorar la participación de los participantes y el valor para los expositores.
Descubra cómo evaluar los resultados medibles de las estrategias de comunicación para impulsar una participación significativa y el éxito a largo plazo de los eventos.

Los seminarios web de la IAEE son gratuitos para los miembros y están disponibles para quienes no son miembros por $49. Puede obtener 0.75 horas de reloj para la recertificación CEM.

Communications is key to event success. This 45-minute virtual session with Swapcard and IAEE Staff explores how intentional communication design is what connects registration to meaningful participation, exhibitor value, and long-term event success. Using IAEE’s Expo! Expo! 2025 as a case study, we’ll examine how clear guidance, pre-event communications, and well-timed nudges shape attendee and exhibitor behavior before, during, and after the event. Learn how to create a strategic framework that unlocks stronger engagement and more measurable outcomes across the entire event lifecycle.

Learning Objectives:

Find out how intentional communication design influences attendees and exhibitor behavior throughout the event lifecycle, using IAEE’s Expo! Expo! 2025 as a case study.
Learn how to develop a strategic communication framework that integrates clear guidance, pre-event messaging, and timely nudges to enhance participant engagement and exhibitor value.
Discover how to evaluate measurable outcomes of communication strategies in driving meaningful participation and long-term success of events.

IAEE webinars are free to members and available to non-members for $49. Eligible to earn 0.75 Clock Hour towards CEM recertification.

Kendra Black

Website Product Manager

Swapcard

Kendra Black is a Website Product Manager at Swapcard, where she leads web strategy, information architecture, and design systems for the revenue-first event management platform. With over a decade of experience in web and communication design across B2B SaaS, agencies, and nonprofits, she brings a practical perspective on how design decisions shape audience engagement and event outcomes.

Nicole Bowman, MBA, CEM-AP

Vice President of Marketing and Communications

IAEE

Nicole, with over 20 years of experience in event and marketing management, is the Vice President of Marketing and Communications for IAEE. She is responsible for developing and managing all marketing functions of IAEE including corporate branding and event marketing as well as creating and executing the comprehensive strategic marketing plan for all IAEE initiatives including chapter relations, membership, councils, events and advocacy initiatives.

Beverly Elliot, CEM

Account Manager, Exhibitions and Sales

IAEE

Since 2005, Beverly Elliott, CEM, has been a cornerstone of the IAEE team. As Account Manager of Exhibitions and Sales, she specializes in fostering strong partner relationships and optimizing the exhibitor experience through her mastery of floor plan logistics and digital portals. Beverly’s unique background spanning membership, accounting, and sales allows her to navigate complex internal operations with ease. She is known for her meticulous attention to detail and her ability to align partner deliverables with organizational goals. Beverly has held the industry leading CEM designation since 2013.

Al finalizar, los participantes obtienen 0,75 horas de reloj que son elegibles para su recertificación CEM. Upon completion, participants earn 0.75 clock hours that are eligible towards their CEM recertification.