Live Communication

Events as Marketing Tool

Events are still underestimated as a marketing tool. However, live communication is becoming increasingly relevant in order to reach your target groups emotionally and sustainably. In this article, we reveal how you can achieve this and what you need to pay attention to in order to create an intensive brand experience.

What is live communication anyway?

Live communication is the generic term for all communication instruments that focus on a personal encounter between a company or brand and its target group in a staged environment. These can be, for example, trade fairs, showrooms, events, promotions, etc. The goal of live communication is to appeal to people's emotions and make the brand tangible for them, thus creating unique memories in the context of the company. This also includes a certain brand knowledge or a certain positively charged attitude towards the company.

Why is live communication so important?

Live communication is becoming an increasingly important marketing tool. Especially in times when we are inundated with information at every turn and our attention spans continue to decrease, personal encounters are more important than ever to reach people sustainably. Live communication can inform, entertain, motivate and inspire, giving companies a face, turning customers into fans and employees into brand ambassadors. Because live communication is not just about achieving marketing goals, but above all about authentic, close interaction with your own target group.

With successful live communication, you can reach stakeholders directly and

  • integrate them emotionally into the brand

  • inform them about new products or sales channels

  • create buying impulses

  • Gather valuable information about them

Decision-makers in particular cannot be tracked online, but they do go to events. And they often - and above all voluntarily - reveal a lot about themselves. Valuable information you can gather about your target group at an event includes their position or authority in the company, length of stay, interests, slots they attend, event contacts, social media content about the event, individual feedback and, of course, orders placed as a result of the event.

What is the difference between event management, event marketing and live communication?

Event management refers to everything related to the planning and execution of an event, i.e., conceptualizing, planning, organizing, executing, following up, etc., and is thus necessary for any event, regardless of its size and scope. Event marketing, on the other hand, is part of a larger marketing strategy, using events to promote another product, company or service. In events such as concerts, theater performances, etc., the event itself is the product; in event marketing, on the other hand, the event helps another product. Another term for event marketing is live communication, because a product is marketed directly, actively and personally through an event, i.e.: live.


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What successful live communication looks for

1. live communication makes a company intensively experienceable

Live communication is increasingly about developing customized formats to match a company's values, goals and content. Authenticity is the keyword! Instead of designing events that stand out with fancy ideas, live communication is more about focusing on the company's values. Successful live communication makes it tangible what a company stands for, what problems it solves and what its relationships with partners, customers and employees are like. The focus is not only on the company itself, but also on the participants, who should be able to experience the brand as individually and personally as possible through the event.

2. live communication is not a one-way street

The days of just sitting around and passively listening at events are over! To emotionally integrate your target group into your brand, successful live communication relies instead on storytelling - and with all senses. Integrate your participants into the event and use the opportunity to exchange ideas with stakeholders, partners and (potential) customers. Interactive formats such as workshops and hands-on sessions are becoming increasingly important.

3. live communication takes full advantage of the opportunities offered by digitization

Digitization is also advancing ever further in live communication. Whether it's digital guest management around the on-site event or digital elements such as livestreams, virtual reality elements, etc. during the event - the possibilities are almost limitless. Social media promotions, social walls, event apps, websites, email marketing and push messages all help you to directly address your attendees and thus get the most out of your event.

But it's not just hybrid events that mix digital and analog content that are on the rise; purely virtual events have also received another big push in recent months and are increasingly in demand. With Sweap FOR EVENTS we offer you the right platform for your virtual event. You can find more information here.

4. live communication brings people together in a whole new way

Successful live communication blurs the boundaries between digital and analog just as it does between entertainment and information, emotional and rational content, and the company and its stakeholders. As a result, new, often more intensive connections than ever are being made and entirely new clusters are being formed. The networking aspect is becoming increasingly relevant and should also be a focus when planning your events.

5. live communication addresses social issues

Analogous to the social development of recent years, the question of social relevance is also increasing more and more in live communication. It doesn't have to be about big issues like climate change, racism, diversity & Co. - although that's certainly possible - but even on a small scale, the proof of being aware of your corporate responsibility is becoming increasingly important. This includes, for example, the questions of which speakers you invite, which location you choose, which catering you offer, etc. If you are interested in the topic of Green Events, you can find more info and ideas here.

What concrete steps are necessary to design a great event with event marketing, you can find out here.

Please help us find out: Will events become the most important digital Marketing channel?


The demands on the event industry are becoming more and more diverse. At the same time, however, it is also becoming clear that the possibilities are far from exhausted. Live communication invites you to create a very special brand experience instead of just doing it like everyone else. This is a new challenge for companies, but also a huge opportunity to bring companies and their target groups together in a completely new and more intensive way than ever before.

Whether you are planning a hybrid or a purely digital event, Sweap FOR EVENTS can help them create an unforgettable experience. Here you can find more information about our tools and services.

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Article by Annina Boetcher
Freelance copywriter, concept developer & brand consultant for Berlin, Hamburg, Hanover, all of Germany and beyond.