Communication Is the Real Event

At OTINGA, we have run events in every kind of space imaginable, from shopping centres, universities, city squares, high-streets and corporate venues. Through all of it, one truth remains absolute:

“An event rarely fails because of a lack of creativity. It fails because of miscommunication.”  OTINGA Marketing, 2025

Clients don’t just buy creative ideas; they buy confidence. They want to know their project is in safe, transparent, and experienced hands. That’s why, for us, client communication is not a random task; it’s a disciplined, repeatable system designed for trust.

Step 1: Communication Starts Before the Contract (Vendor vs. Partner)

The relationship’s tone is set well before a single brief or proposal is signed. Your very first client interaction determines whether you will be viewed as a vendor (someone who just executes a task) or a strategic partner (someone who helps solve a business problem).

At OTINGA, we start every conversation with clarity and education. We don’t just talk about what we’ll do; we explain why it matters, connecting event elements back to the client’s core business goals (e.g., “We use gamification to ensure a 25% data capture rate, meeting your lead generation objective.”).

This is vital because, as Dowson et al. (2022) point out in Event Planning and Management: “Clients who understand the process are less likely to fear the cost—because they see the transparent value.”

OTINGA Tip: “Always over-explain and be fully transparent before the event, and then over-deliver during it. No surprises, only results.”

Step 2: Build a Clear Communication Framework (Define the Rules of Engagement)

Chaos thrives when roles and channels aren’t defined. We eliminate that risk by structuring communication around a clear framework that dictates who speaks to whom, when, and how.

Stage	Communication Objective	Key Tool / Channel	Frequency & Focus
Pre-Event	Alignment & Clarity	Kickoff call, Project Charter, Shared Asana/Trello Board.	Weekly structured check-ins focusing on milestones, budget sign-offs, and critical path updates.
During Event	Execution & Real-Time Updates	Dedicated WhatsApp Group (Client/Agency Lead only), On-site Lead Check-ins.	Hourly rapid updates (for critical incidents) and two daily scheduled brief updates (morning/evening).
Post-Event	Transparency & Reflection	Post-Event Partnership Review Meeting, Shared Data Dashboard.	Formal meeting within one week; final report delivery within two weeks.

Every message, update, and file lives in one shared, secure space. This eliminates “I didn’t see that email” or “I thought someone else handled it.”

As Conway (2006) notes: “A communication plan is as important as a safety plan. Both save you from disaster.” Investing in a reliable project management platform is non-negotiable for professional agencies.

Step 3: Speak the Client’s Language (Ditch the Jargon)

We work across many industries, and not every client understands event or marketing jargon and they shouldn’t have to. Part of being a truly professional agency is acting as a translator, converting creative and logistical details into simple, client-friendly language that focuses on benefits and results.

Instead of saying:

• “We’ll allocate £2,000 to OOH experiential sampling activations.” Say:
• “We’ll set aside £2,000 for highly visible sampling booths where your customers can try your product face-to-face, aiming for 5,000 direct interactions.” (Focuses on interaction and volume).

We call this the “Clarity Ladder”: Simplifying the complexity, contextualizing the action, and then connecting it back to the business outcome.

“The most powerful communication isn’t technical—it’s human and relevant to the listener.” (Dams & Luppold, 2019, p. 89).

Step 4: Listen Before You Lead (The Power of Empathy)

A common mistake new agencies make is trying to “educate” the client too early. But the truth is, you can’t effectively guide someone you haven’t truly heard.

That’s why every OTINGA project starts with a listening session, not a pitch. We ask key, open-ended questions designed to uncover underlying concerns and internal pressures:

• What’s your biggest personal stress when running events?
• What does internal success look like for you, separate from the marketing metrics?
• What past campaign elements worked (and failed) due to internal friction?

This deliberate act of listening builds empathy, which is crucial for high-stakes projects. As Daniel Goleman (1998) stresses, emotional intelligence particularly empathy is a strong predictor of workplace success because it allows you to anticipate needs and navigate difficult conversations.

When clients feel genuinely heard, they don’t just approve your ideas, they defend them internally, turning agency-client relations into a unified partnership. “Client communication isn’t about control, it’s about collaboration.” (Dowson, R., 2022).

Step 5: Keep Clients in the Loop (Manage the Tension)

Transparency is the bedrock of loyalty. Even when things go wrong like a delivery delay, a sudden weather issue, or a technical glitch, clients prefer honesty over silence. They need to know the facts so they can prepare internally.

At OTINGA, our golden rule is: “Bad news fast, good news detailed.” We update clients with quick daily recaps during event week and weekly summaries during pre-production.

• If an issue arises, send a concise alert immediately: “Issue: Power outage at Zone B. Mitigation: Running backup generator. ETA fix: 1 hour.”
• If something great happens, detail the success: “Update: We hit 100% of the lead capture target by noon, 4 hours ahead of schedule! This is why [insert specific creative element] is working so well.”

That proactive, consistent rhythm builds unshakable confidence and stops small tensions from escalating into major conflicts. A 2024 study by EventMB found that 82% of clients prefer agencies that offer consistent reporting and visibility tools throughout the campaign, proving that communication equals retention.

Step 6: Create Visual Communication, Not Just Verbal

Some clients process information better visually than verbally. Relying only on long email chains or complex spreadsheets is a recipe for misunderstanding.

That’s why we use:

• Moodboards for creative concepts, ensuring emotional alignment.
• Dynamic Timelines for planning updates, visually highlighting the Critical Path.
• Live Dashboards for KPI tracking, turning raw data into easy-to-read charts.

As Neus (2022) notes in The Hybrid Event Playbook: “Visual reporting helps stakeholders emotionally connect with project progress and impact, making abstract data feel concrete.”

At OTINGA, we present even complex data like reach, dwell time, or conversions; in visual reports because visuals build clarity and excitement better than any paragraph ever could.

Step 7: Manage Expectations Early (Protecting Integrity)

One of the biggest communication pitfalls in event management is the temptation to over-promise. When a client makes a last-minute request that compromises the quality or budget of the existing plan, you must respond with structure.

We learned long ago: “Don’t say yes immediately. Say yes with structure.”

When a client requests a major scope change (like a stage redesign or extra influencer activation), we never just say, “No.” We respond with a structured options proposal:

1. Option A (Original Plan): Status Quo.
2. Option B (New Request): “Here is what that request would cost (X extra pounds), and here is exactly how it affects the project schedule (Y delay to launch).”
3. Option C (Alternative Solution): “We could achieve a similar effect by doing Z for half the cost.”

This approach earns deep respect because it shows you value their budget and the project’s integrity. As Dams & Luppold (2019) put it: “Expectation management isn’t about reducing ambition; it’s about protecting the project’s integrity and the agency’s credibility.”

Step 8: Post-Event Reflection (The Most Underrated Phase)

After an event, many agencies send a quick thank you email and move on, and to be honest we do that too! But that’s just the first step. Our real work is the Post-Event Partnership Review; a short, structured conversation that covers:

• What Worked Brilliantly: Celebrating the KPI hits and successes.
• What We Can Improve: Conducting a light, non-blaming S.W.O.T. analysis (Strengths, Weaknesses, Opportunities, Threats) on the process.
• What’s Next: Sharing recommendations for follow-up marketing, lead nurturing, and future events.

“Clients remember how you close a project more than how you start one.” (OTINGA Marketing, 2025).

This is when we share comprehensive impact reports, clear ROI data, and high-quality visuals. By doing this, we help the client look good internally to their own stakeholders. When they shine, we shine.

OTINGA Case Example: Turning a One-Time Campaign into a Year-Long Partnership

In 2023, OTINGA managed a Freshers’ Week campaign for a mid-sized FMCG brand. It was initially planned as a one-off activation. The success of the physical event was high, but our communication style was the key to retention. After each university activation, we shared live data dashboards, visual reports, and proactive next-step recommendations on how to nurture the new leads. Within three weeks of the campaign ending, the client rebooked OTINGA for six more activations across the UK.

“We didn’t just deliver results; we delivered trust and made the client’s internal reporting easier.” That, for us, is the real ROI of great communication.

Conclusion: Communication Is the Agency’s Currency

Creativity may win initial attention, but consistent, structured, and empathetic communication wins long-term loyalty. In 2025, with more hybrid events, more platforms, and higher client pressure, the agencies that communicate best will be the ones that grow fastest and last longest. At OTINGA, we’ve learned that clear communication isn’t about having more meetings, it’s about building meaning and ensuring alignment at every phase.

Ready to Work with an Agency That Communicates Like a Partner, Not a Vendor? Let’s make your next event clear, creative, and measurable from day one. Book Your Free Event Consultation with OTINGA Marketing.

References

• Conway, B. (2006) The Event Manager’s Bible: The Practical Guide to Planning, Managing and Staging Your Event. London: How To Books.
• Dams, E. and Luppold, K. (2019) Live Campaigns: An Integrated Approach to Strategy, Design and Execution. New York: Routledge.
• Dowson, B., O’Toole, W., Dowson, B. and Smith, K. (2022) Successful Event Management: A Practical Handbook. 6th edn. Harlow: Pearson Education.
• Goleman, D. (1998) Working with Emotional Intelligence. London: Bantam Books.
• Neus, A. (2022) The Hybrid Event Playbook: How to Master the Blend of Physical and Virtual Experiences. London: Kogan Page.