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Events generate a lot of attention. But without community engagement, much of the effort invested goes to waste. Today, events must do more than just create contacts. Attention is fleeting and the competition never sleeps. Accordingly, it is no longer enough to offer a one-off event experience. Successful event marketing today means creating long-term relationships between participants, partners and brands.
The shift in event marketing is moving away from one-off experiences towards a permanent ecosystem in which event communities play a central role. They enable continuous exchange, extend the reach beyond the event itself and transform participants into active members. Targeted community building in event marketing creates a lively space for dialogue, feedback and co-creation. This forms the basis for sustainable participant retention and brand loyalty.
In our article, you will learn what an event community is, what advantages it offers companies, and how you can build one that extends beyond the event itself.
What is an event community?
An event community is a network of participants, partners, exhibitors and brand ambassadors that remains active before, during and after an event. The aim is to view the event not as a one-off occasion, but as a permanent platform for exchange and interaction.
Unlike traditional event networks, which often ‘fall dormant’ after the event, an event network enables continuous dialogue: members share content, give feedback, discuss topics and network across multiple event cycles. This creates a vibrant space for community engagement and participant retention, which are two key factors in modern event strategies.
Digital event platforms or event apps with community functions often form the technological basis. They combine agendas, live streams, chat and networking into a central community hub that can be used all year round. This transforms a single event into an interactive ecosystem that provides brands with long-term visibility and valuable data.
Vergleich: Event-Community vs. Social-Media-Community
A participant community is often confused with a social media community. However, there are significant differences in terms of the purpose, depth and control of interactions that need to be taken into account.
| Criterion | Event Community | Social Media |
|---|---|---|
|
Purpose |
Exchange and engagement around a specific event or event format |
Broad interest in topics or brands |
|
Platform |
Own app or event platform (e.g. Polario, Mobile Event App) |
External platform (LinkedIn, Facebook, etc.) |
|
Data Sovereignty |
Companies retain control over data and member relationships (GDPR compliant) |
Data is stored on the platform, limited evaluation options |
|
Engagement |
Deeper, more personal, thematically focused |
Wider, but fleeting |
|
life cycle |
Always active before, during and after the event |
Depending on platform activity and algorithms |
The key advantage of an event network therefore lies in its continuity and independence: it belongs to the brand itself, not to a platform. This makes it a strategic asset for brand engagement, lead nurturing and event data analytics.
Why event communities are becoming increasingly important in event marketing
The classic event cycle of planning, implementation and follow-up is long outdated. Today’s participants expect more than just a good programme and networking opportunities. They want to be part of a community that offers them added value beyond the event itself. This is exactly where community building in event marketing comes in. It turns visitors into active members of a vibrant event community.
From event to permanent communication channel
In the past, events ended with a round of applause. Today, that’s where the real work begins: event communities make it possible to continue dialogues, deepen discussions and develop new topics. Brands thus create lasting communication channels that remain active between events.
Regular interaction, virtual sessions and networking formats turn the event into a permanent platform. The members’ area thus becomes the centrepiece of an ‘always-on’ strategy in event marketing.
Participant retention as a success factor
Those who actively nurture their community reduce acquisition costs for future events and significantly increase return rates.
In an event community, participants stay connected through shared interests. They share content, network, give feedback and develop ideas. This not only increases event engagement, but also brand loyalty.
This concept is becoming particularly relevant in B2B event marketing. Companies use event communities to strengthen thought leadership, pool industry knowledge and involve customers in the innovation process.
Owned communities instead of algorithm dependency
Another driver is the desire for independence from social media platforms. Companies want to reach their target groups on their own channels without losing reach due to algorithm changes.
An owned community, i.e. a community on your own event platform, offers precisely this control over content, data and interactions. This provides valuable insights into participant behaviour. Data that can be used for future event engagement strategies to personalise programmes and involve sponsors in a more targeted manner.
Sustainability through lasting relevance
Events with an associated community generate a more lasting impact:
- Ecological: Less travel pressure, more digital touchpoints
- Economical: reuse of content and contacts
- Communicative: Ongoing presence and exchange instead of a one-off event
An event community extends the life cycle of an event. It makes it sustainably relevant for both organisers and participants.
Benefits & added value of an event community
A community platform is much more than just a nice addition to an event. It is a real business enabler. It strengthens participant loyalty, improves event engagement and provides valuable data for strategic decisions. Companies that focus on community building in event marketing benefit on several levels.
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Building an event community in 4 steps
A successful community platform does not come about by chance, but through a clear event engagement strategy and consistent implementation. Anyone who wants to build a community should proceed systematically. This starts with defining the goal, choosing the platform and continuing with long-term maintenance.
1. Strategy & goal definition
Before you begin implementation, it is important to clarify the purpose your community should serve. Is it about knowledge exchange, brand loyalty or networking? Clear objectives are crucial for steering the subsequent community building in event marketing in a targeted manner.
It is also important to define your target groups. The more precisely you know their interests, the more relevant the content and formats will be.
2. Technical implementation
The technological basis determines the user experience. A suitable event community platform for companies combines event functions with social features: profiles, groups, livestream, chat or content feeds.
Many event apps offer integrated community features, allowing existing participant data to be reused directly. It is important to have a seamless connection to CRM and marketing automation in order to measure event engagement over the long term.
3. Onboarding & Activation
Building a community stands and falls with the onboarding of members. Good onboarding creates immediate added value, for example through welcome posts, topic suggestions or small challenges.
Targeted communication measures prior to the event ensure that participants register and become active in advance. During and after the event, exclusive content, virtual meet-ups or networking sessions can further increase event community engagement.
4. Moderation & maintenance
Sustainable community management in the events sector ensures that interaction remains lively. Community managers moderate content, provide impetus and analyse the data received.
Clear communication guidelines, regular incentives and visible recognition for active members are important. This ensures that your member area remains a place for dialogue, not only around an event, but as a permanent knowledge platform.
Best practices and use cases
What does a successful event community look like in practice? The following examples show how companies and event organisers use the concept strategically, regardless of industry or event format. It becomes clear that success lies less in technology than in consistent maintenance and clear objectives.
Corporate Community
Knowledge transfer and brand loyalty
A large consulting firm has built a community for conference participants around its annual leadership conference. Using an event community platform for companies, participants can take part in webinars, exchange white papers and hold discussions on leadership topics throughout the year.
The result: significantly higher re-registration rates for the follow-up event and strong positioning of the brand as a thought leader. Participant retention increased by over 30%.
Industry-Community
Exchange across event boundaries
An industry association uses an engagement community to promote dialogue between professionals in its sector. Originally launched as a companion platform to an annual trade fair, the community has developed into a permanent knowledge and networking centre.
Participants can suggest topics, take part in virtual panels and discuss trends. This creates a lively, collective knowledge that extends far beyond the event days.
This form of B2B community not only strengthens the event’s reach, but also makes it a leading platform for industry exchange.
Festival-Community
Experience extension and brand loyalty
In the B2C sector, too, examples of successful event communities demonstrate how strong the emotional bond can be. The music festival runs a festival community where fans can access backstage content, aftermovies and exclusive merchandise offers.
Gamification elements and challenges (‘Share your favourite moment video’) keep engagement high and ensure that the brand remains visible even outside the season.
This shows that event communities are not only suitable for business events, but also for lifestyle and cultural events where brand experience and community engagement are closely linked.
Tips for building an event community
A digital event ecosystem does not thrive on technology alone, but requires clear communication, continuous support and authentic engagement. If you want to build an event network, you should follow these tips to ensure the long-term growth of your community.
1. Communicate clear values and benefits
Members only join a community if they see concrete added value. Therefore, communicate from the outset what your event community’s goal is and what benefits it offers, such as exclusive content, networking or knowledge transfer. The clearer the positioning, the higher the activity.
2. Actively involve early adopters
Identify committed participants or brand ambassadors early on and actively involve them. These early adopters help to spark discussions and activate new members. They are the foundation of every successful participant community development phase.
3. Promote interaction in a targeted manner
Ask questions regularly, launch surveys or challenges, and create opportunities for exchange. A common mistake in community management for events is to rely too heavily on one-way communication. Successful communities thrive on interactions between members as well as with the brand.
4. Utilise content as a catalyst
A constant flow of relevant content keeps the community alive. Share event reviews, expert interviews or exclusive sessions to keep interest high. Combine this content with user-generated content to promote authenticity.
5. Measure and showcase successes
Regularly track key figures such as engagement rate, active members, and return rate. These KPIs show which formats work and which need to be adjusted. Also communicate successes within the community, as visible activity motivates new members to participate.
Building an event community is an ongoing process. Success does not happen overnight, but through consistent maintenance and genuine interest in the needs of members. Those who follow this path not only create a strong network, but also a community that has a lasting impact.
Community-driven events: A glimpse into the future
The traditional understanding of events is undergoing fundamental change. Community-driven events, i.e. events that arise from an active community and are co-designed by it, will shape the event marketing of the future. Instead of planning content from the top down, brands are increasingly developing their event strategies in a data-driven and participatory manner.
Always-on strategies in event marketing
The future of successful events lies in the ‘always-on’ approach. Instead of organising one big event a year, companies are creating continuous experiences and touchpoints. An active event community forms the backbone of this approach. It maintains communication between events, promotes discussion and provides input for new formats.
This permanent presence not only strengthens brand loyalty, but also ensures that event marketing becomes a permanent communication channel rather than a one-off campaign.
Personalised experiences through AI and data analysis
With increasing digitalisation, new opportunities are emerging to personalise event experiences. Artificial intelligence can analyse which topics members are particularly interested in, which sessions they attend and with whom they network.
These data analyses from the member area enable targeted recommendations and individual event paths. This turns every event into a tailor-made experience, where content, contacts and offers are tailored to the interests of the participants.
New roles for sponsors and partners
Community-driven events also change the roles of sponsors and partners. Instead of just presenting themselves during the event, they become permanent partners in the community experience.
You can contribute content, initiate discussions or offer value-added services, thereby building long-term relationships with target groups. These lasting touchpoints create more authentic connections and deliver measurable added value for both sides. Participants benefit from relevant offers, while partners enjoy greater visibility and engagement throughout the year.
Frequently asked questions (FAQ)
What is an event community?
An event community is a network of participants, partners and brand ambassadors that remains active before, during and after an event. The aim is to promote exchange beyond the event day, share knowledge and create lasting relationships. This turns the event into a lively communication ecosystem rather than a one-off encounter.
How large should an event community be in order to have an impact?
The size depends on the goal and concept. Even 100 to 300 active members can have a significant impact in a B2B community. It is not the size that matters, but the level of engagement.
More important than large numbers is how regularly members participate and what added value they perceive. A small, active community is often more successful than a large, passive one.
How much does it cost to set up an event community?
The costs vary greatly depending on the platform and the amount of support required. To get started, companies should expect to pay several thousand pounds per year. These costs are incurred for the community platform, content creation and community management.
Many event platforms offer integrated community features that can be used cost-effectively. In the long term, the investment pays for itself through higher participant retention and lower acquisition costs.
Which KPIs are suitable for measuring success?
Relevant key figures for an event platform are:
- Engagement rate (posts, comments, likes)
- Active membership rate
- Community growth rate
- Regular attendees at events
- Dwell time and interactions per user
These KPIs show whether your event engagement strategy is working and where there is potential for optimisation.
How can commitment be maintained at a high level in the long term?
Long-term commitment is created through relevant content, personal interaction and visible recognition. Organisers should regularly set topics for discussion, seek feedback and visibly reward active members.
A clear editorial plan with recurring formats, such as monthly updates or expert sessions, ensures continuity and keeps the community alive.
Which platform is suitable for building an event community?
For companies, a community platform that combines event management, communication and data analysis is recommended.
Popular solutions include Polario and the Mobile Event App, which combine networking, live streams and community features in a single interface.
It is important that the platform is GDPR-compliant, mobile-friendly and connected to your CRM system.
