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@@ -114,6 +114,9 @@ On top of answering questions, one very important thing to do is to often, if no
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Obviously, a retrospective on the whole event can only happen once the event is over, but you also need to make smaller ones, reacting in almost real time to everyone of your choices and their consequences, because a retrospective on the whole project will help you make the next one better, but smaller ones during the process will help you make fewer mistakes between then and the big date.
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+One very important, and obvious to some, topic these smaller retrospectives must address is your communication campaigns. Alongside planning, communicating efficiently on your event is one of the most important things that can screw up months of work if done wrong. That's why it's important to constantly ask yourself whether you took the right decisions up to that moment, and how to fix things if not. Always ask yourself if your target audience is defined correctly, if your campaigns match such an audience, etc. One of our biggest mistakes might have been not asking ourselves such questions, and wanting to do too much while not knowing what we were doing. This led to a few mistakes, such as investing way too much on online promotion and not enough on local advertisement, messing up our local outdoor display, running short of flyers too early, etc..
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+All that resulted in a huge loss in money and effectiveness, and while most of my friends were telling me they were always reminded about the upcoming event, most of our local target audience wasn't even aware such an event was happening. This could have been avoided by us asking ourselves more questions such as "what audience is the most likely to show up if they're aware there's a party going on that night" or "how do we interact with them", not stopping at not precise enough answers too wide with the "we'll figure this out later" mindset, planning every single step of the communication process beforehand, asking ourselves how much we should spend on digital advertisement and what time the promotions should go live, what exact locations should we display physical outdoor advertisements at, how many posters do we need for each location, etc.. These questions might not be obvious on the first time, so it's easy to get it wrong at the beginning, and taking the time as often as possible to ask yourself if you did everything right, taking into account what you've learned in the process, might help you set things right while there's still time. And don't stop on broad answers thinking the details will figure themselves out later, but rather dig the deepest you can. It requires more work, but in the end you'll have more control over your project and less frustration caused by not knowing what's going on.
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