Successful corporate events and conferences depend on having the right people show up, and getting them to take the proper actions to achieve the objectives you have set for your event. Among the hottest trends in this year’s event industry is personalizing the event experience. In an Eventsforce survey, 82% of the senior event planners who were surveyed stated that one of their priorities in 2016 was personalizing the event experience.
Events tend to not be as successful when a one-size-fits-all approach is used. Unless you have a very niche audience, like CEOs in Surrey who head companies that have 155 employees, like the color pink and play golf on Saturday mornings. Otherwise, it can be quite difficult to provide an event experience that will satisfy all attendees.
One way of personalizing your event experience – prior to, during and following the event – is to collect data and then utilize it to provide attendees with a more targeted experience. The data might be fairly basic, such as names and email addresses. However, leading up to the event, and during the actual event, there will be numerous opportunities for collecting data, and chances for personalizing the event experience even further.
Event organizers need to consider the following 3 factors:
1. Registration Process
Having a lengthy registration process where numerous fields need to be filled in can result in prospective attendees abandoning their efforts to register for the event if the details that they are asked for taking too much time or are too intrusive. However, it can also be a great opportunity for segmenting your email list and discovering more about your attendees.
It is more likely that it will be completed if you have a simple registration form that only requests a couple of additional details. In addition to basic contact information (name, company name, email address, etc.), come up with a few extra questions that can help you better personalize your communications. It could be the role they play within their business, the size of the company they work for or the sector they are operating in. If delegates can register for specific seminars, workshops or talks at your event, that can provide you with another chance for personalizing their experience even further.
Once you have captured a couple of additional details, you can start to send content that is more personalized to their email inboxes. For instance, when you know what role they play within their organizations it gives you the ability to recommend talks that will interest them and that are relevant. When you have information regarding sessions they have registered for, you will be able to send reminders to them throughout the event so that they don’t get side-tracked and miss the sessions.
There is a wide range of tools that are available that can be used for integrating social media with your event and for making it more personal. There is a simple plugin you can use that will show which of your social media followers have registered for your event so that you can engage with them further. It will also provide your attendees with knowledge, so that if they know certain people are going to be there it will give them a chance to schedule a meeting with them, which will make your event even more meaningful for both of these attendees.
A social login can also be used as another option to explore things even further. This can benefit both the event organizer as well as the delegate by providing a faster login or registration process. When a social login is used, the event organizer can access permission-based data such as interests, preferences, place of work, location and email ID.
Another way of helping attendees get more from your event is to use social event apps. They can be used by attendees to let them know what other attendees are at the event. It also can allow them to reach out to specific individuals such a potential business partners or speakers at the event.
3. Event Apps, Lanyards, And Wristbands
While an event is taking place, it can be very useful being able to track the interactions and movements of attendees. The goal here is to provide them with content that is even more personalized. On a fairly basic scale, that could involve swiping a wristband when attendees enter into certain areas of an event, like a theater where a seminar is taking place. When you know that a certain event attendee has arrived at your event and attended a seminar that they signed up for as well, that is very useful information that can allow you to further personalize your communications.
Gamification is another tactic that can be used, where attendees are encouraged to visit specific keynote speeches or stands to earn the chance to win prizes or privileges by having their wristbands swiped.
3 Ways To Personalize The Event Experience In Today’s Digital World
You can also further personalize event apps, and tailor them for different audiences, like VIPs, sponsors, attendees, exhibitors, and speakers. That will help to ensure that those people always have access to the information that is most relevant for them. It also allows the event organizer to deliver more personalized content over the course of the event.
Personalizing the event experience can continue long after the event is over and everybody goes home. All of the insightful data that has been collected provides lots of opportunities for continuing to engage with delegates. Having this data provides the advantage to event organizers of being able to highly personalize interactions and communications, which will result in better outcomes for everyone concerned.
In addition, if your conference is regularly featured in your event calendar, then you will have even more opportunities for tailoring the event experience to individuals the next time it is held.