The success of corporate events and conferences highly depend on the type of audience and the keynote speaker. One of the hottest trends in the business world this year is the personalization of the event experience. In fact, according to a survey for Eventsforce, over 80 percent of the event planners admitted that personalising the event experience is their primary focus this year.
If you take a closer look at all the failed events, or rather events that did not accomplish their objectives, you’ll notice that they all implement a one-size-fits-all approach. Well, unless the audience is a group of people who have everything in common, from sports to favourite meals and colours, then it can be quite a hurdle delivering an event experience that will satisfy every attendant.
So, how do you exactly personalise the event experience? Well, capturing relevant data and using it to deliver a more targeted experience is the key to accomplishing all your objectives in a conference. The data might start off as fairly basic, for instance, a name and contact details, but during the run-up and the event, you have numerous opportunities to gather more data and personalise the event experience even more.
That being said, here are a couple of factors that every event planner should keep in mind:
The Registration Process
When I mentioned data collection, you must have immediately thought of coming up with a registration process that features a lot of fields to garner as much data as you can from the attendees. Well, that is not actually a good idea as asking for many details comes out as too intrusive and consumes time. It is ideally a great way to segment your email lists and discover a little more about your audience.
A simple and quick registration form asking for just a few additional details are even more likely to give you the results that you are after. Along with the basic details, come up with a few questions that will help personalise the event further. Such questions can be their occupation, the size of their business, the role within that business and such. Ideally, if the candidates are able to register for certain seminars, workshops and talks at your corporate event, then this is an ideal opportunity to personalise their experience even further.
By capturing just a couple of more details, you can be able to deliver more personalised content to your audience or subscribers. For instance, if you know about their role in an organisation, you’ll be able to recommend talks that are related to their fields. Ideally, you will be able to send them reminders during the event to ascertain that they do not get distracted.
Utilising NFC Wristbands and Event Apps
During the conference event, it is particularly useful when you track your audience’s interactions and movements with an aim of offering them more personalised content. To be more precise, this can involve the use of an NFC wristband on entering a certain area like the place where a seminar is being held. Knowing that the person has not only arrived but ideally attended what they signed up for helps you personalise your communications with them in the future.
Gamification is another useful tactic where the candidates are encouraged to visit a particular stand and earn prices or even privileges by swiping their wristbands.
Event apps can ideally be personalised and tailored for various audiences like sponsors, VIPs, speakers, attendees, etc. This basically ascertains that those people have access to the most relevant information for them.
There’s a myriad of tools that you can utilise to incorporate social media into your event with an aim of making it personal. A plugin that simply shows social media contacts who have ideally registered for your event further engages the delegates. Simply knowing that someone is ideally attending gives them a chance to schedule a meeting which makes the event even more important for both attendees.
Implementing a social login is ideally something worth considering. A social login has benefits to the delegate(a quicker registration process) and the event planner as well. With the social login feature, you will be able to acquire permission-based data such as email, location, interests, preferences and more. This again alleviates the need to have a lengthy registration form which only deters the delegates.
Social event apps are another ideal way to help the attendees get more from the event. Participants can use the apps to let other people know that they are attending or even reach out to specific delegates like speakers and other guests, even professional recruitment agencies.
The above tips can help any event organiser create an event that is tailored for the audience in terms of interaction and communications. This , in turn, makes the event a success. Furthermore, if the event occurs after a certain period, you can use the data to make it even more personalised to the attendees next time.