Event personalization refers to all of the methods and techniques employed to adapt events, marketing, content, and activations to your target audience's demands.
You may personalize an event depending on:
- The Point of Contact
- The Persona
- The Account
You may tailor your event to a specific contact, like an event planner, director of marketing, or
chief marketing officer.
You may personalize depending on the persona or the industry skills the individual possesses — for example, distinguishing between a person who does B2B tech and a person who specializes in health care or finance.
Personalizing by account would basically include looking at the exact company you're attempting to target.
Whatever path you take, you will have several chances to customize an experience. It's also a good point in time to develop an event personalization approach. With marketers increasingly spending on events, the requirement to provide a smooth, tailored event experience becomes much more crucial. Scaling personalisation solutions for conferences, multi-city events, and roadshows can help to achieve crucial event goals such as increasing revenue and maintaining client connections.
Here's are some tips to personalize your events:
1. Employ personalization tools
Quizzes and surveys may help you effectively characterize your participants and build their
itineraries accordingly. comprehend participants' personalities and interests, sketching out the
multiple ways they may learn, interact, interpret, and lead
You may group guests based on their responses to questions about themselves. This helps explain how they could interact with a certain event. Personalization of an event demonstrates an event planner's genuine concern for attendees and can lead to creativity.
2. Try new things
The event industry is fast evolving, and event planners must be open to try new ways as they
move to in-person events and develop hybrid options. Breaking down barriers and disrupting
standard procedures to make way for more empathetic design is part of the secret to event
It is impossible to rethink experiences without upsetting the status quo. Improving personalization may increase brand loyalty and have a greater influence on attendees throughout their event journey. Take a look at the figures.
- Personalization is beneficial to client relationships, according to 99% of marketers.
- When companies provide a customized experience, 80% of consumers are more inclined to purchase.
- 90% of consumers find tailored marketing content very appealing.
3. Collect Data
Personalization cannot be spelt without "personal," and many participants are naturally reluctant to provide personal details about themselves. It's a two-edged sword since you usually need that data to drive design, whether it be for in-person events or digital and hybrid models. Here are several ways to collect data:
- Be open and honest about what you're collecting and why.
- Explain how the data may improve the participant's overall event experience.
- Make it enjoyable.
- Describe your intentions for deleting the data after the event.
Personalization of events necessitates a modification in your data collecting and analytics
strategies. This is due to the fact that customization emphasizes data around a person (contact,
persona, or account) rather than getting a broad perspective of all your data.
Your team will be better positioned to adapt experiences, develop engaging content, and offer wonderful moments if you collect relevant data depending on your target connections, personas, or accounts.
If you haven't implemented an account-based marketing plan for your events yet, now is a good time to put one to the test. You'll need to prioritize a group of companies or accounts in your CRM data. This enables your marketing and sales teams to work toward a common mission.
It might be difficult to determine the types of information you should be gathering for your event personalisation strategy at first. One technique is to collect several sorts of data both before and after your event.
Data collected prior to the event, including existing information, may help define the course of your event customization strategy, and data collected both during and after the event can be used to iterate on future events. Analyzing data throughout your event plan over the period of a year or many years is another important reporting function.
4. Customize the event agenda
Creating a great event schedule is a vital component of event customization. A properly
branded agenda experience allows for fantastic event branding, but providing that extra
customized event journey offers the unique experience attendees seek. Creating a great event
schedule is a vital component of event customization. A properly branded agenda experience
allows for fantastic event branding, but providing that extra customized event journey offers the
unique experience attendees seek. Having search, filter, tag event session features in your
event agenda will help your attendees map an event that's valuable and meaningful to them.
When creating custom agendas, one option is to tag events and speakers depending on the
audience you want to target. Additionally, having unique URLs for each agenda helps
participants understand which events are most relevant to them.
Making unique tracks for various participants can help you manage your event session library more effectively. This layer of personalization aligns relevant types of content to your contact, persona, or company.
Marketers may tailor the event path for contacts, personas, and companies by beginning with relevant data. Event marketers can create more customized guest experiences and enhance professional events by integrating powerful technology.
Here are some things to bear in mind:
- Personalization of events and an account-based marketing approach go hand in hand.
- To attract and engage your intended audience, offer personalized experiences rather than a wide, one-size-fits-all experience.
- Pre-event and post-event data collection is critical for event customisation.
- Invest in technologies that will allow you to customize the event experience.
- Attendee participation and content quality are used to assess event personalization.
Check out Rishiraj Media to create the ultimate brand experience.