Last month we brought you the first post of our latest three part series with Personalisation Part 1: Engaging your Audience Pre Event. This month we continue with part two and take a look at how to craft a personalised experience for your attendees during the event itself.
You’ve done the leg work in the run up to your event, taking the time and effort to carefully develop your communication in a way that connects with your audience. Now it’s time to focus on the event itself, where increasingly, attendees expect an experience that is both tailored to them and enjoyably valuable. So how do we offer that experience?
Personalise the check-in process
Beyond your pre-event marketing techniques, the first impression your attendees will take from the event itself will come from the check-in desk, so it’s the perfect place from which to shape their personalised experience.
For large scale events with budgets to suit, facial recognition technology has streamlined the check-in process. Most technologies will integrate with your existing event management software should you be using it, making it much easier for delegates to enter the event and offering a sense of familiarity from the start – no need to stand in line waiting to introduce yourself – all the information needed can be garnered from a quick facial scan.
For a personal touch without the technological assistance, consider creating welcome packs specifically tailored to attendee preferences. If you’re using a registration website, throw in a few carefully considered questions that will allow you to tailor the information each delegate receives at check-in. Of course, if your event involves hundreds of delegates passing through, this approach is somewhat impractical. In those instances, consider separating your audience into segments and personalising their content that way.
Offer a Personalised Digital Agenda
If your event is a large scale consumer show with a number of sessions and workshops to choose from, your delegates will be very specific about which ones they select to attend. By offering a digital agenda, you can tailor it to suit each individual attendee and their specific event movements. This could be done on their behalf at registration or through a bespoke user controlled event app.
The same idea can also be applied to smaller events, say an internal training meeting, where all sessions are mandatory. If you have multiple workshops that run simultaneously, your delegates will be split into groups. Something as simple as offering a specific agenda for a specific group, instead of a general overview, can make attendees feel much more valued and thus more likely to engage on a deeper level.
Point them in the right direction
At large scale exhibitions or events, each attendee will have a different journey planned. With the advancements in radio frequency identification technology and digital signage, you can offer them a personalised roadmap to follow throughout the event space. Providing badges or wristbands complete with RFID technology, and by gathering the appropriate data during the registration process, you can provide personalised welcomes, information, directions and reminders tailored to each delegate’s experience.
For smaller scale events with lower budgets, simplifying the process can have a similar effect. Providing personalised maps with highlighted sections of interest can also make attendees feel like the event has been specifically tailored to meet their needs.
Provide easy access to relevant content
This is where RFID comes into play again. By connecting their emails and social media profiles to their unique RFID, attendees can simply tap their badge or wristband and have content sent straight to their inbox for future reference, access and interact with relevant social media feeds or receive related information for any session they check-in to.
If you’re working on a smaller scale and budget, where RFID is not an option, consider how you present content. Segmenting information into clearly identified groups will make it easier to access and more user friendly for your event delegates.
One point of note – many of the above solutions for event personalisation involve the gathering of data, so be sure to be transparent in your actions and familiarise yourself with the upcoming GDPR regulations.
By offering attendees a personalised, tailored experience, the chances that they will enjoy your event, remember your message and return in the future are greatly increased. But the story doesn’t end there. Keep your eye out for next month’s post, where we’ll be offering our ideas for post event follow ups to complete the personalisation hat trick.
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