Tech
Let’s get
personal
Jamie Vaughan, head of European
sales at Cvent, looks at some of the
ways tech can personalise the visitor
experience
T
he growing market for
personalised services
shows no signs of slowing
down, with more consumers
wanting their preferences
and interests recognised.
Advancements in technology
offer organisers the
opportunity to deliver a more
tailored attendee experience
pre, during and post-event,
and yet many organisers
still are not utilising these
solutions to shake up tired
formats that no longer
resonate with their audience.
There are numerous ways
technology can be leveraged
to offer attendees a more
personalised experience:
Digital registration
Personalisation starts
with registration. Online
registration form fields
should ask the right
questions to build a
comprehensive profile of the
attendee. Studies indicate
that attendees are willing to
provide more information for
a customised experience.
Personal invitations
Step up email invitations
with a personalised video
message embedded in
an e-card or cut through
email inbox noise with a
customised subject line and
content that speaks directly
to the recipient’s needs.
Utilise custom mobile
event apps
A customised mobile
event app allows organisers
to interact with attendees
in a far more dynamic
way pre, during and post
event – whether it’s to
present unique content,
share updates, provide
tailored agendas, facilitate
networking, or to give
attendees a way to interact
with speakers and contribute
to sessions in real time.
Research shows emails are
read 10 per cent of the time,
whereas push notifications
on mobile apps are read 85
per cent of the time.
Include gaming elements
Gamification can enhance
the attendee experience
and encourage greater
engagement. Popular
methods of gamification
include in-app solutions
to encourage actions like
early registration and social
media shares, interactive
touchscreen points,
customised scavenger
hunts, and digital passports
that allow attendees to
collect points for attending
seminars or visiting
stands. Personalised push
notifications can foster
competition while steering
attendees to complete
objectives that enhance their
overall event experience.
Personalise signage
Exhibitions are often
hosted in vast spaces and,
as not everyone has the
same interests, directional
signage is particularly
useful. By utilising RFID,
near-field communication
and similar technology
alongside smart-badges
(encoded with information
attendees provide during
the registration process),
it is possible for trade
show visitors to receive
personalised welcome
messages on screens as they
enter or leave the venue,
as well as receive push
notifications when they
are approaching an area of
interest to them.
Tailor catering
Organisers can take event
catering beyond the basic
options by collecting more
data on food requirements
pre-event. This information
can be utilised to supply
more of what the attendee
wants – whether it’s more
wellness, vegan or gluten-
free options – and less of
what they don’t; helping
to reduce food waste
and increase attendee
satisfaction.
Dedicated post-event
communication
A personalised experience
doesn’t end when the event
does. As each attendee will
have a different experience,
organisers should tailor
communication based on
their specified preferences
and on the sessions they
attended. Timing is also
key. There’s little point
to sending a barrage of
emails in quick succession
directly after the show when
attendees are just getting
back to work.
March — 55