In an age where Netflix knows your viewing preferences and Spotify curates your perfect playlist, why do we still treat all event attendees the same? The events industry is finally catching up: personalisation isn’t optional, it’s what separates memorable experiences from forgettable ones. Hew Leith from Grip explains how to get it right.
Beyond the name badge: What is true event personalisation?
True event personalisation goes much deeper than mail-merge fields. It’s about using technology and data to tailor every touchpoint of the event journey to the individual’s specific goals, interests and needs.
Think of it in these key areas:
● AI-powered networking: The single biggest reason people attend commercial events is to make valuable connections. 83% of event organizers say networking is the most important event element for attendees, according to a recent Freeman report. Yet, we often leave this to chance. Personalisation uses AI matchmaking to connect attendees with the people they need to meet – whether it’s a potential client, a strategic partner or a future employer. It turns aimless wandering into targeted, high-value interactions.
● Customised scheduling and communication: From pre-event emails that highlight relevant speakers to push notifications during the event about a relevant product demo starting soon, personalisation ensures your communication is a welcome guide, not unwelcome noise.
● Personalised content journeys: Instead of showing every attendee all 150 sessions, what if your event app recommended the top 5 sessions based on their job title, industry and stated interests? This cuts through the noise and immediately delivers value, increasing the likelihood they’ll attend those sessions and rate them highly.
The attendee experience dividend: Why personalisation creates raving fans
A generic event experience can leave an attendee feeling overwhelmed and anonymous. They are bombarded with information, much of which is irrelevant to them, and struggle to find the specific value they came for. This is especially true for first time attendees.
A personalised experience flips this script entirely.
When an attendee’s app suggests a session that perfectly matches their learning objectives, or facilitates a meeting with a solution provider who can solve their exact problem, you’ve done more than just provide a service. You’ve shown them you understand their goals.
This leads to:
● Higher engagement: Attendees who find relevant content and connections are more likely to participate in sessions, visit exhibitor booths, and stay engaged throughout the event.
● Increased satisfaction: Feeling understood and catered to is a powerful driver of satisfaction. This leads to glowing post-event surveys and positive word-of-mouth marketing.
● Greater loyalty: An attendee who extracts significant, personalised value from your event is overwhelmingly more likely to register for the next one. You haven’t just sold a ticket, you’ve built a relationship.
The commercial imperative: How personalisation directly fuels revenue
For commercial event organisers, this is where the strategy pays dividends. Happy participants are great, but a thriving event needs a robust commercial model. Personalisation is the key to unlocking new and enhanced revenue streams.
1. Supercharge your sponsorship packages: Imagine going to a potential sponsor and offering them more than just a logo on a banner. With a personalised event platform, you can offer them a package that includes a guaranteed number of curated, pre-scheduled meetings with attendees who have explicitly expressed interest in their product category. This transforms sponsorship from a game of chance to a guaranteed-ROI investment, allowing you to charge a premium for your packages.
2. Create new high-value revenue opportunities: personalisation allows you to tier your event experience. You could offer a premium ticket that includes a “white-glove” service with a dedicated meeting concierge or access to exclusive, curated roundtable discussions based on specific interests.
3. Boost exhibitor retention and sales: When your exhibitors are connected with high-quality, relevant leads, their ROI skyrockets. They aren’t just scanning badges, they’re having meaningful conversations and forming relationships. This not only makes them eager to re-book for the following year but also justifies increases in booth prices because the value is undeniable.
Register for the webinar today and discover how to turn event personalisation into your most powerful asset.
The post The personalisation payoff: How to boost participant satisfaction and drive revenue appeared first on Exhibition News | The trade for shows..
