Let’s face it, when has one size ever fit all?! With attendees expecting more tailored, memorable experiences, personalisation is the key to capturing attention and sparking engagement. So how exactly can personalisation work its magic in the event marketing world? At EMS, we use our decades of experience to show you how.
Firstly, let’s acknowledge the elephant in the room: People are busy, and their attention spans are shorter than ever. With the overload of emails, invites, and notifications we’re all bombarded with, it’s easy for your event to get lost in the noise. That’s where personalisation comes in. It’s all about making your attendees feel like they’re not just another name on a registration list, but an individual with unique interests, needs, and possibly even their own favourite coffee bean.
By personalising your marketing, you’re giving attendees a reason to pay attention. You’re not offering a generic experience; you’re offering something that feels relevant and exciting to them. This builds anticipation, trust, and ultimately, loyalty.
How to Bring Personalisation to Life
Personalisation doesn’t mean just slapping a first name on an email or tailoring a message to demographics. It’s about weaving an attendee’s specific interests, behaviours, and past interactions into the fabric of your event experience – offering them a figurative cup of their favourite dark roast Arabica blend, if you like. So, how can you make this happen?
1. Crunch That Data
Your attendees have likely interacted with you in some way before – whether it’s signing up for newsletters, attending past events, or engaging on social media. This is your treasure trove. By collecting and analysing this data, you can offer a personalised event experience that speaks to their preferences.
For example, if a delegate has attended sessions about AI and technology at previous events, you can highlight relevant speakers, workshops, or products that align with their interests. You’re giving them a reason to attend because which speaks directly to their needs.
2. Who’s Who?
Segment your audience based on factors like industry, job role, or previous event interactions, and tailor your communication accordingly. This doesn’t just mean a generic email with different subject lines. It means offering targeted content, bespoke agendas, and curated networking opportunities that make each attendee feel special.
3. Session Sommelier
Make sure the experience feels just as personal by using technology to offer customisable options and real-time adjustments. Event apps with a dash of AI allow attendees to create their own schedules, choosing sessions based on their preferences and, by tracking attendee behaviour, you can send personalised recommendations on the spot—whether it’s suggesting a related workshop or exhibitor based on their interests. This responsive approach puts the power in their hands, making them feel more in control and more likely to stay engaged throughout.
The Benefits of Personalisation
We all know personalisation builds deeper connections. It also increases engagement – attendees are more likely to attend sessions, participate in networking, and share their experiences on social media when they feel like the event was designed for them.
Personalised events also have the potential to generate more buzz. Word-of-mouth marketing becomes exponentially more powerful when attendees feel they’ve experienced something tailor-made for them. Who doesn’t love sharing something that feels exclusive?
Personalisation in event marketing is no longer a nice-to-have; it’s a must. By using data to inform your event strategy, segmenting your audience, and offering customisable experiences, you can create memorable events that resonate with attendees long after the last speaker takes off their lapel mic. In a world where everyone is vying for attention, the key to standing out lies in making your audience feel seen, heard, and valued. And when that happens, engagement just follows. Contact us today to make your event a personalised success.