The Power of Personalisation

Personalisation is playing an increasingly critical role in how brands enhance their corporate events. And with good reason. As an event tool, personalisation has the potential to transform corporate company events from standard to excellent, allowing brands to stand out from the crowd, and create deep and meaningful connections with valued members of their audience. But as personalisation takes greater prominence in the event marketing industry, brands need to know how to execute personalisation in a way that’s suited to their audience, their goals, and their brand values. 

What is event personalisation, and why does it matter? 

Event personalisation is the strategies used by brands to tailor their experiences and event comms to fit the specific needs of their target audience. When people feel like something has been made just for them, it’s more likely to leave a lasting impression, in turn this brings benefits to your wider event marketing strategies, such as: 

• Enhanced attendee experiences: Makes attendees feel like they really matter.  
• Increased engagement: Creates a sense of belonging and emotional engagement.  
• Improved ROI for organisers: Drives brand loyalty, and potential interest in future services, products and events. 

Let’s take a look at the different ways to achieve personalisation for your event, potential risks to look out for, as well as emerging opportunities to incorporate into your personalisation strategy. 

Techniques to Deliver a Personalised Experience

Executing a perfectly personalised event can seem overwhelming, but this can be quickly managed by adopting a strategic approach to your personalisation planning. 

1. Gather attendee data, and understand your audience 

This is the first step when it comes to personalisation: understanding the people that you’re personalising the experience for. By investing the time in getting to know their preferences, interests and pain points, you can create an event that actually caters to them, and is driven by event data rather than assumptions. 

2. Choice: The ultimate personalisation tool 

Give your attendees the power to shape their own unique event experience. Even things like adding multiple catering options, or different sessions to sign up to can make your attendee feel empowered to build their own experience with your brand. You could even use AI to suggest a personalised agenda based on their interests, values and goals. 

3. Customise event comms and content

Armed with your attendee data, you can then set about starting to customise the attendee touch points throughout your event experience. Right from the first invitation they receive, all the way to your post-event engagement campaign, every piece of event content can be personalised to the different segments in your audience. 

4. Be Mindful of Data Privacy

If you’re collecting information about your attendees, whether it's their interests, profession or location, you need to make sure that this is done ethically, and that this is communicated transparently with your audience. 

5. Harness event tech & automation 

While personalisation focuses on bringing a human-feel to your event interactions, this can be effectively elevated and scaled by harnessing event tech. Adopting event marketing automations tools, or integrating event data with CRMs allows you to quickly personalise your event comms at scale. Or, use AI powered tools such as event registration portals, chatbots, and gamified elements to give attendees personalised and engaging experiences through every touchpoint.   

Ready to bring personalisation to your event strategy? 

Get in touch with the First Event team, and chat to our in-house experts in all things technology, creative, and personalisation. As your creative event partner, we can develop your bespoke event personalisation strategy.