September 28, 2018
Creates Personalised Event Experience
As an event planner, you hold your clients’ corporate future in your hands. Your job is to gather the speakers, audience and technology together so that the sponsoring company will hit its goals for the event, and have additional business to conduct at future events. Today’s digital technology provides you with all the tools necessary to present an emotionally and intellectually stimulating conference or meeting, as well as organise the information collected into an informative and relevant database.
Technology Can Simplify Your Search for Topics and Speakers:
Finding relevant and informative speakers is always the first step in the event planning process. Your client may have an identified list of candidates that they’d like to see. But has your client checked with their customers to further inform the speaker list? Often, customers have preferences for what they want to see or hear. Those suggestions may be completely off the radar of the sponsoring organisation, but may also be highly relevant to the sponsor’s goals. Personalising the event experience using digital tools that are focused on enhancing the attendees experience will thrill the guest, and secure future business for your client.
In the planning stage, company websites can add pages for product and service surveys to identify exactly what customers and consumers are expecting at the event. Outreach through social media outlets can notify potential attendees of the event, and ask for their input on speakers and topics. Connecting with existing clients for event ideas and elements will ensure that at least some of the attendees will receive exactly the information they are seeking.
Technology Connects Attendees to Topics, Speakers and Each Other:
Mobile phones are carried by 93% of UK citizens; of those, 66% are smartphones, capable of phone calls, texting and cruising the internet from any location. Those phones are coming to your event, so they are excellent tools to use during your event.
Moving people through the schedule over the course of event day can be complex, especially if the crowd is large. Emailed, texted or tweeted information about room changes, notices for meal breaks or seminar starts, even transportation options as they leave can be communicated during the day. Your guests will be on task and on target no matter where they are as the day goes on.
Event guests share an interest in the subject of the event, so they start their day with that in common. Through the course of the day, they learn together, eat together and (hopefully) laugh together. The event provides an opportunity to both meet new people and maintain those connections after it concludes. Sharing customer and attendee information safely, through secure channels, preserves their privacy, and also presents your client as a conscientious and considerate host.
The best time to measure a response to any event activity is when the activity is occurring. Sending short surveys to the crowd throughout the day lets your client gain critical data regarding what is working well (and what isn’t). It also gives attendees the opportunity to provide feedback conveniently, rather than come back to it later. Surveys can be tailored to address the speakers, topics, food presentation or any other aspect of the event, and can be sent to all attendees or targeted to specific groups for specific purposes.
Technology Informs Business Decisions and Investments:
Data collected before, during and after an event should be used to inform and guide your client (the sponsoring entity) in its future decisions and strategies. If the event was intended to gain new customers, the data would reveal if that occurred. If it was to introduce new products, the data will reveal which products received the most favourable reviews (and which did not). Gaining insight into the overall attendee experience will educate the client/host about their target audience, their best-selling products and services, and identify the return on manufacturing and production investments. Smarter decisions in the future will be based on the concrete, reliable data generated today.
For event planners, digital technology offers tools and strategies to personalise event activities to accommodate the taste of the attendees, whilst enhancing the client’s products, services and target markets.