It’s widely accepted that creating a personalised event experience that is relevant to the attendee helps build engagement and strengthens business relationships. However, despite these obvious benefits, there are still a large number of events that continue to use a generic, one size fits all approach.
We realise that a personalised experience covers many different aspects of the event and for that reason we are focusing on personalised communications.
At first glance, it might seem pretty obvious what we mean by personalised.
To us, personalised means a lot more than just using someone’s first name, company name or job title. They are important, but if a message is personalised and dynamic based on an individual attendee’s interests, preferences, choice of breakout session etc, it adds far more value and makes them feel special (Because everyone needs to be loved).
Q: How do you achieve the personalisation?
A: By using a platform that is built to understand the need for usable and intelligent data. It should provide a simple admin and attendee pathway to capture and present the data in context and be relevant at every communication point. That is what Mitingu gives to both the event organiser and attendee.
Here’s a couple of examples of how adding a simple personalised element to an event reminder email can work.
Why it’s important to get it right
Before we continue, it’s important to emphasise that if you are planning to use personalised communications for your event, it’s important to get them right. Here’s an example that didn’t work well...
I recently registered to attend an event and it gave me two registration options:
Attend in person
Attend via a live web stream
I chose the second option. All good so far, but when I was taken to the "thank you for registering page", it gave me details on the event as if I was attending in person. The automated "thanks for registering email" also suggested that I was attending in person. I have to say I was questioning myself, so I double checked to make sure my registration was for the live web stream only, it was!
So, my first piece of engagement with that event wasn’t fantastic and you know what they say about making first impressions count!
Planning your communications
Depending on the size and nature of your event there are opportunities to engage with your attendees before, during and after. Planning and scheduling your event communications means that the whole process can be automated from the first touch point (perhaps a Save the date email), to the final post event message, or even ongoing marketing communications.
The beauty of planning and scheduling is that once it’s done then it will look after itself. The right messages will go to the right people at the right time.
Just some of the personalised messages you could send
Below are just some of the messages that you could include in your event communications strategy. They should all be personalised, using a combination of what you already know and the data collected during the journey to create relevant and engaging messages. Where applicable, you could also include attendee specific agendas, menus, accommodation details and more.
Before the event:
- Save the date
- Invitation reminder
- Booking confirmation
- Event updates and news
- Event reminders with attachments
During the event:
- News on the day
- Workshop/breakout session reminders
- Quick survey feedback requests
- Local places to eat and visit (if the event is across a number of days)
After the event:
- Event summary with presentation slides
- Event statistics
- Invitation to attend next event
- Ongoing marketing communications
Mitingu makes it easy for you to build and schedule all your personalised event communications from one platform. If you would like to see how then please contact us firstname.lastname@example.org and we'll happily schedule a demo to show you how they could work for your events.