The majority of people do not run or attend an event without having a good idea about what they want to achieve or what they want to take away from it.
The process of engagement and achieving mutual objectives starts with the very first piece of event communication; save the date or invitation emails for example.
We think there are four key activities to consider:
1. Give information
2. Get information
3. Use information
4. Stay on brand
1. Giving the right information
Clean, accurate data is the key. We've said it before and we'll say it again, Information is Gold Dust! Make sure the data you are using is up to date, it shows attention to detail and that you’ve taken the time to think about it.
Good data enables you to tailor your communications, even if you only know my name and company name then use it, I’ll appreciate it (I’m easily pleased!).
The event registration process gives you the perfect opportunity to gain valuable information about the individual attendee. Once you have information, such as their specific topics of interest, where they travel from, dietary requirements etc then it’s really important to include this in your ongoing communications before, during and after the event.
The more information you collect the more tailored your communications can be. If they are regular attendees of other events you run, that information should also be used. Mitingu enables tailored communications which evolve with every piece of data you collect, helping you enhance your attendee’s experience as well as building and strengthening engagement and relationships. Not using the data you collect is such a missed opportunity, knowledge is power after all and showing you know your attendees will leave a lasting impression, no one wants to feel like a number.
2. Getting the right information
I don’t think I’m on my own here when I say that I really dislike filling out long registration forms that are asking me questions that have no relevance to me; I’ve told you I’m driving to the event, so there is no need to ask me my flight number and so on.
Intelligent registration is the way forward! Only show me questions that are relevant to me, either based on what you already know or how I have answered previous questions upon registration. This means some questions will only appear based on how I have answered a previous question ('Show me you know me'). Make sure the form does not look daunting and time-consuming when I first land on it. My point here is that registration forms are not ‘one size fits all’ and should be the right length for each individual attendee whilst only collecting information that is relevant to them.
Tailoring registration forms makes completing them quicker, easier and continues to build on the good feeling they have about attending the event.
3. Using the information
A few years ago I attended a Xerox event, the event registration process has always stuck in my mind, amongst other questions like my dietary preferences, they asked the following:
i. Which breakout seminar topic I was most interested in
ii. They had a prize draw at the event and asked me which prize I would like most
All the follow up emails I received from that point on used that information in both text and imagery, it kept me engaged and reminded me of why I wanted to attend. On a lighter note, it meant that any prize I may have been lucky enough to win (I didn’t!) was something that I would like and more importantly associate with the good event experience that Xerox had provided.
So, if you use information taken before (via a registration process), during and after (via feedback surveys) and tailor it to the attendee, that will build attendee engagement and give event organisers meaningful statistics and reports that will enable them to measure the true return on investment, success of the event and give them valuable insight on where future events could be even better.
4. Staying on brand
Staying on brand, whether that is the specific event brand, your business brand or a combination of both is another key factor. The attendee should immediately associate all communications and registration site with your event and your business.
As we say at Mitingu, it’s your event not ours!
It will not come as a major shock to hear that Mitingu can help you with all of the above, so if you would like to know more we’d love to hear from you.