Blog Post | Apr 04, 2023
This Time, It's Personal: What Event Attendees Want Now
In-person, live events are more popular than ever but, for various reasons, attendees are looking for a more personalized experience compared to years past. Here are a few ideas for hosting events and conventions that will resonate with both in-person and online audiences.
As 2023 settles in, events are back in a big way. Even though virtual and hybrid events will still be popular, 95% of marketers agree that live events are the best way to make connections.
But this isn't business as usual: even if they're glad to be back, attendees are looking for a different event experience. They want something that feels a little more intimate, personal and tailored to them. So how do you balance the mass audience/crowd aspect with ways to connect one-on-one?
Change drivers
Certain factors are contributing to audiences being more discerning about what events they want to attend:
Before the event
A personalized series of emails promoting your presence at an event is the best way to set yourself up for success. Adhere to best practices (i.e., segment based on audience criteria, add personal elements like a name, title and other pertinent info). If possible, share an up-to-date agenda with your audience, giving them the power to pick and choose how to spend their time. And the most personal touch of all is to send a one-to-one email: High-value clients and prospects should receive a personal email directly from a VIP in your company.
If that sounds like a lot of emails, we can walk you through different options for templates and automation.
Focus on the event experience
Facilitate one-on-one interactions and give people the opportunity to personally interact with your company’s representatives—this could entail having breakout rooms or simply making sure there's a place nearby for coffee or cocktails.
Consider some of these creative ideas to get attendees excited and engaged:
A digital/virtual component is a must
For some or all the reasons listed earlier, many people may not be able to attend. Your digital programming shouldn't feel like an afterthought. To a certain degree, you want your absentee attendees to get the same experience as those who are there in person, but it's important to have programming for the digital experience.
One added benefit of preparing digital programming, including live-streaming talks or forums: you've instantly got content for your website, social channels and emails.
After the event
There's no better way to thank engaged participants than with a handwritten note or postcard. For higher-value digital participants, you can also send a swag care package.
Then, don't let the connection go cold. Continue to nurture the prospect in meaningful ways throughout the year. That way, by the time your next convention rolls around, you'll know precisely what kind of content and experiences your audience wants. Not to mention, you will have a few new customers!
With so much riding on your event, you'll be relieved to know that we've got event marketing down to a science. Contact us to learn more about our capabilities.
But this isn't business as usual: even if they're glad to be back, attendees are looking for a different event experience. They want something that feels a little more intimate, personal and tailored to them. So how do you balance the mass audience/crowd aspect with ways to connect one-on-one?
Change drivers
Certain factors are contributing to audiences being more discerning about what events they want to attend:
- The post-WFH mentality. Even if many of us are back in the office full time, remote work has impacted where, how and when many of us work. The good news is that it's driven productivity up to new levels, but that means people have less time and greater competition for that time.
- Higher travel costs. While the experts agree that these costs will level out this year, air travel and accommodation prices have made some individuals and organization rethink their priorities. Instead of attending three or four smaller events, they may attend just one major event. This means you'll need to make your presence count and convince attendees it's worth it even before the convention.
- Personalization remains one of the dominant forces in marketing. Marketers have unprecedented opportunities to serve up tailored content and experiences. Our customers see it in their web experiences and social media feeds, so it's natural for these expectations to carry over to event and experiential marketing.
Before the event
A personalized series of emails promoting your presence at an event is the best way to set yourself up for success. Adhere to best practices (i.e., segment based on audience criteria, add personal elements like a name, title and other pertinent info). If possible, share an up-to-date agenda with your audience, giving them the power to pick and choose how to spend their time. And the most personal touch of all is to send a one-to-one email: High-value clients and prospects should receive a personal email directly from a VIP in your company.
If that sounds like a lot of emails, we can walk you through different options for templates and automation.
Focus on the event experience
Facilitate one-on-one interactions and give people the opportunity to personally interact with your company’s representatives—this could entail having breakout rooms or simply making sure there's a place nearby for coffee or cocktails.
Consider some of these creative ideas to get attendees excited and engaged:
- Branded art installations featuring local talent.
- Food experiences—again, think about a local focus, such as food trucks or pop-ups with area chefs.
- 'Matchmaking' for hybrid mixers involves creating networking opportunities that go above and beyond your audience's expectations by thoughtfully matching IRL participants with their digital counterparts.
A digital/virtual component is a must
For some or all the reasons listed earlier, many people may not be able to attend. Your digital programming shouldn't feel like an afterthought. To a certain degree, you want your absentee attendees to get the same experience as those who are there in person, but it's important to have programming for the digital experience.
One added benefit of preparing digital programming, including live-streaming talks or forums: you've instantly got content for your website, social channels and emails.
After the event
There's no better way to thank engaged participants than with a handwritten note or postcard. For higher-value digital participants, you can also send a swag care package.
Then, don't let the connection go cold. Continue to nurture the prospect in meaningful ways throughout the year. That way, by the time your next convention rolls around, you'll know precisely what kind of content and experiences your audience wants. Not to mention, you will have a few new customers!
With so much riding on your event, you'll be relieved to know that we've got event marketing down to a science. Contact us to learn more about our capabilities.