Why Personalisation is the Key to a Better Event Experience

Personalisation is key to delivering a superior event experience. In an increasingly competitive events market, businesses have to find ways to make a lasting impression and provide real value for attendees. Simply put, a one-size-fits-all approach no longer cuts it. By personalising various elements of the event journey for individuals, organisers can boost engagement, satisfaction and return on investment. It shows you value their time and that you have tailored the event especially for them.

Personalisation is no longer an event luxury but a necessity for any business looking to create a memorable, impactful experience. Follow these recommendations to start tailoring your event for attendees and achieve your key objectives.

The value of personalised events

In-person events and interactions aren’t going away any time soon, and studies show that 60% of business leaders believe that events are critical to their business’ success. Event marketers have traditionally focused on the tactical or physical elements of events, such as choosing the venue or entertainment. But with personalisation becoming more important, event planners are now shifting focus towards the overall experience that will drive engagement and achieve business outcomes.

Personalisation is touted as the must-have trend for modern events. As attendees have become accustomed to customised digital experiences in everyday life, they now expect in-person events to also tailor communications and live interactions to their needs and interests. Meanwhile, advancements in data capture via registration platforms, apps and other tools allow organisers to gather more detailed insights into individuals than ever before.

Personalised events significantly boost attendee engagement, satisfaction and loyalty by tailoring the experience to the unique needs of the business and customers. Customised communications, content and interactions make guests feel like VIPs, and valued participants rather than passive visitors.

This targeted approach efficiently builds brand awareness and long-term relationships. By leveraging personalised strategies, businesses can achieve key business objectives like lead generation, sales targets or enhanced brand reputation. While personalisation aims to boost satisfaction and engagement, its impact depends entirely on execution. An overly customised experience can seem invasive if not curated effectively based on consent and transparency. The question for organisers is not whether they should jump on the personalisation bandwagon but how to leverage it responsibly. 

Personalisation in commercial events can increase attendee satisfaction which results in positive feedback and a higher chance of benefiting from word-of-mouth marketing. Furthermore, personalised events typically yield a higher return on investment for the organisers, whether through attracting a higher number of attendees, securing sponsorships or generating a buzz around the event itself.

Another advantage of bespoke events is that it sets your event apart from the competition. In a saturated industry, delivering customised experiences can help ensure your event is memorable and appealing to all attendees, which results in positive feedback and return sign-ups in the future.

How to incorporate personalisation into commercial events

Curated experiences

Curate targeted experiences unique to your audience. For business events, consider personalised networking or matchmaking to connect individuals with relevant sponsors, speakers, partners or peers. You could also curate specialised conference tracks or sessions based on a person’s job role, business challenges or interests, or provide recommendations for opportunities, content and mentors that align with their needs.

Add a personal touch to food and beverage choices

Offer personalised food and beverage choices to match different tastes and diets. Allow attendees to pre-select meals or provide specialised menus, or for VIPs, consider premium or bespoke options that are made to order and add that all-important special touch to the event proceedings. It’s an effective way to include smaller or even local businesses into the event proceedings, while also providing a talking point for guests. 

Custom communications

Send customised event communications highlighting tailored opportunities and offers, or discounts for early sign-ups. For example, a CEO may receive details on an exclusive dinner while an IT director gets information about a technical showcase. 

Customise on-site notifications through the event app promoting the most relevant options and allowing for personalised scheduling. Custom communications help to maintain interest and excitement in the lead-up to events, and tailoring communications to individual attendees ensures that organisers can keep everyone informed and engaged throughout every stage of the event lifecycle.

Treat VIP guests to bespoke gifts

For key clients, sponsors or VIP guests, personalised gifts and experiences show how much you value their partnership and attendance. Offering bespoke or premium giveaways tailored to their tastes or business demonstrates the extra effort you are willing to make to leave a lasting impression. For example, provide a gourmet gift basket with handpicked items, a branded executive notebook or pen, or tickets to an exclusive dinner or entertainment event.

Add custom details to premium gifts like a handwritten thank you note, company logo or personal message. For your top sponsors or clients, uniquely tailoring a giveaway to their brand or key interests can help cement your relationship. If possible, align any experiences or extras to their key business objectives or corporate social impact initiatives as an authentic way to highlight your support.

Follow up afterwards

Measure the impact of personalisation through surveys, interaction with tailored content or sales generated from custom introductions. Be transparent in how you are using data and technology to optimise experiences. Gathering this data enables you to continually refine your personalisation and approach based on feedback from your attendees.

The follow-up process is an opportunity to reinforce the special attention you devoted to personalising interactions throughout your event. It proves your commitment to delivering meaningful experiences long after the doors have closed. With a tailored, multi-channel approach to following up that highlights the unique privileges received, you make a lasting impression and inspire attendees to return for your next customised event journey.

While personalising your business event requires investment, it fosters loyalty by demonstrating the value you place on colleagues or clients. By tailoring experiences to their priorities, you can achieve key objectives like lead generation, partnership opportunities or simply strengthening relationships. Personalisation helps position your brand as one that is willing to go the extra mile to deliver meaningful interactions. With the trust and support of your attendees, personalisation can elevate your event from ordinary to memorable.