How to add the element of personalisation to your event?

EE News Desk Jan 04, 2020

Experiential marketing has taken its space in almost all the trends and here in 2020, we are ready to upgrade the personalised event experience to the attendees. While looking at the pre-event requirements, the marketers should have ways to involve their attendees from the very scratch, making it a very personalised experience for them.

An event starts with connections and engagement among every stakeholder and for that the message from the initial level calls for action, includes curated, more personalised ads and mails and a successful interaction to the specific and niche audience.

Engaging Through Content

So, when we talk about personalising event experience, even before the attendee reaches the registration desk for a face-to-face interaction and the marketers take the conversation further, the attendees have already visited the event site or app. Therefore, using digital for personalising content and making contacts, our first step should be to have customized content on the official site or app developed for the event.

Digitising Customer Interaction

Where technology meets creatives, anything can become closer to the individuals by using customer insights. Here come the marketers who bridges the gap between the creative and the clients and get customised mails for the event briefing. This step is very crucial because a customer if looks at that crisp content over the mail, it can definitely be a great technique for that marketers to dodge their game.

Adding to this, consumers have a tendency to consume ads wherever they see it and using the best digital platform for the same help generate interests amongst the niche audience to be targeted. Digital platforms like Instagram, Twitter, Snapchat and Facebook can have a huge audience impression in a time span of just 60 sec, so why not to grab it, people?

Another important point where digital helps engagement is when people get content to share on their social profiles and here sharing live streaming event glimpse, videos and photo stories etc. of the event should be easily accessible to the audience so as to give them interesting content to show off to their social groups. The millennials have the maximum tendency of doing so, why to waste this opportunity.

Artificial Intelligence

Since we are talking about everything digitally experiential, we cannot forget about the usage of artificial intelligence. This helps marketers judge their target audience's reaction just over a click and help in getting insights so as to make their app or site content more interesting and engaging. Artificial intelligence is becoming an important part of the events and soon this futuristic thing is going to contribute highly in this sector.

(The article is contributed by Charvi Malhotra, Apeejay Institute of Mass Communication)