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In a world of too much content, finding a way to make event content resonate with attendees is more important than ever.
By Jack Carter, Untangled
Carrie Tsoi
At a time of content overload, from constant social media posts to endless streaming on Netflix and Amazon Prime, finding a way to make content relevant and meaningful is seen as more important than ever. One way to do that — personalisation — has been effective for many marketers, helping them cut through the noise and deliver their messaging to a core consumer base. With brands becoming more adept at this style of marketing, audiences are now demanding that brand experiences — and events — be specifically crafted to their preferences, event strategists say.
“In our day and age, consuming personalised content has become the norm, so much so that delegates similarly expect the event experience to be tailored according to their individual wants and needs,” said Carrie Tsoi, director of marketing APAC, Freeman XP.
“This begins from the moment they step into a space, and will determine the value that they take away from an event once it ends,” she added. “Just like the Maslow’s Hierarchy of Needs, delegates at events go through a set of escalating needs that when not met, leave them unfulfilled and unlikely to deeply engage with the brands.”
Event organisers can harness personalisation in a variety of ways. Just like when Netflix recommends a new show to watch based on a viewer’s history, planners are using their knowledge of which events delegates have attended in the past to recommend new ones that appeal to their interests. What’s more, with artificial intelligence (AI) becoming increasingly prevalent in the industry, companies are now able to use the same data to suggest an entire content schedule that can be customised to an individual’s preferences.
Audiences weigh up the value of attending a brand experience in many different ways, but arguably the most important factor when it comes to decision making is the quality of the content. This is why, according to Tsoi, it is important that event organisers develop a deep understanding of the content their delegates consider valuable and find a way to personalise their strategy accordingly. “This could be achieved by identifying an event’s key USPs and creating content around them — whether it be whitepapers, pocket booklets, or social media posts that highlight each of these individually,” she said. “These can then be shared with delegates based on their response to simple questions such as: ‘What are you looking to get out of this event?’ either on-site or during the pre-registration process.”
The value of content is often tied to how it can drive change and affect perceptions. When event content is made relevant to attendees and packaged in exciting and personalised ways, attendees will be more likely to engage and share it with others on both a personal and professional level, Tsoi said.
“The key to all of this is knowing your audience — look at pre-registration data and feedback from previous, similar events, and employ things like second-screen technology to understand what your delegates want in real time.
“The more personal and unique the event, the more likely it is that each and every attendee will feel as though they have been well cared for and their needs met. In turn, they’ll be more likely to display those desired behaviours and actions that will enable the event organiser to achieve their brand experience goals.”
For more, discover the event app that Tsoi says she cannot live without.