The Power of Personalization

Presented by

Madison LaymanSenior Associate of Content

Marketing

Cvent

Moderated by

Eric AndersenDigital Content Specialist

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Today’s Speaker

Madison LaymanSenior Associate of Content

Marketing

Cvent

THE POWER OF PERSONALIZATION

How to Create Individual Experiences at Your Event

Madison LaymanContent Marketing, Cvent

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IT’S TIME TO CHANGE THE WAY WE PLAN EVENTS

What is Personalization?

How to Personalize Events at Scale

What to Do at Every Stage

IN THIS WEBINAR, WE’LL COVER…

What is personalization?

- Said the person who only kind of cares about getting their mom’s attention

HEY, MOM

- Said the person who actually wanted to get their mom’s attention

“Hey, Elaine!”

Personalization CAN go horribly wrong.

WHY PERSONALIZATION?

▪ We rely on on connection

▪ Connection equals brand affinity

We all want to be treated like unique individuals

When our needs are understood, there’s no friction

Data Automation

HOW DO YOU PERSONALIZE?

BEFORE THE EVENT

Create an Experience

Excite and Increase Demand

THE INFORMATION YOU’LL GATHER

Contact Information

▪ Full Name

▪ Title

▪ Email Address

▪ Company

▪ Address

▪ Phone Number

Session Registration

▪ Product focused

▪ Educational

▪ Networking

▪ Training

▪ General

▪ Breakout

Firmographics

▪ Industry

▪ Number of employees

▪ Annual revenue

▪ Location (geographic)

Info From Previous Year

▪ Likes

▪ Dislikes

▪ Comments

▪ Concerns

Event Interests

▪ Topics

▪ Types of sessions

▪ Networking

▪ Goals for attending

Agenda BuildRegistration Forms Pre-Event Survey

WHERE YOU GET IT

HOW TO USE IT

❑ Targeted Ads

❑ Email Marketing

❑ Social Media

❑ Agenda Planning

❑ Registration Pathing

❑ Mobile Event App

DURING THE EVENT

Focus on the Attendee Experience

Gather Information

Create Individual Moments

THE INFORMATION YOU’LL GATHER

Event Attendance

▪ Number of registrants

▪ Number of attendees

▪ Number of no shows

Sessions Attended

▪ Breakout sessions

▪ General sessions

▪ Check-in and check-out session times

Time Spent

▪ Length of time in a session

▪ Time of arrival

▪ Time of departure

Social Media Engagement

▪ Likes

▪ Dislikes

▪ Comments

▪ Concerns

1:1 Meetings Attended

▪ Appointments attended

▪ Appointments not attended

Real-Time Event Surveys

▪ Overall event feedback

▪ Session level feedback

Interaction Patterns

▪ Travel patterns

▪ Areas of high traffic

▪ Tradeshow floor interaction

Lead TrackingData and Analytics Mobile Event Apps

WHERE YOU GET IT

Social MediaSession Tracking RFID Tracking

HOW TO USE IT

❑ Update Or Change Sessions

❑ Push Notifications

❑ Personalized Agendas

❑ Indoor Wayfinding

❑ Birds Of A Feather

❑ Social Media

❑ Recommend Activities

❑ Respond To FAQ

❑ VIP Notification

❑ Targeted Ads

AFTER THE EVENT

Key into Nostalgia

Understand the Information You Have

THE INFORMATION YOU’LL GATHER

▪ Sessions attended

▪ Sessions registered

▪ Content

▪ Sessions

▪ Speakers

▪ Venue

▪ Products

▪ Purchasing interest

▪ Future event interest▪ Contact information of referrals

Sessions Attendance Post Event Survey

Referrals

Lead TrackingData and Analytics Mobile Event Apps

WHERE YOU GET IT

Social MediaSession Tracking

HOW TO USE IT

❑ Planning For Next Year

❑ Email Marketing

❑ Video Recap

❑ Targeted Ads

❑ Calls From Sales

❑ Create Blogs

❑ Session Recap

Plan Early

Keep The Attendee In Mind

Use Event Management Technology

Gather As Much Information As Possible

Automate!

Make It Personal

KEY TAKEAWAYS

THERE’S AN EBOOK!

Questions?

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Thank you

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