What are the most popular marketing tools event planners are using to personalise events? http://ow.ly/u6tS3012vdm

1. Do you think
personalisation can
change a delegate’s
perception of your
brand/event?
YES97%
Is personalisation a key
priority for your events
in 2016?
YES82%
Do you use any
personalisation in
the marketing efforts
around your events?
What are the barriers
to personalisation?
Personalisation is a top priority for most event planners this year, yet only
a fraction of them are consistently using it as part of the marketing efforts
around their events.
CURRENT UPTAKE OF PERSONALISATION
60%
60%
49%
38%
31%
Lack of time
Lack of internal
resources
Cost
Lack of technology
Inaccurate data
Sometimes
51%
Never
4%
All the time
27%
Not as often
as I’d like
18%
Are you able to use
the delegate data
you collect from
your events into
actionable insight
for future events?
What kind of data capture tools do you use at your events to create a
more personalised experience for your delegates?
There are different data capture tools that organisations can use to
collect valuable information on their delegates – from event registration
systems and surveys to social media and event apps.
WHICH DATA CAPTURE TOOLS HELP
PERSONALISATION?
65%
44%
36%
42%
24%
21%
18%
12%
2%
1%
Online surveys
Event apps
Registration tools (RFID, barcode scanning)
Social media tools
Voting buttons on apps
Speaker rating systems
Delegate networking tools
Interactive screens, tables and kiosks
Wearable technology
iBeacons
All the time
18%
Not as often
as I’d like
60%
Never
2%
Would like to
20%
Which of these marketing tools do you use to personalise delegate
experiences around your events?
There are a number of ways event planners can personalise the delegate
experience prior to an event – from personalised email communications
and registration forms to web content and apps.
WHICH MARKETING TOOLS HELP
PERSONALISATION?
68%
57%
38%
32%
21%
19.5%
19.5%
16%
4%
Personalised links within email communications
Unique registration paths for different delegate types
Personalised content as part of outreach campaign (emails, updates,
educational content)
Offline tools like direct mailers, letters
Personalised web content
Delegate networking tools
Event apps tailored to different audiences
(VIPs, exhibitors, sponsors, attendees)
Multilingual event websites
Other
Do you break down your delegates
into categories (event goals, job
titles, session selections, company
size) when deciding on marketing
activities around your events?
Do you use delegate data from
your organisation’s other business
systems (CRM, marketing,
membership) to create more
personalised content around your
events?
Have you used crowdsourcing tools
with your delegates to determine
things like user-generated content,
speakers, dining and décor?
Successful personalisation entails delivering content, offers, experiences
and networking opportunities based on what event planners already
know about their delegates
WHAT DOES YOUR DELEGATE WANT?
Yes
38%
Yes
42%
No
38%
Yes
62%
No
25%
No
31%
Sometimes
27%
Sometimes
37%
The following
results is the
breakdown of
the different
activities the
62% who said
yes to
44%
24%
18%
User-generated
content (agenda,
session topics)
Speakers
Dining
preferences
7%
Entertainment
1%
Décor
Personalisation
CREATING TAILORED EVENT EXPERIENCES
Successful personalisation involves the delivery of relevant content
and experiences to the right people, at the right time. This study
from Eventsforce investigates the current uptake of personalisation
in the events industry, as well as identify some of the key trends and
challenges around creating tailored event experiences.