Events / 4 minute read

The power of hyperpersonalisation in events

Written by Matt Franks

21 May 2024

In the world of live events and experiences, creating memorable moments is what it’s all about. Gone are the days of one-size-fits-all approaches, we live in a world surrounded by choice and personalisation, and we’ve learnt to expect it. Today, it's all about hyper-personalisation. But what exactly does that mean?

Hyper-personalisation goes beyond simply addressing attendees by name. It's about understanding their preferences, anticipating their needs, and crafting experiences that resonate with them on a deep level. In essence, it's about making each attendee feel like the event was tailored just for them.

Imagine attending a conference where everything from the invitation, and registration process to the food options feels tailor-made for you. That's the essence of hyper-personalisation. It's about leveraging data and technology to create bespoke experiences that leave a lasting impression.

Data seems to be the driving force behind personalisation and while essential, what’s even more important is communicating how we are going to use data. As a society, we’re becoming more aware of Data Privacy Policies and looking at how our data is being used. The Events industry has the ability to lead from the front and simplify how we communicate data usage, let’s be upfront, clear and concise so users are comfortable with how we use their data and the benefits it has to them in personalisation.

Imagine at the point of registration the first thing we communicate is how we’re going to use your data… ‘We collect your name etc. and we use this data to personalise your event experience by XXXXX’.

By having permission to use data we unlock the potential to create a personal connection from the off. We can leverage what we know about someone and integrate that into how we communicate as well as how we design the experience from the initial invitation through to check-in at the event, the experiences they interact with, the agenda they receive, and post-communications.

And while there is a lot we can do to personalise experiences in our normal ways of planning, design and execution, when you add AI to the mix there’s a whole lot more!

AI isn’t going anywhere. In fact, it’s probably a tool that most of us use daily and the power behind a lot of personalisation that we’ve learnt to expect. Have you ever wondered why Spotify is so good at predicting the songs you might want to listen to? Why Netflix is recommending (and now downloading) shows you might like? Why when we interact with many apps it feels so effortless? Well, AI.

A woman giving an RFID wristband to a delegate.Using the information that we have given our consent to our service provider to use, they are using AI to learn about us as individuals and provide us with a personalised experience, we can do exactly that in events. Let’s think about it in its simplest form; you get invited to register for an event, you’ve given permission to use your data, rather than complete a normal registration form a chat bot appears, ‘Hi Bob, are you going to be attending the event this year?’ and with a simple answer, and in this case let’s assume it’s a Yes, our chat bot will draw on information we know about the person and guide them through a personalised registration process. These can be things like preferences, travel information based on their address, recommendations of other contacts with similar preferences, linking them in with people they work with, or are connected to on LinkedIn, making recommendations of the types of sessions they may enjoy etc.

The whole process will feel efficient, personal and enjoyable, meaning we have created a strong connection.

And it doesn’t stop there, we can then use data, AI and technologies to personalise the actual event experience. For example, using a simple RFID trigger, content on screens could change as someone approaches it, displaying content that is going to be more appealing to the person viewing it; the options are endless. The action now is how we all embrace it and use it in event design and delivery.

Here are some top tips for consideration:

Data-driven insights: Start by collecting data on your attendees. This could include their preferences, past interactions with your events, social media activity, and more. Analyse this data to gain insights into what makes each attendee tick.

Customised content: Use the insights gathered to tailor the event content to suit different segments of your audience. This could involve offering specialised workshops, breakout sessions, or even personalised agendas based on individual interests.

Personal touchpoints: Don't underestimate the power of small gestures. From personalised welcome messages to hand-written notes, incorporating personal touches throughout the event can make attendees feel valued and appreciated.

In summary, in today's world hyper-personalisation is the key to creating standout live events and experiences. By understanding your attendees' preferences and leveraging technology to deliver customised interactions, you can elevate your event to new heights. Remember, it's not just about delivering a message; it's about creating meaningful connections that leave a lasting impact. Discover some of the events we've delivered to clients by clicking here.

Alternatively, get the ball rolling on your next event by filling in the contact form here.