While we primarily think of personalization in the form of bags or other items with names printed on them, this is not the only way that personalization happens (or should happen) in the event space. Rather, personalization is about ensuring that the people involved in the event feel like the hosts care about them as individuals.
Employing different aspects of personalization offers more engagement in the event as people who feel valued are more likely to participate fully in the event. Further, they are more likely to return to an event if it is option or be encouraged to talk positively about the event even if not (Eventsforce).
In the case of optional events it is also crucial to encourage personalization to improve competitiveness as compared to other, similar events. Individuals are more likely to choose an event that they feel sees them as an individual rather than as just another filled seat. Events and hosts that make them feel valued are more likely to get their business, which also means a better return on investment from a marketing perspective (Eventsforce).
It is, however, essential to look at the manner in which personalization is used and information is gathered as participants can feel used or manipulated if their information is gathered for purposes other than what they expected or agreed to. Event hosts must provide a balance of benefits to the participant in exchange for their information without making them feel as though they have been exploited in any way.
More than this, attendees want to be able to set their own schedule where possible. Rather than sitting in a single location and listening to a lineup of speakers that have been chosen for them, they want the opportunity to create an agenda that targets their needs and interests (Socialtables).
Wes Berry is available for speaking engagements and as a workshop facilitator. He also consultants with select organizations. As a professional speaker, He has the skills to make your event a success. He is also the Wall Street Journal best-selling author of “Big Things Have Small Beginnings: The Motivation .and Mindset That Built a $750 million Business.” In all, he has written twelve books in the business and success genres. And as an entrepreneur, he built an international company that operated in 130 countries. He’s even done a little standup comedy as well as radio.
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