What does it mean to offer hyper-personalized event experiences?
Generally, hyper-personalization involves using predictive data rather than traditional segmentation to tailor experiences. It means going beyond standard personalization, such as using an attendee’s name in an email, to anticipate and address attendees’ needs. This often requires the support of machine learning models or artificial intelligence.
Continue reading to learn why hyper-personalization is important and ways that you can begin to implement hyper-personalization throughout your customer journey.
Outcomes of Hyper-Personalization
Studies of consumers’ reactions to personalized messaging have often shown they’re more likely (up to 75% to 95%) to make a purchase when messaging is personalized.
Similarly, event attendees react positively to personalized messages. For example, hyper-personalization can drive registration by suggesting the most relevant content to each attendee. Relevancy generates intrigue for an event. During the event, relevant session recommendations are more likely to hold an attendee’s interest, resulting in greater session duration.
Planning for Next-Level Personalization
There are several ways to hyper-personalize events. Each requires a strong understanding of your audience, so collecting attendee data (through registration forms or integrations) is crucial. Here are a few ways to put your attendee data to use:
Artificial intelligence: Use agentic AI or chatbots to answer questions and offer recommendations to attendees. These are often built with machine learning models that develop a greater understanding of attendees’ preferences as they interact with them.
Custom-built schedules: Often attendees interact with your sales and marketing teams well before your event. These teams know valuable information about your attendees. Enable them to build schedules for attendees based on past interactions to provide attendees with hyper-relevant experiences.
Dynamic web pages: Set up your event website to drive engagement with page elements or widgets that update automatically each time an attendee takes action. Dynamic web pages take the guesswork out of the attendee experience by showing attendees only what they need to see to have a great experience.
Micro-events: Plan small get-togethers for select attendees at or outside of your main events. These micro-events allow VIPs to form stronger connections and learn more about specific products or services.
Matchmaking: To augment micro-events, gather people with matchmaking tools. These tools help attendees find other like-minded individuals. Consider offering a personality quiz to help attendees identify others with whom they might be compatible.
Session types: A simple addition is to demonstrate that you understand your audience by offering attendees session recommendations in their preferred formats.
Attendee enablement: Pre-designed social posts, customizable badges, distinctive venue maps, gamification, and other enabling offerings give attendees a unique and memorable experience.
Stakeholders to Consider
In addition to hyper-personalizing the experiences of your attendees, make sure to customize the interactions and engagements of your speakers, exhibitors, and employees. This personalized approach can lead to a reputation of excellence that consistently attracts top talent and partners.
Our Research on Hyper-Personalization and More
This summer, we are conducting a survey to understand how events and marketing professionals are working together to personalize customer experiences at every touchpoint. Complete the survey for early access to the results.
