Live events are on the rise as consumers crave more in-person experiences. However, these audiences want events that are tailored to their expectations and preferences and desire new experiences as opposed to the same old thing.
Here are eight steps that cutting-edge event organizers are taking to meet their attendees’ expectations.
Value Psychographics over Demographics
Psychographics are a measure of consumer’s attitudes and interests. While every brand is different, meaning it may not be necessary to throw out demographics completely, smart organizers are looking past age. Studies have shown that people across all demographics are experiencing a shift in values regarding how they make purchasing and work decisions. This group, often referred to as perennials, should be identified not by who they are but on what they value. That’s why organizers should keep content relevant by focusing on the reason someone is attending an event. You can better target your desired audience when grouping them by psychographics rather than demographics.
An event organizer does not lack for data, but these piles and piles of data are useless on their own. Using event-management software can help you find and pull out information that’s most useful to you. Then you can utilize this data to help you make the best planning decisions. Event-management software can also help you speed the management of spreadsheets by automatically updating your data – no more time-consuming, manual entry.
Once you’re streamlining your metrics, it’s time to use that information to connect your audience (and with your audience) outside of the event. One idea is to establish chat groups based on factors such as business similarities and geographic location. Once these connections start occurring regularly, the networking will continue throughout the event. You’re bringing value to your participants while keeping your event in their minds all year.
That data can also help you personalize your outreach efforts. Your email campaigns can incorporate the receiver’s name in the subject line (and yours in the signature). You can even capture visitor’s IP addresses and personalize their repeat visits to your website. This type of personalization can have a huge effect on your audience and greatly impact ticket sales and registration while creating a memorable experience for attendees before the event.
Build Brand Ambassadors
Word of mouth and social buzz are precious and, when you provide content that’s on value to your attendees, they will want to share their experiences – but it doesn’t hurt to give them a little nudge. Find ways to incentivize your attendees to share the event with their networks. One method is a referral program where attendees could extend discounts or another enticement to their colleagues while also receiving something in return, like money back on an already purchased ticket. You are reaching a potentially new audience and your attendees receive value while becoming brand ambassadors.
Feedback is essential – and, as much as you desire positive feedback from your attendees, you can often learn more from the negative variety. The point is to get feedback fast, while the experience is fresh in your guests’ minds. If your event has an app, include an easy-to-complete, virtual survey. Or hold a raffle or other incentives for completed surveys. The goal is to capture your guests’ impressions immediately before they’re lost.
This means more than addressing feedback for the next event. You can be responsive through the content you provide during the experience itself – as long as you consider the guests’ experience. Chances are that your attendees will use a laptop to buy the ticket, look at emails on a tablet, and follow the event agenda on a phone. This means your online content must look good and be efficient on any device.
Audiences want live experiences, just not the same experience as last time. How can your event differentiate itself from the crowd? Look to the Summit at Sea conference, which takes place on a cruise ship, has a strict “no social media policy” and restricts its guests’ access to Wi-Fi, as an example. Surely, there are not many other events that offer this experience. While the “no Wi-Fi” idea may not go over big with your crowd, to ensure your event is memorable – you need to discover the element that will.
The Trade Group has been helping our clients create memorable brand experiences for years. Call 800-343-2005 to see how our solutions can assist you.
Click the above image to watch TTG Trainer, Adam Nelson give his three top tips for creating events that impress your audience and can prove to be a huge pay off for your brand. Click the image below to download our handy infographic