Event Personalization – What It Means & How To Apply It

Event Personalization – What It Means & How To Apply It


(gentle instrumental music) – [Interviewer] One of the
things I did want to talk about is personalization, you
mentioned personalization. And I jotted that down, and I wanna know what does
that mean exactly, to you? And how can planners apply that to events? – Yes, you can definitely
score a lot of points by producing content and experiences that are relevant to people. Everybody wants the experience
to be relevant to them. So when you’re planning events, it’s important to start by using insights about your target demographic and what’s gonna appeal to them, and ultimately influence their behavior. So as often as possible
I like to offer choices when it comes to event experiences. And this is such a simple tactic that’ll just show your attention to different preferences
and attendee needs. I was recently at the
TED Women’s Conference and it was great, they
did a really simple thing that they catered to attendee preference. They had a simulcast lounge and also in-room Keynote viewing. And the folks who were
in the Keynote viewing were folks that really just
wanted to absorb the content. Devices weren’t allowed, it was this incredibly
intimate environment. But then the reality is, some people are gonna
want their phones out. They’re gonna wanna multi-task. They might wanna be having
a conversation on the side. So these simulcast lounges
were beautifully plush, and they had all these
screens with great sound, tables for people to use for their computers if they wanted them. Identifying that there’s multiple needs of attendees and catering
to multiple demographics, if you have them, is an
easy way to win people over and demonstrate that
you’re paying attention. Things like offering push notifications, via an events app, can help
keep your attendees in the know about specific things that might
interest them in real time. It’s great, event apps
now can target attendees based on their selected preferences and then offer recommendations
for what sessions or activities they should be going to or what people they should meet. One pro-tip, is just make
sure that you don’t exceed around 10 push notifications a day. (Interviewer laughing) That’s the studied number
that tends to get annoying. I think personalization is gonna vary based on the scale of your event. For a 30,000 person conference
like Google Cloud Next, I personalize at scale. Things like agenda builders, or one-on-one time with experts, or pick your own swag choices, are things that scale a lot better. And in general my rule is
the higher touch an event, the more intimate an audience, the more you can lean in and personalize. For instance, with these smaller events you can do things really
special like special amenities. To use an example that I
experienced personally, maybe eight years ago I had just passed the Court of Masters Sommelier exam and I was staying in a hotel for an event and they had done their research and seen on my wine blog that I had just passed this
Court of Masters Sommelier exam, and so when I walked into my hotel room to stay for the night, they had actually printed
out a blind tasting test and then created this
blind tasting scenario with the wine bottle covered in a bag, and your really nice accoutrement with it. And it was so much fun, it just brought this delight to me that I got to guess the wine and that they had done the research. Or even just recently,
I showed up at a hotel and this was shortly after I’d come back to work
after maternity leave. And they had found a
picture of my son online and printed it and framed it and just put it near my
bed in the hotel room. Just little things like
that, to me in a partner if they’re paying attention, that’s gonna translate to
how they treat my guests and make me wanna do business with them. – [Interviewer] That’s true,
I didn’t think about it from the vendor point of view, but what struck me is
when you’re talking about personalization for a group of 30,000. Personalization on scale, and it sounds like there’s little things that you can do to personalize without 30,000 individual
personalizations, you know I’m also thinking too, not everybody is producing large events for 30,000 people, what do you– (upbeat instrumental music)


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