Lack of time and resources impacting personalisation of events, says study

Despite 82% of event planners naming personalisation as a top priority for 2016, only 27% are doing it consistently, according to a new study from Eventsforce.

Is time and cost impacting personalisation? (©istockphoto.com)
Is time and cost impacting personalisation? (©istockphoto.com)

While 97% of event planners believe personalisation can change a delegate’s perception of a brand or event, 60% said that time constraints and lack of resources hindered their abilty to do this. 


See also:

Social media key to personalistion, says Cisco Live leader

Virtual reality not an essential tool for events, says MPI survey


Almost half of the respondents felt that creating personalised attendee experiences is too costly, while 38% said they are lacking the technology to enable it. Around 31% thought that the data they have on their delegates isn’t accurate enough to effectively personalise the event experience.

"Personalisation is seen as one of the hottest trends in our industry this year, with delegates increasingly expecting both the communication about an event and the live experience to be tailored to them in some way. Sophisticated data capture tools – from event registration systems and RFID to online surveys and event apps – are helping organisations collect and analyse valuable delegate information to create more powerful and customised event experiences," said George Sirius, CEO of Eventsforce. "The study reveals how important the issue has become in the industry, what event planners are doing and some of the most common barriers to personalisation."

The data also showed that 62% of event planners use crowdsourcing tools to determine things like agendas and session topics, speakers and dining preferences. Some 66% use email communication as a marketing tools, while 65% use online surveys as a delegate data capturing tool, followed by event apps and social media. Despite the popularity of apps, only 20% tailor them for different audiences (for example sponsors, attendees and exhibitors) and just 3% of event planners are using iBeacons and wearable technology.

More:

Virtual relaity not an essential tool for events, says MPI survey

UK events industry to invest £200,000 a year in technology

• For more breaking news, in-depth features and case studies, sign up to C&IT Magazine's daily Newstracker here

Have you registered with us yet?

Register now to enjoy more articles
and free email bulletins.

Register now
Already registered?
Sign in

48 hours in... Istanbul

48 hours in... Istanbul

From a boat tour on the Bosphorus Strait to rooftop belly dancing, here are our top picks for two days in the Turkish city.

ILEA UK's new board announced

ILEA UK's new board announced

The International Live Events Association says it aims to be an inclusive and inspiring global community during a 'challenging time'.

LIVE UPDATES: Morocco to start reopening borders

LIVE UPDATES: Morocco to start reopening borders

Find out which countries are on partial or national lockdown, what travel restrictions are in place and what size gatherings are allowed.

Smyle appoints new managing director

Smyle appoints new managing director

Creative agency reshuffles its senior leadership team to support its new virtual and hybrid events business.

Hospitality industry welcomes VAT reduction in chancellor's summer statement

Hospitality industry welcomes VAT reduction in chancellor's summer statement

MICE sector continues to wait for further clarification on financial support and a date for restarting live events.

How have event apprenticeships been affected by coronavirus?

How have event apprenticeships been affected by coronavirus?

A group of apprentices share their experiences of learning about the industry during lockdown.

RSVP podcast Ep6: Jessica Rabbit, fraudsters and sleeping in army trucks

RSVP podcast Ep6: Jessica Rabbit, fraudsters and sleeping in army trucks

This week's special guest is Julia Charles, managing director of Julia Charles Event Management.

'Working on the inaugural Invictus Games was amazing'

'Working on the inaugural Invictus Games was amazing'

A-List 2020: Rachel Douglass is a senior event manager at Yellow Fish.

Venues #LightItInRed to show support for events industry

Venues #LightItInRed to show support for events industry

Campaign to draw attention to struggling events businesses and employees lights iconic buildings red.

Dear C&IT: Graphs and data are useful but they can’t measure feelings

Dear C&IT: Graphs and data are useful but they can’t measure feelings

Metrics are great but don't forget to create a memorable experience, says Phil Staines from FIRST.