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. 


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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

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