Ashleigh Cook, CMO at RainFocus, is an accomplished marketing executive with deep expertise in sales, marketing and product best practices and technology. Before RainFocus, she led marketing teams spanning GTM strategy, demand generation, ABM, client marketing and operations at SiriusDecisions and Forrester.
Today, event teams are finding original ways to improve the onsite experience, using everything from virtual reality to AI-powered videos. While technology and gamified event booths may dazzle attendees, the most important aspect of an event experience isn’t the atmosphere or the entertainment — it’s personalization.
Personalization is the driving force behind event and attendee engagement. However, with increasing demands and ever-changing customer behaviors, catering to different personalities is no small task. When attendees feel that an event caters to their specific needs, they are more likely to have a positive experience and invest in your brand.
Personalization is more than essential; it’s an integral part of an event. Attendees expect tailored experiences, and event marketers must shy away from the “one size fits all” strategy to create meaningful, personalized engagements. By understanding the attendee’s unique preferences, behaviors, and goals, organizations can craft experiences that resonate on a deeper level.
A deep understanding of attendee preferences begins with leveraging data insight to organize audiences based on factors such as industry, role, past experiences, and engagement patterns. By analyzing registration data, session attendance, meetings, and real-time activity during the event, marketers can tailor experiences that resonate with different audiences
Customers are consistently submerged in digital content and event invitations, making it harder to capture and retain their attention. Machine learning and AI make it possible to sort through thousands of attendee interactions to form meaningful recommendations. Agentic AI can proactively assist customers by providing real-time recommendations, schedule updates, and on-demand support to maximize their experience.
By using specific event data from registration, organizations can create a familiar and inviting experience. When we integrate technology such as AI to speed up the process of sorting through data and pulling out patterns, event managers and marketers have more time to focus on the create aspect – finding the most personalized way to cater to everyone based on the data they have.
Personalization goes beyond curating content; it requires an understanding of generation and diversity-driven engagement preferences. Different generations prefer different communications and approaches due to unique preferences. Gen Z and Millennials tend to favor digital-first experiences, including mobile-friendly event platforms, gamification, and AI-powered networking recommendations. Younger generations are more inclined to engage with interactive and on-demand content rather than sitting through static presentations.
In contrast, Gen X and Baby Boomers may prioritize structured networking, education sessions, and in-person interactions that focus on career growth. By recognizing these preferences, marketers can create a more inclusive event experience and ensure that engagement opportunities cater to all attendees, regardless of age and tech savviness.
Inclusivity also plays an important role in personalization, as cultural, accessibility, and learning preferences influence how attendees engage with an event. Offering multilingual content, closed captioning, and neurodiverse-friendly experiences, such as quiet zones or alternative session formats, ensures that all attendees feel valued and included. By incorporating a mix of engagement styles, tech-driven interactions, and diverse programming, event marketers can foster an environment where every attendee feels seen, heard, and empowered to participate in a way that suits them best.
Even event swag plays a role in personalization. Attendees value practical, work-related items like notebooks and tech accessories over generic giveaways. Quality and brand perception can also influence whether swag is kept or thrown away. Companies must strategically allocate resources to maximize impact, ensuring that every touchpoint – whether it’s a session formation, networking opportunity, or branded gift — is intentionally crafted to resonate with attendees.
The small things do matter to your customers. Greeting your attendees and letting them know they’ll get a great experience the moment they arrive provides a personal touch. Some event organizers leave gifts in VIPs’ hotel rooms and many assign staff to act as greeters at the registration desk. Additionally, sharing thank you notes post-event leaves a lasting impression.
Event teams can personalize attendee experiences in a variety of ways, including generational and diversity-inclusive experiences, swag bags, and more. Regardless of how you choose to tailor attendees’ experiences, your efforts to personalize event engagement will result in increased engagement and a lasting impact on attendees, inspiring them to continue interacting with your organization.
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