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These days, personalization isn’t just a luxury—it’s the expectation. Just think about all the brands you do business with daily and their tailored experiences, from Netflix offering series recommendations to the lunch spot down the street that lets you create whatever inventive salad possible on the menu. As consumers, we naturally crave and appreciate these experiences, especially when every detail reflects our preferences and interests.
The same mentality should also be considered when planning events for your most valued customers. Instead of defaulting to the same-old, same-old event types, you should dig deeper to create a personalized experience that engages your clients—like top earners expecting a luxury incentive trip in the coming months.
The good news? Creative ideas abound, which we will uncover thanks to gathering customer data. It doesn’t take much brainpower to collect data, but it is essential to know what methods are helpful and which are a waste of time.
Personalization starts with knowing your audience, which means gathering data to inform your decision and transform your event planning—the most common range from direct and obvious to more fun and innovative.
Months before the trip, send out an interactive pre-event survey that goes beyond asking about allergies and dietary restrictions. Instead, include questions about your attendee’s hobbies and sleeping habits. Weave in questions about their favorite restaurants, seasons, and what kind of keepsake they are most likely to take home on their trip.
Another fun way to do this is to create three types of buyer personas that your customers can review and decide which fits them the best. For example, if you know where to treat your clients, use this to set the scene for your buyer persona. Suppose you’re looking into a luxury resort in Puerto Rico. In that case, you’ll want to consider the more relaxed traveler who prefers quiet mornings in their room with room service and long afternoons soaking up the sun. Or, perhaps your client is an activities seeker and prefers days jam-packed with hikes, discovering rain forests and exploring the wildlife. A third example could be foodie-focused, where they plan to eat around the city and stop by local distilleries and breweries along the way.
Armed with this data, you can create an event that includes a custom-built itinerary that your client will feel appreciative about and more connected to the event itself.
One of the easiest ways to gather customer data is by asking for it. If you sent out an event registration for a customer appreciation luncheon, take it one step further by asking a few more questions to tailor the event to them. What is their preferred meal for lunch? Are they open to group bonding post-event? What is their welcome cocktail of choice? While these seem small, this personalization will ensure your client feels connected, cared for, and more open to engaging during the event.
If you’re part of a tech-savvy team where your clients often interact with your business on social media channels, consider creating pools, quizzes, or interactive stories on Instagram that engage your audience. For example, ask your followers to vote on potential event themes or suggest activities. Not only does this provide valuable insights, but it also builds anticipation and engagement long before the event day.
While the ideas above are helpful to gather before the event itself, you’ll want to consider collecting data during your event. Leverage technology like mobile apps, QR codes, or interactive kiosks to capture real-time data about attendee preferences and behaviors. One idea could be to design a digital scavenger hunt that is entertaining but also gathers data on what types of activities participants enjoy most and perhaps asks for real-time feedback so that you can make changes the next day if it’s a multi-day event or for the future.
Great! You’ve now gathered the data. Now, the real work begins to turn insights into action. Here’s how you can use this information to craft curated experiences:
Start by grouping your audience based on their interests, behaviors, or preferences. For example, segment your attendees into those who prefer hands-on workshops versus those who enjoy keynote presentations. This allows you to tailor different aspects of the event to meet diverse needs.
Use the data to curate content that speaks directly to your audience segments. If your data shows a large portion of your audience is interested in sustainability, consider including a keynote on green tech innovations or a workshop on sustainable practices. Personalized swag bags, custom menus, or themed breakout sessions can all contribute to a more meaningful experience.
Don’t be afraid to adapt on the fly. Use real-time data from on-site touchpoints to make adjustments during the event. If you notice attendees gravitating towards a particular activity, consider extending its duration or creating a follow-up session. This flexibility shows you’re attuned to their needs and willing to go the extra mile.
Always remember: As you leverage customer data, it’s essential to prioritize transparency and ethics. Attendees are more likely to share information if they know their data is being used responsibly. Communicate how you plan to use their data and ensure compliance with regulations. Trust is the foundation of a lasting relationship with your audience.
Personalized events are the future of experiential marketing, and customer data is the key to unlocking that potential. By gathering insights creatively and using them to craft tailored experiences, you can create events that engage your audience and leave them with memories that will further cultivate solid bonds and partnerships.
At Babe Paisley, we believe in the power of data to transform events into unforgettable experiences. Ready to create your next standout event? Let’s start the conversation.