Why You Must Personalize Your Attendee Experience

Personalization is one of those terms event organizers are hearing more often. It makes sense to personalize attendee experiences, for example. Exhibition and conference-goers want to be acknowledged and understood. However, there are other reasons to customize the way that customers consume an event. Event technology can make the job easier.  

Delivering a Personal Experience

Consumer brands, such as Amazon, Starbucks and Netflix, have changed consumer expectations, and event attendees are, at their core, consumers. Research from Deloitte describes those changes. “While different businesses offer consumers various products and services, there are overarching themes around how expectations are changing—and these generally center around authenticity, personalized experiences, removal of friction, and on-demand functionality.”[1]

There are personalization blueprints now. Gartner says, “87% of surveyed marketing leaders said their organization is pursuing personalization.”[1] Marketers outside the exhibition are using personalization frameworks to guide customer outreach, change perceptions and influence behaviors. Leading event organizers are using personalization tactics to market to attendees, make registration more accessible and provide in-event recommendations.

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Delivering personalized attendee experiences may be easier and more effective in an exhibition or conference. Most are held in purpose-built venues or hotels so that delivery of personalized services can be somewhat controlled. Plus, while today most people expect personalization from their bank, grocery store or online retail outlet, it’s still a relatively new (and potentially impactful) concept when implemented on the trade show floor or in the breakout room.

Successful efforts to personalize the attendee experience can help differentiate one event from another. While the attendee journey is relatively the same for every business event: check-in, consult the schedule, attend a presentation, visit exhibits, go to a networking activity, eat lunch, etc., how attendees experience the journey can make or break a decision to attend the following year. Returning to a place “where everyone knows your name” (figuratively speaking) is preferable for many attendees.

Event Technology and Personalization

Event technology can help personalize the in-event customer journey. However, implementing technology as part of a personalization strategy requires more than placing a collection of standalone technologies throughout the event space. Some devices are more effective than others in reaching personalization goals, and capabilities often overlap—every kiosk or digital sign calling out an attendee’s name could be overkill. 

Implementing Your Personal Strategy

SmartSource® has published a whitepaper written by technology journalist Michelle Bruno titled, Personalizing the Event Experience Through Technology.”  It places specific technologies in the right place along the attendee journey and explores how to implement a successful personalization strategy, one that makes attendees feel as if the event was created just for them.  

About SmartSource®

As a leading provider of event technologies, SmartSource® has a nationwide footprint with expert project managers and solutions architects strategically located across the country. Armed with a multi-million-dollar inventory of high-quality displays, audio visual equipment, computers, laptops, mobile devices, kiosks, touch screens, lighting, and WiFi networking solutions, SmartSource’s knowledgeable experts can work with you to customize a solution based on your unique needs and budget, so you have every resource you need to ease your burden and make your next event a success.

[1] https://www2.deloitte.com/content/dam/Deloitte/us/Documents/consumer-business/us-cb-2017-travel-hospitality-industry-outlook.pdf

[2] https://emtemp.gcom.cloud/ngw/globalassets/en/insights/executive-guidance/documents/insights/executive-guidance-maximize-personalization-ebook.pdf

Partner Voices
Overview: The award-winning Orange County Convention Center (OCCC) goes the extra mile to make every day extraordinary by offering customer service excellence and industry-leading partnerships. From their dedicated in-house Rigging team to their robust Exhibitor Services, The Center of Hospitality brings your imagination to life by helping you host unforgettable meetings and events. With more than 2 million square feet of exhibit space, world-class services and a dream destination, we are committed to making even the most ambitious conventions a reality. In October 2023, the Orange County Board of County Commissioners voted to approve allocating Tourist Development Tax funding for the $560 million Phase 5A completion of the OCCC. The Convention Way Grand Concourse project will include enhancements to the North-South Building, featuring an additional 60,000 square feet of meeting space, an 80,000- square-foot ballroom and new entry to the North-South Building along Convention Way. “We are thrilled to begin work on completing our North-South Building which will allow us to meet the growing needs of our clients,” said OCCC Executive Director Mark Tester. “As an economic driver for the community, this project will provide the Center with connectivity and meeting space to host more events and continue to infuse the local economy with new money and expanding business opportunities.” Amenities: The Center of Hospitality goes above and beyond by offering world-class customer service and industry-leading partnerships. From the largest convention center Wi-Fi network to custom LAN/WAN design, the Center takes pride in enhancing exhibitor and customer experience.  The OCCC is the exclusive provider of electricity (24-hour power at no additional cost), aerial rigging and lighting, water, natural gas and propane, compressed air, and cable TV services. Convenience The Center is at the epicenter of the destination, with an abundance of hotels, restaurants, and attractions within walking distance. Pedestrian bridges connect both buildings to more than 5,200 rooms and is within a 15-minute drive from the Orlando International Airport. The convenience of the location goes hand-in-hand with top notch service to help meet an event’s every need. Gold Key Members The OCCC’s Gold Key Members represent the best of the best when it comes to exceptional service and exclusive benefits for clients, exhibitors and guests. The Center’s Gold Key memberships with Universal Orlando Resort, SeaWorld Orlando and Walt Disney World greatly enhance meeting planner and attendee experiences offering world-renowned venues, immersive experiences and creative resources for their events. OCCC Events: This fiscal year, the OCCC is projected to host 168 events, 1.7 million attendees, and $2.9 billion in economic impact.  The Center’s top five events during their 2022-2023 fiscal year included:  AAU Jr. National Volleyball Championships 2023 200,000 Attendees $257 Million in Economic Impact MEGACON 2023 160,000 Attendees $205 Million in Economic Impact Open Championship Series 2023 69,500 Attendees $89 Million in Economic Impact Sunshine Classic 2023 42,000 Attendees $54 Million in Economic Impact Premiere Orlando 2023 42,000 Attendees $108 Million in Economic Impact