Events are something where first impressions count. Registration establishes the mood and tone for the event as a kind of “opening act.” Although personalization is already ingrained in many aspects of any given event, it’s not always simple or clear to incorporate a personalization element into your registration process. But everyone deserves the warm welcome that only personalization can provide, whether they are exhibitors, sponsors, exhibitors, or delegates. And as a planner, you most definitely deserve to benefit from a carefully considered, personalized registration procedure.
Personalized Registration: Challenges and Pitfalls
There is no getting around the fact that personalization requires time and a lot of work from planners. This is particularly true before event registration when organizers must make sure that they launch their event by targeting the appropriate audience and conveying the appropriate message. Planners must first analyze the personal data they’ve obtained in order to precisely categorize their target audiences before even thinking about messaging. This data may have been gathered through previous events, emails, or polls. With so much data available, it’s simple to become mired in segmentation details and to effectively become paralyzed by your data.
Similarly, it is also understandable for a planner to not give customized registration the attention it truly deserves given that time and resources are limited and there are so many other aspects to attend to in the lead-up to an event. This is also a mistake; in fact, you’ve lost a chance to fully engage with your target audience by failing to give careful thought to the element of personalization at the point of registration.
When contemplating the significance of personalized registration, perspective is a useful tool. Registration is a crucial component of practically any event, even though it is not the major attraction (and certainly, of those done well). To that end, it’s worthwhile zooming out to find broad demographic groupings within the information you have available, especially when taking into account both the personal data you’ve obtained and your target audience. After you’ve done that, think about the registration components that will appeal to your audience the most. Separate and pinpoint the tactics that will have the biggest impact on the success of your event’s opening as well as the ones that will support your overarching objective of interacting with your target audience. And in this case, it’s crucial to apply techniques that not only benefit your audience but also get the most out of your available time and resources.
One last important element to remember about personalization is that there is no one right way to “do” it. This applies to both the registration process and your entire event. Only you truly know the registration strategies that will connect with your core audience the most, whether you choose segmented and personalized invites and e-mails, separate registration paths, or have dug deep to greet delegates to your event with their favorite coffee. Your time and resources are valuable as an event planner, but with little thought and perspective, you can effectively design a welcome that will help your guests and you in the long run.