Regardless of whether we are talking about an anniversary, a roadshow, a product launch or an executive conference. By applying our formula "Events have to SHINE", we face the crucial challenges of our industry and lay the foundation for lasting long-term success.  

Today we will focus on one element of the SHINE formula, which is at the core of every event: Individual.

The future will be increasingly characterised by individuality, especially with regard to the way we consume information. It is no longer just about reaching as many people as possible, but about providing the right information to the right individuals at the right time. This is the key to getting people's attention and making a lasting impact. In this context, events can be a valuable tool to present our messages in a unique and engaging way and to build an emotional connection with our participants.

END OF TARGET GROUP

Our society is becoming increasingly diverse and pluralistic. Classic target groups and sinus milieus hardly exist any more. It used to be common to think of people in categories like "athlete" or "techy" and assign them certain attributes. But this way of thinking no longer works. Today we have to focus much more on the individual, recognise and serve their needs. Especially when planning and implementing events, it is essential that we perceive the participants as individuals and respond to their needs.

To achieve this, personas can help us. Personas are fictional characters that reflect the characteristics and needs of a specific target group. They help us to put ourselves in the position of the participants and develop offers that are tailored to their needs. But marketing automation can also help us identify people's individual needs and make customised responses and offers. By focusing on the individual and identifying and serving their needs, we can not only plan and deliver successful events, but also build lasting relationships with our participants. 

DATA DRIVEN EVENTMANAGEMENT

To achieve successful personalisation and individualisation, it is essential to rely on data. The planning and implementation of events should therefore be data-driven in order to track, analyse and serve the needs of the participants. Pre- and post-communication should also be included in the data analysis. Especially when creating content, it is important to take into account the attention span of the recipients and to immediately captivate them with interesting topics.

Closely linked to the topic of data-driven event management is, of course, artificial intelligence (AI). In the last few years, AI has experienced an enormous upswing, and everyone knows ChatGPT by now. AI will help us optimise our processes and create even better experiences. There are countless tools with fantastic features for areas like content creation and analytics that can help us solve event problems quickly. We are excited to see what other developments await us in the future and how quickly these advances will arrive. Those who have followed the rapid development and diverse possibilities of ChatGPT and other AI tools in recent weeks can certainly imagine how much potential there still is to be found. We are convinced that AI will help us in the event industry to create even better and more impressive events.

EVENT COOKIES 

Collecting data is key for successful data-driven event management or the feeding of AIs. We need to collect data in order to get to know our participants, customers and partners better and to be able to respond to their individual needs. Events offer an excellent opportunity to do this, because on the one hand, participants at events subconsciously reveal things about themselves by attending certain sessions or registering for special content. On the other hand, there is a positive atmosphere that ensures that people are less concerned with their data than they are on the internet, for example. We call these "event cookies". Just like the cookies in the browser, the event cookies are also small pieces of information that help us as event organisers to get a better understanding of our participants. This information should then be stored and used in the best case. We recommend importing the collected information into the CRM and feeding it into the marketing automation.

Overall, it can be said that the individualisation of events has become increasingly important in recent years. Especially in the age of digitalisation and the growing desire for personalised experiences on the part of consumers.

If you would like to learn more about the individual components of our success formula "Events have to SHINE", feel free to contact us and we will arrange a personal appointment to present our latest keynote to you and/or your team.

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