PERSONALIZATION: NEW MICE MARKETING BATTLEFRONT

EXECUTIVE SUMMARY

Personalization as an emerging trend of marketing become a priority in many industry including MICE in recent years. More than 90 percent of millennial consumers prefer products and services that recognize, remember, and offer the uniqueness which is different from others and from their own curation. With ability to analyze needs and preferences, events can generate the memorable and valuable theme more than ever before. Personalization can be utilized in various ways both by event organizers and exhibitors with the technological tools, face-to-face tactics, and various arrangements of event planning. Personalization events had been organized critically in many event organizations such as Reed Exhibition with the mapping-event journey tool or C2 Event Montreal and the personalization beforehand

TRENDING IN PERSONALIZATION

Personalization or one-to-one is an implementation of marketing strategy that copes with the expectation of the customer individually in order to deliver the tailor-made product or experience. The practice of creating the valuable experiences and delivering information at the right place and the right time is an important factor in order to create personalization. To make it personal, it is more than just knowing name and email, it is about the ability in driving from communication to conversation in perceiving the customer perspectives and understand customer expectations. Because remaining competitive in the market is important, businesses tend to embrace personalized marketing to differentiate itself from other plenty of similar businesses. It becomes a strong marketing concept that is well recognized across business sectors.


PERSONALIZATION AS MARKETING BATTLEFRONT TOOL IN MICE INDUSTRY

In modern marketing, tfi-to-all concept is falling and now transforming to the personalization and attendee-focused event. Demanding in ability to choose, conduct, and shaping their own curation of the event planning is increasing in MICE industry as in the Event Trend surveyed by Eventbrite examined that 73 percent of millennial attendees think that personalization is helpful in attending the event.

Personalization can be adopted since the rfist step of attending until the last moment of the event. Registration process helps event organizers collecting the basis of information of attendees to create the customized event  experiences. However, collecting only basis is not that enough. Successful MICE events that embrace personalization pay more priority in the personalization details such as tracking of walking path, timing, preference of targeted attendees, or even food in the event as well. The following cases are some examples of successful events implementing personalization.

Reed Exhibitions – Mapping-Event Journey
Reed Exhibitions, one of the most well-known Professional Event Organizer put an effort in the personalization through technology in “attendee journey mapping”. Using of technology in the mapping process to offer the best choice to the customer through offering the set of journey suggestions that best match to the individual. What Reed Exhibitions working on is about managing and analyzing the collecting data, emphasizing on the importance of customer preferences and behaviors and transform it into the actionable intelligence or mapping journey of each individual through real time monitoring and analytic tools or AI-based applications. 

The processes are; understanding of the targeting attendee; collecting the basis data of the customer through the registration process; and matching the preferences and interests with the event journey. This results in optimized attendee experience to meet the most valuable experience of the event in a limited time. Mapping-Event Journey can also develop through GPS locations of attendees in order to tackle with the interests in the event. Interactions, activations, engagements have been enhanced through the event journey that offered by Reed Exhibitions.

C2 Event in Montreal – Even Planning Beforehand
Event planners around the world must know about C2 event in Montreal, one of the most innovate and attractive events in the world with more than 6,000 participants in 2018. Using of personalization, variety of choices and creative event designs of C2 event can be achieved. The designing of event enhances engagement of participants with the 3 dimensional oflws concept; Content Creating – C2 has designed event space in various forms of casual atmosphere such as organic, outdoor, or plain and simple space that could bring attendees to have free flow of networking and exchange ideas without any restrictions from the environment. Content Participating – C2 gives opportunities to the attendees to participate in the content that they personally prefer. Learning by doing is the key point of the C2 which attendees allow to put their ideas and creativities into play such hands-on collaborative sessions. Giving topics of business questions and allowing the collision between different people and industries result in breaking down the barriers across disciplines. Content Consuming – C2 gives the space in delivering the content to the speakers and encourages more interactions between participants and speakers. Content sessions tend to be less formal and less time consumption incorporated with the attendees’ average time of focus.