The fun of event planning comes from finding an incredible venue, choosing your suppliers and finessing the creative details, but the real satisfaction lies in creating an event that resonates deeply with attendees and leaves a lasting impression.
The more quantitative and qualitative data you have about your guests in terms of demographics and feedback, the more tailored and effective your event will be.
There are several benefits to using data to plan events:
1. Savings and Efficiencies
Using data to plan events can streamline costs and reduce unnecessary expense. For example, if a three-course lunch on the final day of last year’s conference wasn’t well attended, perhaps a more practical buffet with compostable to-go boxes would prove more popular. That way guests can grab food on the go as they set off on their journeys home. By providing guests with exactly what they want you can reduce the environmental impact of your event and cut down on unnecessary waste.
2. Improved Engagement and Impact
If take-up from an online event invitation was low last year, try a hard copy this time. If you have one, talk to your internal comms team about the best time to send an invite – they should have valuable insights to share. If last year’s event giveaway was left behind by a large portion of delegates, consider something more practical. I’ve known organisations hand out bulky beach towels to guests at a January conference then see most of them left behind as people couldn’t fit them in the hand luggage they’d travelled with.
Always link the data you gather to your event’s objectives in order to assess its success meaningfully and think about what matters most from a business perspective.
3. Maximising Sponsorship Opportunities
The more insights you have into the demographics and expertise of your guests, the more effectively you can sell sponsorship. At an event we organised at Fairmont, St Andrews, every single one of the sponsors signed up to attend the following year, on the spot. The sponsors were pension providers and perfectly matched to the audience of over 300 sales reps in the reinsurance and pensions industry. The event provided a great opportunity for soft networking and relationship building.
Data helps us to create incredible experiences, particularly when it’s linked to your organisation’s overall marketing strategy. Track and analyse your attendees’ behaviour by looking at things like how quickly they RSVP, and whether they are interacting with the pre- and post-event social media and marketing campaign. The most successful events create a buzz and momentum around them beforehand that continues out of the other side.
Plan your agenda using last year’s feedback. What did guests think of the speaker? If the keynote slot was filled by a friend of the CEO it might be time to consider someone with more relevance and impact. How were the venue, food and transport options received? Consider making changes and adjustments that reflect the needs of your specific audience. When you show employees or clients that you’ve heard and incorporated their preferences, you begin to build loyalty. Even the timing of an event needs careful consideration. A summer BBQ sounds idyllic until you realise it clashes with important football matches!
How to gather data at events
Make sure you gather demographic data on your guests when they register – their age bracket, geographical location and interests all impact the location, experiences and activities that will work best.
Use technology effectively by incorporating quick polls into presentations and making feedback as quick and hassle-free as possible. Or create a custom-built event app with live updates using a company like EL6. Innovative tools like wireless Radio Frequency ID (RFID) wristbands are often used at festivals and large-scale events to provide real-time insights into attendee behaviour and streamline payments, registration and check in. Of course, always bear GDPR guidelines in mind when gathering data.
Finally, don’t wait for post-event feedback to start making improvements. Be reactive and make adjustments on the spot, if necessary. If your event is in late Spring for example and you’re looking at holding part of the event outdoors, talk to the venue about a contingency plan if there is an unexpected heatwave or downpour! Could a formal sit-down dinner be changed to a BBQ and could the activities be adjusted or moved outside if it’s a glorious sunny day? Be clear on who is responsible for reacting to changing circumstances.
If it’s the first time you’re running a particular event, or if you don’t have any past data, we can help you to shape and design the event drawing on our wealth of previous experience.
At Octopus events, we are more than event organisers. We’re your strategic partners in creating events with impact that support your business goals. Talk to us today about how to use data to elevate your next event from great to outstanding.
