Delegate Engagement
Driving engagement and providing greater networking were paramount to our client when planning their world leading global financial conference. Elevating the delegate experience would mean allowing people to connect on an even deeper level and increase attendee satisfaction.
The Collective’s specialist Delegate Engagement team took a scientific approach involving in-depth delegate profiling to truly explore who the audience were and what they wanted from their event experience.
This profiling was also integral to the communication strategy, which engaged the audience by specific segment. It extended the event lifecycle from just a few days on the ground to a full, year-long marketing campaign, as it was personalised to identified interests. This drove attendance and shaped ongoing post event follow-up based on their actual attendee experience.
Content was shaped to meet delegates’ preferences and the audience matched with relevant sessions to create personalised agendas, rather than a one size fits all approach. It also facilitated enhanced peer to peer, and delegate to supplier, networking through data centric “matchmaking” before, during and after the event.
RFID onsite delegate tracking provided statistics on exhibition layout, traffic flow, dwell times and stands visited. This gave exhibitors invaluable feedback to shape their future stand design and layout, and indeed position, for even better brand amplification.
Data driven insights from the delegate journey and cutting-edge onsite technology were integral in defining the creativity used to evolve this event. The post event survey results showed that satisfaction has increased by 26%. In three years, all segments, showed healthy increases in event perception with it being ‘the top priority event I would consider attending’.
This is not only an incredibly positive outcome but, by using qualitative research and data, an approach which allows our client to accurately elevate the experience by putting audience interest at the heart of the event.
