EXHIBITION NEWS June 2017 - Page 17

Advertisement Personalisation and the Future of Live Events An Inconvenient Truth The Time is Now Traditional event business models are facing mounting pressure from all sides. Attendees are less engaged than ever, spending less time on the fl oor dur ing expo hours and more time on their phones during session hours, what Denzil Rankine calls “return on time”. Millennials, the experiential generation, have higher standards and shorter attention spans. The ubiquity of the internet has ensured that conferences are no longer the best source for thought leadership, nor are exhibitions the most effi cient way to research products. Meanwhile, exhibitors and sponsors have a thousand new marketing channels competing for their budget, and are increasingly skeptical of those which cannot clearly show ROI. The trend of supplier-run fi rst-party events is rapidly accelerating, inspired by successes like Dreamforce. Julius Solange writes that “event sponsorships are broken.” It seems the candle has been lit at both ends, and while it may be a slow-burning fuse, the result is inevitable – disruptive change. It’s time to organize your audience data. Break down the silos of CRM, event registration, social media, website analytics, and marketing automation. By creating one unifi ed data set with a 360-degree view of your audience, you can discover new insights, open new channels for engagement, and eliminate the ineffi ciency of duplicative efforts with incomplete reach. It’s time for our industry to change, and that requires investing in the data infrastructure to fully understand the customer journey and personalize the customer experience before, during and after the event. The Solution Is Not Just Digital Marketing Since the beginning, the tech world has seen the event industry lagging behind modern digital marketing practices, and software providers have sought to bridge that gap with simple sets of tools. But the features these solutions provide--and the problems of digital marketing in general--are just the low-hanging fruit. The future is not about digital or data. It’s still about live. Face-to- face. Experiential. Pick your buzz word or phrase. That may sound strange in the Digital Age, with analytics and online marketing continuously on the rise, but we were founded on the belief that in- person events are here to stay. Digital and data will not replace events; they will make events better. The Root of the Problem A large cause for this disengagement from attendees and dissatisfaction from exhibitors/sponsors is that both sides are forced to participate in blunt one-size-fi ts-all event formats that have stayed largely unchanged for centuries. While this has created a repeatable business model with high margins for organizers, innovative newcomers have already made their presence known. With many industry reports pointing to a decline in response rates to generic, mass digital marketing, they don’t address the increasing importance of delivering content and experiences that are personalized to the target audience. Consumers who have grown accustomed to platforms such as Amazon and Netfl ix also expect a more personalized experience with event marketing. Event organizers need actionable insights and the tools to do just that, quickly, easily and effectively with intuitive user interfaces. Introducing Feathr’s “Da Vinci” update “Da Vinci” marks the fi rst step in realizing Feathr’s vision of shaping the future of the event experience. This is Feathr’s most signifi cant product update to date and offi cial shift to the Event Personalization Platform. Personalization is now embedded across the entire Feathr platform. With “Da Vinci”, Feathr helps organizers leverage the data they already have by combining sources like registration, CRM, social followers, and website analytics to launch effective multi-channel campaigns across email, landing pages, online advertising, social media and even chatbots. Beyond attendee acquisitions, Feathr can be used to personalize interactions including: presenting relevant content; connecting appropriate exhibitors and sponsors with attendees; suggesting relevant sessions; proposing valuable contacts to network with; and much more. Event organizers can now deliver more tailored experiences for their attendees, sponsors, and exhibitors. No previous technical knowledge is required – simply click or drag & drop your way to better audience engagement. It’s that simple. To learn more about the nuts and bolts of “Da Vinci”, visit www.feathr.co Looking to the Past, Shaping the Future Why “Da Vinci?” We were inspired by the great master’s relentless pursuit of fl ight. His notebooks were fi lled with sketches and equations, ideas and hypotheses, diagrams and blueprints of machines that would conquer gravity’s hold on mankind. Da Vinci’s work laid the foundation for generations of scientists and aeronautical dreamers to come. Similarly, our “Da Vinci” update lays the foundation for Feathr’s ongoing journey to change the way events are designed, experienced, and ultimately monetized. e: support@feathr.co w: feathr.co