Notable speakers, sessions on hot topics, key exhibitors, networking opportunities, entertainment…what’s the key to a successful and lucrative events business?
It’s actually relevance.
Events—large and small, live and virtual—can be overwhelming and even exhausting. That said, conferences and events are an increasingly important part of the revenue mix for media companies. You can tell by the sheer volume of professional event opportunities and the sheer density of event agendas and programs.
In that environment, how can your event stand out?
Let’s break it down. What’s the most memorable or useful moment that you got out of the last conference or event you attended? How did it come to be? Most likely, it was serendipitous: an informal conversation during a break, finding an exhibitor who offered exactly what you needed, or an enlightening session that sparked a new idea. Those moments are what make or break an event—they provide tangible, recognizable value and keep people coming back for more.
But how do you bottle serendipity and reproduce it at scale?
Well, there are a few true innovators who are using the integration between CredSpark and Omeda to do exactly that.
You can leverage interactive content and the CredSpark-Omeda integration to capture actionable audience data to personalize the event experience and showcase the individual value of attending for each and every potential attendee.
Mutual CredSpark and Omeda clients are innovating their events businesses by creating interactive experiences that immerse potential event attendees into what a show specifically has to offer them, based on their individual interests, goals, and needs. This flips traditional event marketing on its head by placing the potential attendee (and their needs) at the center of the conversation.
Through that conversation, data and insights emerge, surfacing the factors that are most important to the prospect. Through the CredSpark-Omeda integration, you can personalize the experience and your follow up communications by recommending specific sessions, exhibitors, and even other attendees to meet based on their interests. The relevance of attending the event for that particular person becomes extraordinarily apparent. And that leads to higher registration rates, lead generation opportunities for sponsors and exhibitors, feedback for presenters, and much more.
In short, Intelligent Events lead to Event Intelligence.
BNP Media used CredSpark’s recommendation engine to create custom itineraries for each prospective registrant of their industry-leading ASSEMBLY show. People considering attending the show answered a few questions that surfaced their interests, needs, and goals. They were then matched to specific sessions, speakers, sponsors, and exhibitors based on those insights.
Key Ways to Improve Event ROI Through the CredSpark-Omeda Integration.
Don’t show everything; show the important things. By using question-based interactions, you can uncover the motivations for attending for each individual and then showcase the relevant sessions, exhibitors, etc. that match best. Potential attendees won’t have to wade through a sea of options because you’ll be surfacing the ones they actually want through personalized agendas. And that leads to more registrations.
Become indispensable to your sponsors and exhibitors. Add a few questions to your interactions or create smaller, follow up ones that include qualification questions for your sponsors and exhibitors. You can even create a new, high-value lead generation sponsorship level that connects attendees to the relevant exhibitors and sponsors that best meet their needs. Instead of throwing swag at people in the exhibition hall, your sponsors will be having meaningful conversations sparked by that additional data you have on your attendees. And that’s money in the bank.
Get smarter about next year’s event. These interactions are a terrific way to get feedback and better inform your decision making on next year’s session topics, speakers, etc. It provides great insight into what will get people to attend again.
Foster community. All that interest data allows you to group and connect individuals with similar goals and interests. You can even create special topical sessions and networking opportunities around those groups. Community is a powerful way to create meaningful connections between people; and if your event is viewed as the catalyst, that’s immeasurable value for your brand.
Are super-engaging, highly profitable events relevant for your business?
If so, then the CredSpark-Omeda partnership can help you achieve it. PLUS: That integration is about to get a lot better… Contact us for more info. We’ll see you at OX7!
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