Cvent study says 6 in 10 UK delegates want more personalisation
Patrick Smith, chief marketing officer at Cvent said the results give a “clear understanding of what attendees want out of their business events”.
A new report has revealed that six out of ten UK executives attending B2B events desire a more personalised experience before, during, and after each event.
Cvent, a meetings, events and hospitality software company, with more than 300,000 users worldwide, commissioned the in-depth study conducted by Edelman Intelligence.
Called ‘Inside the Mind of Event Attendees’ the results illustrate the need for event organisers and marketers to provide more personalised events based on the unique interests of their attendees.
The research includes responses from 3,000 event attendees, 1,000 each from the UK, Germany and the US, who had attended at least one B2B event in the past six months.
The study revealed that half of UK attendees would like recommendations for other attendees to network with, based on information such as their industry and job role.
Nearly half, 47 per cent, would like a detailed schedule to be created for them by the organisers, including recommended sessions, and dining and social options.
And more than a quarter, 27 per cent, of UK attendees would like a personal concierge that ‘assists me throughout the entire event attendee process from registration to my home journey afterwards.’
Patrick Smith, Chief Marketing Officer at Cvent said the results give a “clear understanding of what attendees want out of their business events”.
He said: “As our study reveals, personalisation isn’t simply a buzz-word for the industry but is a very important factor for event organisers and marketers to consider as they look to refine their messaging and tactics to attract attendees – and keep them coming back for future events.
“For some organisers, this could mean taking a long hard look at traditional formats and discarding the ‘one size fits all’ approach.”
In the UK the breakdown of the of respondents was 36 percent millennials, 44 per cent generation x, and 20 percent baby boomers from a range of industries including education, business & professional services, healthcare & medical, technology, and retail.
The study revealed several other insights with the ‘overall learning opportunity’ cited as the most important factor in deciding whether to attend an event.
Cost and value remain concerns for attendees when deciding whether or not to attend events with nearly half of UK attendees saying they would go to more events if they could justify the costs.
Nearly three quarters, 74 per cent, of UK attendees believe “networking with other attendees is a key part of the professional event experience.”
While nearly six in ten delegates from the UK, 59 per cent, have made a meaningful business connection at an event.
The report found that 71 per cent of attendees report mobile apps have been valuable to them whilst attending events.
And more than a third of delegates in the UK, 34 per cent, find the time away from home and loved ones to be stressful when attending events.
Published by M&IT