Cadence CEO at Event App Bible: How Mobile Event Tech Drives the Evolution of Event Personalization
By Lexi Godfrey May 18, 2021
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We joined Michael Buckley at EventMB’s 2021 Event App Bible “Ask the Experts” forum while he explained the unparalleled value personalization adds to events.

This year, Event Manager Blog hosted an Event App Bible “Ask the Experts” forum to explore the new realities of virtual and hybrid events. Cadence sponsored the event and Cadence CEO, Michael Buckley, was invited to share his valuable insight on how event tech drives event personalization, and why it’s important to lean into it.

With the overwhelming number of conferences, panels, and happy hours taking place in a given event cycle, the personalization factor is a marketing must. Understanding attendees’ personal interests is critical to standing out and marketing to all these individuals.
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Michael highlighted the importance and drive for personalization during an event experience, and it’s something widely supported by the industry. Although, Michael did concede that 22% of millennials do in fact find this personalization to be creepy. He himself found it creepy when he was in search of a male romper, just to have an amazing one marketed straight to him on Instagram. Happy as he was to find the perfect match, he was a little unsettled by the idea that Instagram was mining data from other sites to send him the most effective advertising.

Michael Buckley

Looks like you got over it, Michael! 😝

With this experience in mind, Michael stresses that it’s all about how you utilize attendee data to personalize their experiences. Always ensure that you’re tailoring an event experience to evoke excitement, rather than showcasing overly analytical statistics that make attendees feel like just a number.

But it’s truly all about understanding your audience.

Here’s what Michael had to share about most effectively personalizing an event experience for your attendees! ⬇️

  1. Start simple. It’s easy to forget that collecting and evaluating simple attendee data during registration, like job title, city, company, can lead to successful personalization for attendees.
  2. Custom Fields during registration allow attendees to share more in-depth answers, so you can even more closely analyze patterns or trends to give the most personalized experience possible.
  3. Topics of Interest. Allow attendees to choose their topics of interests in the context of even further tailoring their event journeys.
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  • With these topics of interest, you can drill down and recommend ways for attendees to maximize their event experience! Michael suggests recommending some of the following:
  • Connections - For genuine connections with other attendees.
  • Content & Resources - For relevant information based on attendees’ interests or positions.
  • Schedule items - So attendees know which sessions or tracks will be most fulfilling for them.
  • Companies or Exhibitors - To increase ROI for both attendees and companies/exhibitors with more qualified engagement.
  • Groups & Conversations - So attendees can easily find their niche within your event.
  • Meetings & Appointments - To maximize networking potential at your event.

For Cadence specifically, our new Home format is live, which has the unique capability of being tailored to each attendee! Cadence utilizes user data so that only the most relevant conversations from the Live Feed, schedule items, resources, and more show up for each attendee. So, not only is the new Home page aesthetically gorgeous, it’s also a powerful tool that drives audience engagement.

Home 2.0

Lastly, Michael suggests that you never forget to tailor event communications for your attendees! Whether it’s something as complex as sending specific notifications to specific groups, or as simple as adding someone’s first name to an email greeting, communications are always most effective when they feel custom to an attendee.

You can’t go wrong by using event tech to personalize your event experience for your attendees. Well, you can if you go a little overboard, like Netflix did, but if you use these tips from Michael, you’ll be in the clear! And if you want the most beautiful, customizable experience for your event, be sure to book a demo with us to see how Cadence can solve your needs.

Lexi Godfrey
Lexi Godfrey
Lexi is a Content Marketing Manager at Cadence. She loves crafting strong brand messaging, and her Mean Girls meme game is strong #grool. Her dream event is a surprise party for herself, and she never gets tired of listening to Yacht Rock - it's 5 o'clock somewhere!
Lexi is a Content Marketing Manager at Cadence. She loves crafting strong brand messaging, and her Mean Girls meme game is strong #grool. Her dream event is a surprise party for herself, and she never gets tired of listening to Yacht Rock - it's 5 o'clock somewhere!