As we know, personalization has become more and more important for companies to invest in as they’re trying to connect with target audiences, and event marketing is no exception. To implement the most effective personalization efforts when organizing and hosting events, companies can apply the framework to multiple touchpoints throughout the experience.


When planning and hosting an event it’s important to segment the registration process for the people that will be attending. During the registration process, companies have the perfect opportunity to personalize the invitation to attendees, by making sure that the registration forms that they will be filling in are developed according to each segment of the target audience. Companies can also utilize different digital marketing strategies, such as retargeting campaigns, to keep reminding people that might be interested in attending the event, about the event, at the right time, and on the right platform, so that they ensure a high volume of RSVPs.


A critical part of executing a successful event with a high RSVP rate and attendee rate is timing. From the timing of when invites go out, to the follow ups to the reminders for those who attended, each touch point is both an opportunity to drive RSVPs as well as to put your brand in front of your audience. One of the worst things to do is create a long and drawn-out process in the lead-up to the event, from the initial RSVP form to when the event actually happens. If there is a significant amount of time between invitations and the event itself, a company runs the risk of a high drop off rate because a lot of people may end up forgetting about the event altogether, or have different plans pop up that create conflicts for people who have RSVPed. Companies are well served in personalizing the RSVP and reminder process as much as they can, from scheduling the send time to coincide with times their audience is online or active on email, to personalized follow up for attendees and “sorry we missed you” emails to those who RSVPed but did not attend. 

Event touchpoints

Basic personalization around events is making sure that the company is using the names of the attendees when sending out emails about the event, or providing them with a personalized swag bag. However, there are many other opportunities for personalization during an event that give the company the opportunity to engage with attendees at different points of the event. For example, companies can create a smartphone app specifically for its event for attendees, where people can participate in ways like submitting questions for speakers, see the various activations on a floor plan and save down which they want to attend, even creating a schedule that provides them with push notifications. Companies can also use their app to send out surveys to the attendees to understand how the attendees are feeling about the event or encourage them to attend the next year. 

Discover more from Ronn Torossian

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Ronn Torossian is the Founder & Chairman of 5W Public Relations, one of the largest independently owned PR firms in the United States. Since founding 5WPR in 2003, he has led the company's growth and vision, with the agency earning accolades including being named a Top 50 Global PR Agency by PRovoke Media, a top three NYC PR agency by O'Dwyers, one of Inc. Magazine's Best Workplaces and being awarded multiple American Business Awards, including a Stevie Award for PR Agency of the Year. With over 25 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected public relations executives. Throughout his career he has advised leading and high-growth businesses, organizations, leaders and boards across corporate, technology and consumer industries. Torossian is known as one of the country's foremost experts on crisis communications. He has lectured on crisis PR at Harvard Business School, appears regularly in the media and has authored two editions of his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations," which is an industry best-seller. Torossian's strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, a Top Crisis Communications Professional by Business Insider, Metropolitan Magazine's Most Influential New Yorker, and a recipient of Crain's New York Most Notable in Marketing & PR. Outside of 5W, Torossian serves as a business advisor to and investor in multiple early stage businesses across the media, B2B and B2C landscape. Torossian is the proud father of two daughters. He is an active member of the Young Presidents Organization (YPO) and a board member of multiple not for profit organizations.