A Step-by-Step Guide for Mapping the Event Attendee Journey

February 12, 2024

Hosting events can help captivate your audience’s attention, enhance brand awareness, and contribute to sales and revenue. It can also be one of the best ways to convert interested prospects into loyal customers. The key to success is ensuring a positive and personalized attendee experience.

However, the current digital era presents the audience with multiple touchpoints. This makes it difficult for businesses to deliver exceptional experiences for their event attendees.

In this step-by-step guide, we will help you map your event attendees’ journey and create unforgettable experiences for them.

Let’s get started.

What is the event attendee journey?

How event attendee journey is an experience

In each stage (initial discovery to follow-up), the interactions can influence the attendee’s perception of your business and determine whether they will continue following and interacting with your brand.

Why map the event attendee journey?

Mapping the event attendee journey can help you identify opportunities to deliver personalized experiences. For instance, it can help you gauge attendees’ preferences, pain points, and more, helping you to better understand the target audience’s expectations.

Leveraging these insights can help you tailor a successful event with high attendee engagement and participation, ultimately boosting your business profitability.

In fact, a Google Survey reveals that 90% of leading marketers consider personalization the most significant factor for business profitability.

Step-by-step guide for mapping event attendees’ journey

Here’s how you can map your event attendees’ journey.

#1: Determine your event’s objective

Do you want to boost sales, expand your audience, or foster product adoption? Specify what outcomes you want to achieve from running your event.

A clear objective can help you plan, market, and set the right direction for your event, leading to an impactful event experience and enhanced audience engagement.

A lack of objective can dilute attendees’ experience, negatively impacting engagement rates and results. Plus, it makes it harder to define event success and report on it later.

14 examples of event goals and objectives

#2: Identify your event attendees’ personas

Whether gaining in-depth industry insights or building potential partnerships—every attendee has a purpose that shapes their event experience.

So, understanding the audience’s expectations and creating an experience that resonates with your event and attendees’ goals can make a difference.

How can you achieve this?

It’s simple: Identify your audience’s various personas.

Ask yourself:

  • What age groups does your audience belong to?
  • What are their demographics?
  • Which industries do they belong to?
  • What are their job titles?
  • What are their top interests?
  • What are their specific goals for attending your event?
  • What pain points or challenges do they face?
  • What kind of content are they looking forward to

The answer to these questions can help you create attendees’ personas.

Here’s an example:

  • Demographics: Mid-sized tech company based in the United States
  • Job Titles and Roles: CEO, IT engineers, senior tech managers
  • Top Interests and Goals: Learning about innovative technologies, forging collaborations, and enhancing ROI
  • Challenges and Pain Points: Keeping up with rapid technological shifts
  • Content Preferences: Interactive event on data-driven technologies and strategies

Such detailed personas can help you create a personalized experience by offering relevant content and networking opportunities that inspire your audience to participate.

#3: Outline goals for each event stage

Your event comprises several vital stages, and each should have a specific goal.

Here’s how you can simplify the mapping process by defining the goals for each stage.

Pre-event Stage

Focus on your big goal, the one you want to achieve by conducting the event.

Craft content that builds anticipation and sparks interest among the audience. Share information about the speakers, topics, and networking opportunities.

This gets attendees talking, driving engagement, and encouraging participation.

Registration and Ticketing

Aim to simplify the registration process. The easier you make it for event registrants to sign up, the more likely they are to convert.

A straightforward and simple process reflects your respect for attendees’ time and ensures higher conversion rates.

If your event is ticketed and includes different pricing tears, consider using tools like an automated billing system that helps streamline and automate the event billing, invoicing, and payment processes. This can also be helpful if you’re securing event sponsors.

This step can ensure quick and efficient registration and billing. The outcome? A hassle-free event journey.

Post-event stage

Express gratitude to the event attendees by sending personalized emails. Moreover, share event highlights, add crucial resources, and request feedback from the attendees to improve future events.

These steps can ensure attendees’ engagement extends beyond the event.

#4: Offer Value at Every Touchpoint

Each touchpoint holds the potential to attract attendees, making your event successful.

Here’s how you can offer value to each interaction.

1. Pre-event touchpoints

  • Website: Incorporate event landing pages into the website and let the potential attendees explore more about the event.
  • Emails: Shoot emails hinting about what’s in store for the attendees. This can help build engagement and buzz.
  • Social media: Share interactive posts with engaging visuals to encourage participation.

2. Event touchpoints

  • Inspire conversations: Have thought-provoking discussions during the event. Include Q&A sessions to make the conversation interesting, use polls and chat prompts to get people talking.
  • Offer in-event exclusives: Consider offering some in-event exclusive content, whether live or links, to encourage people to attend live. One idea is to offer free consultations where the event attendees can speak to experts. This tactic can add tremendous value to attendees’ experience.

3. Post-event touchpoints

  • Social Media Buzz: Share your event’s insights on social media to keep the conversation alive.
  • Blogs: Create blog posts based on your event’s theme. Include insights, such as examples, tips, success stories, and more from the event to address the target market’s pain points.
  • Guides and eBooks: Compile crucial event insights and create downloadable guides and eBooks. This is an excellent way to repurpose content quickly and easily.
How AI can help

#5: Gather feedback from the event attendees

The next most important thing is gathering feedback from the attendees about the event.

This can help you understand what the attendees want and what went right or wrong during the session, empowering you to conduct a better session the next time.

Here are a few crucial questions to ask the attendees for feedback:

  • Did the knowledge-sharing setup meet your expectations?
  • Did you find the event helpful?
  • Did you find the content relevant to your needs?
  • Did the networking opportunities meet your goals? Did you make any valuable connections during the event?
  • Were there any instances when things didn’t go right?
  • On a scale from 1 to 10, how much did you feel the event offered a personalized experience?

#6: Incorporate the right tools to enhance the event experience

Leveraging the right tools can save time and resources while scaling your event’s effectiveness. This tactic can enhance attendees’ overall experience, keeping their interest level intact.

The outcome? They will keep coming back for more and may even become loyal customers.

Wondering what tools to implement for strategic event management?

Consider incorporating tools like video editing tools, website page builder software, content management software, and more for creating remarkable event attendee journeys. However, managing multiple tools can make the process challenging.

So instead of adding multiple tools into your tech stack, count on an all-in-one event management and attendee experience platform like Goldcast to enable seamless hybrid, virtual, or in-person event management.

Here are the key offerings of Goldcast:

  • Page builder platform to help you build beautiful event registration pages and event hubs for event promotion.
  • Content personalization options to help you tailor content for the event according to attendees’ preferences. Transform event content into short video clips, social posts, blogs, and more within no time.
  • Platform integrations with CRM platforms like HubSpot, Marketo, and more.
  • Interactive engagement features such as live polls, Q&A sessions, and breakout rooms ensure more participation.
  • Robust analytics and dashboards to help you compile, understand, and analyze the event’s data and insights.

These features can help you plan and execute your event seamlessly, making it an unforgettable experience for the attendees.

Create a better event attendee journey

A personalized approach combined with attendee-centric strategies is the key to creating a meaningful event attendee journey.

It can attract the right audience, convert, nurture, and boost customer loyalty. This ensures long-term event success, creating a positive perception of your brand.

The tips and tactics in this step-by-step guide can help you map attendees’ journeys and achieve the goal. So, leverage them and keep the attendees raving about your event for years.

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