R.S.V.P.s have always included questions, from a simple “yes or no?” to “chicken or fish?” But now things are getting a little personal.
In an effort to customize events and make them more memorable, brands have begun to incorporate attendees’ likes, interests, and preferences. To do so, more and more companies are sending out invitation questionnaires, which can include queries as basic as gender to as innocuous as cocktail choice. With that data in hand, event planners can turn an affair into a more individualized experience.
“Instead of sucking guests dry for information, you’re giving something back,” says Ryan Costello, C.E.O. of Washington, D.C.-based ticketing and registration company Event Farm about this type of party personalization that fosters a sense of engagement and exploration.
For the 2.0: The New Media Party, held during this year’s White House Correspondents’ Association Dinner weekend, Event Farm sent guests a hard-coded, nontransferable invitation link, asking them their gender, marital status, political affiliation, and occupation by category (lobbyist, government, media, elected official, Hollywood, start-up junkie, or partier).
The idea of sharing personal data didn’t deter guests. Instead, Event Farm received the opposite reaction—the R.S.V.P. actually piqued the interest of the tech crowd. “The questions and occupations were a subtle way to insinuate what was going to happen,” Costello says.
Upon arrival, guests received data-loaded N.F.C. badges, which they could use at a digital gifting wall to send themselves electronic gifts, such as coupons, videos, and jokes, rather than the usual physical swag. Attendees could also download their choice of MP3s from disco balls hanging above the dance floor.
To really win over guests, Event Farm partnered with BlabDroids Inc. to populate the event with tiny robots, which were able to identify people with the swipe of a badge. Thanks to the robots’ cuteness, the BlabDroids got an earful, asking guests to reveal their deepest, darkest secrets, which were happily shared, Costello says.
The 750 guests in attendance completed 4,000 digital actions (e.g. a music download), which broke down to more than five actions per guest, Costello says. He adds that guests were hungry for more from the robots, asking “Does this thing light up? Does this thing talk to me?”
“Simply by knowing zip code you can know a lot about the person,” says Connect & Go co-founder Anthony Palermo. The Montreal-based event technology company has worked with various clients to bring this kind of personal touch to events.
Prior to April’s Uniprix Gala presented by Mosaic, which included a trade show and award night for pharmacists and was held at the Hilton Montreal, attendees were asked to provide their pharmacy number, how many years they had worked with the company, what they were most proud of, and their favorite drink. The information was then loaded onto R.F.I.D. bracelets. During the ceremony, if a guest won a prize, his or her work-related information would appear on-screen, while at the bar, cocktail recommendations were presented based on the guest’s drink answers.
Similarly, at the Microsoft Inner Circle Event, held in New York in June, the tech giant partnered with marketing agency Relevent Partners to help promote Cortana, Microsoft’s new digital personal assistant that’s able to learn a user’s preferences and favorite places.
Before the event, which was held at event space 545, attendees filled out a customized R.S.V.P. questionnaire with multiple-choice questions such as: “It’s cheat night. What are you most likely indulging in?” Possible responses included “a juicy burger,” “fresh sushi,” and “piping hot pizza.”
As guests toured the space, they were encouraged to swipe their data-loaded R.F.I.D. badges at various stations, which showcased Cortana’s features, along with attendees’ corresponding responses, through lighting and projections on the walls. For example, one screen displayed images of food indulgences.
From “guilty pleasures” to general information, Connect & Go and Event Farm usually collaborate with their clients to determine questions, suggesting what they think is most valuable and what people will likely answer. For instance, don’t ask about someone’s financial bracket if they are just going to a music festival, Palermo cautions. Moreover, keep questions simple, and try to limit the number to five or fewer. “The less typing, the better,” says Costello, who recommends a two- to three-minute time frame for guests to answer any pre-event questions. Palermo suggests offering an incentive for completion, like a contest entry in return for replies.
By repurposing the guests’ information for practical use, like drink orders or DJ requests, “you’re providing benefits to your attendee,” Palermo says. “You’re taking and you’re giving.”
