We speak to CEO of Liz Taylor Consultancy and Founder of Taylor Lynn Corporation, Liz Taylor, about the importance of creating personal, impactful experiences at large events.
Delegates are constantly craving more than just the monotonous, generic experience that comes from some large-scale events; they want personal connections, moments that feel tailored to them, and interactions that leave a lasting impression. Incorporating elements of personalisation into your event can transform an otherwise standard experience.
Liz Taylor has 30 years of event planning knowledge, so she understands the must- haves to make every delegate feel like your event makes them feel seen, valued, and connected: “A large corporate event where it’s just video presentations and companies speaking at the audience does not keep delegates interested. It’s tangible opportunities that make the difference. Bringing people together and breaking down the barrier for delegates will make them feel like they’ve really been thought about.
“If you want your event to feel personal, you must consider the before and after as well as during. I work with a mock paparazzi company quite a lot, who stop guests as they arrive and photograph them like a red carpet. When the event’s ended, every delegate has access to the pictures which is a nice memento to have. I’ve also got an event coming up where delegates are arriving on red double decker buses and the ticket collector is a magician; it’s all about having fun from the very beginning!”
“A lot of organisers love to include virtual or interactive facilities. I don’t believe that creates a personalised experience. It’s all in the attention to detail that delivers the message.”
Branding is the best, and most simple, way to start introducing personalisation once delegates have arrived, according to Liz: “The one thing that you can use to create a level of intimacy and atmosphere is the brand. For example, if you’re providing a prosecco on arrival, putting it in something like a tiny milk bottle, teacup, or some kind of unique vessel that has the brand’s logo on will quickly become a talking point. You’re not actually investing in anything that’s costing the earth to get your message out there and get people engaged in the event.”
Using the latest and most impressive technology is often a priority for planners but consider putting that on the back burner and go back to basics to make personalisation a key focus: “A lot of organisers love to include virtual or interactive facilities. I don’t believe that creates a personalised experience. It’s all in the attention to detail that delivers the message.”
Getting to know your delegates beforehand is key to the event’s engagement: “There’s nothing worse than going to a large event where you’re having a three-course meal and you don’t have anyone to speak to because the table plan hasn’t been fully considered. Investing time in making sure that people are sat with teams or clients that they can actually engage with is very important.”
Although traditional venues are undeniably reliable, they often follow a standard format level which can feel predictable and regimented. Liz encourages event profs to make a conscious choice about their venue and look towards the more unique and unconventional: “With the huge number of diverse venues that are available across the north, it’s always about looking outside the box as there are so many standalone venues that can offer a lot of flexibility. It’s very easy to choose a hotel if you’ve got a large number of delegates that are travelling in, but playing around with an unconventional venue is more fun for planners, but more importantly makes the event more personal and enjoyable.”