Global events and engagement agency Live Group is taking on 'one-size-fits-most' with the launch of an audience-profiling tool that aims to deliver personalised, engaging experiences for the events industry.
AudienceDNA aims to give organisations insight into their
audiences to help them create content that’s customised for every attendee, to
increase engagement, ROI and results, and to reduce waste.
The development of AudienceDNA has been spearheaded by Live
Group’s newly appointed head of audience, Bruce Rose.
“For too long,” said Rose,
“the events industry has ignored the diversity of its audiences to deliver 'one-size-fits-most'
experiences. But people have changed. Everyone now expects personalised,
engaging experiences at work and play – thanks to entertainment apps, they are
acutely aware what technology can do and they expect the same instant access,
easy to use, personalised experiences. With AudienceDNA, this is now possible
in the events space.”
Available exclusively to Live Group clients, AudienceDNA
asks attendees to answer a handful of simple questions. Live Group analyses the
data to determine the personality make-up of the audience and marries insight
with intelligence to shape an event around the people attending it.
From the venue, location and format to the balance of networking and learning, the
type of speakers and sessions and the way information is delivered, everything is aimed to be tailored to what will have most
impact with the audience.
Bruce Rose added: “AudienceDNA allows us to take audience
engagement to a new level and support our clients’ employee engagement, and
diversity, equality and inclusion strategies. What’s really lovely about AudienceDNA
is that, by tailoring every aspect of an event to its audience, it opens the
door to people who previously may have felt excluded within the industry, such
as the neurodiverse. Making events more inclusive and accessible is one our key
pillars at Live Group, and AudienceDNA is a cornerstone in this revolution.”
Several of Live Group’s government, financial services, and
trading and investment clients are among those to have used AudienceDNA to
shape their events during the pilot stage. Live Group client BDO used Audience
DNA to profile its delegates prior to a leadership conference in 2022.
Julia Johnson, global brand and marketing director at BDO,
said: “Our objective was to obtain genuine engagement and participation from
all those attending and the resulting detail of their personalities and preferences
allowed us to respond to the different preferred learning styles amongst our
delegates. The information also helped us to guide our speakers and presenters
in building the right content and delivering an optimum engagement approach. A
key learning, for example, was that peer-to-peer presentations are core for our
leaders.
“Additionally, in order to make the most of how the audience
engages with content, we used the profiling data to frame our pre-event
communications, creating differing messaging formats for the different learning
types, i.e. recognition, learning, social and experience.”
Stephen D. Pickett, chief strategy officer at Live Group, said:
“AudienceDNA is of paramount importance, now and for the future. The next
generation is hyper aware of personalisation – they want everything to be
tailored, accessible and quick – and forward-thinking organisations should be
addressing this as soon as possible.”
M&IT editor Paul Harvey is a journalist with more than 15 years of experience. He began his career in the local press, working for various titles across the north. Since joining M&IT in 2013, he has become a trusted and respected voice in the sector, championing event professionals and reporting on all aspects of the events industry for the brand.
