Strategy
Understanding user needs and event timings are key to optimising engagement with the Event Platform. This section will highlight the differences between users, the ideal timeframe for launch, and the features to prioritise for each event phase.
There are two main user personas for the Event Platform; Exhibitors and Attendees. Broadly speaking, they have different motivations and needs and these change with each phase of the event. Understanding these differences is essential to making the Event Platform a truly helpful and dynamic tool.
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Pre-event
“I need more time to upload my products and set up both my personal and company profiles before I can start making connections, setting up meetings and start promoting my company”
At event
“I need to be able to manage my meetings with clients, oversee my team’s schedule and generate new leads”
Post event
“I need to be able to collate my leads from the event, follow-up and assess ROI of the event”
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Pre-event
“I need to set up my profile, plan my schedule with talks and/or meetings with exhibitors, as well as discover and bookmark products, services, and contacts”
At event
“I need support with wayfinding and managing my meetings and communications with exhibitors”
Post event
“I need to be able to follow up with contacts I’ve made and catch up on content I may have missed”
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💡 Recommendation
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Each portfolio will have multiple sub-personas within these main personas (e.g., Exhibitor Speakers, VIP Attendees, Standard Attendees). Clearly defining these differences before setting up the Event Platform is essential to tailoring the platform’s features, content and marketing communications.
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The user research shows exhibitors need more time for profile building, product uploads, and networking, with matchmaking starting up to nine months prior to an event. Launching the Event Platform early builds familiarity, increases engagement and prevents users from turning to other tools for matchmaking and scheduling tasks.
💡 Recommendation
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These dates are meant as a guide and ideally the launches should be aligned with event Registration timings so that users can seamlessly register for an event and set up their Event Platform profile simultaneously.
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The Event Platform is a dynamic tool and should adapt and support users at every stage of the event lifecycle. Setting it up efficiently will help users complete tasks smoothly, boost satisfaction and loyalty, all while keeping the experience simple and enjoyable.
The feature table below highlights which features should be toggled ‘on’ and ‘off’ on the Event Platform depending on the event phase. To note: not all the different event persona types are reflected here (e.g. the Attendee List is only visible to Exhibitors or VIP Attendees) but it provides an overview.
