Situatie
In the modern approach, every event should be viewed as a complex product, with its own marketing strategy, development process, and feedback loops. Experts emphasize that “your event is a product and should be marketed as such”.
This means that messaging toward potential attendees should not focus solely on features (presentations, speakers, certifications), but rather on concrete benefits and added value: from networking opportunities and solving real challenges, to a clear participation ROI.
As a result, each edition of an event can be treated like a new product launch, with fresh campaigns, inspiring stories, and a design centered on audience needs. An empathetic approach (putting yourself in the shoes of someone just starting out, in need of resources and connections) drives higher awareness and audience loyalty.
Solutie
A digital perspective completes this product-event picture. Modern platforms and applications allow organizers to design every detail of an event as configurable elements: date, location, theme, dress code, and even the flow of activities. For example, the Enjoee app offers an all-in-one planning system, allowing you to easily create and customize events for your audience (including invitations, notifications, and RSVP tracking).
Technology also enables real-time data collection: last-minute notifications, interactive polls, and feedback analysis become standard tools. In practice, organizers can treat each edition as an iterative digital product. Statistics support this advantage: 91% of planners report a positive ROI when using a dedicated event mobile app.
At the same time, more than half have already adopted advanced solutions, from AI-powered planning tools to digital badges and paperless systems, to increase efficiency and participant engagement.
As a result, the event becomes a measurable product: every click, registration, or piece of digital feedback generates data that can be analyzed for continuous improvement.
Participant experience is the heart of the product-event. Recent data shows that 72% of organizers consider in-person events essential to their marketing strategy, and nearly 78% of attendees say events offer the best networking opportunities. Moreover, 64% of consumers buy more when brands personalize the experience they deliver.
In the context of an event, personalization means creating activities and content that resonate with each participant: dedicated sessions, themed tracks, smart attendee matchmaking, live polls, and individualized guidance. This transforms the event into a memorable experience, not just a simple conference. By creating emotional moments (success stories, hands-on demonstrations, meaningful social interactions) and continuously adapting based on feedback, organizers encourage repeat attendance and loyalty. Additionally, digital personalization that lowers participation barriers (such as pre-event guides or online mentoring) helps reduce first-time attendee anxiety.
Overall, the event becomes a chain of enjoyable micro-experiences, amplifying the brand’s impact across its audience.
Enjoee: the complete solution for the event-as-a-product
See how we help: www.enjoee.it
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