| A recent study showed that 78% of all event | | | | recession, and many event management companies |
| managers are planning to hold more events this year | | | | are now understanding that the tools and strategies |
| than in 2009. Since the recession took hold of the UK | | | | they used pre-recession in 2008 are no longer up to |
| in 2008, the event industry has seen a steady decline | | | | scratch. With the development of social media and |
| in both the volume of events being held and the | | | | the increase in use of online tools, delegates expect |
| volume of delegates attending events. These latest | | | | more from their event hosts. The ability to register |
| results will be sure to be a boost to the event | | | | and pay, securely, online is something that should |
| industry, in what has been a difficult two year period. | | | | now come as standard as part of all events. |
| Many event managers stated that they intend to | | | | Again, event management software solutions should |
| make the use of technology and software to help | | | | all contain the ability to create registration pages |
| streamline the planning process and to increase the | | | | within the hosts website, and allow them to take |
| return on investment for both event host and for | | | | payment online in a secure setting. It is vital that |
| delegates. One of the key ways of becoming more | | | | prospective delegates are taken to the hosts |
| efficient is through the use of online marketing and | | | | website, rather than that of a third party; directing |
| online tools to organise and promote events. | | | | traffic to the host website is now part of an |
| One out of three event managers surveyed stated | | | | integrated event marketing plan. From there, event |
| that they wanted to make more use of email | | | | managers can direct delegates through customised |
| invitations, email marketing and online registrations. | | | | 'funnels', guiding them to the pages of importance |
| With more focus on an organisations carbon | | | | and giving them a managed, controlled message at all |
| footprint, moving the promotional side of event | | | | times. |
| planning online is not only more cost effective, but | | | | Although the UK is now officially out of recession, it |
| will reduce the impact on the environment. | | | | is important that event managers continue to be |
| Many event management software solutions include | | | | aware of the limitations and restrictions on their |
| email marketing tools. These email solutions enable | | | | events and their delegates. Utilising event |
| event managers to produce and send marketing | | | | management software tools will help to streamline |
| emails regarding their events as well as invitations. | | | | the planning process and will also automate many of |
| One of the main benefits of email marketing is the | | | | the smaller, more mundane jobs, freeing up managers |
| ability to gain instant meaningful metrics regarding a | | | | to concentrate on more effective, strategic tasks. |
| mailshot. Data such as bounces, email opens, click | | | | Driving down the cost of planning and hosting events |
| through and unsubscribes all help to contribute to the | | | | is important if the sector is to bounce back from the |
| success of future events - by learning from past | | | | recession. The cost of attending has always been an |
| campaigns, event managers can hone their messaging | | | | issue for some delegates but even more so since the |
| to ensure the highest return in terms of delegate | | | | economy began to fall in 2008. Keeping costs of |
| registrations. Obtaining this kind of data from direct | | | | event planning low, and transferring this cost saving |
| mail is near on impossible and with the added costs | | | | onto the delegate will help to boost the industry and |
| of postage, event managers are increasingly turning | | | | its return to peak from the recession. |
| to event management software tools to take this | | | | Event management software tools are now |
| process online. | | | | becoming one of the fastest areas of growth within |
| With the increase in planned events, event managers | | | | the event sector. The reasons for this are clear; with |
| must also ensure that they have the capacity to | | | | more events being planned, event managers must |
| manage an increase in delegate attendance. | | | | utilise all tools available to create efficient, effective |
| Technology and event management software | | | | and successful events. Those companies not using |
| solutions have continued to develop throughout the | | | | event software will soon find themselves left behind. |