| A recent study into the uses of event software in | | | | specific data required from delegates is easily |
| the event management industry shows that event | | | | obtained. Registration forms can also be saved as a |
| organisers are embracing the use of various | | | | template, allowing them to be easily replicated for |
| technologies to help plan and manage their events. | | | | future, similar events. |
| The research was conducted online, during the month | | | | Directing delegates to the host website to register |
| of November 2009. Participants were asked to rate | | | | also helps to boost website traffic and can be used |
| what type of event software they use on a regular | | | | in conjunction with online promotions to help increase |
| basis. The four most popular tools were: | | | | the number of website visitors and online conversions |
| - Email Marketing | | | | in other areas. |
| - Online Registrations | | | | The use of events software to help manage part or |
| - Online Surveys | | | | all of the event management process can be further |
| - Event Reporting & Analysis | | | | extended to cover the post event analysis. Ensuring |
| 13% of respondents said that the use of email | | | | events provide a high ROI is one of the key metrics |
| marketing was now one of the main event software | | | | that event managers are measured on. Being able to |
| tools being used to help manage their events. This | | | | effectively measure ROI and other KPIs quickly and |
| increase in use can be attributed to the advancing | | | | effectively is now something that event planners |
| sophistication of such tools, as well as their ability to | | | | demand. The use of event management software to |
| provide a cost effect method of promotion during | | | | quickly and accurately create post event reports |
| the current recession. | | | | means that event organisers are able to effectively |
| Email marketing can be used to promote an event | | | | evaluate the success of their events. |
| beforehand, to send targeted personalised invitations | | | | Used in conjunction with the email surveys mentioned |
| and to manage delegate surveys after the event has | | | | earlier, event software reporting tools can measure |
| occurred. Email marketing software can now track | | | | event metrics such as: |
| how many emails are opened, deleted, what links | | | | · Attendance vs. Delegate registrations |
| were clicked, if the email was forwarded onto | | | | · Expense to Revenue Ratio |
| someone else and many more measurements. This is | | | | · Conversion rate of invites sent vs. delegate |
| enabling event managers to learn from their past | | | | registrations |
| campaigns, helping to shape future promotions into | | | | · Delegate Lead Quantity and Quality |
| more cost effective and efficient campaigns. | | | | · Opportunities and Sales Cycle |
| Linked into a database or CRM system, email | | | | Automatically importing the results of the email |
| marketing helps make the recipient/delegate selection | | | | surveys into the event management software |
| even easier. The database can be segmented into | | | | enables the user to create customised and |
| various groups, with the message in the email invite | | | | event-specific reports. These can be done |
| tailored accordingly. Integrating the email software | | | | automatically by the software and has the ability to |
| tool with a CRM system also means that the contact | | | | drill down into very minute detail. Quite often the |
| data will remain current and up to date at all time - | | | | process of creating post-event reports can be a |
| automatically updated as and when contact | | | | very time consuming job, however the use of event |
| information changes. | | | | software to help manage this activity means that |
| Since email marketing saves on printing and postage | | | | event managers are able to quickly and easily see |
| costs, it is now also becoming the method of choice | | | | the results of their events. |
| for those organisations wishing to cut down on their | | | | Event software is now one of the fastest growing |
| event costs, as well as providing a more ethical, | | | | areas in the event management sector. Taking |
| lower carbon option of event promotion. | | | | advantage of the benefits of automation and online |
| After the event has occurred, event managers can | | | | software tools is helping to keep the event industry |
| use their email marketing tool to send follow up | | | | afloat during this recession. Increasing efficiency and |
| surveys. These can be personalised based on the | | | | reducing the cost of event management all helps |
| delegate and can be automatically generated after | | | | increase the return on investment provided to both |
| the event. A link in the email will take the delegate to | | | | delegates and event hosts. Many event managers |
| a webpage where they can complete an online | | | | are choosing to use a full end-to-end event |
| survey. Event managers can easily track who has | | | | management software solution that encompasses: |
| completed the survey and who has not yet even | | | | - Website registrations |
| read the survey email; allowing them to make their | | | | - Email marketing for promotion, invites and post |
| follow up calls more productive. | | | | event surveys |
| Over half of all respondents of the survey (56%) | | | | - Automatic badge production |
| also stated that the ability to allow delegates to | | | | - Resource management |
| register online was also an important part of modern | | | | - Online payment facilities |
| event management. Online event registration | | | | - Sophisticated reporting suites |
| empowers delegates to manage their own | | | | Making the investment in a total event solution that |
| registration process - by removing event managers | | | | offers all the event management functions required |
| from this stage, it enables them to focus on more | | | | for event planning can help make the difference |
| productive areas. Online registration forms can be | | | | between a poor event and a successful event. |
| customised to the individual event, ensuring that the | | | | |