A recent study on the uses of event software in the event management industry shows that event organizers are embracing the use of various technologies to help plan and manage their events. The research was conducted online, during the month of November 2009. Participants were asked to rate what type of event software they regularly use. The four most popular tools were:
– Junk mail
– Online registrations
– Online surveys
– Reports and analysis of events
13% of respondents said that the use of email marketing was now one of the top event software tools used to help manage their events. This increase in usage can be attributed to the advancement in sophistication of such tools, as well as their ability to provide a profitable method of promotion during the current recession.
Email marketing can be used to promote an event beforehand, to send targeted personalized invitations, and to manage delegate surveys after the event has occurred. Email marketing software can now track how many emails are opened, deleted, which links were clicked, if the email was forwarded to someone else, and many more measures. This allows event managers to learn from their previous campaigns, helping to turn future promotions into more profitable and efficient campaigns.
Linked to a database or CRM system, email marketing helps make targeting/delegates even easier. The database can be segmented into various groups, and the email invitation message can be tailored accordingly. Integrating the email software tool with a CRM system also means that contact details will remain up-to-date at all times, automatically updated when contact information changes.
Because email marketing saves on printing and postage costs, it is now also becoming the method of choice for those organizations that want to reduce their event costs, as well as providing a more ethical and lower emission event promotion option. of carbon.
After the event has occurred, event managers can use their email marketing tool to send follow-up surveys. These can be customized based on the delegate and can be generated automatically after the event. A link in the email will take the delegate to a web page where they can complete an online survey. Event administrators can easily track who has completed the survey and who has not yet read the survey email; allowing them to make their follow-up calls more productive.
More than half of all survey respondents (56%) also said that the ability to allow delegates to register online was also an important part of modern event management. Online event registration allows delegates to manage their own registration process; By removing event managers from this stage, you allow them to focus on more productive areas. Online registration forms can be customized for the individual event, ensuring that the specific data required from delegates is easily obtained. Registration forms can also be saved as a template, allowing them to be easily replicated for future similar events.
Directing delegates to the host website to register also helps increase website traffic and can be used in conjunction with online promotions to help increase website visitors and online conversions in other areas.
The use of event software to help manage part or all of the event management process can be further extended to cover post-event analysis. Ensuring that events provide a high ROI is one of the key metrics that event managers measure themselves against. Being able to effectively measure ROI and other KPIs quickly and effectively is now something event planners demand. Using event management software to quickly and accurately create post-event reports means event organizers can effectively assess the success of their events.
Used in conjunction with the email surveys mentioned above, event software reporting tools can measure event metrics such as:
expectation vs. Delegate Records
Ratio of expenses to income
· Conversion rate of invitations sent vs. delegate records
Quantity and quality of delegated potential clients
Opportunities and Sales Cycle
Automatic import of email survey results into event management software allows the user to create custom, event-specific reports. These can be done automatically by the software and it has the ability to drill down into very small details. Very often the post-event reporting process can be a time-consuming job, however using event software to help manage this activity means event managers can quickly and easily see the results. of your events.
Event software is now one of the fastest growing areas in the event management industry. Leveraging the benefits of automation and online software tools is helping keep the events industry afloat during this downturn. Increased efficiency and reduced cost of event management help increase the return on investment provided to both delegates and event hosts. Many event managers choose to use a complete end-to-end event management software solution that encompasses:
– Registrations on the website
– Email marketing for promotions, invitations and post-event surveys.
– Automatic production of badges
– Resource management
– Online payment facilities
– Sophisticated reporting suites
Investing in a total event solution that offers all the event management features needed for event planning can help make the difference between a poor event and a successful one.