Research on event software shows that the use of technology in event management is growing

A recent study on the uses of event software in the event management industry shows that event planners are embracing the use of various technologies to help plan and manage their events. The research was carried out 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 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 advancing 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, whether the email was forwarded to someone else, and many more measures. This allows event managers to learn from their previous campaigns, which helps turn future promotions into more profitable and efficient campaigns.

Linked to a database or CRM system, email marketing helps make targeting/delegate selection even easier. The database can be segmented into multiple groups, and the email invitation message can be tailored accordingly. Email software tool integration with a CRM system also means that contact details will remain up to date at all times, automatically updated when contact information changes.

As email marketing saves on printing and postage costs, it is now also becoming the method of choice for organizations that want to reduce the costs of their events, as well as provide a more ethical and lower emissions event promotion option. carbon.

Once 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 he can complete an online survey. Event managers can easily track who completed the survey and who hasn’t read the survey email yet; allowing them to make their follow-up calls more productive.

Over half of all survey respondents (56%) also stated 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 visitor numbers 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 expanded to cover post-event analysis. Ensuring that events provide a high ROI is one of the key metrics that event managers are measured against. Being able to effectively measure ROI and other KPIs quickly and effectively is now something that 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 aforementioned email surveys, event software reporting tools can measure event metrics such as:

expectation vs. delegate records

Expense to income ratio

· Conversion rate of invitations sent vs. delegate records

Quantity and quality of delegated leads

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 process of creating post event reports can be a very 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. Harnessing the benefits of automation and online software tools is helping to keep the event industry afloat during this recession. Increasing the efficiency and reducing the 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 and comprehensive event management software solution that encompasses:

– Registrations on the website

– Email marketing for promotions, invitations and post-event surveys.

– Automatic badge production

– Resource management

– Online payment facilities

– Sophisticated report 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 failing event and a successful one.