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Key Features of a Comprehensive Event Management Solution

Event management can be a difficult and demanding activity. It can be made easier however by using an all-inclusive event management software solution. These solutions aid in the planning, management and analysis of events and can greatly improve delegate attendance and satisfaction.

Author: Kate Oxton
Date: May 12, 2010 - 9:30:33 AM

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What should an event manager look for when purchasing an event software solution? There are many packages on the market, but some are more comprehensive and technically superior than others. Event managers must ensure that the investment they make is future proof – in other words, the software must have the ability to grow and adapt as the organisation develops and as technology advances.

 

More specifically, the individual features that make a high quality event software solution include:

 

Back end office system integration

Being able to integrate the event management software into the solutions used within the business already makes for a more competent package. Business systems such as CRM (customer resource management) solutions, finance packages and HR solutions all contain information and data that will need to be updated with every event occurrence. The customer data on the CRM solution will need to be updated with the customer’s latest activity, the finance system will need to process any invoices and payments and the HR solution will need to update employee records if the event involves staff attendance. Automating this process through secure integration eliminates any errors and makes the process of updating other platforms far more efficient. High quality event software solutions will have a flexible technical architecture, allowing them to integrate with all current and future office systems.

 

The only way to for event organisers to retain full control over the content and branding of the registration page is to integrate the event software into the organisations own website. This also gives delegates the benefits of using a familiar website. Customisable booking forms should be able to be created with ease. The booking forms should then be integrated into the back end office systems, updating the records automatically as soon as a delegate registers online for an event.

 

Event management software can also make organising repeatable events easy, by storing booking forms and other event tools as templates, ready to be used over and over again.

 

Comprehensive Email Marketing Tool

The event management industry now relies heavily on email marketing to manage their events. Emails are used to:

 

·          Send   invitations

·          Promote events

·          Update delegates on event changes/developments

·          Reach delegates for post event surveys

 

Any email marketing tool that comes within an event software package must be technically advanced enough to be able to track major KPIs. These include statistics such as the number of opened emails and click throughs, unopened emails, deleted emails, most popular links etc. This level of measurement helps event managers to constantly improve their communications – helping to increase the level of delegate response with each email sent.

 

However, many email solutions within event software packages can go one step further. Integrating the email tool with the event software means that the registration process can be further streamlined. Potential delegates can receive an email invitation, click on the link and be taken directly to a registration page where their details have already been populated into the booking form. This process allows for a two click registration process – one click to arrive at the registration web page and a second click to confirm the information is correct and to register for the event. Having this capability radically increases delegate registration numbers which is often a key measurement for many events in this current economic climate.

 

Reporting and Analysis

Improving the value of events and boosting delegate attendance can only be achieved through the measurement and analysis of each and every event held. This can often be a complex and time consuming effort and is frequently something that gets pushed aside due to the strict time constrains event mangers are operating in.  

Event management software can make the analysis and reporting of events extremely straightforward. Comprehensive OLAP ( On line Analytical Processing) can automate the construction of standard reports and as such, should be part of all event software packages. These reports are built upon the individual requirements and needs of each event organisation – not all companies place weight on the same KPIs and results. Understanding what is important and what affects individual event success is the key to creating suitable and usable reports.

As a company grows and transforms, it is important that the event software is able to grow with them. The OLAP reporting functionality makes it easy for event managers to simply create ad hoc reports and new report templates as and when required.

 

Event software OLAP reporting tools can also measure other event metrics such as:

 

·          Delegate registrations vs. Attendance

·          Conversion rate of invites sent vs. delegate registrations

·          Delegate Lead Quality and Quantity

·          Expense to Revenue Ratio (E:R)

·          Sales Cycle and Opportunities

 

Other key features that event mangers should look for in an event management software solution are:

 

·          Resource Management Facility: Simply manage and allocate all resources through a comprehensive calendar feature, providing you with total control of all aspects of the event management process

·          Website Integration: Seamlessly integrate with your existing website without the need to re-design or re-brand

·          Email Marketing Tool: Powerful, integrated and fully functional email marketing tool enabling event managers to send highly targeted email campaigns marketing to the relevant delegate audience

·          Invitation Management: Comprehensive, easy to use integrated invitation management tool

·          Online Registration: Fully customisable online booking form ensuring your online registration process captures the most relevant information from your delegates

·          Secure Online Payments:   Allow your delegates to securely pay online with confidence, providing ease of automation

·          Badge Creation: Produce personalised delegate badges pre or during the event simply through event management software

·          Survey: Integrated and automated feedback management tool

·          Integrated Reporting and Analysis Suite: Powerful reporting and analysis suite, enabling you to simply and quickly drill down to the event data in just a matter of seconds

 

 

Resource Box

For more information on event management software solutions, talk to evocos. In the past year alone evocos event & delegate management software solution has created over 7000 events, managed approximately 75,000 delegates and has taken over 50,000 online.

 

Incorporating integrated reporting and analysis tools as well as social media, email marketing, website integration, registration, online payment, badge production, resource management and event surveys, evocos is one of the most comprehensive event management software solutions on the market today.

 

The evocos event software team ensures you are able to seamlessly manage your events; gaining huge cost and efficiency benefits.

 

 

View all articles by Kate Oxton

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