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Research Into Event Software Usage Indicates the Use of Technology in Event Management is Increasing

This article highlights the findings from a fresh study into the use of event software in the United Kingdom. Event Planners are taking advantage of the benefits of email marketing, online surveys, online registration and comprehensive event reporting tools to create high quality, cost-effective events.

Author: Kate Oxton
Date: Dec 16, 2009 - 7:07:41 AM

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A recent study into the uses of event software in the event management industry shows that event managers are embracing the use of assorted 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 use on a regular basis. The four most prominent tools were:

• Email Marketing
• Online Surveys
• Online Registrations
• Event Reporting and Analysis

13% of respondents said that the use of email marketing was now one of the main event software tools being used to help manage their events. This boost in use can be attributed to the advancing sophistication of such tools, as well as their ability to provide a cost effect method of promotion during the current recession.

Email marketing can be used to endorse an event beforehand, to send targeted personalised invitations and to manage delegate surveys after the event has taken place. Email marketing software can now track how many emails are opened, deleted, what links were clicked, if the email was forwarded onto someone else and many more measurements. This is allowing event managers to learn from their past campaigns, helping to shape future promotions into more cost effective and efficient campaigns.

Having an email marketing tool which is linked into a database or CRM system helps make the recipient/delegate selection even easier. The database can be split into various groups, with the message in the email invite tailored accordingly. Integrating the email software tool with a CRM system also means that the contact data will remain current and up to date at all time – automatically updated as and when contact information changes.

Additionally, email marketing saves on printing and postage costs, making it the method of choice for those organisations wishing to cut down on their event costs, as well as providing a more ethical, reduced carbon option of event promotion.

After the event has occurred, event managers can use their email marketing tool to send follow up surveys. These can be personalised based on the delegate and are automatically generated after the event. A link in the email will take the delegate to a webpage where they can complete an online survey. Event managers can easily track who has completed the survey and who has not yet even read the survey email; allowing them to make their follow up calls more productive.

Over half of all respondents in the research (56%) also stated that the ability to allow delegates to register online was also an important part of modern event management. Online event registration empowers delegates to manage their own registration process – by removing event managers from this stage, it enables them to focus on more productive areas.  Online registration forms can be customised to 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 organisers website to register also helps to boost website traffic and can be used in conjunction with online promotions to help boost the number of website visitors and online conversions in other areas.

The use of events software to help manage part or all of the event management process can be further extended to cover the post event analysis. Ensuring events provide a high return on investment (ROI) is one of the key metrics that event managers are measured on. Being able to effectively measure ROI and other KPIs quickly and effectively is now something that event managers demand. The use of event software to quickly and accurately create post event reports means that event organisers are able to effectively evaluate the success of their events.

Used in combination with the email surveys mentioned earlier, event software reporting tools can measure event metrics such as:

• Attendance vs. Delegate registrations
• Expense to Revenue Ratio
• Conversion rate of invites sent vs. delegate registrations
• Opportunities and Sales Cycle
• Delegate Lead Quantity and Quality

Importing the results of the email surveys into the event management software automatically enables the user to create customised and event-specific reports. These can be done routinely by the software and has the ability to drill down into very minute detail. Quite often the process of creating post-event reports can be a very time consuming job, however the use of event software to help manage this activity means that event managers are able to quickly and easily see the results of their events.

Event software is now one of the fastest growing areas in the event management sector. Taking advantage of the benefits of automation and online software tools is helping to keep the event industry afloat during this recession. Increasing efficiency and reducing the cost of event management all helps increase the return on investment provided to both delegates and event hosts. Many event planners are choosing to use a full end-to-end event management software solution that encompasses:

• Website registrations
• Email marketing for promotion, invites and post event surveys
• Online payment facilities
• Automatic badge production
• Resource management
• Sophisticated reporting suites

Making the investment in a total event solution that offers all the event management functions required for event planning can help make the difference between a poor event and a successful event.

View all articles by Kate Oxton

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