A recent study showed that 78% of all event managers are planning to hold more events this year than in 2009. Since the recession took hold of the UK in 2008, the event industry has seen a steady decline in both the volume of events being held and the volume of delegates attending events. These latest results will be sure to be a boost to the event industry, in what has been a difficult two year period.
Many event managers stated that they intend to make the use of technology and software to help streamline the planning process and to increase the return on investment for both event host and for delegates. One of the key ways of becoming more efficient is through the use of online marketing and online tools to organise and promote events.
One out of three event managers surveyed stated that they wanted to make more use of email invitations, email marketing and online registrations. With more focus on an organisations carbon footprint, moving the promotional side of event planning online is not only more cost effective, but will reduce the impact on the environment.
Many event management software solutions include email marketing tools. These email solutions enable event managers to produce and send marketing emails regarding their events as well as invitations. One of the main benefits of email marketing is the ability to gain instant meaningful metrics regarding a mailshot. Data such as bounces, email opens, click through and unsubscribes all help to contribute to the success of future events - by learning from past campaigns, event managers can hone their messaging to ensure the highest return in terms of delegate registrations. Obtaining this kind of data from direct mail is near on impossible and with the added costs of postage, event managers are increasingly turning to event management software tools to take this process online.
With the increase in planned events, event managers must also ensure that they have the capacity to manage an increase in delegate attendance. Technology and event management software solutions have continued to develop throughout the recession, and many event management companies are now understanding that the tools and strategies they used pre-recession in 2008 are no longer up to scratch. With the development of social media and the increase in use of online tools, delegates expect more from their event hosts. The ability to register and pay, securely, online is something that should now come as standard as part of all events.
Again, event management software solutions should all contain the ability to create registration pages within the hosts website, and allow them to take payment online in a secure setting. It is vital that prospective delegates are taken to the hosts website, rather than that of a third party; directing traffic to the host website is now part of an integrated event marketing plan. From there, event managers can direct delegates through customised 'funnels', guiding them to the pages of importance and giving them a managed, controlled message at all times.
Although the UK is now officially out of recession, it is important that event managers continue to be aware of the limitations and restrictions on their events and their delegates. Utilising event management software tools will help to streamline the planning process and will also automate many of the smaller, more mundane jobs, freeing up managers to concentrate on more effective, strategic tasks.
Driving down the cost of planning and hosting events is important if the sector is to bounce back from the recession. The cost of attending has always been an issue for some delegates but even more so since the economy began to fall in 2008. Keeping costs of event planning low, and transferring this cost saving onto the delegate will help to boost the industry and its return to peak from the recession.
Event management software tools are now becoming one of the fastest areas of growth within the event sector. The reasons for this are clear; with more events being planned, event managers must utilise all tools available to create efficient, effective and successful events. Those companies not using event software will soon find themselves left behind.
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