When buying an event management software solution, what should I look for? There are many solutions on the market, but some are more comprehensive and technically advanced than others. Event managers must ensure that the investment they make is future proof; In other words, the software must be able to grow and adapt as the organization grows and the technology develops. More specifically, the particular features that make a quality event software solution include:
Integration into the back-end systems of the office
Being able to integrate the event software into the solutions used within the business already makes it a more efficient package. Business systems, such as CRM solutions, financial packages, and human resources solutions, contain data that will need to be updated with each event. Customer data in the CRM solution will need to be updated with their most recent activity, the financial system will need to process any payments, and the HR solution will need to update employee records if the event involves staff attendance. Automating this process through integration eliminates any errors and makes the upgrade process from other platforms much more efficient. Effective event software solutions will have a flexible technical architecture, allowing them to integrate with all your current and future systems.
The integration of the event software on the organization’s website means that the delegate not only gets the benefits of a family website, but the event organizers can maintain full control over the content and branding of the registration page. . Customizable booking forms should be easy to create. The reservation forms will be integrated with the back-end systems of the office, updating the registrations automatically as soon as a delegate registers for an event.
Event management software can also make it easy to organize repeatable events, storing reservation forms and other event tools as templates, ready to use over and over again.
Comprehensive email marketing tool
The event management industry is now heavily reliant on email marketing. Emails are used to:
- Promote events
- Send invitations
- Update delegates on event changes / developments
- Reach out to delegates for post-event polls
The email marketing tool that comes with the event software should be technical enough to be able to track the main KPIs. These include the number of opened emails and clicks, unopened emails, deleted emails, most popular links, etc. This level of measurement helps event managers to constantly improve their emails, helping to increase the level of response from delegates with each communication.
However, many email solutions can go one step further. The integration of the email tool with the event software means that the registration process can be streamlined even more. Prospective delegates can receive an email invitation, click on the link and be taken to a registration page where their details have already been filled in on the booking form; This allows for a two-click registration process: one click to get to the registration web page and a second click to confirm that the information is correct and register for the event. This ability dramatically increases delegate registration numbers, which is a key metric for many events in this current economic climate.
Reports and analysis
Improving the quality and attendance of events can only be achieved by measuring and analyzing each and every event held. This can be a complex and time-consuming endeavor and is often neglected as the next event is just around the corner.
Event management software makes it easy to analyze and report events. Full OLAP (online analytical processing) can automate standard report creation and should be part of all event software packages. These reports are based on the individual requirements and needs of each organization; not all organizations attach importance to the same KPIs and results. Understanding what is important and what affects the success of an individual event is key to creating proper reports.
As organizations grow and transform, it is important that event software can grow with them. OLAP reporting functionality makes it easy for event managers to create ad hoc reports and new report templates when required.
The OLAP reporting tools in the event software can also measure other event metrics such as:
- Relation between expenses and income (E: R)
- Conversion rate of sent invitations vs. delegate records
- Delegate records vs. Assistance
- Delegate quality and quantity of leads
- Sales cycle and opportunities
Other key features that event managers should look for in an event management software solution are:
- Website integration – seamlessly integrate with your existing website without the need to redesign or rebrand
- Online Registration – Fully customizable online booking form that ensures your online registration process captures the most relevant information from your delegates
- Invitation Management – Integrated, comprehensive and easy-to-use invitation management tool
- Email Marketing Tool – Powerful, integrated, and fully functional email marketing tool that enables event managers to send highly targeted email marketing campaigns to the relevant delegate audience.
- Badge Creation – Produce custom delegate badges before or during the event simply through the event management software
- Resource Management Facility – Simply manage and allocate all resources through a comprehensive calendar feature, giving you full control of all aspects of the event management process.
- Secure Online Payments: Allow your delegates to pay online securely with confidence, making automation easy.
- Integrated reporting and analysis suite – Powerful reporting and analysis suite, allowing you to quickly and easily drill down to event data in seconds.
- Survey – Integrated and automated feedback management tool