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