EVENT MARKETING AND MANAGEMENT
THE DIFFERENCE BETWEEN GOOD EVENTS perience for all parties involved. Each group
of invitees should receive speciﬁc messaging
AND GREAT EVENTS IS MARKETING, AUTO-
tailored to their interests. Response rates for
MATION OF ADMINISTRATIVE TASKS AND
a one size ﬁts all invitation can be 50% less
GOOD MANAGEMENT. FOR OVER 15 YEARS
than invitations for speciﬁc groups of attend-
REGIS SOFTWARE HAS BEEN PROVIDING ees such as VIP clients, prospects, different
levels of association members etc.
TECHNOLOGIES FOR EVENT ORGANISERS,
FOR OVER 5000 EVENTS WORLDWIDE. WITH
THE EVENT WEBSITE
THIS EXPERIENCE WE THOUGHT IT WOULD
It is very important for an event website to
BE HELPFUL TO WRITE ABOUT BEST PRAC- allow attendees to register and pay for an process and the funds are automatically
TICES FOR MEETING ORGANISERS. event online. There are various website ori- deposited into the designated bank account.
ented marketing initiatives that can be used
TEXT SIMON YOUNG
to promote registration and attendance, such Automation can also apply to early discounts.
as early discounts, group rates, and promo- Then organisers do not have to handle
EFFECTIVE INVITATIONS tion codes. Without a solid online registration manual payments. All refund policies should
The ﬁrst element of a successful event is ef- solution and the capability to track these be clearly outlined in the registration process
fective promotion through email invitations, logistics, organisers often overbook a venue so attendees have the necessary informa-
automated online event registration and or undersell the space they have bought. tion up front. Further, online payments allow
additional integrated marketing efforts such attendees and organisers to track their
as direct mail, phone calls and an informative A good event website should present at- ﬁnances instantly.
event web site. Email invitations are the most tendees with an event agenda and stream-
economical event marketing method and un- line the registration process for all parties.
doubtedly drive more attendance for organis- Online registration systems can pre populate Streamline administrative tasks through auto-
ers than any other marketing medium. Post attendee data into registration forms and mation. Software systems can automate man-
event data analysis on over 3,500 events provide a simple click registration process ual functions such as creating reports and
showed organisers can achieve up to three proven to dramatically increase response data entry to enable the planner to focus on
times the standard response rate after im- rates. No one likes to ﬁll out long forms. more important tasks. Automation can yield
plementing integrated email marketing with Organisers can take segmented registration cost savings up to 92% while simultaneously
direct mail and outbound calling campaigns. a step further by presenting various registra- making event campaigns more strategic. In
addition, the Meeting Organisers Foundation
A good event website should present noted that ‘event professionals who step up
and effectively advise stake holders in this
attendees with an event agenda and streamline new context are likely to see their personal
the registration process for all parties importance to the organisation rise.’
E-MARKETING tion paths on the web sites for different The ﬁnal key to successful events is to man-
Support your event marketing efforts with types of attendees. age your success and strive for improvement
targeted and personalised emails to invitees. with data analysis. Compare logistics across
COLLECT PAYMENTS ONLINE
As stated in the EventView’05, the annual multiple events to determine trends among
event and marketing trends study conducted Logistical headaches often stem from un- your attendees. Event technology has become
by Meeting Organisers International, ‘enhanc- dertaking the task of manual event payment a fundamental tool for today’s event organiser.
ing the customer relationship’ was recognised processing. Whether you practice payments
as the most important criteria for successful onsite or prior to the event, a substantial
events by over 73% of global respondents. amount of time and energy will be invested
REGIS web based automated event management system is a
in manual fee collection. The ideal solution is leading European software solution for meeting & event
organisers to manage their events.
Customisation is a powerful tool to strength- simple: automation. Attendees can pay event
en relationships and improve the event ex- fees securely during the online registration