Invest wisely to get the most from your event management tools
Have you ever had too much of a good thing? Or been so overwhelmed by choices that, instead of trying something new, you just went with your old standby?
Making decisions, especially in a crowded market, takes a mental toll. In fact, it’s known as decision fatigue, and it’s one of today’s big productivity killers.
Given the recent explosion of marketing technology, event managers can relate. With an ever-growing stable of advanced tools for planning, promoting, managing, and optimizing events, and with CMOs spending 24% of their annual budgets on live events, there’s more pressure than ever to make the right investments.
While the sector’s growth — from just 150 companies in 2011 to 6,800 in 2018 — is good news for those considering marketing and event management tools, it takes knowledge to successfully navigate this booming market.
Give yourself a leg up by researching options and outlining the criteria most important to you. Here are seven details to consider when evaluating event management tools:
1. Price versus value
When exploring software pricing, it’s important to think long term. A smart investment can help you lower costs while also increasing your events’ value for attendees.
The best tools will help you streamline your lead capture process, eliminate the clunky exchange of business cards, reduce manual data entry, and equip you with actionable insights so you can make better business decisions year after year.
Every business and every event is different, so there’s no one-size-fits-all solution. Look for a platform that’s flexible, interactive, and can grow and evolve with you.
Even better, find a partner that will design a completely customized solution. With a team guiding you through initial planning and on-site execution, you can be confident you have the features and support you need.
Events are an important way of communicating with potential partners and customers. So it’s critical that every aspect — from check-in to personal interactions — impresses your audience. Consider how the tools you use will reflect upon you. What would the world’s fastest smart badge fulfillment company say to a potential customer? What would the world’s slowest say?
4. Ease of use
Are you looking for the simplicity of a holistic platform that integrates into your existing marketing ecosystem? Or do you want to collect and analyze data piecemeal? Is a live dashboard with attendee tracking, session metrics, and inventory control important to you?
As you consider your needs, remember: What may seem like a minor inconvenience on a normal day can turn into a major hassle in a hectic event environment.
When you partner with a company that isn’t afraid to innovate, it frees you to innovate, too. Be ready to ask about what matters to you: Does the platform use the latest technology? Does it provide real-time insights? Will it help you fuel marketing intelligence and drive better decision-making? And will it continue to do so in the future?
There’s no point in purchasing software that doesn’t work. Reliability is key, especially in the fast-paced world of events.
Look for industry leaders who have experience working with major events, brands, and large amounts of data. Consider what others in your field are doing, and always ask for a demo. The best partners will be excited to share their success stories with you.
Capturing data is the easy part. What you do with it is key. Look for a platform that gives you the tools to successfully analyze your event data, like lead scoring, attendee engagement scoring, and persona segmentation.
With event intelligence, you can collect actionable insights that allow you to create the most effective sales and marketing strategies and improve your event ROI.
Still have questions? Interested in learning more? We’d love to help make your next event extraordinary. Contact us today to set up a demo.