The Secrets of Successful Event Marketing and Management
The difference between good events and great events is tight execution on marketing,
automation of administrative tasks, and good management of the events. Over seven
years of event consulting, our staff has discovered effective best practices after assisting
over 5,000 planners launch and manage their events. Specifically through these 75,000
event experiences, my staff of event consultants has revealed the ten best secrets for
event and meeting planners to fill the room, not overbook, and manage events efficiently.
Secret Number 1 – Effective and Economical Invitations
The first element of a successful event is effective promotion through email invitations,
automated online event registration and additional integrated marketing efforts such as
direct mail, outbound phone calls and an
informative event web site. Email invitations are
the most economical event marketing method and
undoubtedly drive more attendance for planners
than any other marketing medium. Email
invitations should have a professional, branded
appearance, with eye-catching graphics, an
effective subject line and relevant content. Properly
bundling emailed event invitations with an online
event registration and payment-processing system
will dramatically increase attendance numbers,
reduce manual data entry and simplify attendee
tracking tasks. Post event data analysis on over
75,000 events shows that planners can achieve up
to three times the standard response rate after
implementing integrated email marketing with direct
mail and outbound calling campaigns.
Secret Number 2 – Custom Communications Reach the Response
The second secret key to successful events is to support your event marketing efforts with
targeted and personalized emails to invitees. As stated in EventView’05, the annual event
and marketing trends study conducted by Meeting Planners International, “enhancing the
customer relationship” was recognized as the most important criteria for successful events
by over 73% of global respondents. Customization is a powerful tool to strengthen
relationships and improve the event experience for all stakeholders. Each group of invitees
should receive specific messaging tailored to their interests. Response rates for a one
size fits all invitation can be 50% less than invitations for specific groups of attendees such
as VIP clients, prospects, different levels of association members etc. Furthermore, it is
essential to send invitations that are personalized. “To Whom It May Concern” and “Dear
Client” should be replaced with key fields like first name, title and company that are mail
merged into the invitation. The mail merge will make the invitation seem less like a
blanket invite and more like a personal offer. Our research has shown that targeted
messaging and personalizing emails can be the difference between a successful event
and an event that is cancelled for lack of response. Email is the premier medium for
targeted and personalized invitations. Personalization and targeted messaging are
examples of fundamental marketing practices that can make or break an event.
Secret Number 3 – Comprehensive Campaign Management
The third secret of great events is effective campaign management. Meeting Planners
International members across the globe have touted event marketing as a leading
component for their organizations overall marketing plan. Planners need to track the
number and status of their invitations to successfully monitor the campaign launch and
projected success. Invitation open rates and the number of undelivered invitations or
“bounce rates” offer valuable insight for campaign effectiveness. Email invitations provide
the sole solution to properly
oversee campaigns and
real time invitation status,
because only emails allow
visibility for these important
response rates with real
time analysis. Planners can
instantly take action with
additional marketing
campaigns to boost
response. The status of
invitations from a mailing list
could have a high
undeliverable rate. It is
much better to know the status of your invitations sooner rather than later in order to reach
your projected response. A good event marketing tool not only helps planners manage
their event promotion campaigns but also helps track response rates with real time
reporting, recognizes and notifies you of bad contact data and provides the ability to
cleanse the bounced emails from your address book.
Secret Number 4 – Leverage the Event Web Site
Creating a compelling event web site is the fourth key to successful event marketing. It is
critical for an event web site to allow attendees to register and pay for an event online (if
fees apply). There are various website oriented marketing initiatives that can be used to
promote registration and attendance, such as early bird discounts, group rates, and
promotion codes. Offering online event registration via the event web site is key because
it allows planners to measure if they will have
the right amount of space, food, seats, and
materials at the event. Without a solid online
registration solution and the capability to
track these metrics, planners often overbook
a venue or undersell the space they have
bought. A quality event web site should
present attendees with an event agenda and
streamline the registration process for all
parties. Online registration systems can offer
much more than simple web forms that
collect data through email or Excel. These
systems can pre populate attendee data into
registration forms and provide a simple three
click registration process proven to
dramatically increase response rates. No one
likes to fill out long forms. Planners can utilize system features to allow attendees to
register only for the event sessions they find relevant. In addition, planners can take
segmented registration a step further by presenting various registration paths on the web
sites for different types of attendees. For example, VIP attendees would be invited to
participate in an exclusive networking outing while others would only see the educational
sessions during the registration process.
Secret Number 5 – Qualify Event Attendees, Set Expectations
The fifth key to planning successful events is to gather as much information about
registrant’s expectations and needs for the event as possible, by qualifying attendees
through pre-event surveying. It is important to understand the event objectives and
determine from your attendees how these goals can best be achieved. It is also crucial to
discover why an invitee has decided not to be an event attendee. We call that “monetizing
the “no.” Planners need to understand the reasons affecting event attendance, such as
scheduling conflicts, lack of interest in the education topics or location issues. Effective
“regret surveying” could change future event strategy and prevent future revenue
generators from slipping through the cracks. More importantly, assessing attendee
expectations provides customized information necessary to execute a top quality event.
Planners can ask attendees key questions about their organization, what topics they would
like the keynote speaker to discuss, what they would like to gain from the event, what food
allergies they have, etc. Customization in every facet of event planning is a proven secret
to attendee satisfaction and overall success.
Secret Number 6 – Collect Payments Online
Logistical headaches often stem from undertaking the task of manual event payment
processing. Whether you practice payments onsite or prior to the event, a substantial
amount of time and energy will be invested in manual fee collection. The ideal solution is
simple: automation. Attendees can pay event fees securely during the online registration
process and the funds are automatically deposited into the designated bank account.
Automation can also apply to early bird discounts, staggered refunds, or any other rules of
timed payment, where the rules for payments and refunds are established by planners
ahead of time. Then planners do not have to handle credit cards, verify payment receipts,
manually enter attendee information or deal with sensitive issues like unavailable funds.
All refund policies should be clearly outlined in the registration process so attendees have
the necessary information up front. Further, online payments allow attendees and
planners to track their finances instantly. A smooth payment and refund process is
essential for a successful event.
Secret Number 7 – Embrace Technology
The seventh key to event success is streamlining administrative tasks through automation.
Data entry, stuffing envelops, manual payment processing, creating reports manually,
completing telephone registrations, telephone surveying and other tasks consume a
tremendous amount of time and resources. Software systems can automate all of these
tedious functions, enabling the planner to execute more events, improve the quality of
events, focus on higher-level responsibilities, make more informed decisions and leave the
office at a reasonable time every day. Automation can yield cost savings up to ninety two
percent while simultaneously making event campaigns more strategic. In addition, the
Meeting Planners Foundation noted that “event professionals who step up and effectively
advise stake holders in this new context are likely to see their personal importance to the
organization rise.” In today’s fast paced business environment, it is time for event planners
to embrace 21st century technology tools and use them to their full advantage.
Secret Number 8 – Manage the Details
The eighth key to successful events is to expertly manage event logistics. The planner’s
organization and attention to detail will speak volumes about the quality of the event.
Planners should begin by storing all event information and data in one place. If people are
with ample transportation options, reserve room
blocks for your group to ensure the best rates
available, provide detailed driving directions and
parking instructions. Event details can be provided in
event confirmation letters, which are best sent via
email. Store travel and housing related information
an event management system to track attend
arrivals and departures, arrange modes of
transportation, assess additional needs in real time,
manage hotel room blocks, communicate with
hoteliers and transportation vendors and provide
complete event agendas and itineraries for every
event attendee. An all encompassing travel
agenda management plan will ensure your event stays on budget and the customized
treatment will leave a fantastic impression on all stakeholders.
traveling to your event, provide them
in
ee
and
Secret Number 9 – Optimize Every Opportunity
The ninth key to successful events is thorough post event follow up. Over 73% of Meeting
Planners International members touted post-event follow- up as the most integral tactic to
heighten event success, according to the EventView2005 trend study. Issue attendees a
post event survey to evaluate the performance of each event. Use this data to improve
both attendance and the overall experience for attendees at your next event. Attendees
will take notice that their needs have been met and their opinions were put into action.
Continue the relationship and keep in contact with attendees with valuable
communications such as opt in email newsletters. Attention to detail and prompt follow up
will encourage loyalty to your brand, organization and events.
Secret Number 10 – Get Clear Insight, Get Clear Results
The final key to successful events is to manage your success and strive for improvement
with data analysis. Compare metrics across multiple events to determine trends among
your attendees. Cross event reporting can highlight the areas of
improvement. For example, planners could evaluate metrics and
determine that a breakfast event draws more of the target
audience than a lunchtime affair. However, this conclusion could
change over time. Be sure to monitor marketing campaign trends
over the long term. It is critical to measure and analyze metrics
like attendance, attrition rates, payments, cancellations, refunds,
and return on investment for continued success with your events.
Event technology has become a fundamental tool for today’s
event planner. There are many event technology solutions to automate and streamline
your event planning process. In order for events to perform up to and surpass
expectations, the right event marketing and management software is critical.
About Cvent
Cvent’s web based automated event marketing
and management system is the industry
standard software solution for meeting & event
planners to market and manage their events.
Cvent executives speak or exhibit at nearly
every major meeting and event related trade
show.
About the Author
Eric Eden is the Director of Marketing for Cvent
and oversees a team that helps plan 75,000
events per year. For questions about Cvent’s
automated event technology solutions or
questions about this article contact him at
eeden@cvent.com 703-226-3558 or visit
http://www.cvent.com
Secret Number 1 – Effective and Economical Invitations
Secret Number 2 – Custom Communications Reach the Response
Secret Number 3 – Comprehensive Campaign Management
Secret Number 4 – Leverage the Event Web Site
Secret Number 5 – Qualify Event Attendees, Set Expectations
Secret Number 6 – Collect Payments Online
Secret Number 7 – Embrace Technology
Secret Number 9 – Optimize Every Opportunity
Secret Number 10 – Get Clear Insight, Get Clear Results
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