Corporate Training Magazine

Managing Events Online
Vol 2 Issue 2- Mar 2006

By Nikki Hallensworth

With the increasing complexity of the event planning process, many companies are turning to technology to simplify and streamline the process.

"An online registration system can save significant human and financial resources," avowed Molly Macdonald of Exware Solutions. "The online system saves time, as information being submitted electronically can be automatically imported into the event database. It also allows registrants to login to the system to update their registration details and view event information."

But online management spans well beyond the registration and data entry process. Extending online solutions to other areas of the pre-event phase helps to automate the event creation process from defining goals to automating the solicitation of vendor RFPs. Most importantly is the system's ability to improve audience acquisition by automating the invitation and response process using tools such as email marketing. These electronic campaigns offer cost savings up to 90% over traditional methods and can be personalized with automatic reminders to reduce the number of 'no-shows'.

Macdonald explained that using email notification or 'e-vites' allows for the transfer of far more information than paper-based brochures or mailers. This electronic invitation can include event details, meeting agendas and incorporate interactive tools all at the click of a mouse. The email system can track who received a notification, who visited the site and who registered, allowing the event manager to better gather data on user habits. This allows the hosts to refine their mailing lists and better target their audience. An added benefit of this immediate interest generated by the e-vite is that it provides the ability to hyperlink people directly to the event website for further information and to register.

After delegates have registered, the online system provides them with an access portal to event information. This is especially valuable for conferences and other large events where attendees have their choice of numerous sessions. Registrants have instant access to select seminar topics and can make an informed decision ahead of time. They also have access to information on session topic changes and can reduce event-day confusion and delays by adjusting their selections before they arrive.

On the organizer's side, access to real-time information allows the event managers to make timely decisions. Not only do they have the ability to send out automatic pay- ment or event reminders, they can track and analyze delegate registrations to see which events or activities are most popular

Macdonald added, "Online surveys offer the added benefit of providing valuable customer feedback. Surveys can be conducted through- out the entire event process. Real-time financial conciliation and comprehensive reporting capabilities also allow for accelerated generation of event documentation for post-event analysis. Information is available immediately as opposed to the weeks it can take using traditional methods."