New Research Shows a Drop in Delegate Attendance Since the Recession Started – How Can Event Planners Counteract This Trend?
Article by Kate Oxton
The findings of a survey from event management software company, evocos, has revealed that 75% of event managers have seen a drop in delegate attendance to events this year. evocos carried out the research online and across a range of UK organisations and event managers.
The reason for this drop is likely to be a consequence of the general downturn in the economy. With budgets being cut across the board, and companies increasingly having to justify expenditure, attending events is one of the activities that have been deemed as a desirable activity – but not essential.
Events have long been seen as a useful marketing activity. Used to produce new business leads, foster relationships and generate brand awareness, they have always been part of successful marketing plans. However, for both delegates and event organisers, events can be a costly area. The need to generate a return on investment (ROI) from events has always been a requirement, but given the current state of the economy, this has never been more important.
For event planners, ensuring they host an event which attracts a high volume of quality delegates is one of the key metrics they are measured on. Seeing a drop in delegate attendance since the recession is not surprising, however it is damaging to the event industry and to anyone who regularly organises events.
So how can event planners counteract this decline in delegate attendance? One of the key areas of growth within the event management industry is the use of online event and delegate management software applications. These solutions provide event planners with a full end to end management tool, helping to organise everything from venue selection, delegate/event marketing, invoicing/payment and follow up surveys.
Using technology to manage the event organisation process means that events can be planned more efficiently. Integrating your event management software with your CRM package means that the process of targeting delegates becomes easier and more effective. Specific marketing messages can be sent via sophisticated event invitation management tools – targeting those delegates who are the most likely to respond. Increasing relevance of your marketing message leads to increased response from delegates, which leads to increased profits, resulting in that all important event ROI.
Making it easier for delegates to register and pay for events also helps boost the delegate attendance. A difficult or complicated registration process creates a barrier to entry, and is something that should be avoided. Event management software tools provide the option of creating a web-based registration process – using simple online forms. Online event management applications also allow event managers to tailor the form so that they obtain the information they require from the delegate; starting the lead qualification process even earlier. Event planners can also provide various payment options to the delegate, increasing the likelihood of event uptake.
Post event, measuring the success of that event and using this information to improve future events is key to improving future activities. Information on event marketing, registration process and payment all the way through to the venue, catering and other event success factors can be measured. Using this information can help event managers improve the way future events are planned. For example, being aware of the response to the marketing message given out to delegates in invitations can help improve the message and invitation copy for future events.
There are murmurs that the UK is crawling its way out of the recession. However, history has shown us that slight improvements in the economy during a recession does not always continue, and another drop is more than likely; what we are experiencing at the moment may be a blip, with hard times still upon us for the foreseeable future. One thing that is guaranteed however is that the event industry will survive. The industry is reacting to the economic climate, and at the same time is evolving as it would naturally. The uptake of technology within this sector is something that has been on the horizon for a while. Using technology and automation to improve the efficiency of events, increasing the level of control and ultimately reducing costs is something that no event planner can ignore.
There is a wide choice of event management applications on the market today. Procuring one that is right for your company and your events is vital. Good event and delegate software solutions will come with different hosting options, pricing options and should be able to fully integrate with your line of business system and CRM package – further increasing the investment you have already made in these systems.
For more information on increasing delegate attendance during a recession, please visit the evocos event management software website: http://www.evocos.co.uk. evocos is a leading provider of event management software in the UK, providing customers with an intuitive, total event & delegate management system which offers features from online registration through to event feedback management.
Kate Oxton is Marketing Manager for evocos who are a leading provider of event management software in the UK. In the past year alone evocos event & delegate management software solution has created over 7000 events, managed approximately 75,000 delegates and has taken over 50,000 online bookings. evocos event management software team ensures our customers are able to seamlessly manage their events; gaining huge cost and efficiency benefits.
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