In the fast-paced world of event planning, an effective event marketing solution is essential to drive attendance, manage outreach, track engagement, and measure ROI. But with the range of tools available on the market, selecting the right event marketing solution can be a daunting task. In this guide, we’ll walk you through three key factors to consider when choosing an event marketing platform and explore some tips to ensure you pick the one best suited to your needs.
1. Assess Your Event Goals and Marketing Needs
The first step in selecting an event marketing solution is understanding your specific goals and the marketing needs of your event. Different events have varying requirements, and an ideal platform should align with your objectives. Whether you’re aiming to increase brand awareness, drive ticket sales, enhance attendee engagement, or build a long-term community, defining your goals will help you choose a solution that meets these demands.
Questions to Guide Your Selection:
What are the main goals for this event?
Are you focused on lead generation, engagement, ticket sales, brand exposure, or a combination of these?
How large is the event?
Some solutions cater to smaller, more intimate events, while others are built to manage large-scale conferences and expos.
What marketing channels will be used?
Think about the platforms and channels you’ll be leveraging. If your primary focus is on social media, some solutions provide robust social sharing features, while others might be more email-focused.
Example Event Goals and Suggested Features:
- For Lead Generation Events: Look for solutions with lead capture tools, customizable landing pages, and analytics that help track conversions.
- For Large-Scale Conferences: Prioritize platforms with robust ticketing, registration management, and engagement tracking.
- For Engagement-Centric Events: Features like in-app chat, personalized agendas, live polling, and Q&A are valuable for enhancing attendee participation.
Case Example: Goal-Driven Solution Selection
For instance, if you’re hosting an industry conference focused on networking, you’ll want a solution that includes tools for attendee matchmaking, real-time networking features, and robust reporting on engagement metrics. On the other hand, if your event is a product launch, focus on platforms with tools for media outreach, tracking brand exposure, and detailed analytics on reach and impressions.
2. Evaluate Features and Integrations for a Seamless Workflow
Once you have a clear understanding of your goals, it’s time to examine the features offered by various event marketing solutions. Not all solutions are created equal—some excel at social media marketing, others at registration and ticketing, and some at post-event follow-up. Evaluating these features based on your requirements will help narrow down the choices.
Key Features to Consider:
Customizable Registration and Ticketing Options:
A user-friendly, customizable registration platform with tiered ticketing options can simplify the registration process for your attendees. Look for solutions that allow for branded registration pages, discount codes, and the option to create VIP or group ticket types.
Marketing Automation Tools:
Automated email campaigns, retargeting ads, and reminders can save time and boost engagement. Consider platforms with a robust email marketing suite, customizable workflows, and options for segmenting audiences.
Social Media Integration:
For events targeting a broad audience, social media is essential. Solutions that integrate seamlessly with social media platforms make it easier to promote the event, track engagement, and manage ads.
Importance of Integrations
Integrations are essential for a streamlined event marketing process. An event marketing solution that integrates well with your existing software stack—such as email marketing tools, CRMs, and analytics platforms—will save time and reduce the risk of errors. Ensure that the platform you choose can integrate with your team’s current tools and has the flexibility to expand as your event grows.
Case Example: Feature and Integration Focus
Imagine an event organizer planning a hybrid conference with both in-person and virtual attendees. They would need a solution that includes hybrid-friendly features like live streaming, virtual networking, and on-demand access to content. Additionally, integration with a CRM for managing leads and an email platform for personalized follow-ups would ensure a smooth workflow from pre-event marketing to post-event analysis.
3. Consider User Experience and Support for a Smooth Setup and Execution
User experience (UX) is crucial when selecting an event marketing platform, as it affects not only your experience but also that of your attendees. An intuitive interface, responsive customer support, and thorough training resources are essential for making the most of your event marketing solution.
Evaluating User Experience:
Ease of Use and Navigation:
The platform should be easy to navigate for both organizers and attendees. Check if the solution has a clean, intuitive dashboard for managing events, as well as a mobile-friendly interface for on-the-go access.
Customization Options:
Look for platforms that allow you to customize event pages, emails, and attendee journeys. Branding is essential in event marketing, so ensure that the solution you choose offers enough customization options.
Attendee-Focused UX:
Test the platform’s registration flow, mobile app, and networking features to ensure they provide a seamless experience for attendees. The better the attendee experience, the more likely they are to engage and participate.
Assessing Customer Support and Training Resources:
- Customer Support Availability: Choose a solution with reliable customer support, ideally available 24/7 during your event. Some providers offer dedicated account managers, which can be incredibly helpful for complex events.
- Training and Onboarding: Comprehensive training resources, including webinars, tutorials, and guides, can help your team become proficient with the platform quickly. Check if the provider offers onboarding services or live demos.
- Community and Knowledge Base: Many platforms offer online communities or forums where users can connect, share tips, and troubleshoot issues. A robust knowledge base with FAQs and troubleshooting articles can be a valuable resource.
Case Example: UX and Support Focus
For an organizer planning a complex multi-day conference, the UX and customer support experience can be make-or-break. If the platform has an intuitive layout, it will save time during setup, and if customer support is readily available, issues can be addressed quickly. A thorough knowledge base would enable the team to troubleshoot minor problems, and comprehensive onboarding could help new team members get up to speed quickly.
Additional Tips for Selecting the Right Event Marketing Solution
Request Demos and Trials
Most event marketing solutions offer free demos or trial periods. Take advantage of this opportunity to test each platform’s features, evaluate ease of use, and get a feel for the customer support offered. During the demo, involve your team members who will be using the platform and gather their feedback.
Consider Scalability
Think about your long-term needs. If your events are growing in size or frequency, select a platform that can scale with your business. Scalable options may offer tiered pricing or modular features that can be added as needed.
Budgeting for ROI
Event marketing platforms vary widely in price, with options ranging from budget-friendly solutions for small events to comprehensive platforms for large conferences. Consider not only your current budget but also the ROI potential of the platform. If it increases attendance, streamlines workflows, or provides valuable attendee insights, the investment can pay off over time.
Read Reviews and Get Recommendations
Research customer reviews on platforms like G2, Capterra, or Trustpilot. Reviews can give you insights into other users’ experiences, and talking to other event organizers in your network can provide real-world perspectives on the platform’s strengths and weaknesses.
Conclusion
Choosing the right event marketing solution is a pivotal decision that can impact every stage of your event, from promotion to post-event follow-up. By defining your goals, evaluating key features and integrations, and focusing on user experience and support, you can select a solution that not only meets your immediate needs but also supports your long-term event strategy. Take your time to research options, test platforms through demos, and involve your team in the selection process to ensure you pick the best solution for your unique event requirements. With the right platform, your event marketing efforts will be more organized, efficient, and ultimately more successful.
