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www.cvent.comWeb-Based Business Solutions
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Overall Goals
In other words, improving the return on your event investment
Streamlining expenses
Learning from events to improve future events (iterative process)
Increasing registration or ticket sales
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Return on Event
• ROE - Return on Event | The ratio of money gained or lost by investing in an event, relative to the amount of money invested in the production of an event.
What does Return on Event mean?
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In business for the past 11 years
Largest event management software company in the US
600+ Employees
200,000 events planned per year using Cvent
35,000 meeting planner users
About Cvent
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Agenda
Promoting Your Event
Measuring Your Event’s Success
Enhancing Your Event
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Problem: Too Much Work & Not Enough RSVPs“Just getting people to register is a full-time job – even for mandatory internal meetings.”
Registrants phone, fax, mail and email in their registrations
Hours upon hours of data entry
Invitees throw away print collateral
Broadcasting an impersonal email campaign to everyone yields low results
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Build an Online Presence for Your Event
Information at Attendees’ fingertips
Add key content: Agenda
Dates and times
Travel information
Attendee list
Sponsor information
Speaker bios
Images, video, and flash content
Anything else you choose
Share with social media sites
Appear in search results for relevant topics
Link to online registration process
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Promote Your Event on Social Media
Facebook and LinkedIn both allow users to promote events
Use Facebook for events that are social in nature
Use LinkedIn for business events
Use both when appropriate
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Spread the News About Your Event
Tweet updates and news
Create a blog for the event
Discuss the event with those who reply or leave comments
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Deliver Professional Email Invitations
Customize the “From” name inyour emails
Use your own design, branding, fonts, images, and colors
Personalize the body of the email with information from your contact database
Make registration easy!
Provide all key information
Include registration buttons
Add sponsor logos
Increase Email Delivery Rate
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Customers Staff Sponsors
Manage Contacts & Segment Messaging
MS Excel MS Access
Import
From: Amanda Katz, VP Sales
From: James Galford, CEO
From: Susan Walker, VP Marketing
Contact Database
Integrate
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Contact Database
Grow your database by 40% annually
Customize the Registration Form
or
Pre-populate contact information to minimize drop-offs and incomplete responses
Newmaker, Adam
Mr.
Executive VP
ABC Corp
200 Water Way
Ste 503
Washington, D.C.
Ask custom questions
Allow registrants to add guests and colleagues
Viral Marketing: Allow attendees to forward the invitation along to others
Customize branding, colors and fonts
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Guest (associate)Registrant (executive)
Allow Registrants to Choose Sessions
Provide registration forms with multi-day, multi-track, multi-session registration
Use waitlists to prevent overflow
Ask additional questions based on session selection
Register guests (bulk registration)
Show different registration paths for different groups
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Invitee Experience
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Agenda
Promoting Your Event
Measuring Your Event’s Success
Enhancing Your Event
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Tailor Your Event to the Attendees
Their reasons for attending the event
What they want to get out of the event
Food & Beverage options
Speaker topics
Session topics and scheduling
Choice of venue
Conduct event surveys to gauge attendee expectations and wants
Ask registrants about:
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Use the information to improve your next event
Monetize the No’s
Inconvenient location
Choice of venue
Topic of the event
Schedule conflicts
When an invitee declines, or when a registrant cancels,use regret surveys to find out why:
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Webcast your Event
Provide a web-based option for those who cannot attend in person
Use Web-ex, GoToMeeting, or another provider to deliver presentation slides, audio, polling, and chat via the web
Give registrants the option to choose the live event or web-based version when signing up
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Extend the Life of Your Event with Video
Months or even years after your event, you can continue to benefit from recorded video
Hire videographers when a high level of professionalism is required
Do it yourself when the budget is low
Post to YouTube, Vimeo, and other online video hosting sites
Embed the file on your website
Use the video to promote future events: link to it in emails and on event websites
Use the video internally for training purposes
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Agenda
Promoting Your Event
Measuring Your Event’s Success
Enhancing Your Event
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Track Your Emails
Four key metrics for email marketing your events Delivery rate: How many of the emails you sent were actually delivered?
• Reveals the quality of your address book
Open rate: How many of the emails you sent were opened?
• Indicates effectiveness of your subject line and sender
Visit rate: Out of the emails you sent, how many resultedin a visit to the target website?
• Shows effectiveness of the message and call to action
Click tracking: Which links within the emailreceived the most clicks?
• Compares different calls to action – for example, a link within the email text vs. a button
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Track Inbound Visits
Use tracking codes to learn how visitors find your website
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Learn From Your Attendees
After the event, survey attendees to learn what could be improved at your next event
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