David Chalmers, Marketing Director for Europe at event management software provider Cvent on how technology has revitalised the events industry.
Fifteen years ago, organising events was a labour-intensive
affair. As a senior marketing manager at
Cisco, I remember only too clearly registrations coming in by fax, long nights
manually checking registration lists and printing and stuffing badges. I also remember the pressure of trying to
meet the board’s demands for reports immediately after an event, involving
frantic cross-checking of lists and spreadsheets.
Today, technology has transformed the events industry beyond
recognition. We now take for granted the
ability to register delegates online or for exhibitors to scan badges, and accept
as normal the ability to send out personalised communications to our target
audience and establish online relationships with participants before, during
and after an event.
Yet still the changes in technology are continuing at
breakneck speed, which is what makes this such an incredibly exciting sector. Mobile technology, for example, means that
people can register easily and quickly from their smartphone while speakers,
exhibitors and delegates can engage with one another via a range of
applications and connect with their social networks with just one click.
The result of so many applications is to provide a wealth of
data that is of enormous value.
Organisers can find out – instantly – who came, who didn’t come, and
why. We know what people enjoyed, what they talked about and which parts of the
event need to be revised, and can measure ROI more easily.
Any comments? Email: Paul Colston