Best Event Marketing Software

As an event organizer, you likely want to handle all aspects of the event with minimal effort while still providing the best experience for attendees and leveraging the event planning process.

To achieve this, it’s important to keep up with the technological trends, which is feasible for small businesses and famous brands. With event marketing software, you can handle the most common challenges in event marketing and take your events to a new level.    

What Is Event Marketing Software?

Event Management Software is software designed to assist event organizers in planning, managing, and analyzing their events. It usually comes as a single platform for managing marketing events, such as conferences, trade shows, webinars, product launches, and workshops.

This software typically offers a range of tools and features that assist with various aspects of event planning and promotion, such as event registration, ticketing, attendee management, event promotion, email marketing, data analytics, and reporting. Overall, event marketing software aims to enhance the efficiency and effectiveness of event marketing efforts, helping businesses achieve their event goals and drive successful outcomes.

Steps for Effective Event Marketing Software

Before taking the leap of faith and going with a particular event management software, consider the event management tasks you need to handle. Event marketing is a complex strategy embracing manifold activities, so here is what you should not overlook.

1. Set clear objectives

   Start by determining your specific event needs. Identify the essential characteristics like event scale, category, complexity, and your team’s workflow. Determine the key features you need as an event marketer to successfully plan and execute your events, such as registration management, attendee engagement, marketing tools, or on-site event support. 

   Understanding your requirements will help you narrow down your options from the existing ones on the market or probably turn to a vendor for one powerful software solution tailored for you.

2. Choose the right event type

   Analyze which event format suits you best, depending on how attendees will participate. Will it be an online, offline, or hybrid event?

   Ensure a seamless experience for remote audiences in virtual or hybrid events. Whether it be a conference, networking event, or workshop, choose one that effectively aligns with your specific goals and supports your business objectives.

3. Landing page creation

   You probably need a landing page to consolidate all information on your event or all your events in one place. Most event technology allows built-in templates to showcase key event highlights and further easy customization with branding elements, compelling visuals, and persuasive content on landing pages. Consider integrating your landing page with registration forms for seamless registration and lead capture.

4. Targeted email campaigns

   Integrate email campaigns into the users’ journey for better audience engagement and coverage. Firstly, clearly define your target audience using segmentation and create personalized email content to tap into their interests and needs.

   Integrate email marketing software automation tools within your event management platform to schedule and send emails at optimal times. Thirdly, identify the performance metrics you will monitor and analyze, and be ready to optimize the campaigns based on the gathered data.

5. Seamless Registration and Ticketing

   As an event marketing manager, you wish for a smooth registration and ticketing process. To achieve this, set up user-friendly registration forms as an online registration solution. Establish a secure online ticketing system with payment gateways and sell tickets for different attendee requirements (early bird discounts, VIP passes, or group discounts). 

   Finally, implement on-site check-in solutions, such as scanning QR codes or self-check-in kiosks.

6. Collect Feedback

   To gather participants’ opinions on their event experience, you can use features like post-event surveys and feedback forms that automatically compile the responses into a centralized database.

   You may also ask the attendees to rate different aspects of the event, such as the venue, speakers, or overall satisfaction. Moreover, you can gather real-time feedback features through interactive polls, live chat features, or social media channels.

7. Post-Event Follow-Up

   Analyzing results after the event can contribute to its performance and help to build and nurture strong connections with your attendees. Use the software to send personalized thank-you emails to attendees, including surveys or feedback forms, to gather valuable insights.

   Segment your attendee list by different criteria, such as demographics or interests, to make communications easier and more targeted.

Reasons to Use Event Marketing Software

Investing in digital tools for running events sounds feasible in the current competitive landscape but may seem unsuitable for your business or brand. Here is an overview of the most popular and not-so-obvious purposes for using event marketing tools that could help you arrive at a decision.

1. Event promotion

   Event marketing platforms empower event organizers to create buzz and attract attendees. With software, designing visually attractive event websites or landing pages, personalizing registration forms, automating email marketing workflows, and employing marketing automation to nurture leads and drive event attendance is possible.

2. Increase conversion

   Through lead capture and tracking features, you can identify and qualify potential customers, ensuring you focus on the most promising leads. 

   Through scheduled automated follow-up communications, event organizers can nurture leads and guide them through the sales funnel. By analyzing event performance metrics provided by the software, you can identify areas for improvement and increase conversions at future events.

3. Insights of an event

   With live analytics and reporting features, event planners can assess the effectiveness of their marketing strategies and track attendee participation and satisfaction in real-time. Moreover, based on analyzed event data from custom reports, they can make data-driven decisions to improve each next event. This results in better planning targeted marketing efforts, and enhanced attendee experiences.

4. Streamlined Check-In and On-Site Management

   Participants can effortlessly check in by scanning their tickets or QR codes, minimizing delays and enhancing the overall event experience. Self-check-in kiosks and mobile applications reduce administrative work and guarantee attendees a smooth and professional check-in process.

What are the Benefits of Event Marketing Software?

With event marketing tools, organizations and individuals can navigate obstacles in the entire event management cycle and gain many benefits. Here are the benefits that such software can offer.

1. Streamlined Planning & Workflow

   A cutting-edge event marketing platform may become a collaboration tool for the entire team, helping streamline multiple workflows in the event lifecycle.

   Using a reliable event management platform, you can bring all aspects of an event into a single interface and streamline all the processes both from the team’s side and the side of the attendees. This eliminates juggling multiple tools, simplifies organization, and reduces the risk of mistakes or problems.

2. Targeted Promotion

   With event management software, organizers can expand their targeted promotion significantly. By segmenting the audience based on their preferences and behavior, one can customize communication through email marketing campaigns, notifications, and follow-ups, track performance within customer groups, analyze it, manage budgets effectively, and increase audience engagement and conversions.

3. Boost Branding Opportunities

   Event marketing tools allow seamless customization and branding throughout event materials, like registration and follow-up forms, apps and websites, and personalized event agendas.

   With an event marketing platform, one can tap into the brand's perception and measure its impact with real-time attendee engagement, personalized interactions, post-event surveys, and feedback collection.

4. ROI Measurement & Tracking

   With event management software, organizers can analyze data on the event costs, attendee registrations, sales funnel, and overall event performance.

   The software offers tools to monitor essential metrics, like revenue generated, cost per lead, and overall return on investment. With this information, event organizers can assess the events’ effectiveness, make data-based decisions for future event planning, and highlight the events’ value to stakeholders.

5. Rich customer data collection

   During the event, event marketing tools help to get valuable data and insights to optimize the user journey and event experience.

   After the event, organizers can do various marketing activities, for instance, automated post-event follow-up, such as surveys and feedback collection. These activities are a source of valuable insights and help to measure attendee satisfaction. Post-event updates and email features help nurture the audience and maintain their engagement.

6. Lead Generation

   Event management software can streamline the lead generation process to a great extent with multiple features. The basic ones are customized registration forms that help to capture attendee data, lead scoring, integration with CRM systems, post-event follow-ups through automated emails or messages, analytics, and reporting. 

   These help identify valuable leads, prioritize prospects based on specific criteria, seamlessly transfer lead data for effective management and nurturing, attendee behavior and preferences and refine lead generation strategies.

Features of the Best Event Marketing Software

Investing in event software with comprehensive tools will give you a free hand as an organizer. Therefore, look for that perfect advanced functionality you will most likely implement.

1. Event registration and ticketing

   Event marketing tools allow organizers to create and manage online registration pages. Attendees can easily sign up for the event and purchase tickets. Compared to manual registration methods, software can automate these processes, saving time and reducing errors. 

   Organizers can also view attendee information, track ticket sales, and send personalized event updates and reminders.

2. Marketing Automation

   Streamlining your marketing processes on one event management platform works as a feasible solution. This may include automated email marketing campaigns, personalized communication, and timely follow-ups based on attendee behavior and preferences. Event management software enables automated social media promotion and integration with CRM systems for seamless data syncing.

3. Audience Segmentation

   With event marketing tools, organizers can get more targeted and meaningful communication with the attendees. The software allows you to easily create and manage segments based on your attendees’ demographics, interests, or behavior and then send tailored content (personalized messaging, emails, etc.) specific to their needs. Moreover, the segmentation process can be automated, saving time and effort.

4. Social Media Integration

   Event marketing tools enable integration with popular social media channels like Facebook, Instagram, Twitter, or LinkedIn. Multiple features available within the software can save you time and effort. 

   Here is a short list of what you can leverage: schedule and publish social media posts or updates directly from the platform, track social media engagement, monitor mentions and analyze the impact of your social media campaigns, incorporate social sharing buttons or widgets into your event registration pages or emails, making it easy for attendees to share information about your event with their networks.

   The power of social media backed by technology can help you expand your reach, increase event visibility, and enhance attendee engagement.

5. Speaker and Agenda Management

   One of the organizers’ intentions is to make the event run smoothly. Speaker and agenda management can mitigate possible pitfalls as you create and update the detailed event agenda with session times, locations, and descriptions.

   You can input essential details about each speaker in their profiles, such as their bio, photo, and presentation topics. ?oordinating with speakers can happen via automated reminders and collecting presentation materials.

6. Event Promotion Widgets

   By embedding event marketing widgets on external websites, blogs, and other online platforms, you can amplify the visibility of your event, attract more attendees, and drive more engagement. 

   Typically, these widgets are customizable — you can showcase key event information, such as dates, locations, and event details, and choose from various formats, such as countdown timers, registration forms, or event calendars. The software also provides tracking and analytics, which means you can measure the effectiveness of widgets and audience reach on various platforms.

How to Select the Right Event Marketing Platform?

The market for event management and event marketing tools is quite saturated. Therefore, considering features that can level up your event tech stack is crucial.

1. User-Friendly Interface

   Whether it’s you, your attendees, or your customers, everyone needs a platform that is easy to navigate and comprehend. It will save time and ensure an easy learning process for everyone. Do not make your users rely on technical support whenever they visit your website or registration page. 

   Seek out software that offers an intuitive interface and simple navigation with clear and organized menus, icons, and tools that make it easy to access and utilize different features and functionalities.

2. Scalability

   As your events expand and evolve, selecting software that can adapt accordingly is crucial. Take into account the scalability and flexibility of the event management software. Can it handle events of varying sizes and complexities? 

   Does it provide customization choices to match your brand? Seek out software that can grow with your organization, accommodating modifications and providing the essential features and assistance as your events progress.

3. Pricing Structure

   Pricing is one of the pivotal factors in deciding what event management software you choose. Search for clear pricing models and assess the functionality at different price levels. Yet do not base your decision on price alone. Consider the value the software can generate by streamlining your processes, reducing manual tasks, and enhancing engagement and what potential return on investment (ROI) it can generate.

4. Event Types and Features

   When selecting event management software, it is important to consider the specific event types and features that align with your needs.

   If you primarily organize online events, look for software that offers robust live streaming capabilities, interactive engagement tools (chat, polls, Q&A sessions, webinar platform), and attendee networking options within a virtual platform. For offline events, choose software that focuses on features such as registration management, ticketing, attendee communication, session scheduling, and exhibitor management.

   If you host a mix of virtual and in-person activities, look for a platform that can handle event registration and ticketing for both formats, offers live streaming and interactive features for virtual attendees and provides tools for managing on-site elements like check-in or exhibitors. 

   For larger events with multiple sessions and exhibitors, like conferences and trade shows, you’ll need features like floor plan management, booth management, and attendee networking.

5. Customization and Branding

   Organizing the event is only one part — the show's second part is creating a recognizable event that reinforces and aligns with your organization’s branding. Consider event marketing tools that enable you to customize logos, color schemes, and fonts. It can also allow for the customization of registration forms, ticket designs, email templates, and other communication materials.

Potential Issues with Event Marketing Platforms

Even cutting-edge software can be limited in its functionality, or you might face challenges in its implementation. Be aware of possible roadblocks before you settle on a particular tool.

1. Cost

   Carefully review the prices and terms to avoid unexpected expenses not clearly communicated upfront. Hidden or additional charges may arise for certain features, integrations, or support services. Depending on additional functionality or customization expenses, you might also face tiered pricing, especially if you need extensive modifications or personalized features.

2. Technical Issues

   Technical issues can arise with event management software due to various factors. The software may experience slow performance. This may happen due to temporary outages or disruptions to the software’s servers, making the software inaccessible, or like slow loading times and delays in response due to heavy traffic or inadequate server capacity.

   Certain software functionalities may not work properly on specific operating systems, browsers, or device types, causing user compatibility issues. If the software needs to integrate with other tools or platforms, there may be difficulties in establishing and maintaining smooth integration. This may lead to data synchronization issues or functionality breakdowns.

   In rare cases, technical issues may result in data loss or corruption, affecting crucial event information, attendee registrations, or financial records. Event management software may be vulnerable to security breaches, such as hacking attempts or data breaches, which can compromise the confidentiality and integrity of attendee data or financial information.

3. Dependency on Third Parties

   When using event marketing tools, it is important to consider which third parties you rely on for certain features or services.  Other things like performance, compatibility, data, and privacy can be affected.

   If the other company has technical issues, it may prevent organizers from accessing certain features. Low performance, like slow response times or insufficient server capacity, may cause the software to load slowly or have delays. If the third-party services are incompatible with the user’s operating system, browser, or device, the user may experience functionality problems or limitations.

   Lastly, If the event marketing management software doesn’t have timely and effective support or maintenance, it may cause breaches in the usability and functionality of the software. If the third-party provider can access sensitive data and doesn’t have strong security measures, there may be a risk of data breaches or unauthorized access.

4. Limited Offline Functionality

   Limited offline functionality can have an effect on the usage of event marketing tools. Without an internet connection, users may be unable to access certain features or perform specific tasks. Users may lack real-time updates or data synchronization with the online platform. This can lead to inconsistencies in data across different devices or delays in accessing important information.

   Due to poor or no internet connectivity on the spot, users may not be able to perform crucial event-related tasks, such as checking in or collecting data, which can impact the smooth running of the event.

   A low internet connection makes synchronizing data with an online database or server challenging. This can lead to data discrepancies or difficulties in keeping information up-to-date. Finally, users may find it frustrating or inconvenient to not access certain features or complete tasks due to the lack of an internet connection.

   Knowing these possible unforeseen pitfalls, you can mitigate the risks beforehand and devise plan 'B' for effective event management.

Latest Market Trends in Event Marketing Software

With event management being a competitive sphere, using forward thinking and staying up to date about the latest event marketing trends gives you a competitive edge. See what are the recent popular ones.

1. Hybrid and Virtual Events

   As online events and hybrid events combining in-person and virtual elements become more popular, event management software becomes even more crucial. 

   This software allows organizers to create interactive virtual environments, facilitate networking opportunities, track attendee behavior, and deliver personalized experiences. It also helps integrate various virtual event tools or platforms, making it easier for organizers to adapt to the evolving event landscape.

2. Sustainability and CSR

   Sustainability and CSR are important as they promote responsible event practices, reduce environmental impact, support social causes, and enhance event organizers' overall reputation and ethical standing.

   With the rise of this trend, event management software was enhanced with brand-new features for green event management, carbon footprint calculators, paperless solutions, social impact integration, sustainability reporting, responsible supplier selection, and stakeholder engagement.

3. Mobile-Friendly Solutions

   Mobile-friendly solutions are a prominent trend in event management software. This includes the development of mobile event apps that provide attendees with easy access to event information, interactive features, and networking opportunities.

   On-site check-in and badge printing can be done using mobile devices, eliminating the need for paper-based processes. Real-time updates and notifications can be sent to attendees’ mobile devices, while mobile payment integration and social media features enhance convenience and engagement. 

   These trends reflect the increasing importance of mobile technology in enhancing the attendee experience and streamlining event operations.

4. Blockchain Technology

   Blockchain technology has started influencing event marketing tools by introducing increased transparency, security, and efficiency in event-related processes.

   In ticketing, it helps eliminate fraudulent ticket sales, ensure the authenticity of tickets, and enable secure and transparent transactions. Additionally, blockchain technology can facilitate secure and transparent event marketing collaborations, ad spending, and performance metrics for sponsors and advertisers.

What Is the Cost of an Event Marketing Platform?

The price of an event marketing platform can differ based on the particular platform and its included features. The costs can vary depending on the number of participants, the level of functionality needed, and any additional services or support provided.

The starting cost of the tools with functionality designed specifically for enterprises may range from $ 200 to $15,000. The price for the tools combining management and marketing features may be from $8 to $10 per seat. Most of the platforms offer free trials so that you can test the features before making a tangible purchase for your business. 

Conclusion

As events evolve, investing in event management software becomes necessary to stay ahead in this competitive industry. Contact our professionals to get details on event management software tools and how you can effectively use them for your marketing efforts.