There is nothing I dread more, when I am the customer, than when I have to get into a call queue to get a question answered or a problem solved.  Actually, what I might dread more is not being able to get into a call queue and only having access to a wiki or faq to try to solve my problem myself.  Turns out I’m not the only one who feels strongly on this point, and we heard from event planners how much their customers valued the ability to reach a real person for help in registering.

This leads me to number 6 in our list of insider tips of great event websites.

6. LET THEM KNOW THAT HELP IS AVAILABLE
We all love that technology makes it possible for us to communicate with people all over the world on-line. But, we also want to be able to reach someone knowledgeable to get our questions answered right away.   Include contact information for more information or assistance and assign someone on your team to be responsible for answering the emails and phone calls in a timely manner.   It’s not necessarily critical that someone staff the phone line around the clock, but they have to respond within a reasonable time.   What’s at stake if you miss the opportunity to answer someone’s question?   You may not get them as an attendee.    So, if you want to maximize the number of registrations you get, make sure you have a way for people to contact you with questions.  

By the way, here at MeetMax we do things a little differently than other software vendors.  Each of our MeetMax team of client support specialists works closely with her or his clients to customize their registration site, troubleshoot and answer questions along the way.    If we can help you with online event registration software, please give us a shout at meetings @twst.com.

Continuing our series on what makes a great marketing website for events.  Today’s tip is to make sure that the site has complete information.  Different types of visitors will want different kinds of information.  For example, potential exhibitors will want to know the show floor layout, while potential attendees are probably not as interested in that information, but would want to know more about the keynote speakers.

We’ve summarized for you what information you must have, and what information is nice to have, for different types of visitors.

ATTENDEES

Must Have:

• Topic and Theme of the Event
• Audience Description so I know what’s in it for me
• Agenda (that is up to date)
• Speaker information including their bios (again, up to date)
• Session descriptions that actually match the content of the session.
• On-line Registration Form with ability to accept credit card payments, along with other forms like P.O.’s or checks.
• Logistics – Where to stay, Travel options, Driving directions, Where to Park and How Much it will cost, Meals
• Frequently Asked Questions – these won’t eliminate all of the phone calls you receive, but it will cut down the volume of calls you have to handle.

Nice to Have

• Dress Code
• Spouse/Guest Information – either your guest program or some ideas of sights to see and things to do while the attendee is at the conference
• Directory of Attendees (only the ones who have given you permission to publish their information)
• Links to Exhibitors and Sponsors
• Means to pre-schedule meetings with exhibitors, sponsors and speakers
• Video Snippets from the prior year’s conference - perhaps the keynote speaker, or an awards presentation

EXHIBITORS

Must Haves

•  Show Floor and/or Booth Options, with pricing
• Ability to purchase booth online
• Attendee demographics, including background, interests etc.
• Ability to register exhibitor attendees online, as part of the booth package

Nice to Haves

•  Ability to upload logo for signage, ad for program book etc.
• Ability to connect with prospective attendees with exhibitor’s content - microsite
• Ability to pre-schedule appointments with registered attendees

SPONSORS
Must Haves:

• Sponsor Package descriptions and pricing
• Ability to purchase sponsorship online
• Conference Data - past year attendance, demographics etc.
• Ability to register sponsor attendees online, as part of the sponsor package

Nice to Haves

•  Ability to upload logo for signage, ad for program book etc.
• Ability to connect with prospective attendees with exhibitor’s content - microsite
• Ability to pre-schedule appointments with registered attendees

Because it is so important to keep the content on your event website current, content management tools built into MeetMax make it easy for you to create an information-rich website and keep it up to date.

After a brief hiatus for vacation, we continue the series on insider secrets to great event websites –

4. FACILITATE NETWORKING
Much of the value attendees get at a conference comes from the conversations they have
outside of the meeting rooms. If you want a truly successful event, you need to facilitate
opportunities for your attendees to network/talk with one another. A great way to do this
is to offer the ability to set appointments with exhibitors, sponsors or speakers in advance.
Post a directory on the event website and offer the opportunity to request meetings as a
function of registering for the conference.

Want to read the whole white paper? Click here to download.

Continuing our list of insider tips to create effective event websites … here’s number 3

3. REGISTER ONLINE
Once a visitor has decided s/he wants to attend, provide a simple means to register on-line (and make it easy).
Simple forms with clear instructions for completing the registration process are key here. If you are hosting
a global or multi-national event, offer the visitor the opportunity to register in their national language.

Want to read the entire list? Download our latest white paper “Seven Characteristics of Effective Event Websites”.

Crafting a memorable event starts when the attendee first learns about the
event. Your event website sets the tone for their experience. If it is clear, concise, complete
and easy to use, then the impression they have of the conference is positive right from the start.

Before you begin to craft the content and design of your event’s website, make sure you are
clear on the marketing objectives for the site. Know what you want someone to do as a result of
their visit to your site: register as an attendee, buy a sponsorship, download information, etc.
And, define how your event website will work with other event marketing tools like advertising,
promotion, invitations. Armed with clear objectives, you are in the best position to create a
compelling and effective tool for marketing your successful event.

We’ve asked some experience event marketers and event planners for their input on what makes an effective event website, and identified the top seven characteristics.  Here’s the first one:

2. USABLE
Some first-time visitors to your event website will take the time to browse the whole site. Most,
however, want a specific piece of information, and have a limited amount of time they are
willing to spend to find it. Make the navigation simple and straightforward. Put the key
information – what, where, when and how much – right up front. Remember, your event
website is a sales tool; make the calls to action clear. When your visitor is ready to register to
become an attendee, it needs to be obvious to her or him how to register. Don’t forget about
mobile devices: before you launch your site, view it on a smartphone interface and make sure
the key information and link to register are clear visible and working.

Want to read more: download the full whitepaper, “Seven Characteristics of Effective Event Websites“.

Crafting a memorable event starts when the attendee first learns about the
event. Your event website sets the tone for their experience. If it is clear, concise, complete
and easy to use, then the impression they have of the conference is positive right from the start.

Before you begin to craft the content and design of your event’s website, make sure you are
clear on the marketing objectives for the site. Know what you want someone to do as a result of
their visit to your site: register as an attendee, buy a sponsorship, download information, etc.
And, define how your event website will work with other event marketing tools like advertising,
promotion, invitations. Armed with clear objectives, you are in the best position to create a
compelling and effective tool for marketing your successful event.

We’ve asked some experience event marketers and event planners for their input on what makes an effective event website, and identified the top seven characteristics.  Here’s the first one:

1. ENGAGING
People want similar information to what they would find in a brochure, but they expect the
information to be delivered in a more engaging manner.
Your event website is a sales tool, so deliver a great, easily identified business case for your
event. Take advantage of technology, for example by regularly adding extras such as speaker
video-clips. Encourage people to remain engaged with the event as it draws near by updating
the content on the website on a regular basis.

Want to read more: download the full whitepaper, “Seven Characteristics of Effective Event Websites“.

We are seeing more clients than ever looking for ways to reduce the paper used at their conferences.

How many times have you gone to a conference or a day-long seminar and carefully collected copies of all of the presentations and handouts, put them in your briefcase or tote bag, brought them home to the office and then?  They sit in a stack on your desk until you decide you need room for some new stack of information.  In paper form, the information embodied in this stack of materials is difficult to access and so its use is limited as a library of useful information.

And yet, as conference organizers we know that speakers want to bring handouts and attendees do want to bring materials home with them.  How can you reduce the amount of paper and still provide the benefit of a take-away materials?

The answer for an increasing number of MeetMax clients is the MeetMax document kiosk.  At the MeetMax document kiosk, the conference attendee selects the speakers/sessions for which he or she wants materials, and downloads the materials on to a flash drive.  The materials are indexed by session and because they are electronic, they are easily searched and easily shared with colleagues.   And, the conference organizer can pre-load sponsor materials onto the library so that all downloads include the sponsor’s information — which is a great way to extend the value of a sponsorship.

MeetMax’s speaker registration process allows presenters to upload materials — documents, powerpoints, videos.  MeetMax client support builds your document library and compiles the Document Kiosk software for you into an easy to install package.

If you happen to attend one of RBC’s conferences this month, or Needham’s or Lazard Capital Markets’, you will have a chance to see for yourself how the meeting planning teams for these conferences are using technology to make their meetings more green.  How are you greening up your conferences?

·          Call for Papers/Presentations:  50 10-page papers submitted, 5 review copies each: 2500 sheets
·          Save the Date Post Cards: 2000 cards, 4 to a sheet: 500 sheets
·          Conference Invitations: 3 pages, 2000 copies: 6000 sheets
·          Conference Materials: 10 presenters, 12 pages per presenter, 200 copies: 24,000 sheets
·          Total: 33,000 sheets of paper.

Paper is a significant line item in your budget.  If it cost $0.25 per sheet to copy/print those 33,000 pages, that’s over $8,000.  And that doesn’t account for the cost of mailing or shipping.   Reducing the amount of paper used is not just good for the environment; it is also good for your bottom line.  And that’s why we see more and more meeting planners looking for ways to “Go Green”.

If you are interested in adopting a “Go Green” strategy for your conferences and meetings, what can you do to move towards a paperless event?

·          Invite potential speakers to submit their proposals electronically and distribute them to reviewers electronically.  Saves 7%
·          Use electronic marketing to get the word out about your event. Saves 20%
·          Require that your speakers upload their bios, presentations, hand-outs etc. to a central repository.  Saves 70%

What are some of the technology options to explore?

·          Marketing: Create a compelling event website and use electronic invitations.  Even for closed or invite-only events, you can market effectively online.
·          Registration: Online registration for speakers, as well as attendees, using a system that allows them to upload documents for you, and/or your attendees, to download.
·          Memory Sticks: Here’s where you can get a huge paper savings.  Provide document kiosks in the registration area where attendees can download, onto a memory stick, all of the conference materials, organized by speaker or session.  For more information on MeetMax Conference Software and how we can help you implement a green meetings strategy, go to www.meetmax.com

I’m a late convert when it comes to early bird pricing.  Back when I was organizing events for a non-profit, we were always on the look-out for ways to get people to register, and pay, early.  Our experience, quite frankly,  with early bird pricing for both conferences and fund-raising events was that this kind of tiered pricing didn’t work.

In contrast, MeetMax recently provided online event registration for an alternative energy conference, and 56% of their registrations came in before the early bird deadline.  So how do you know whether early bird pricing is going to work for your conference or event?  What should your expectations be for the number of people who will register for an event early?  Can you predict what your overall registrations will be based on the number of early registrants?

The relevancy and timeliness of the event content to the target market is probably the single biggest determinant as to whether early bird pricing works.  An alternative energy conference, featuring leading experts in the field, marketed specifically to people who work in that field, has highly relevant and timely content.  A fundraising event, held annually, while important does not have the same characteristics.

Another factor in the effectiveness of early bird pricing, is the distance people have to travel to attend the conference.  A national event would see better results than a local one.

The extent of the discount can be a factor; our client offered a 30% discount to incent early registrations.

Frequent communications to your target market reminding them of the upcoming deadline is a must.

To boost early registrations, and generate cash flow to help fund the event, you might consider offering an additional benefit as well as or in place of a reduced rate — a book, for example, or an introduction to the keynote speaker.   Or, think about providing an incentive that is a discount on colleague/friend registrations.  This would have the advantage of increasing your numbers as well as bringing in early registrations.

Of course, historical data is the very best way to predict whether early event registrations will be a significant percentage of your overall numbers.  Make sure your registration database includes a timestamp on registrations and that you have access to your event registration data from past events.

Wondering whether to use social media to promote your next event, and wondering how exactly to go about that?

I found a reference to a great example of using Facebook for event marketing.  Check out the National Association of Automobile Dealers on Facebook (http://www.facebook.com/pages/National-Automobile-Dealers-Association-NADA-2010-convention-Orlando-FL/187704176760?ref=mf)  In addition to a link to register for the event, there are video clips and photos from prior years, promos for top speakers, etc.