Event Management Software

Introduction

Event management software is a category of software designed to assist event planners and others working in similar roles with the storage, organization, and management of relevant information. There are many different logistical elements that go into planning an event or meeting, from marketing and scheduling of the event itself, through to communicating with attendees and business partners, facilitating collaboration, managing registrations and arranging various aspects related to the venue. Event management software can help organizers across Canada to collect all of the information they need, store it in a logical way, and access it on demand.

Through intelligent use of software in this category, it is usually possible to capture and store details on all of the individuals and groups who will have a presence at a particular event. The information captured and stored could include everything from contact information and attendance status, through to food and drink preferences or scheduling information. Having all of this information available can then make it easier to plan and host a well-organized event.

Ultimately, event management software benefits event organizers by providing a single location for the most critical information to be stored, amended, and accessed from while simultaneously providing them with valuable communication tools. With this in mind, the software can serve as the ideal place for coordinating operations with venue staff, business partners, suppliers, guest speakers, attendees, and exhibitors.

There is significant crossover in terms of features and functionality between event management software and solutions like event marketing software and event booking software. Moreover, software solutions in this category can often be used alongside tools like event check in software, virtual event software, and ticketing software, in order to cover all aspects associated with event management as a practice.

Some of the features that are included within event management apps can vary substantially, and the precise tools on offer may depend on factors like the types of event companies the software is geared towards, the size of the events that the software is designed to assist with, and the method for delivery, such as in-person or virtual events. With that being said, most of the event management programs on the market do share similar core functionality, and some features can be regarded as category-defining. In general, software of this kind will allow users to:

• Collect important information about attendees, vendors, exhibitors, business partners, and more
• Manage core aspects of an event, such as ticketing, event scheduling, and the venue itself
• Control key aspects of an event marketing campaign, promote the event, and attract attendees or generate sales
• Track financial information and key metrics, so that performance can be monitored and analyzed

What is event management software?

Event management software is the name given to software solutions that are designed to assist event planners with the management of various key aspects of events or meetings. The main purpose of software of this kind is to keep as much relevant information as possible in one place. Users can then organize it, so that specific pieces of information can be found quickly. This then allows event planners to plan, organize, schedule, promote, and manage events effectively.

Through the use of high-quality event management software, it becomes much easier to store and manage important information, such as contact information for business partners and attendees, details on the preferences of attendees, information about vendors, exhibitors and guest speakers, scheduling information for the event itself, and much more. This information can be organized in logical ways, with options for sorting information and searching through the data.

In addition, event management software can be used to communicate with different individuals and groups associated with an event, to manage marketing materials, and to track key performance indicators. This allows event planners to gain a better sense of where the event currently stands, what the financial implications are, and where efforts need to be focused on. In this sense, event management apps of this kind can be regarded as all-in-one solutions, which provide a wide range of useful tools for event planners and businesses using event marketing.

What are the benefits of event management software?

The benefits of event management software are primarily based around its ability to help event planners and businesses capitalize on event marketing to store, organize, and manage important information from a single place. After all, event management is a complex discipline—with many moving parts—and it requires careful coordination. With that said, it is important to explore some of the specific, tangible benefits or advantages that are associated with the use of software solutions of this kind and more information on these benefits can be found below:

• Organization of data: One of the main benefits of using event management software is the ability to organize data in more logical ways. This then makes it easier to find specific pieces of information but also to identify trends. Data collected through software of this kind may include everything from contact details and personal preferences of attendees, through to information on venues, vendors, and equipment. Keeping all of this data in one place can make the process of planning and managing an event significantly easier, and many aspects can be automated too.
• Management of people: A significant part of event management revolves around the management of people. This includes knowing who is going to be present at the event, keeping track of who is going to be where and at what time, and understanding the individual choices that individuals may have made. With this in mind, event management software allows users to collect all of this data so that attendees, vendors, business partners, sponsors, venue staff, and other individuals can all be managed effectively in order to optimize service, maximize satisfaction levels, and ensure the event delivers on its promises.
• Event planning efficiency: Through the use of event management software, businesses and event planners can also improve the efficiency of their planning activities. Automation can help to free up time that could be better spent on activities that cannot be automated, while the centralized nature of the software means information can be accessed from one place without having to switch between software solutions.

What are the features of event management software?

The features of event management software are largely intended to assist users with the management of information that is relevant to planning and hosting events or meetings. Many of the features are based around organizing information so that it is as accessible as possible and so that it can be sorted in logical ways. While specific features can vary, the vast majority of software solutions in this category will include the following:

• Attendee management: Store, amend, manage, and access information associated with event attendees. This may include everything from contact information and personal details through to the level of access they will have at the event, whether they are on a VIP list, food and drink preferences, the sessions or activities they have signed up for, and more. Having all of this information in one place can be invaluable from an event planning perspective because it means specific information about individual attendees can be easily found. However, going beyond this, the ability to store data about attendees can also allow event planners to identify trends and gain a much clearer sense of what attendees are interested in, how busy specific sessions are likely to be, and what provisions they require.
• Exhibit/vendor management: Manage all of the relevant information linked to exhibits, exhibitors, and vendors who are involved with an event. The field of exhibit and exhibitor management could include managing contact details, booth spaces, access levels, and more. Meanwhile, vendor management will generally involve storing and maintaining relevant data linked to technicians, IT staff, cleaners, caterers, and other vendors whose services are required to successfully host an event. Various communication tools may also be provided, so that important information can be relayed to exhibitors and vendors, and so that past communications can be accessed.
• Event scheduling: Plan future events, add them to a calendar, and manage all associated details. Effective event scheduling is crucial for optimizing marketing, managing venue availability, and ensuring planned events all fall within budget. The use of a calendar means that event planners can quickly and easily see which events are planned, when they are, and whether there are conflicts in terms of availability. Additionally, many of the best tools provide notifications alongside integration with external calendar applications.
• Email marketing: Oversee key aspects of an email marketing campaign and utilize email as a means of communicating and collaborating with attendees, vendors, exhibitors, clients, and business partners. Email marketing tools included within event management software may allow for the creation of customizable mailing lists, the automatic inclusion of calls to action in email messages, and much more. In many cases, software can also integrate with email clients and marketing software solutions, so that event marketing can form part of a wider marketing strategy. Aside from attracting individuals and businesses to an event directly, it is also important to remember that email marketing can play a crucial role in establishing long-term relationships and building loyalty. This can pay dividends in the long run, as those loyal customers become more likely to respond to invitations.
• Reporting/analytics: Track key metrics related to the performance of events, analyze event data, and access all of this information through a reporting feature. The creation of reports is vital for understanding the current circumstances surrounding a planned event but also for assessing the short and long-term implications in terms of finances, reach, lead generation, and sales. Moreover, analytics tools can allow event planners and businesses to assess the performance of past events, compare and contrast the performance of different events, understand the social media reach of events, and identify significant trends. Having a clear understanding of event performance is critical for continually improving event marketing strategies and delivering what attendees really want. The best event management solutions will automatically track key performance indicators, generate reports on-demand, and provide access to the key data via a dashboard feature. Additionally, it may also be possible to set up alerts so that users are notified when metrics start to fall, or when data suggests action is required.
• Budgeting/forecasting: Monitor all of the relevant financial data related to events so that they can be delivered while remaining within budget. Event management solutions will often include a budgeting component—allowing expenses to be quickly calculated—and providing users with swift access to information about how much money is available to invest in new ideas, services and offerings. This can help event planners to keep track of finances, avoid overspending, and make more intelligent, evidence-based decisions about how, when and where to spend money. On top of this, best in class solutions will also provide forecasting tools, allowing event planners to get a sense of what to expect in the future. Forecasting tools utilize artificial intelligence, past and present internal data—as well as relevant external data—in order to make predictions about future events. This can help users to better understand what the likely revenue from an event will be, how many people are likely to attend, and more. Using this information, event planners can then identify the best time to host an event in order to maximize reach, revenue, profit, and sales, and in order to reach other important business goals or objectives.
• Registration management: Manage event registrations and access all of the important information related to attendance. Included within the registration management component of event software, it will usually be possible to see the number of people who have registered to attend an event, the number of people who have registered to attend specific sessions within the event, ticketing information, the VIP status of guests, and much more. There may also be a payment processing component, allowing event organizers to take payments for tickets, send out confirmation emails and receipts, and handle cancellations and refund requests.

Using the Capterra software directory for event management solutions, it is quick and easy to see which features are included within which packages. Going further, users can also sort the available options based on the features that are included. This means a buyer can begin their search by eliminating all of the options that do not include important features or by prioritizing the solutions that do include those features. As a result, it becomes significantly easier to narrow down the various options available and to focus only on the solutions that are most likely to deliver results.

What should be considered when purchasing event management software?

When purchasing event management software, there are a number of important elements that need to be carefully considered. A key focus of the process of searching for a software solution of this kind should be event planners or organizers identifying the best possible option for their specific needs. This means understanding that the best solution for one individual or business may not necessarily be the best solution for another. A great way to approach this is to ask a series of questions, think carefully about each of them, and try to come up with the answers. Examples of the types of questions event planners may wish to ask themselves include the following:

• How much does event management software cost? Price is a major consideration when making any purchase, but the process of finding and acquiring event management software requires a more detailed focus than with many other products. Event planners, event organizers, and other businesses interested in solutions of this kind need to think carefully about not only the cost of acquisition, but also the total cost of ownership and the ongoing costs associated with usage. The initial purchase price or the subscription fee required to use the software is only one part of this total cost, and it needs to be considered within a wider context. Some of the other costs that need to be factored into the equation here include the costs associated with training employees to use the software, the costs linked with storing the data, the costs connected to keeping software up-to-date, and the costs associated with accessing professional support in the event that technical issues are encountered.
• Can event management software integrate with other solutions? While the best event management software can function as a comprehensive solution for event planning purposes, it is unlikely to be the only software solution an individual or business relies upon, and this makes integration important. In particular, it can be beneficial for event management apps to provide integration tools with ticketing systems, registration software, event marketing apps, venue management tools, and various other related tools. Ideally, integration should also be possible with database apps, spreadsheets, word processors and similar applications, as this makes it easier to keep data up-to-date across an organization and can help to minimize compatibility issues. Finally, integration with a customer relationship management (CRM) solution can help companies to improve communication with attendees and business partners.
• What is the best software deployment option? There are two main options when it comes to software deployment: on-premises deployment or cloud-based deployment. The former is the approach that is most established, where a buyer acquires a software license and is then responsible for installing the software on their own systems and managing the associated data. The latter, on the other hand, is usually delivered via a Software as a Service (SaaS) approach, with the ownership, delivery and management of the software being handled by a third-party service provider, while payment is on a subscription basis. The former approach has advantages in the sense that the long-term costs often end up lower, while there is a greater sense of personal responsibility and control. However, the cloud-based approach has advantages of its own. The remote deployment of the software makes it perfect for companies that have remote workers of their own, while cloud-based storage is great for keeping data up-to-date for everybody who needs to access it. There are also security and compatibility advantages because data is managed by a professional company, and the software can often be accessed using a wider range of devices. However, on the other hand, while upfront costs are extremely low, the longer-term costs can end up significantly higher. Therefore, buyers need to consider which deployment method is best for their specific needs.
• Which event marketing options and tools are included? A major part of event management involves promoting an event so that attendees, vendors, and exhibitors become aware of it and have an interest in coming. With this in mind, it is essential that buyers consider the marketing options and tools that are included within the different event management solutions available. For instance, some software packages include built-in email marketing tools, while others also place a strong emphasis on social media marketing, which can be extremely important for event companies and businesses with wide social media reach. Buyers need to take the time to think about their marketing strategy, the tools they need, and whether they require them directly from their event management software. From there, it becomes much easier to narrow down the options and find the most suitable solution.

What are the most relevant event management software trends?

The most relevant event management software trends also need to be understood fully before making a purchasing decision. Buyers need to know that the software they are acquiring has been built with an awareness of how the event industry is changing so that the software remains useful for the long-term, rather than serving only as a short-term solution. Some of the most important event management industry and software trends are explored below:

• Sustainable event management: Sustainability is becoming an increasingly important concept within the business world—and in almost every other walk of life—as people become more aware of the human contribution towards climate change. Capterra research shows that more than half of consumers report that sustainability influences their purchases. 64% believe that reducing the use of plastic is important, and 52% believe it is important for companies to reduce emissions. This trend for an increased focus on sustainability is influencing the world of event management, as companies are under more pressure to make their events as sustainable and ethical as possible. With this in mind, one of the relevant software trends to be aware of is an increased focus on sustainable event management tools and options. This could include options to deliver reading materials through the software, or through a companion app, rather than using paper. It could also mean reducing emissions by holding events or sessions virtually, through the use of video communication tools, rather than holding all aspects of the event at a venue that attendees, vendors and exhibitors are required to travel to.
• Improvements to AI technology: Artificial intelligence is becoming more reliable and, thus, more widely utilized. Within event management software, it has the potential to assist with everything from the sending of automated marketing messages through to the automated forecasting of event performance or the automated collection of key performance indicators. AI and machine learning capabilities can be important for improving productivity by freeing up employees to focus on tasks that actually require human intervention or interaction. Capterra’s article reveals the benefits of implementing machine learning technology for SMEs. Therefore, buyers should try to focus on the solutions that make the most effective use of AI capabilities.
• The growth of wearable technology: Finally, it is important for event planners to not only be aware of the growth in adoption of wearable technology, but to make relevant plans to capitalize on this trend. This means finding event management apps that have been designed with wearable technology-related features included. Examples of wearable technology include smartwatches and fitness trackers. Many of these devices include location tracking tools which can be advantageous for event planners. For instance, beacon technology can allow specific messages to be targeted towards attendees when they reach a particular part of an event. Alternatively, wearable technology can be handed out when guests arrive, and this technology can then be used to track activities, understand which parts of the event generate the most footfall, or to send marketing messages at the point where they are most effective. Furthermore, wearable devices and event management software can be combined to provide seamless entry to events or to provide contactless payment options for attendees looking to make purchases.

Sources:

The features highlighted were identified based on their relevance and the percentage of products in Capterra's directory that offer them. The following sources were used for this document:

1. Event Management Software - Capterra Canada (Date accessed: Wednesday, February 16, 2022)

2. How implementation of machine learning can help SMEs - Capterra Canada Blog (Date accessed: Wednesday, May 4, 2022)

3. Sustainability in Canada: consumers care but don't act - Capterra Canada Blog (Date accessed: Wednesday, May 4, 2022)