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Must attend events for endurance events organisers


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If you organise sporting events such as a run, triathlon, cycling event or others, there are some industry shows and conferences that enable you to promote your event, learn best practices, network with other professionals, potential partners, charities and sponsors and get the information you need to make your next race a success.

We have compiled below a selection of the top international events across Europe and Asia-Pacific that you should consider to add to your calendar this year.

  • EUROPE

Date: February, 13-16
Name:The London Bike Show
Location: London, UK
Description: This is both a consumer and cycling industry event where the Annual International Cyclefit Symposium will be taking place. The symposium will focus on bikefit education and debate promoted amongst consumers and industry professionals.
More information: www.thelondonbikeshow.co.uk


Date: March, 1-3 (south) and May 17, 18
Name:Triathlon Show
Location: Sandown Park, UK (March) and Bolton (May)
Description: The most recognised consumer and professionals event in the triathlon industry in the UK is being held twice this year, in South and North England.
More information: www.triathlonshow.co.uk and www.triathlonnorth.co.uk


Date: May, 10-11
Name:Irish Cycling Show
Location: Dublin, Ireland
Description: The main cycling event in Ireland dedicated to the consumer and cycling professionals where there is opportunity to network with suppliers, media, charities, celebrity guests and top cyclists.
More information: www.irishcyclingshow.com


Date: July, 12-13
Name:ITU World Triathlon Expo Hamburg
Location: Hamburg, Germany
Description: The expo takes place during the ITU World Triathlon competition and is a renown opportunity in the triathlon calendar for event professionals to meet participants and network with relevant professionals.
More information: www.hamburg.triathlon.org/en/info/messe


Date: September 25-28
Name:The Cycle Show
Location: Birmingham, UK
Description: The show offers industry professionals the opportunity to showcase their services to thousands of consumers and meet over 3,000 members of the bike trade.
More information: www.cycleshow.co.uk


  • ASIA-PACIFIC

-ASIA

Date: May, TBC
Name:Sundown Race Expo 2014
Location: Singapore
Description: A key event for endurance event organisers, suppliers, event promoters in both Singapore and overseas.
More information: www.sundownmarathon.com


Date: September, 16-18
Name:Sports Matters
Location: Singapore
Description: With an eye on Asia, Sports Matters focuses on what the future of the industry will look like, who and what is driving it, and how the Asian region contributes to the global sports industry.Last year it attracted over 420 attendees from over 20 countries, including speakers, broadcasters and brands.
More information: www.allthatmatters.asia/


Date:October, TBC
Name:Sport and Running Expo
Location: Jakarta
Description: Sport and Running Expo is the pre-event of The Jakarta Marathon, and will be held prior to the Jakarta Marathon
More information: www.thejakartamarathon.com


Date:November, 21-23
Name:Sports Competition Outdoor Recreation Expo 2014
Location: Kuala Lumpur Convention Centre, Malaysia
Description: SCORE (Sports, Competition, Outdoor Recreation Expo) is the first diversified sports expo in Malaysia providing a platform for businesses involved in the sports and recreation-related industry to promote their products, activities and services.
More information: http://score.my/


Date:Nov/Dec, TBC
Name:Singapore Sports Expo (SSE) 2014
Location: Singapore
Description: Singapore Sports Expo (SSE) attracts serious marathon runners from all over the world. Last year it attracted 100,000 visitors with top-notch sports brands.
More information: www.singaporeexpo.com.sg


- AUSTRALIA/NEW-ZEALAND

Date:April, 1-2
Name:BOSS 2014 Business of Sport Summit
Location: Sofitel Wentworth, Sydney, Australia
Description: SBOSS is an event like no other, a unique opportunity, congregating board and executive level sports industry representatives from across the industry spectrum.
More information: http://sportsleaders.com.au/


Date:April, 5-6
Name:Barfoot & Thomson World Triathlon Expo Auckland
Location: Auckland, New Zealand
Description: This sports and lifestyle expo will be held as part of the 2014 Barfoot & Thomson World Triathlon.
More information: http://auckland.triathlon.org/event_info/expo


Date:October, 11-12
Name:Ausbike
Location:Melbourne, Australia
Description: In addition to the 2 consumer days, Ausbike is the annual trade gathering of the Australian Cycling Industry where event organisers, retailers, manufacturers and more conduct the business of cycling.
More information: www.ausbike.com.au


Date:October, 31-November, 2
Name:Noosa Sport and Lifestyle Expo
Location:Noosa, Australia
Description: The Noosa Sport and Lifestyle Expo will be held as part of Australia’s biggest Triathlon festival.
More information: Noosa Sport and Lifestyle Expo



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Must Attend Events for Event Professionals in 2014


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With the continuous advancements in event production and the networking nature of the industry, event professionals must keep on top of their game. Finding out what’s hot and meeting who is influential often happens at trade shows, conferences and other events specifically for event professionals.

Whether you live in Europe or in Asia-Pacific we have put together the hottest list of must attend international events in 2014!

  • ASIA-PACIFIC:

Date: February, 18-19
Name:Asia-Pacific Incentives and Meetings Expo (AIME) 2014
Location: Melbourne, Australia
Description: AIME is the largest international business expo in Australia with over 750 exhibitors from 5 continents. It’s designed for those involved in organising business travel, meetings, incentives and events.
More information: www.aime.com.au


Date: May, 14-17
Name:The Meetings & Events Australia (MEA) Annual Conference
Location: Kuala Lumpur, Malaysia
Description: MEA is dedicated to servicing the needs of the meetings & events industry and promoting professionalism and excellence in all aspects of meetings and event management. It is the first time the Australian organisation holds the event internationally since Hong Kong in the year 2000.
More information: www.meetingsevents.com.au


Date: September, 30 September-2 October
Name:IT&CMA and CTW Asia-Pacific
Location: Bangkok, Thailand
Description:The World's Only Double bill Event in MICE and Corporate Travel. Both events have been co-locating since 2004. The event offers its delegates an unparalleled platform to do business, learn and network.
More information: www.itcma.com/


Date:October, 29-31
Name:ITB Asia
Location:Singapore
Description: Where international exhibitors of all sectors of the travel-value chain, Asia Pacific's leading travel companies, and emerging small and medium-sized enterprises meet with top international buyers from the MICE, Leisure and Corporate Travel markets.
More information: www.itb-asia.com/en/


  • EUROPE

Date: February, 11-12
Name:Event production Show
Location: London, UK
Description: This is the annual meeting place where the most innovative event products and services are released and an opportunity for event professionals to network.
More information: www.eventproductionshow.co.uk/


Date:March, 12-13
Name:Confex
Location:London, UK
Description: The event that connects event organisers with venues, destinations, and event support services.
More information: www.international-confex.com


Date:April, 27-29
Name:Association Congress Paris
Location: Paris, France
Description: The International and European Associations Congress has become the annual meeting ground for association executives. Now the 12th event in the series, it has grown to be Europe's most authoritative educational programme.
More information: www.associationcongress.com/ie


Date:May, 20-22
Name:IMEX 2014
Location: Frankfurt, Germany
Description: IMEX 2014 is the show that innovates, inspires and presents new opportunities for the global meetings industry.
More information: www.imex-frankfurt.com/


Date:July, 8-10
Name:The Meetings Show
Location: London, UK
Description: The event where the meetings industry will meet to do business, develop industry knowledge, catch up on the latest trends, establish new partnerships or simply re-establish old friendships.
More information: www.themeetingsshow.com/


Date:November, 18-20
Name:EIBTM 2014
Location:Barcelona
Description: Through highly-targeted introductions, EIBTM brings you face-to-face with the right people in the right organisations in order to build relations, develop your business and expand your knowledge.
More information: http://www.eibtm.com/



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BIG NEWS: ACTIVE reveals the winners of the Event Makeover Raffle


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Digital Content Manager at ACTIVE Network

Over the past month ACTIVE Network has been giving event organisers the chance to win an Event Makeover by entering an online raffle.

I am pleased to announce that the winners are:

Salisbury 5-4-3-2-1 for EMEA and TEDxCanberra for APAC region. ACTIVE will join the lucky winners on their event planning journey, providing them with:

  • A full expert review of actionable items to maximise their event ROI.
  • 1:1 training on how to successfully track, measure, and report on their event.
  • Fully customisable assets created by our team of design and UX experts to promote their event online and offline!
  • A next generation landing page to increase their event engagement and registrations.
  • And last but not least, a 2 hour 1:1 training session on how to make the most of the latest online registration and participant management platforms to maximise their event registrations and performance.

Think you missed your chance? Don’t worry! ACTIVE’s team of experts have been working on a little surprise for all those who weren’t selected or didn’t get a chance to participate – A Mini-Makeover Pack!

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TOP 5 EVENT TECHNOLOGY TRENDS FOR 2014: CLOUD SOFTWARE, BIG DATA, CONTENT & MORE
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View the original post here.

As we look on to the New Year, we’re excited about where our industry is headed and want to share the top 5 event technology trends for 2014 we think should be on your radar.

1. Cloud software will make a huge footprint in the industry

Event planners continue to work in a high-stress, high-demand field – that is definitely not a new trend. But event technology designed to make their lives easier is absolutely at the top of our trends list. Moving away from multiple-point solutions to one consolidated platform (cloud software) is one of the most talked about topics in the meetings and events industry now and growing into the future. “We’re seeing over 50% of enterprises prioritising private cloud in 2013 to 2014, and there will likely be very few private clouds that don’t have a public [hybrid] component,” said Dave Bartoletti, analyst with Forrester Research Inc.

In fact, according to Gartner, by 2016 cloud computing will become the bulk of IT spend and nearly half of large enterprises will have hybrid cloud deployments by the end of 2017 [1]

2. Big Data will lead the way to big business success

While you may just be on the cusp of understanding what Big Data means and how it benefits your business, enterprise companies are already seeing the positive effects of Big Data initiatives. A recent survey paper, The Big Potential of Big Data: A Field Guide for CMOs from Forbes and Rock Fuel, finds that most marketers agree Big Data helps:

  • More than 9 in 10 companies (92%) who said they had made sufficient use of Big Data met or exceeded their goals, while just 5% of those who made sufficient use of it fell short [2]
  • Companies are looking for ways to merge their event marketing and spend data to gain a better understanding of their business and apply those conclusions to improved business practices – such as more efficient event management and dynamic attendee experiences.

    3. SMM will be the phrase heard round-the-world

    Strategic Meetings Management (SMM) is starting to emerge in Europe, in which the German Convention Bureau revealed in a recent meetings and conventions study that 28.6% of respondents felt very strongly that globalisation will be influential in the future [3].

    The more notable location to watch though is China, as their business travel spending is projected to expand 17.2% in 2014 [4]. SMM adoption throughout Asia-Pacific, especially in China, will be essential as businesses there struggle to contain costs and cut risk. Steve O’Malley, Senior Vice President of Maritz Travel explains that many companies are now looking, “to find ways to enjoy the savings and risk mitigations that they’re now getting here in North America, where SMMP [Strategic Meetings Management Program] is a well-developed practice, and extend that overseas to the other largest markets they serve.”

    4. Hybrid Events will be more than your event’s sidekick

    Meeting organisers are progressing from just having a conversation about hybrid events, to now actually making them part of their event. Event webcasting and hybrid events are hitting a tipping point, especially now that real data exists to show their value. According to a recent Aberdeen Group report, 55% of companies surveyed plan to either start using or increase their use of virtual online events [5], in part as a way to show a meeting or event’s return on investment.

    Another reason is conversion. The 2013 Virtual Edge Institute Digital Event Benchmark Report stated that 47.7% of respondents said 10% or higher of their past online attendees have attended a subsequent in-person event. Additionally, a recent project conducted by Meeting Professionals International (MPI), sponsored by Sonic Foundry (Disclosure: Sonic Foundry is an ACTIVE Network partner), showed that 23% of event planners surveyed said that after going hybrid, attendance actually went up [6]. But remember, you can’t just decide to go hybrid – you have to really own it to be successful. Samuel J. Smith, an event technology consultant and President of Interactive Meeting Technology, put things in perspective: it’s all about “how you design the content and the experience to engage those people and keep them connected.” Which brings us to our next trend…

    5. Content will remain king – with no plans of giving up the crown

    According to MPI’s 2013 Q3 Business Barometer [7], innovative format and content delivery is a major meetings industry trend. It’s more important than ever to be creating content that adds value to your audience and ignites an interest and loyalty with them to your business. Content also plays a role in helping events attract attendees by building a “buyer’s vision” that addresses challenges and solutions [8].

    “The user is now at the top of the value chain. The consumer is deciding what they want to see and how they want to see it,” said Buzzfeed’s Jonathan Perelman, VP of Agency Strategy [9]. Very true and you might already be aware of. But he adds on with something you’ll want to take with you into the New Year, about understanding how content travels online, “Data is useless unless you have insights on it… content is king but distribution is queen and she wears the pants.” Going back to Trend #2 on our list – get on board with Big Data!

    Additional articles on event and meeting trends for 2014:

    IMEX Forecasts 2014 Meeting Trends (IMEX)
    4 Trends That Will Impact Meeting Professionals in 2014 (PCMA)
    14 Meetings Technology Trends to Watch for 2014 (Corbin Ball)
    10 Event Trends for 2014 (Event Manager Blog)

    Meetings & Events Advises on 2014 Trends (CWT)
    Top Meeting Trends of 2014 (Destination Hotels & Resorts)
    Top 5 Meetings Megatrends (German Convention Bureau)
    Top 10 Wellness Travel Trends of 2014 (Wellness Tourism Worldwide)

    Feel free to share your own 2014 meeting and event predictions below. We wish you lots of success in the New Year!

    [1] Gartner Says Cloud Computing Will Become the Bulk of New IT Spend by 2016, October 24, 2013
    [2] Survey Demonstrates The Benefits Of Big Data, Forbes, November 15, 2013
    [3] German Convention Bureau Study Reveals Future Industry Trends, Meetings & Conventions, October 23, 2013
    [4] GBTA Predicts China Business Travel Spend to Increase by 14.3% in 2013, and at More than Double the Rate of the US in 2014, GBTA, October 24, 2013
    [5] Event Marketing, Aberdeen Group, November 2013
    [6] Americas: How to Create a Hybrid Event, International Meetings Review, November 18, 2013
    [7] Meeting Professionals Trade Uncertainty for Creativity, MPI Reports, Successful Meetings, November 6, 2013
    [8] Event Marketing, Aberdeen Group, November 2013
    [9] Digital advertising: ‘If content is king, distribution is queen’, ScreenDaily, October 23, 2013



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    GLOBAL TRENDS IN MOB EVENTS
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    What next for MOB Events in 2014?

    2013 was a phenomenal year for the worldwide expansion of MOB™ events. What is a MOB event? MOB stands for non-traditional, hyper social, experiential events, combining Mud Runs, Obstacles and Beers and more. The first real MOB event, the Spartan Race, took place in 2005 and since then MOB events have been multiplying across the globe. In 2013 leading MOB event brands such as the Color Run and the Electric Run were a success in countries all over the world.


    What will 2014 have in store for MOB events?

    The popularity of Mob events shows no signs of vanishing. A recent 2013 survey answered by 1200+ members of the ACTIVE.com community indicated that 86% of those surveyed were planning to participate in MOB events in 2014. More than half of those surveyed (64%) also indicated that they plan to participate in 1 to 2 events in the next year.


    Why are participants so drawn to MOB events?

    A majority of participants (86%) surveyed cite the ‘fun factor’ as being the main reason for them signing up for these events. The survey results also revealed that team participation is extremely popular, with team participation growing by 25% year-on-year.

    From the organisers’ perspective, MOB events are becoming a powerful alternative to traditional endurance events in developed endurance markets. In countries like Australia and Singapore, event organisers are increasingly competing to have a unique event date. The pressure to differentiate their events from the competition is ensuring that organisers are becoming even more creative in their approach.

    In Singapore alone from December 2013 to early 2014 new event formats such as the military style Commando Challenge, zombie fun runs such as Run for your lives and electric wonderland experiences such as The Electric Run are taking place for the first time. In other countries such as Hong Kong, the major trend in 2014 will be the growth of charity events. Events such as The Prodigy Running Skirt Chaser, the International Beer Dash and the Cyberport Run for Rehab are all providing different event experiences to raise funds for an important cause.

    MOB events in the UK have also been growing at an incredible rate. With an average 400% growth since 2011, some of the most popular being Rock Solid Race, Commando Challenge and X Runner. Over 50% of MOB events organised throughout the UK are connected to a charity and have thus become a new fundraising source for good causes.


    What will be the major driver for MOB events in 2014?

    The novelty and fun factor is what initially attracts first time MOB-sters, however, the 2013 ACTIVE survey showed that a key motivator for many participants was the chance to spend time with their friends.. The survey also showed that 55% of participants post photos on Facebook and 34% hear about the events on social media. It’s clear that social media will continue to drive participation and engagement in 2014. With more MOB events taking place in new locations, it’s time to get your MOB team ready for 2014! Another exciting year for MOB events is on the way.
    View the Profile of a MOB-ster info graphic here



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    THE EVENT PLANNING LIFE CYCLE
    Digital Content Manager at ACTIVE Network

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    Small events usually require about 2 months of preparation where-as more complex events will need at least 6 months of planning before the big day. Get your copy of The Event Planning Life Cycle info-graphic and make sure you get your timings right!

    No matter how large or small the event, there are several key steps that you will need to climb in order to dress your event for success.

    eventplanninglifecycle

    Step 1: Define your event goals and set budgets.

    Step 2: Find a location for your event; this will be used to determine your maximum registration number depending on the location capacity. Contact service providers and contractors to obtain quotes.

    Step 3: Define your pricing structured based on quotes and cost obtained. Prepare a draft event schedule or agenda.

    Step 4: Go paperless and set-up your online registration forms and design your event website.

    Step 5: Perform a walk-through of your event; this will ensure that you do not miss anything and identify areas that may need improvement.

    Step 6: Once your event details have been determined, send out email invitations to your distribution lists letting them know when you will be open for registrations. Providing early bird offers will entice early sign-ups for your event.

    Step 7: Open your online registration and encourage registrants to share and promote your event through their social media channels.

    Step 8: Finalise your schedules and event staff.

    Step 9: Ensure that you have all the print collateral that you require for your event.

    Step 10: It’s getting close to your event day; sending out email reminders will help minimise no-shows.

    Step 11: Remember to send event surveys out to all your attendees on the day of the event. This will help you obtain accurate feedback while the experience is still fresh.

    Step 12: The event may be over but your work isn’t! Create and share custom reports with event stakeholders so that you can make data-driven decisions about future events.

    You can download your FREE copy of The Event Planning Life Cycle info-graphic so that you complete each step at the optimum time to ensure event success.



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    CONGRATULATIONS TO CISCO AND ADOBE - EVENTTECH 2013 WINNERS
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    We’re thrilled that our customers, Cisco and Adobe, were recognised for their achievements in meetings and events recently at Event Marketer magazine’s annual EventTech conference. Here’s a summary from Christine Gallatig-Ottow, who attended the EventTech Conference with our customers.

    Onsite Social Media Hub Marries Online and Onsite Event Participation and earns Cisco Live the Gold at EventTech

    With its hashtag trending nationally twice on Twitter during its event, it is easy to see why Cisco Live won the Gold EventTech Award for “Best Use of Social Media B-to-B” at the EventTech Conference in Las Vegas November 4-6. In a workshop, Kathleen Mudge, consultant and social media manager for Cisco Live, shared how Cisco Live 2013 reached 227 million social media impressions – an increase of almost double over the year before.

    Cisco dedicated onsite space near registration for a very visible “Social Media Hub,” where Cisco Live attendees could view all event posts and activity on large screens, and interact with the social media team. Many would stop and tweet or post, and then take a picture of their post when they saw it on the ‘big screen”. Thus, online engagement turned into onsite engagement and vice-versa.

    The space also included a lounge area for those who wanted to set “meet or tweet-ups.” Mudge advised the hub played a major role in keeping the attendees networking and social media activity focused on the Cisco brand during the event.

    Here are some key takeaways from Cisco’s success:

    • Conduct pre-event listening to know top trends, interests among your audience;
    • Plan out your workflow, staff roles and responsibilities in advance;
    • Create an event playbook and map out your pre-set posts, tweets, in advance but also leave room for your real-time onsite creative program;
    • Measure outcomes and discuss insights.

    Adobe wins EventTech Award for “Best Use of Data Collection Technology.”

    Adobe won big at EventTech, too. Adobe won for the innovative ways in which the company used ACTIVE Conference™ for Adobe Summit, one of the world’s premiere digital marketing events. Adobe leveraged the capabilities of ACTIVE Conference to provide attendees with more personalised experiences at the event. ACTIVE Conference provided Summit participants with:

    • registration services
    • breakout session management
    • onsite session scanning
    • lead management
    • The services enabled the participants to maximise their experience at the conference and provided the data needed for more personalised lead nurturing, which led to a strong return on investment.

      Nice going, Adobe!



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    SURVIVING THE ATTACK OF THE PENGUIN
    Digital Content Manager at ACTIVE Network

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    You may not be in danger of being chased by a waddle of cute and cuddly penguins, but Google’s Penguin may be after your event website’s SEO! This penguin is a far more advanced predator, seeking out and eliminating websites that violate Google’s Webmaster guidelines by decreasing their search engine rankings. Google’s Penguin 2.1 is an algorithm that diminishes the value of manipulative links (any links that are intended to influence PageRank), for example:

    • Buying links that pass PageRank
    • Excessive Cross-linking
    • Posting irrelevant links of webpages
    • Posting on and creating bogus directories and link farms
    • Excessive use of keyword rich anchor text links
    • Blog and forum comments that include optimised links

    Here are our top 5 tips to help prevent your event site being affected by Penguin 2.1 and avoid a decrease in your event registrations.

    1. Make it relevant! Ensure that you post links to your event site or registration page on reputable event directories such as ACTIVE.com event listings. It’s important that your listing is on a site that’s relevant to your event; for example, if you’re organising a 10k, do not list your site on a directory specifically for medical conferences. It may sound like an extreme example, but in terms of SEO the concept of “any publicity is better than no publicity” is redundant.

    2. Monitor your site traffic Use Google Analytics to monitor your event site’s organic traffic. If you see a dramatic decrease, it may be due to a Penguin update! If this is the case you will need to perform an audit of your backlinks (inbound links to your site) to find the culprit links.

    3. Audit your backlinks In order to perform your audit you need to compile a list of all your inbound links (backlinks) in Excel. You can download a list of your website’s backlinks from Google’s Webmaster Tools following the process below:

    Webmaster Tools Home Page > Select your Website > Search Traffic > Links To Your Site > Who Links The Most > More > Download This Table

    Check through your list of links and make sure that there is no spam or foreign links back to your site that you do not recognise. You should also check your backlinks to make sure that there are none with “Not Found” or “Error 404” status as these can also damage your search engine rankings.

    Once you have identified the culprit backlinks causing havoc to you event site or registration page’s SEO you should create a text file (.txt) containing all the domain names of the links that you want to disavow. You can upload your list to Google’s Disavow Links Tool Page in order to improve your PageRank in a few simple steps:

    Disavow Links Tool Page > Select your Event Site > Click Disavow Links > Upload your .txt File

    You should do this as soon as possible as it can take a few weeks for Google to update the information and leaving it to the last minute can have a negative impact on your registrations.

    4. Don’t over-use keywords Limit excessive keyword rich anchor text links. Anchor links are used to provide a description of the link’s destination page. Although anchor links that contain specific keywords relating to your event are beneficial, encumbering your links with too many of these keywords can have a negative impact on your SEO.

    5. Quantity or Quality? As far as Google is concerned, content is key! Avoid link schemes and cross linking offers. Creating relevant and unique content for your event site is the best way of ensuring SEO success. Make sure you promote your content on social media channels, your blog, and relevant LinkedIn groups for increased exposure. Remember, if you don’t want to be penalised by the penguin police, when it comes to content and links, it’s definitely quality over quantity!



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    WHAT EVENT TECHNOLOGY MEANS TO PCOs AND EVENT PLANNERS IN SINGAPORE
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    Last week, on the 31st October, ACTIVE Network organised an inaugural Breakfast Event Technology Seminar dedicated to Professional Conference Organisers and Event Planners in Singapore. ACTIVE Network partnered with SACEOS, the Singapore Association of Convention and Exhibition Organisers and Suppliers for this event.

    The early morning start certainly didn’t discourage guests from attending and the event kicked off with a full house of representatives from leading Singaporean Professional Conference Organisers (PCOs), corporate event planners and event agencies. Guests had time to do some networking while tucking into a delicious dim sum breakfast.

    The first seminar speaker was Ms. Mei-Sin Yeow, Director, Marketing Communications SACEOS. Mei-Sin gave a warm introduction and spoke about the growing partnership between ACTIVE Network and SACEOS. The second speaker was Mr. Sam Renouf, VP, Emerging Markets / GM, Asia Pacific who introduced The ACTIVE Network and spoke about the main challenges facing event organisers based on the results of the Event Marketing Institute study into Event Technology Trends (2012).

    The practical seminar component was led by Brian Bergey, Manager, Client Services Asia Pacific, who showcased ACTIVE Network’s newly revamped RegOnline platform. Brian took seminar attendees through the typical event planner cycle, from building the online registration form, to using the reporting function to doing on-site check in. After Brian’s engaging product demonstration, the floor was opened to questions from the audience. A number of interesting discussion points were raised by the audience including questions around registration form access, payment gateways, mobile compatibility and how the RegOnline form looks on a user’s website. Ms Janet Tan-Collis, President of SACEOS also raised some important questions about how event technology can be best adopted by event planners in Singapore. The RegOnline demonstration and Q&A session were well received by all who attended. We are looking forward to organising future event technology seminars to continue to support the Meetings, incentives, conferencing and exhibitions industry in Singapore!

    Here is a message from our partner SACEOS:

    SACEOS is delighted to see many of our members at the Event Technology Breakfast Seminar at White Tangerine. We are convinced that you will enjoy using RegOnline as much as SACEOS Secretariat has. Since October, we have migrated all our event registration to RegOnline, and have been enjoying tremendous support from ACTIVE Network. Those of you who have registered for any of SACEOS' events, would have experienced how fast and easy RegOnline is.

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    ACTIVE NETWORK AND JUSTGIVING REVEAL EVENT FUNDRAISING GROWTH
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    ACTIVE Network and JustGiving announced last week at an event held at ACTIVE Network offices in London to an audience of 29 charities, the debut of "The Event Fundraising Monitor: What's Next for Events?". This new report shares insights on fundraising for organised events. The report uses analysis of trends seen on ACTIVE Network and JustGiving's own platforms, combined with survey data conducted in September 2013 among fundraisers and charities throughout the UK[2]. It has been launched as ACTIVE Network and JustGiving unveil a new integration on the ACTIVEWorks® technology platform, which allows event organisers to seamlessly manage registration and fundraising, helping charities to reach more supporters, raise more money and save time.

    Among the findings, the "The Event Fundraising Monitor" report revealed that:

    • Running events remain a strong fundraising conduit as 77% of all event fundraising pages reviewed in the report are created for running events
    • 25% of the charities surveyed see Running as the leading category for generating income
    • Cycling has seen the largest increase in fundraising, growing by 30% since 2011, making it the third most popular event type among fundraiser managers surveyed after Running and Walking
    • Fundraising for Triathlons has grown by 21% according to the survey results for 2011-2013
    • "In 'The Event Fundraising Monitor' report we highlight a new opportunity for fundraisers with the emergence of MOB (Mud, obstacle, beer) events, a new type of event that's experiencing explosive growth globally and features hyper social activities, such as mud runs, obstacle courses, and adventure races," commented Sejal Pietrzak, Senior Vice President at ACTIVE Network. "While traditional endurance events continue to be popular, including the Prudential RideLondon which drew in more than 65,000 participants across the event weekend, we are also seeing the globalisation of events like The Electric Run and The Color Run, which present a tremendous opportunity to help philanthropic causes raise money."

      Charles Wells, Chief Marketing Officer at JustGiving adds, "The common thread among all of the events showing growth is that they each give their fundraisers unique stories to share online, generating great reasons for a participant to share his or her fundraising with their network. Not only that, but they help charities reach new supporters and drive sign-ups for future events - around 40% of our fundraisers among those surveyed tell us that since they've started fundraising, a friend or family member has got involved too."

      To download the full "The Event Fundraising Monitor" report, please visit http://www.activenetwork.co.uk/justgiving.

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    EVENT PLANNER'S FIRST
    Digital Content Manager at ACTIVE Network

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    Whether it’s your first day at school, first kiss or fist love, you always want your first time to be perfect, and your first event is no different. There may be blunders, heartache and a lot of back and forth, but planning your first event is a huge learning curve that will prepare and pave the way for your future career.

    So you’ve obtained your licenses and permits, arranged the venue, organised the catering, and gone through your health and safety plan with a fine toothcomb, but with all the excitement of your upcoming event, there are a few things that can easily be overlooked.

    Once you have ticked off everything on your Event Planner’s Checklist, here are some tips to help you build a successful event and boost your attendance.

    Switch to online

    It’s no longer the 90’s and in order to keep up with the competition you need to offer your attendees easier ways of registering for your events. Paper-based registration can be costly and waste a lot of time, not to mention the hassle that it causes your attendees. It’s simple - to increase your registrations, make it easier to register. Provide your attendees with various options, including mobile optimised online registration forms that they can access from their mobile device no matter where they are.

    Am I on your list?

    An amazing event website and branded registration form will do wonders for your event, but you need to drive traffic to your forms. Maintaining and growing your marketing contact list is crucial to promoting your event. Sending out email invitations to your lists is a great way of getting the word out about your event and, when executed correctly, can help to boost your attendance. A good online event registration company will provide you with integrated email marketing tools so that you don’t need to outsource designers or have any prior knowledge of HTLM.

    Remember it’s not just a numbers game, don’t send out promotional materials and invites to anyone and everyone. Make sure that your marketing efforts are not wasted by performing thorough audience research before compiling your lists.

    Tweet to Traffic

    Social media is a tool that every event planner should utilise to promote their events. Create a following on Twitter by promoting your event with its own hashtag. Hashtags are really a form of metadata tags which are used to mark messages and enable attendees or groups of people to access specific messages. Don’t get too hashtag-happy - assign one or two for your event. If used correctly your event’s hashtag can appear on the “Trending Topics” of a user’s homepage and increase traffic to your event site. Ensure you promote your event on other social channels such as Facebook, LinkedIn and your blog. Integrating social share buttons with your event site and registration page will also go a long way in increasing engagement and promoting your event.

    Cash is not always convenient

    Make it safe and easy for attendees to pay to register for your event. Offer various online payment options as well as early-bird registration fees and group entry discounts as incentives. Early-bird discounts are a good way of ensuring that your event sells out at a faster rate, while also reducing the amount of work that your staff need to do in the days leading up to your event.

    It’s good to talk – it’s better to listen

    Communicating updates and sharing engaging content with your attendees is always a must, but it’s also important to listen to feedback. Taking polls and organising surveys is an excellent way of gaining feedback before, during, and after your event. Your first event is a learning curve and obtaining feedback from your attendees can be used to optimise your future events.

    Remember not to forget!

    One thing that often gets overlooked is the reminder email. Sending an email reminder to your registrants will not only remind them of your event, but it will also help minimise no-shows; the last thing an event planner wants to see is an array of unused badges at the end of an event.



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    6 STEPS TO STARTING UP YOUR OWN EVENTS COMPANY
    Digital Content Manager at ACTIVE Network

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    How did you do it?

    One of the top questions people ask event directors is “how did you get here?” There’s really no magic recipe for success in starting out on your own. Everyone’s journey is different, but there are key elements to their success.

    If you’ve been sitting at your desk daydreaming about the glamorous life of owning your own events company, it’s time to wake up! Starting up any business can be brutal in this socioeconomic climate and to be successful you have face reality – hard work, long days (and nights), and a whole lot of networking!

    It’s not all doom and gloom, once you’ve taken the leap and decided to start, there are a few simple steps that you can follow to make sure that you stand out from your competition.

    1. Expertise? What expertise?
    Do you have event planning experience? Get experience - This is the first tip that you will come across when you want to start out. Although experience in the event planning industry can be extremely useful, it’s not essential. During your career you will have gained some transferrable skills that you can apply to your event planning career. The most important of these skills are ORGANISATION, TIME MANAGEMENT, CREATIVITY, NEGOTIATION, COMMUNICATION, and INTERPERSONAL SKILLS. STICK TO WHAT YOU KNOW! Remember to utilise your own personal experience when deciding what type of events you are going to specialise in. For example, if your background is corporate, then this is a great place to start, rather that organising sporting events.

    2. It’s not what you know, it’s who you know!
    We’ve all heard it, and although what you know is important, sometimes who you know carries a lot of weight too, and in the world of event planning knowing the right people is a necessity! Social media is a great way of networking. LinkedIn is a superb example, join appropriate groups and participate in discussions. Attending seminars, exhibitions, and trade shows are also great ways of expanding your contacts and network. Tip: Going to a competitor’s event is also a good way of establishing contacts and obtaining supplier information. It can also give you an indication of potential sponsors that you can approach for your event.

    3. The plan
    Every planner needs a solid business plan. This may be daunting, but you can obtain a business plan template from most banks when you go to enquire about setting up a business account. These templates are extremely useful as they contain all financial modelling templates that you will require to produce your year on year projections. Using the bank templates may also come in handy if you require bank funding for your business. When creating your plan, it’s essential that you do your market research! Knowing your audience and your competition is essential to finding your niche and in deciding how and where to promote your services. You can download an Audience/Persona Template and Competitor Research Template here for FREE.

    4. Registering your company
    There’s no point coming up with a catchy name for your company if it’s not registered. Make sure that you register your company with the relevant body, for example, if you are in the UK you can simply register your company with Companies House. Remember, simply registering your company does not give you trade mark protection, this needs to be done separately. Get professional advice before registering a company as this will have implications on the type of financial records that you will need to keep for tax purposes.

    5. What do you have to offer?
    Once you have determined your target market and completed your competitor research, it’s important that you think about what type of services you are going to offer your clients. For example, are you going to offer full event planning services including event registration, venue hire, catering services, event promotion, etc… or are you going to specialise in one or two areas? It’s vital that you think about the costs involved. The administrative costs and time constraints of paper based event registration for example can be a burden on a start-up as can event marketing and promotion which require special expertise. A good way of reducing these costs is to use an online event registration provider. Some providers give you the option of creating and customising your registration forms as well as your event site and emails – saving you time and money! Tip: Take all the above costs into consideration when creating your fee structure, e.g. flat fee, hourly rate, commission based etc…

    6. Get your papers in order!
    It’s imperative that you know all the legal procedures and complete your paperwork in advance. You don’t want to be in the position where you have to turn down a client because you haven’t allowed enough time to obtain a particular licence or certificate. Make sure you obtain business insurance to cover your employees as well as the public. To find out more about procedures and the event planning process, read our blog post "The Event Planner’s Checklist: For The Event Organisers That Don’t Want To Miss A Thing" and download you FREE copy of The Event Planner’s Checklist.

    Conclusion:
    So you’ve dotted the i’s and crossed the t’s, what next? It’s time to market your services. Sending out brochures and emails to promote your company is a good way to start, however, if you have the budget, why not showcase your services by organising a launch? Sending out email invitations to your prospective clients will enable them to see your company’s marketing machine in action and sample the services that you could provide. Ensure that you create a seamless experience for your attendees by simplifying the event registration process and offering them mobile event applications. You can find more information about Event Registration and Attendee Management here.



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    How I Got Here - Sejal Pietrzak

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    Sejal Pietrzak is senior vice president international at technology and media company Active Network. She talked to Event about launching the company's London office, her experience of working at an ice cream store, and how she would like more time to mentor women in events.


    What do you do and how long have you been in your current role?
    As the senior vice-president for international at Active Network, I am responsible for the expansion, growth and strategic direction of our company’s business outside of North America. I started our international division back in 2007 and have been managing Active's overseas operations since then.

    Where was your first job?
    My first job was with the US Chamber of Commerce’s international division in Washington, DC. It was a great experience that enabled me to work with multinational corporations and gave me the opportunity to manage events and conferences designed to foster relationships among companies, government leaders, and industry experts in the USA and South Asia. The events aspect of my first job gave me a special appreciation for the complex work of event planners and conference organisers.

    What was the most important thing you learnt there?
    I learnt a great deal about working with other cultures and the challenges facing American companies as they expand overseas. But probably the most important lessons I gained were about how to execute efficiently, get things done, multi-task and prioritise.

    How did you get from there to where you are now?
    After working at the US Chamber, I earned my MBA from Wharton and then moved into strategy consulting at the Boston Consulting Group. From there I worked in banking for a few years. But, I longed for an entrepreneurial role where I could help grow a business again. Active Network presented me with the perfect opportunity to manage a fast-paced, growing business, that offered event organisers excellent technology to help them manage successful events from triathlon races to conferences. Nine years later, I continue to love what we’re building at Active.

    Looking back, did you expect your career path to take the course it has?
    I feel incredibly blessed that my career has taken the path it has – I don’t think anyone can predict what their career path will look like when they are starting out. I feel as if each step in my career has led me to where I am today. The move to Active was a perfect fit and gave me the opportunity to combine my university education in international studies and Masters in business with my experiences in event management, business leadership and corporate strategy.

    What has been a highlight of your career?
    A recent highlight for me was launching Active Network’s new London office this past summer at One Euston Square and announcing that we had surpassed an important milestone of supporting more than 25,000 events in the UK and EMEA over the past five years. I started Active's business in the UK back in 2008 with just four full-time employees in a tiny office in Hammersmith. And now we have over 50 full-time staff in our London office dedicated to supporting all types of events. Our success is a result of Active's team, who offer great service for event organisers, along with Active's strong technology.

    What would you have done differently?
    I am often asked to be a mentor of women shaping their careers and to speak at events about what I did to become a successful woman in the competitive and male-dominated technology industry. I enjoy these opportunities and believe that giving back is a critical aspect to being successful not only in one’s career, but also in one’s life. If I could do something differently, I would dedicate more of my time to mentoring and coaching women, imparting my knowledge, and sharing lessons learned from over 20 years of working in fast-paced, global businesses.

    Who has inspired you along the way?
    I have been lucky to have had two incredible women mentors who taught me to always be confident, ensured I knew that it is possible to have a family and a rewarding career, and gave me guidance and advice at the times when I needed them most. I’ve also been inspired by my team at Active who show passion and commitment everyday – their optimism and their ‘we can do it’ attitude inspire me to work even harder each day.

    Have you ever had a job interview that went particularly well or spectacularly wrong?
    When I was a teenager, I applied for a summer job at an ice cream store in my town. However, it didn’t look like I was going to be hired as I had no prior work experience. I tried to convince the manager that I was hard working, a fast-learner, and could scoop with the best of them. As I was interviewing, the store received an unexpected bus-load of hungry children, and I offered to help. I washed my hands, put on the apron and hat, and off I went to take orders and scoop ice cream onto cones and into cups. About 15 minutes later, as we were rushing around to fulfill orders, the manager said loudly to me over the noise of the kids; "You’re hired!". It was a fun summer at that ice cream store.

    Is there a piece of career advice you’ve ever been told that has stuck with you?
    The best career advice I ever received was focus on your customers and your team, and everything else will fall into place. If you think about it, focusing on those two stakeholders – our customers and our team - are all that matter in building, growing and leading a successful business.

    What career advice would you give to your 21-year-old self?
    Enjoy the day. We should look to the future and learn from the past, but it’s so important to just enjoy the moment. Even now, enjoying the day is something I constantly remind myself to do.

    How do you wind down and relax after a hectic day?
    Spending time with my husband and two children (ages seven and nine) is the best relaxation – we often play family games like Monopoly and Scrabble together, we ride our bikes in our neighborhood, and we often go to the beach - we love living in San Diego! Going out for a run always helps me release tension, and I often come up with new ideas when I’m running. When I have time, I love to cook, try new restaurants, and have dinner parties with friends.


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    UK Study Exhibits Value for the Meetings and Events Industry
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    The recent UK Economic Impact Study released by MPI UK/Ireland presents an interesting and comprehensive assessment of the impact of the meetings and events industry on the British economy.

    Here are some of the highlights that I would like to share with you:

    • The UK meetings industry delivers £58.4bn to the UK’s gross domestic product (GDP) making an economic contribution 3x greater than agriculture
    • Meetings total gross value added contribution (GVA) of £20.6bn is more than legal services, accountancy or broadcasting
    • Attendees spent just under £40bn attending UK meetings alone
    • Meetings industry is the 16th largest employer with more than 515,000 individual directly employed, double that of the telecoms industry
    • More than 1.3m meetings were held in the UK in 2011 in over 10,000 venues
    • The meetings industry contributed £21.1bn in tax revenue to the UK government

    With an industry this valuable we need to start taking ourselves just a bit more seriously. Certification, measurement and spend control are three areas that need to be addressed by organisations that run events.

    First, are your teams properly trained in this discipline? If not, why aren’t they? Would you employ a lawyer or accountant without the appropriate qualifications? For details on certification check out the industry trade association www.eventia.org.uk or, if you operate outside the UK, visit www.pcma.org

    The second aspect associated with meetings that needs to be addressed is measurement. For example, do you know how many events your organisation is currently running? What are those events about? Most importantly, why you are doing them? If you are not asking these questions of your organisation’s meetings, talk to us at ACTIVE Network. Our event technology can assist you in measuring, reporting and analysing your meetings and events portfolio so you can make better, more informed decisions.

    Finally, companies need to start taking their meeting spend more seriously. If I were a CEO – with figures like this being a proven factor – I would certainly want to start looking at this area of spend and understanding it a little more. With ACTIVE StarCite you can track your spend with vendors and find significant savings, and efficiencies.

    It’s time for event professionals to sit up and command our seat at the executive table. The way to do this is by intelligently using the right data. I’m curious to know what data insight would change the way you do business today. Feel free to post a comment below.

    The full research report is available to download from www.mpiweb.org/UKEIS

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    INBOUND LEAD GENERATION – THE “COME TO US” APPROACH
    Digital Content Manager at ACTIVE Network

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    Tired of receiving sales calls from mobile phone companies and what seems to be an endless pile of leaflets and brochures through your letter box?

    No matter what your age, job, or background, we’ve all come across some form of outbound marketing.

    Companies and organisations invest a huge amount of resources into generating leads in this way, and it’s really just a numbers game. Unfortunately, this is not the most cost effective way of generating leads or attracting attendees for event organisers.

    The “come to us” approach

    Lack of resources and investment can substantially hinder the outbound event marketing approach. “A SOLUTION” I hear you cry! “YES, let them come to you!” Another great aspect of inbound lead generation is cutting out the “don’t call us, we’ll call you”. However for inbound campaigns to be successful you need to know your attendee inside-out.

    Download your copy of the Inbound Lead Calculator to help you throughout you lead generation cycle.

    Qualification

    This isn’t a CV and “qualification” does not require a degree! As you are relying heavily on your prospective attendees coming to you, you must ensure that you are using the correct messaging to address their needs in your marketing materials to entice and drive traffic to your event site or online registration page. It’s pretty simple, if you know what they want, you can sell to them!

    Like a bee to nectar

    Once you have created a buzz around your event and driven traffic to your event site and registration page, it’s time to CLOSE, turn those MQLs into attendees! Including offers and incentives works extremely well in boosting event registrations.

    Unique visitors, MGLs, MQLs, monthly revenue; it’s vital that you produce a monthly forecast of your metrics to ensure that you are meeting your event marketing goals and objectives. You can access and download a FREE Inbound Lead Calculator here to help you for your event.

    It’s no marriage proposal – It’s all about the engagement

    Engaging your attendees with fresh content that they find useful is a great way of keeping up the momentum or the buzz created through your marketing campaigns. Keep attendees interested in your event and encourage the sharing of event information and content, such as whitepapers, infographics, photographs, and video content, with their social groups and colleagues to help increasing your profile.

    Tip: It’s a good idea to track each of your marketing activities so that you know what works best and where to concentrate your marketing efforts. Read my post of “Event Tracking – The Professional’s Game of Tag” for some helpful hints and tips.



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    EVENT TRACKING – THE PROFESSIONAL’S GAME OF “TAG”
    Digital Content Manager at ACTIVE Network
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    “Tag, you’re it!”

    Although we’re not in the school playground, in the game of event marketing (the professional edition), “tagging” is almost a daily ritual.

    UTM tags are identifiers that Google Analytics use to differentiate each of your marketing activities in order to track each campaign separately, and essentially help you identify which activity performs the best.

    The aim of the game

    ACHIEVING GREATER CONVERSION! Yes, you may have a manicured marketing plan in place, but it’s imperative that you TRACK, MEASURE, and REPORT on your event marketing success so that you can OPTIMISE your activities and increase your conversion rates.

    Blonde or brunette?

    It’s amazing how a simple thing like colour can evoke different reactions and perceptions. The same rule applies to your event marketing campaigns, whether it’s messaging, image, or a call to action, it’s vital to assess what works the best. A/B testing is one of the ways that you can test two variants, (A and B), to identify alterations made to a web page that can have an effect on your metrics, such as click-through-rates, downloads, or contact requests.

    What if I want C?

    For those who want it all, bucket testing or multivariate testing enables you to experiment with more than two versions of a web page or email campaign simultaneously. There are many tools that enable you to track your marketing activities in order to optimise them to boost your event conversion and increase your ROI. Remember, optimisation is not a one night affair; it’s a continuous process and as such all results should be recorded using a Report Template.

    Conclusion

    Technology has changed the way we market our events, paving the way for greater control and accuracy in tracking, measuring and reporting on the success of event marketing activities. From creating UTM tags for your marketing activities, In-Page analytics, multivariate testing, to optimising for greater conversion, the Event Reporting Whitepaper complete with a complimentary Social Media Tracking tool and Report Template will ensure that your marketing activities are on track.

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    MOBILE TECHNOLOGY: THE FASTER HORSE?
    Digital Content Manager at ACTIVE Network

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    Henry Ford famously said "If I had asked people what they wanted, they would have said faster horses", so he gave them the automobile.

    Technology has certainly advanced since then, with “mobile” at the forefront. We are just not as patient as we used to be, speed and ease of communication is paramount; so it’s not a surprise that mobile technology has had a vast impact on business and industry throughout the world.

    With all the changes in technology, one question comes to mind: Is mobile technology Henry’s faster horse that the events industry didn’t ask for?

    From clipboards to tablets

    It may not be hands-free but at least the tablet has eliminated the need for hefty ring-binders and clipboards not to mention the improvement in efficiency and increased accuracy of information that paper-less registration has provided. It’s not just the clipboard that’s been trumped in terms of technology, but our good friend, the computer, is left behind where accessing information is concerned. Endurance event organisers and business event planners alike can rejoice at the advances in technology that have provided more sophisticated mobile event management apps and tools that can manage event and attendee data at a click.

    From organisers to attendees

    Yes, so life has improved for the organisers, but where are the attendees in this equation? Ease of access to event information, self-edits, agendas, speaker bios, schedules…all at attendee’s own convenience is a possibility through the use of handheld mobile devices.

    The increased interactivity provided for by mobile technology has been most advantageous for both event organisers and attendees. Attendees with real-time access to information can give their feedback through surveys and polls in addition to broadening their network thanks to applications that can match them to other possible contacts based on shared attributes.

    Organiser-attendee-organiser full circle

    The transition to mobile has really boosted and extended the reach of events via social media channels such as Facebook and LinkedIn, enabling the creating of communities and encouraging engagement between organisers and their attendees all in a click.

    Conclusion

    Is it a horse? No, it’s mobile. We may not have asked for it but it is here and it is definitely the way forward. For more information download the whitepaper on 5 Ways Mobile Technology Is Re-Shaping Events.



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    21st CENTURY EVENT PLANNING
    Digital Content Manager at ACTIVE Network

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    I want MORE; doesn’t everyone?

    In a generation where technology is the driving force behind businesses and our day-to-day lives, the events industry has undergone a major facelift. Although there are no major adverse side effects to this facelift, attendees have come to expect and demand more from events…more choice, a better experience, more value, and more ways to connect.

    Out with the old, in with the new

    Ladies and gentlemen, raise your glasses to the 21st Century Event Planning. The simple days of sending out paper invites are no more, and so are many hours spent drowning in a sea of paper registration forms.

    Planning an event is now considered more of a journey, bringing people together with sustained community engagement throughout the event cycle. In a market where competition is rife, it’s imperative that event planners utilise technology to their advantage in building brand awareness and communities in order to drive greater conversion for their events.

    Time is money

    When was the last time that you used a pen and paper to manually fill out a form or hand-write a letter? Emails, text messages, Facebook, and Twitter have taken over. We live in a society where waiting a few days for information by post is just not acceptable, and in a similar respect, attendees expect the same, opting to receive information in real-time via email or enter registration information online at their own convenience.

    Although some organisers may be adverse to changes to their registration process, the move from offline to online can save valuable time, resources and money wasted on tedious administrative tasks.

    Is anyone listening?

    Do consumers still listen to the authoritative voice of the company CEO on brochures and websites anymore? Well, the answer is YES, they still do; however, attendees are becoming less susceptible to company-to-attendee communication as it’s viewed as advertising. In recent years PEER-TO-PEER recommendations have become extremely important in gaining and increasing brand loyalty as opposed to traditional advertising methods, so if you want more attendees, it’s vital that you use social media channels for lead generation and in increasing your conversion.

    Achieving greater conversion

    Want more tips on how to achieve greater conversion for your events? Download the Guide to Drive Greater Conversion and start to increase your event ROI.



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    EVENT PRICING STRATEGIES
    Digital Content Manager at ACTIVE Network

    When it comes to pricing strategy, one size does not fit all! Selecting the correct pricing strategy can have a vast impact on your revenue.

    Using our expertise and industry experience working with endurance event organisers, we have come up with the top 5 essential elements of creating event pricing strategies.

    Keep your eyes on the prize

    Setting targets for your race registrations and revenue is extremely important. If you’ve organised a similar event in the past, you should aim for an average increase of 10% on your registrations. As mentioned previously, all events differ, and as such your pricing strategy should take these differences into account when setting your goals. Read our whitepaper on Event Pricing Strategies to aid with creating your event strategy.

    Don’t give them an excuse

    Although the World’s not going to end any time soon, it’s vital that you create a sense of urgency when it comes to your event registration. Having limited capacity and offering pricing incentives is a great way of enticing participants to register for your event early on and can eliminate their excuses or reasons not to register right away.

    Open for business

    Deciding when to open your online race registration shouldn’t be an afterthought. Depending on the type and size of your event, choosing the correct time to open your online registration could be vital to boosting your attendance figures and increasing your ROI. The Event Pricing Strategies whitepaper will help you determine when to open your event registration, whilst our ROI Calculator tool will help you put metrics and value to your financial outlay or investment.

    The price is right

    It’s not a game show, eliminate guesswork and don’t leave your pricing structure to chance. Like events, participants differ in opinion when it comes to fees and as such it’s virtually impossible to come up with a “right price”. A successful pricing strategy takes these differences into account and provides different pricing options to cater for those who are extremely price sensitive and the participants who don’t complain. Get help setting your price points with the Event Pricing Strategies whitepaper.

    Take a break

    Offering price breaks and their frequency will really depend on the type of event that you are organising and the targets and goals that you set out at the start. Some events may change prices on a monthly basis whereas others may only offer two or three changes throughout the registration period.

    Conclusion

    Download the Event Pricing Strategies whitepaper and ROI Calculator to create a pricing strategy that will increase your attendance have a positive impact on your revenue.



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    SOCIAL MEDIA SHARING - THE 21st CENTURY “WORD OF MOUTH”
    Digital Content Manager at ACTIVE Network

    21st Century Marketing

    Developing social media presence is not an overnight affair! Simply setting up a Facebook, Twitter or LinkedIn account isn’t going to boost your conversion rates. Like any lasting relationship, the key to social media success is building trust, which takes time.

    When done correctly, social media can enhance your online presence and promote your organisation by increasing audience engagement with your content through “sharing” – the 21st Century “word of mouth”. The Event Planner’s Guide to Social Media will help utilise your social media channels to create a buzz around your event, engage with your audience, increase event attendance, and gain valuable feedback after your event.

    Don't be aggressive

    Using aggressive marketing tactics to boost your conversions on social media channels can have negative results on your online presence. Social media relies heavily on content and quality interactions with your audience. Create content that your audience will find interesting and useful, something that they would want to share with others. Remember social media is not designed to be a one-way communication medium, so encourage discussions and comments to increase audience engagement. The Event Planner’s Guide to Social Media will provide you with best practices and tips on promoting your event via various social media channels.

    Promote open relationships

    Unlike traditional marketing and advertising mediums, social media is one where sharing other people’s content is an acceptable, if not necessary, way of growing your community of followers. Commenting on other people’s blog posts will encourage others to engage with your posts and also help improve your online profile. Twitter is also another medium that encourages the sharing or re-Tweeting content, (if relevant to your audience).

    Avoid un-likes and ignores

    It’s all about content. Keep it fresh, interesting, and relevant. Although it’s important to be consistent with your blog entries and posts, it’s equally as important to ensure that your content is useful and relevant to your audience. Don’t feel under pressure to create content just for the sake of having something to post as followers will not want their social media feeds encumbered with irrelevant or repetitive information.

    Conclusion

    Social media is the way forward. Innovate, inspire and share - download your copy of The Event Planner’s Guide to Social Media to help boost your online presence and event attendance.



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