Using event tech in pre-event marketing

Event tech not only enables better event management and marketing, but also helps with sales measurement, audience engagement, real-time action and seamless collaboration. Here are five ways event tech can boost your pre-event marketing efforts.

Ease event registration
If you want to streamline your pre-event registration and simplify it for audiences, event tech can help you create a clean, simple and branded registration website. You can create dynamic registration paths based on attendee types, making it easy for attendees to book. Since registration is a crucial step in the event lifecycle, the website will set the tone for the rest of the attendee’s engagement with your brand. 

Integrate email and event marketing
The ability to send targeted messages and automated reminders to attendees is making a big impact. Email marketing allows you to track what attendee preferences, behaviours, and subject lines are attracting responses. You’ll be able to understand what each attendee is looking for and inform future marketing strategies.

Study event data
Your greatest source of knowledge comes from your attendee’s interests and behaviours. By incorporating this data into your pre-event promotions, it will inform and strengthen your overall marketing. For recurring events, the best practise is to utilise past event data and compare it with post-event surveys to collect quantitative data and create better events in the future.

Create branded event apps
Branded event apps allow you to bring attendees into your world before the live event, encouraging them to explore and create custom agendas. Through push notifications, apps can help attendees engage with future connections and pre-arrange meetings with exhibitors or sponsors. Pre-event content and a social feed with a hashtag will also encourage attendees to create word-of-mouth marketing.

Jump on virtual reality (VR)
Through VR, attendees could be engaged before the event with a virtual tour of the venue, during the event through virtual product tours, and post-event through videos and other interactive experiences.

Will Kataria is director of sales, APAC, Cvent