The recipe for any successful event is how much planning and preparation you put in beforehand. That’s a given, but sometimes it requires a little more than that, especially when planning multiple events across different locations or countries.
If your business falls into this category, then chances are you’re aware of what disjointed events can do to your marketing initiative, and you’re even more aware of how difficult it can be creating events that provide the same narrative, the same attendee experience, and the same brand image.
If there’s one thing that planning multiple events requires, it’s consistency, and to get this you need to centralize your events. This refers to having one platform which manages all of your events. Not only does this provide a central planning hub for planning events, but it also harmonizes everyone working on the platform, allows you to capitalize on your data to generate valuable insights, and standardizes important planning procedures.
It’s easier said than done but with the right tools, it’s definitely achievable. So to help make sense of this, we’ve identified five reasons why it’s time to start centralizing your event planning.
📌 Get more insight into your events data
There’s no understating the importance of centralized data. Data is a vital asset to everyone involved with event planning who depend on it to get the full picture of what’s happening at their events and how they can be improved in the future.
Yet, unfortunately, the majority of event marketers find themselves handicapped by siloed data and incomplete analytics, which makes it a lot tougher to plan their events. With these limitations, maximizing your event marketing ROI becomes much more of a challenge.
The solution to this is having one platform that collects and manages all of your data. This will integrate all of your key metrics into one dashboard which can be accessed by anyone from event planners up to management.
Performance and key metrics can be tracked which provides everyone involved with complete insight into what you’re achieving or what you’re wasting resources on. And once you’re in the habit of collecting data for all of your events, you’ll quickly notice patterns, be able to better target your events, and identify whether you’ve achieved ROI.
📌 Provide a stronger, smoother attendee experience
The ultimate goal for every event organizer is to add value and to help their attendees see improvements in the various pain points they’re facing. This plays a defining role in shaping your attendees’ perception of your brand, creating meaningful and long-lasting relationships in the process.
For this reason, it’s important to provide all of your attendees with the same experience, but when you’re managing multiple events this can feel a lot more disjointed. Working across different locations, time zones and languages is undoubtedly going to change the event but that doesn’t mean that you can’t provide a strong brand experience.
You can still provide your attendees with the same experience across the board and to do this, you need to harmonize your teams so that they’re working together. Using the latest event technology plays a big part in this because the whole event cycle - i.e. website, registration, follow-up emails - can be done through one platform.
This avoids any major discrepancies at the different events and gives your events consistency which plays a big part in providing attendees with a smoother brand experience.
📌 Create brand coherence and communicate a stronger brand message
When planning multiple events it can be easy to get caught up in the nitty-gritty details without thinking about the bigger picture aka the brand message. The main reason for hosting an event is to provide your attendees with a narrative of what your brand is, what it can offer, and what differentiates it from the rest.
That’s why it’s imperative that all of your events deliver the same brand message. However, as we discussed, no event is going to be the same, but there’s still a lot that you can do to unify and communicate your brand image.
Consistency is at the root of powerful business branding, and projecting a persistent message is an essential element of any successful event. To help with this, you need to ensure that you have the right tools in place.
Factors such as having standardized websites, automated email campaigns, and a strong presence on social media go a long way in giving attendees a real understanding of your brand that is harmonized. This avoids any major discrepancies that are likely to confuse your attendees.
📌 Streamline event planning
It's a common occurrence that when different teams plan events they're going to have their own processes in place. A large part of this can be attributed to the different tools that each team uses.
With no common planning processes, inefficiencies arise which in other words equate to lost time and money. But this can quickly be fixed by moving all of your event planning on to one platform which manages everything.
This integrates all of the different places into one place which can be accessed by everyone. Centralized planning allows everyone to work more efficiently without being consumed by administrative tasks. When events data is integrated, processes are more efficient and resources can be directed more appropriately. It’s a huge win for saving time and money for the business.
Example: To get an idea of how much time you can really save by using an EMS like Eventtia. Our ‘duplicate event’ feature allows you to replicate an existing event with just a few clicks of the button. No longer do you have to build every event from scratch, you can do it in 4 steps.
- Go to the Event Summary.
- Click "Actions", located on the upper-right corner of the screen, then "Clone".
- Search for the event similar to the one you want to create and select the modules that you wish to use.
- Once the event is cloned, you can change old information with the new information. Please remember to update your event's name, dates, and URL. Also, remember to adapt the information on the event website.
Note: The attendee database won't be transferred to the cloned event.
📌 Better communication between teams to make it more efficient
The main cause of problems and failures at any event is usually bad communication, and this is only amplified when planning multiple events. However, whilst this is the root of the problem, it is also the answer to the problem - it’s what binds everyone together and fosters collaboration.
A key component of running events is knowledge and without communication, there’s no way for this to be distributed around the business. This can be attributed to the sheer number of tools that are being used by different teams - because without a single platform to harmonize communication, knowledge is siloed and barriers start to form.
This can be solved by an event planning platform that integrates everyone together. Event planners want to collaborate but they’re never going out of their way to do this. Instead, it’s about having the right tools that enable it to happen, naturally. The use of EMS plays a big part in this because it encourages communication and allows better decisions to be made.
- From brand message to attendee experience and brand image, if there’s one thing that planning multiple events requires, it’s consistency, and to get this you need to centralize your events aka have one platform which manages all of your events.
- With centralized planning you can get a better insight of your events data. It becomes much easier to identify what's being achieved and what you're wasting your resources on.
- A central planning hub enables you to plan multiple events in one place. This has a big impact on the delivery of the events because it provides consistency. The whole event cycle can be done through a single platform which avoids any major discrepancies in the execution of the events.
- The various features with event planning software such as event cloning or being able to automate registration, saves your employees time, and empowers them to provide better events because their time isn't being wasted on manual tasks.