When is the last time you took a step back and evaluated your event management processes?
If you have not done this in the past 3 years, we highly recommend you do. Here are 6 reasons why you should take the time to evaluate your event management workflow, processes and systems every 1-3 years.
1) To identify pain points. This is by far the most important reason to stay on top of how you manage your event and what systems you use. Pain points can be internal or external. Internally they can slow down sales, fatigue your staff, and cause unnecessary mistakes. Externally they can harm your relationships with exhibitors or attendees by making it difficult for you to service them. These are critical and need to be identified and solved quickly.
2) To identify new revenue opportunities. Most trade shows rely on selling advertising and sponsorships to earn additional revenue. In years past, most revenue was earned from selling printing, signage and more. Today we are seeing huge growth of new found revenue in digital sponsorship sales, online ebooth upgrades, banner ads, videos and more. Show managers have a new found revenue source that if utilized well, can provide huge ROI for their exhibitors. See article on Physical Booth vs. Online Booth (Infographic) to learn more.
3) To improve customer service. We believe it is important to take your relationship seriously when it comes to providing your exhibitors and attendees with an easy to use website, service center, mobile app and software that makes it easy for them to do business with you. Evaluating the path they take and workflow that affects your customers is important for building strong relationships and creating a positive event experience. See article on how to create an Exhibitor Concierge.
4) Save time and money. Here is where you want to take a look at how many steps and how many people does it take to manage each phase of your event cycle. If you can identify places where 3 steps involving multiple people can be combined into one step completed by one person, you will not only save time and money, you will also reduce the chances for mistakes that can become even more costly.
5) Simplify and streamline. In today’s techie world, we are always asked if we can integrate with other CRM’s, AMS systems and more. Of course we can, but we ask you to consider exploring ways to avoid complicated integrations and instead look for ways to handle as many steps in one system as possible. Integrations can either make sense, or over-complicate the processes for your staff, your exhibitors or your attendees. Make sure that what you build will provide the best user experience for all involved.
6) To keep up or set new standards. Technology is changing at record speed and it can be tough to keep up. As a trade show or association, it is important that you not only keep up with industry trends, but to be willing to set new standards and introduce your exhibitors and attendees to new ways of connecting and doing business with each other. (NOTE: If you think your industry is not yet “ready” for new technology, think again! They are looking for YOU to bring it. Today’s audience is much more tech-friendly than we give them credit for.) Trade show managers need to stay “in the loop” with the new technologies that are available to them, or they may be missing out on opportunities to grow their event and provide a greater ROI to their exhibitors and attendees.
If your event needs a process improvement evaluation, contact a2z and we will give you a FREE consultation and help you troubleshoot and find solutions that best fit your needs. (Available to all a2z clients and non-clients. No obligation to buy. This is a free service to any trade show manager.)