Eventcore | Four Reasons to Reconsider Your Event Tech

By: Darcy Gabriele and Laura Doerfler

Recently an event planner friend of ours was lamenting an event that was coming her way. You see, this planner was used to working with experts who managed her registration sites, but her new client was set in their way with a SaaS model. She could see the writing on the wall – flexibility would move aside in the name of “but we always do it this way,” despite the size and complexity of the program.

Registration, as part of any MarTech stack, looks simple on the outside but there is actually a lot going on behind the scenes. Like a watch (do people still wear analog watches anymore?) the façade can present a seemingly simple, efficient, and accurate time-telling device, but if you look beneath the surface, the switches and gears work together, creating a complex and delicate system. Watches and registration share this in common – the primary difference however is that you rarely find someone who would try to fix (or build) a watch on their own.

So, why do planners take on the task of building the technology required for a successful event, including their own registration site? Let's dive into four areas we think you should consider (or reconsider) with your event tech.

Expertise
Planners who leverage service-based providers understand their base of expertise lies in sourcing vendors who have the forethought to anticipate challenges and be proactive with solutions. While technology gets “smarter” every day, it is the human element in smart technology that consistently delivers a solution thoroughly well-designed.

Event-focus vs. market-focus
The very nature of a service-based model requires constant attention and development of tools to support unique and innovative feature sets. Cindi Newell-Timmons, Director of Events Marketing, knows all too well the importance of delivering ahead of the pace in the events industry. “You need a provider who is thinking ahead, in the multiple markets for all that needs to be delivered and accelerated in today’s changing environments.” Platform solutions by necessity address the greatest common denominator in the industry and provide solutions to that end. The breadth and configuration constraints will address a percentage of the market – it is in the complexity of the events not covered by the common needs where service-based, designed solutions meet ROI expectations and deliver across the board satisfaction.

Peace of mind that comes from a managed service
Working with a registration expert means offloading your largest stresses and most daunting tasks to someone who manages these responsibilities each and everyday. This specialization brings a peace of mind and confidence that the end product will function exactly as you intend, and integrate with your other technologies. As one of our clients once said, “Leveraging a managed service is of the greatest benefit when the service provider is an expert in their field, collaborative, and dedicated to finding creative solutions to new and exciting challenges. Over the years, eventcore has proven through their partnership that they not only have the expertise to execute excellence, but they also have the forethought to anticipate challenges and be proactive with solutions.”

As all event planners know, new ideas often surface during the pre-event planning process. Working with a dedicated registration service allows you to collaborate and brainstorm, bring new ideas to life, and breathe creativity into your event. On the other side of the coin, roadblocks and challenges also emerge. Having an expert on your side to problem solve provides additional peace of mind and confidence in making the right decisions. Your dedicated project manager has the benefit of supporting countless registration experiences, and can share success (and failure) stories of those who have attempted similar ideas and faced similar roadblocks.

When a managed service doesn’t make sense
Off-the-shelf event tech solutions wouldn’t be a billion-dollar industry if people didn’t need them, right? Event teams don’t need a managed service for every event. If your data collection needs are relatively simple, and your teams have rinse-and-repeat events, a licensed SaaS solution will probably be able to do the job. However, if you have a high-impact event that requires multiple registration paths, automated processes, and complex branding – finding an elevated managed solution might make more sense. As Lynn Edwards, CEO of Proper Planning, shared with us, “The benefits of managed services are truly realized when the level of customization needed for a unique and impactful event experience are beyond the capabilities of a SaaS platform.”

In short, one-size never fits all with event-tech – whether its service based or SaaS – and our friend’s client isn’t alone in making this mistake. The number one thing we recommend when asked how to select an event-tech provider is to take the time up front, to really consider all the goals and needs of an entire program before making your selection. Are you making use of the experts? Are your partners focused on your overall goals and strategy? Do you have confidence and peace of mind in your provider and their ability to support the entirety of the project? Does the solution fit your program (not the other way around)? We believe these four questions will help you find the right provider for your one-of-a-kind event.

Darcy Gabriele and Laura Doerfler

Darcy Gabriele is an experienced event account executive. She's an outgoing extrovert who loves to meet new people, explore new ideas, and solve problems. She's a big believer in the power of community, the magic of art, and that empathy can solve most of the world's problems, and she's here to connect and network with similar minded people.

Laura Doerfler started in the events industry in 2007 and is eventcore’s Senior Strategic Account Executive. Making life and business easier for people and collaborating with others to find the right fit is at the heart of what she loves to do. As a Veteran of the Armed Forces, Laura’s core values revolve around service and teamwork. She enjoys the ‘culinary arts’, reading, and finding a way to learn something new every day.