By: Karen Ashwin


When attendees visit registration websites, they get their first experience of what to expect from the event. The process therefore needs to be accurate, convenient, user-friendly and speedy.

For an attendee, the process of registering for an event begins when they receive an invitation. For event managers however, the process begins with the identification of the right attendees for the event and the generation of the event database. Registration management technology needs to provide functionality to manage this, as well as the backend processes to manage the sending of invitations and the receipt of responses.

Makes the difference

There are many adequate online event registration systems out there. However, leading event managers only opt for state-of-the-art registration technology as it makes the difference between an event that begins adequately and one that gets off to a flying start.

Although Excel is still used a great deal for event registration management, it is problematic in some instances and allows room for error. There are also many off-the-shelf software solutions available, which may be very generic, may generate inaccuracies and often require the physical capturing of data. An ideal registration management system should not be limited by scale and should be completely customisable and adaptable for any size event - from intimate gatherings to your biggest extravaganzas.

A top-notch online registration experience starts with attendees receiving an invitation which directs them to information on an engaging website hosted on a uniquely branded web address. This process is an invaluable opportunity to extend the client's event branding and marketing approach while collecting all necessary data.

Get more from the event

The correct use of technology ensures that event managers, the client and attendees get more from the event. The client, for starters, can be assured of correct and specific detailed information of individual attendees. One can control what information must be submitted for a valid registration, format any field and/ or limit the selections the attendee can make. There is minimal chance of data corruption and less, or no, human error. Data integrity is ensured - the system does auto-corrections where necessary and double or triple checks important details. It also highlights “dirty data”, picking up duplicate entries for example.

Advanced systems can provide a quick and simple ‘few-click' registration process, which increases response rates. Event managers can use system features to allow attendees to register only for the event sessions relevant to them. In addition to this, event managers can present various registration paths on the website for different types of attendees.

In some instances event managers may wish to grant web access to select parties with the capacity to edit. Online access allows the client to view the progress of registration and see who will be attending, as well as the details entered. Web access also allows the event managers to review the database online at any time and make any adjustments or changes. Continuous customisation during-the-process and after-event reporting is possible.

Automates tedious functions

Using the right technology solution to manage the process, right from identifying attendees through to reporting on the completed event, greatly reduces administration costs and decreases or eliminates the need for data entry. The right system automates many tedious functions and enables the event manager to make informed decisions and focus on improving the quality of events.

For instance, the system can do a break-down of registrations at any point and then sends automatic follow-ups via email to those that have not registered yet. Only as a last resort are details captured telephonically.

Effective event registration management makes it possible for managers to more accurately determine the correct amount of space, food and materials needed for the event. Without a solid registration management system and the means to track these metrics, managers can, for example, easily overbook a venue.

Data should also be able to be integrated into the Windows/ Microsoft format. A system should offer automatic email configuration, reminder emails and Outlook calendar integration to ensure that participants won't forget the event.

Opens up communication channels

An effective event registration process opens up channels of communication. The more one successfully communicates with attendees, the more they feel comfortable to ask questions and the greater the chance they will inform event managers of any change in plans. Specific and detailed category breakdowns - from dietary requirements to modes of travel - ensure that targeted and personalised information is communicated to specific groups.

Though an effective registration management system is invaluable, it certainly does not render the role of event manager obsolete in the process. Only experienced event managers know what questions to ask, which varies greatly depending on the nature of the event and the client's expectations and needs.

Progressive event managers have long embraced 21st century technology and appreciated its contribution to an impeccably-run event. Going forward, more and more are recognising the benefits of slick systems that deal with the entire process of registration management and realising their potential.

[20 May 2008 09:00]

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