Sometimes it’s hard to spot a fake, but in a world where inauthenticity is rife, you’re the real deal. Yet even as a professional planner, you’ve probably heard it at least once in your career: “Anyone can plan an event; it’s easy!”. On that thought, let’s separate fact from fiction with a little game of spot the difference, shall we? After all, there are those who merely plan events … and then there are those like you, seasoned event planners who know their stuff, especially when it comes to the myriad of benefits that event-tech can bring to their operations. As we’ll explore, it’s this point that separates a true planner from a mere amateur and — as we’ll soon see — success from failure.
Experience, expertise, and event-tech: the hallmarks of a seasoned planner
Plainly put, a professional event planner is — by nature of their years of experience within the industry — well-versed in an incredibly wide range of event technology tools. They use event management software, virtual event platforms, mobile event apps, etc., on a regular basis. More importantly, their familiarity with these tools allows them to streamline processes, to efficiently manage multiple events simultaneously, and to enhance the overall experience of their attendees. These pros live and breathe event-tech.
Contrast this sharp professional portrait with the hazy profile of the occasional planner, someone who most likely has limited exposure to this kind of technology. They tend to rely on spreadsheets and email for planning and comms, tools that lack the reach, power, and advanced features offered by more modern event-tech. The other point to consider is that, even if a casual planner has access to professional-grade event-tech, their lack of experience renders any kind of sophisticated platform effectively useless. This of course will have an adverse impact on their delegates, their event, and their ability to plan for any future events.
After all, professional event planners know exactly how to integrate and customise event technology to meet the needs of their event and those of their delegates. As if by magic, these pros can effortlessly integrate registration systems, ticketing platforms, CRM software, and social media tools to create a cohesive event experience. By utilising finer customisation options, they can tailor their event-tech to both an event’s branding and their organisation’s objectives.
By contrast, casual or occasional planners simply won’t have the expertise to achieve the degree of integration and customisation that’s inherent in the operations of a professional planner. The end result? A less personalised event experience and an audience that’s not been engaged to their full potential.
In the know: how a seasoned planner can drive maximum value from event-tech
Large or small, formal or casual — every event generates data. Professional event planners know exactly how to use the analytical tools within their chosen event-tech to turn hard data into actionable insights. Attendee behaviour and engagement, registration trends, social media activity, marketing campaigns, etc. — planners track and analyse it all, using their event-tech to build future events based on data-backed decisions.
On the other hand, casual planners may not have access to or knowledge of advanced analytics tools. Planners in this cohort might rely on strategies like taking a physical headcount of attendees or simply keep their fingers crossed for the timely return of old-school paper feedback forms, two archaic methods of gathering data that offer limited insights into the success of their event. Without comprehensive data analysis, a casual planner will struggle to identify areas for improvement and will almost certainly lack a solid foundation from which to build their future events.
An eye to the future, a head for tech
And speaking of the future, hybrid events have transformed the industry, with professional planners playing an integral part in this change. Only a true pro will have the accumulated knowledge that’s required to efficiently use virtual event platforms, live streaming technology, and the interactive tools required to create experiences that enrapture audiences, even from afar. From managing the technical aspects of every occasion to ensuring audience engagement, they understand the finer nuances of virtual event production.
By contrast, occasional planners — who will lack the technical expertise to set up and manage platforms effectively — may find virtual and hybrid events a challenge. As a result, their virtual or hybrid events simply won’t offer the same level of interactivity and professionalism as those organised by seasoned planners.
The unparalleled thought and effort that a pro planner puts into creating an event is one thing, but when it comes to effectively marketing it — surprise, surprise — they also know exactly how to use the tech at their disposal to promote their occasion. They lean hard on marketing platforms, social media management tools, and SEO strategies to reach a wider audience and drive registrations. What’s more, their marketing efforts are carefully data-driven, allowing them to optimise campaigns for maximum impact.
By contrast, occasional planners may rely on more traditional marketing methods, such as word-of-mouth and very basic social media posts. This sort of thing might be OK for smaller events, but these methods won’t have the same punch as a well-executed digital marketing campaign launched by a seasoned planner.
And there we have it: with just a quick round of spot the difference, we’ve separated the true planning pros from the mere dabblers. But more than that, we’ve highlighted how event-tech — when deployed to full effect by a seasoned planner — can enrich each and every occasion.