Tag: event marketing

Why Hiring Students for Your Events is a Good Idea


Untitled design (14)Many of you have probably read how the role of an event coordinator has been ranked as the fifth most stressful job of 2016.  In fact, the only jobs ranked more stressful were enlisted military personnel, firefighters, airline pilots and police officers. Whether or not you agree with these findings, there is no doubt that working in events is not something that everyone is cut out to do.  It takes determination and experience (as do most jobs) and a good mix of communication, creative and time management skills to be successful.  Many in the industry believe that these skills can’t be taught.  That we don’t need academic degrees in event management.  That experience is what matters most.  But not anymore.

Perceptions around whether or not we need qualifications in the industry are changing. In January this year, the UK government recognized the importance of the events sector by forming the country’s first Event Industry Board.  Meanwhile, the president of MPI (Meeting Professionals International) has called for new standards regarding the certification of event professionals.  There is also a growing trend in big corporate institutions investing heavily in executive certificate programmes and post graduate event management courses for their events staff to keep them updated on the latest processes and methodologies of this fast-paced industry.

Whichever way you look at it, a qualification in event management is a lot more relevant today than it was five years ago. Modern universities like Coventry University are offering courses that combine academia with experience, helping create a new generation of event professionals that already have proven skills in project management – from briefing and planning to on-site management and post event evaluation.  They have worked on real projects with real clients and are certified in the latest event management software. Even before they graduate, these students are able to provide important support on many aspects of an organisation’s event. So why not work with them?

What Can the Event Management Student Do for My Organization?

Untitled design (12)Students today are very willing to take on any opportunity that can provide them with experience in the industry.  Meet and greet is probably the best place to invest in students – especially for those organisations who can’t afford specialist agencies. Many of our students man events like the Liberal Democrats party conference, where they are in charge of meet and greet, registration and other client-facing activities.

Placement schemes are another option. These can last up to a year and provide a cost effective way of hiring someone to do a specific job.  Our students do placements, and volunteering opportunities with organizations like the British Council. By working as part of their events and logistics teams for the ‘Going Global’ conferences, students have been able to work in places such as Dubai, Miami, London and Cape Town in 2016. The work they do includes building event websites, managing registrations, meet and greet, coordinating conference sessions, as well as running live reports and providing post event analysis. The feedback we get from these organizations is always positive and many decide to hire the students on a permanent basis once they graduate.

You can also look at internships.  These are usually unpaid positions that focus on short-term projects that can range anywhere from 4-12 weeks.  This can be a good opportunity to get someone to do important tasks that you may not have the resources for, such as conducting research on your competitive landscape, evaluating your social media performance or doing some post-event analysis. A lot of our graduate students choose to focus their dissertations on evolving areas in the industry such as wearable technologies and cashless events – organisations could suggest topics and work alongside these students for their own research and marketing purposes.

Where Do I Find Students That Add Value to My Events?

If you decide that working with an event management student makes sense for your events, the next step is to figure out where to find suitable candidates. There are a number of universities and other higher education institutions that offer comprehensive courses in event management, but the ones that stand out have some of the following attributes:

Industry-Driven Modules – Event management is still a very young, dynamic and fast changing industry.  Look at institutions that regularly consult with industry experts in creating and updating their modules. Find out how often they expose their students to the industry through lectures given by event professionals, field trips to industry events, course works involving real events and projects, as well as opportunities for practical work experience. Find out what proportion of students are in full-time work six months after graduation – as this gives a good indication of the institution’s reputation and academic standard.

Staff with Industry Expertise – A combined staff of academic lecturers and industry experts (event professionals across corporate, PCOs, associations and government) provides students with a good balance of theory and practical insights.

Industry Partnerships – Find institutions that have dedicated employment and placement schemes with reputable companies. At Coventry University, students have done placement schemes with British Council, Schroders, Bank Sadler and BP and many have travelled to international destinations like Dubai, Cape Town, Berlin and the US for practical hands on experience.  Read through the testimonials of these organisations and find out what they say about the students and their abilities.

Technology Focus: Technology is such an important aspect of events now that any knowledge on the subject can add real value to what a student can offer to your event. Second year students at Coventry University, for example, need to pass the Eventsforce certification programme, which teaches them how to use the event management software to build event websites and registration forms, build agendas, manage sessions, link sites to social media and pull different types of reports.

How Do I Choose the Right Student?

Once you have made a selection of the universities you would like to approach, the next step would be to select your candidates.  You can start by meeting students at university career days or take one step further and conduct an assessment center – this is when a group of students are given a task and they are rated on how they react, who takes the lead, how interactive they are, as well as their overall performance on achieving the set objectives.  You can also get the university to make you a shortlist of their top students.

Once you have your shortlist, then you can assess your candidates on the following attributes:

  • Presentation and content of CV
  • Proven event experience (local or international)
  • Likeability, communication and networking skills
  • Knowledge of event technology
  • Social media presence (views/opinions)
  • Blogs (many students blog about their work experiences)
  • Research skills (eg. social media or industry analysis)
  • Industry recognition (eg. MyEvent.Vision award or the Vanessa Cotton scholarship)

Good luck!

Ian Webster is senior lecturer and creator of the Event Management Honors Degree at Coventry University, which was recently ranked as UK’s number one university to offer a degree in event management (Guardian 2016 Subject League Tables). 

If you would like to get in touch, please email him at: bsx941@coventry.ac.uk






Why Your Events Could Benefit from Multilingual Websites

Choosing which event to attend is no longer restricted by borders and time zones, as delegates are increasingly happy to travel further afield for the right event. They are spurred not only by the abundance of cheap flights and budget accommodation, but by a real desire to learn about the latest innovations, best practice guidelines and the opportunity to network and share ideas with colleagues and peers from across the world.

But are we doing enough to reach delegates beyond our country’s borders?  A study by the European Commission in 2011 revealed that 90% of Internet users in the EU, said that when given a choice of languages, they always visited a website in their own language. A similar survey by the Common Sense Advisory in the US also found that 72% of consumers were more likely to buy a product or service online if the information provided was in their native language1. With this in mind and the fact that most people now research for events online, doesn’t it make sense for your events to have multilingual websites?

Untitled design (13)Why Multilingual Websites Can Boost Your Events

Multilingual sites today present one of the most cost-effective ways of marketing your events, attracting new delegates, building relationships with them and giving your organization an international outlook:

  • Shows You Care – It doesn’t take much effort to create a multilingual website (more below) but that extra effort shows your delegates that you care about them and are considerate of their needs, which makes them more likely to book onto your event. We all know that personalization is important to our delegates and what could be more personal than talking to them in their own language?
  • Builds Trust with Your Delegates – Trust is an important part of doing business. Trust in an event and the event organizer is even more important if a delegate is travelling from abroad. Communicating with these delegates in their native language helps them feel secure, understand what they are buying and who they are buying from.
  • Helps You Stay Ahead of Your Competitors – Make no mistake, your event has competition. Whether it’s from other events, alternative ways of spending budgets or time constraints, your delegate needs to make difficult choices. If they only go to a few events a year, you need to make yours stand out. Offering a multilingual website will give your event a competitive edge by demonstrating to delegates that your organization thinks, works and deals internationally.
  • Improves Search Engines Optimization – Search engines lead people to your site. While it’s tempting to view Google as the only search engine that matters, in reality this isn’t the case as in many countries, such as France, Japan and China, Google is not the default search engine. Baidu is popular in China, Acara in Japan and Voila in France. Such search engines are a key to tapping those markets unless they have access to a particular language though your multilingual event website, then your event will not be found. In addition, search engines like Google are developing the capacity to run searches in foreign languages.  Having your website available in those languages helps to ensure it will be picked up in searches.

But the Internet is in English

If you assume your delegates speak your language well enough to skip the translation step, you’re wrong. Today only 35% of the Internet’s content is in English, and this number continues to diminish. Russian, Spanish and Portuguese, for example, are continuing to trend upward with no sign of slowing down.  If you are targeting delegates who speak these languages, it is worth considering translating your content to better reach and connect with them. And while other languages like German, French and Japanese are trending down, they still represent such a large portion of the online community that it is worth thinking through your targeting approach to those markets as well1.

It’s a Lot Simpler Than You Think

Having the ability to communicate to a whole new international audience in their own language will undoubtedly bring results not only in a financial sense but also in terms of marketing and creating awareness of your event. And luckily, creating these multilingual event websites isn’t a complicated process if you consider the following basic requirements:

Make Sure Your Event Technology Supports It – Most event management or registration software these days offer a multilingual module, which allows important pages on your event website including those for registration and agendas to be displayed in several popular world languages of your choice.  By providing tools that allow you to automatically translate things like website headings, button texts, warning messages and email communication, the software helps you copy templates from one language to another in no time. Organizations like the British Council do this with their in-country events and the system has proved to be very successful.

Make Sure You Have the Necessary Staff Resources – If it’s a simple event website with a registration form that collects basic delegate information (name, country and contact details), then having staff that can speak the language isn’t entirely necessary as you can manage most of it through an online translation service like Google Translate. In most cases, however, you will need to have someone on your team who has a working knowledge of the language to oversee all translation requirements and more importantly, manage all delegate communication – from sending registration confirmation emails, making changes to agendas and managing requests.

If you don’t have the staff resources, then there are other affordable options.  You can hire a freelance translator through services like Upwork and Fiverr, that offer hundreds of talented and reliable people to work with. Alternatively, you can also use an online translation service like Unbabel, that combines artificial intelligence with crowdsourced human translation to deliver fast and high quality services to companies who want to reach international markets.

Written by Lynda Browne, Client Loyalty Manager, Eventsforce

1 Unbabel: Top Languages of the Internet, Today and Tomorrow

Why Augment Marketing Activities with an Event Management System?

Marketers are often overwhelmed by the myriad of technologies they can choose from in order to best perform their roles. Often times, these technologies themselves are marketed as “magic bullets” meant to instantly increase productivity, increase leads, and ultimately, increase sales. However, whether a technology can accomplish these goals depends not only on the technology but how it’s used by your marketing team, educational team, and leadership.

Why Augment Marketing Activities with an Event Management System?

Marketing in and of itself is an involved and complicated activity. When executed properly, it’s fingerprints can be seen at every step of the event planning process. From the website to the email campaign, the marketing strategy’s influence is always heavily integrated which means that every one of these aspects must be monitored and tracked. An enterprise-level event management system provides benefits for members of your marketing team by saving time, keeping things organized, and assisting in the collection and application of user data.


Event management systems provide a variety of integrations which allow the software to serve as a base camp for marketing activities. Tools such as branded websites, email campaigns, and referral systems (all of which can be used in addition to your social media and print marketing) serve as promotional arms of an overall campaign, drawing potential attendees in. Every good marketer knows the value of a well-designed and well-written landing page in converting an interested party into a fully registered and excited attendee. Event management software provides users with templates and an interface with which your team can customize and perfect your event’s website and registration pages.

The added feature of being able to brand your digital promotions simplifies the job of marketing even further as it saves your marketing team the time and effort of creating something from scratch and the branding itself serves to help attendees associate your branding with your event.


By maintaining a base of operations for your marketing activities within your software allows for all incoming data to arrive in one place with the proper tags and categorizations. Too often, the data collected from email forms and registrations is simply dumped into an Excel spreadsheet to be sorted and dealt with at another time. However, event management software can help to organize and sort your attendees’ information as it is submitted.


Once your attendees’ information has been collected, what next? Time for the really important work. Your collected data holds the key to a wealth of knowledge about your entire organization’s performance in relation to your event. What worked? What didn’t work? Who was our target audience? Who did we actually attract? Who did we miss? How can we keep our attendees engaged even after the event? Reporting is an invaluable feature in any event management software as it can help to provide you with the answers to these questions and then some! By answering these questions using the data you’ve gathered and presented with the software’s reporting tools, your marketing team can create a detailed presentation in order to help company leadership make future decisions regarding your event.

A good event management software system may not be a “magic bullet” for any organization, but it could very well be the magic touch that, when properly leveraged, can help your team reach the next level and ultimately result in more successful events.



How to Quickly Build a Buzz Around Your Event

With A Megaphone By A Wall

Marketing will always be a concern when event organizers are measured simply by the number of delegates they get through the door. Fortunately, developments in social media and registration technology can now help boost delegate numbers and organically promote your events.

The ultimate goal is to supplement your traditional marketing efforts with some delegate-generated buzz. Here we’ve outlined some top tips for the three key areas you should start to focus on:

Social Media

The potential impact of social media on delegate registration numbers at all stages of the event lifecycle cannot be underestimated. It all starts with creating compelling content that people will want to share, supported by some incentivised promotions. You need to:

  • Set your event hashtag early – make sure you communicate it everywhere. People aren’t going to use it unless you tell them what it is!
  • Maximise your registration buzz – where possible, build auto-tweet options with @mentions and hashtags into the registration process
  • Incentivise sharing – consider setting up competitions and promotions to encourage your delegates to share your content
  • Use content from last year’s event to give people a taster – recorded presentations, SlideShares, feedback and testimonials work well
  • Shape your event – ask what people are looking for in the content programme, or get them to vote on hot topics
  • Generate guest content – create a portal or guest blog and invite key industry figures to contribute
  • Make it personal – highlight delegates from previous events, maybe @mention them and encourage them to return or ask what they are looking for next year
  • Make it visual – check out tools like storify and twubs for some neat ways of displaying your social media content.

Incentivised Referrals

This might not be possible for all events, but we’ve seen some great success thanks to incentivised referrals such as these. Try to:

  • Encourage your delegates to ‘refer a friend’ by offering prizes
  • Offer reduced rates for second delegates
  • Offer incentives to the first 100 delegates to register, or the first 100 through the door. These could range from free vouchers to use at the event, or preferable seating in sessions.

Email Teaser Campaigns

There’ll no doubt be a fair amount of pre-event email marketing taking place, so for a few sure fire ways to create some hype, you could:

  • Build the buzz by integrating teasers into your pre-event email marketing
  • Create quizzes or challenges that tie in with the theme of your events
  • Create photo competitions
  • Make it fun and encourage social-sharing at all stages

Click to get in touchSocial media has changed delegates’ expectations. They want to be able to interact with the event online and often expect to be able to shape it in some way.  By following the tips above, these expectations can be used to your advantage and the enthusiasm of your delegates can be harnessed to generate event registrations and improve the overall delegate experience both for this event and for future events.

Make your event the best it can be by expanding your knowledge. Take a look at the related posts below or get in contact today to find out what Eventsforce can do for you.

Top 5 Considerations for Your Association’s Virtual and Hybrid Events

Top 5 Considerations for Your Association’s Virtual and Hybrid Events

We know how important events are for associations and membership organisations. Not only do they provide the educational and networking opportunities their members want, but they are also a fundamental source of income for these organisations – and a great way of acquiring new members too.

Yet the current situation around the COVID-19 outbreak is driving many associations to redefine their event strategies and move their programme online.  Some have already been doing this successfully for years.  But for many others, virtual and hybrid events are entirely new concepts. And many are hesitant to take the leap into the unknown.

The reality is that running events online can create all sorts of new opportunities for associations to increase both revenue and membership engagement.  And even if some are hesitant to adopt a full scale virtual event, it makes sense for them to start thinking about adding virtual components to their live events in the future because remote attendance will be with us long after COVID-19 is under control.

Here are five questions for you to consider when it comes to making your decision on running a virtual or hybrid event for your association:

1.Do You Want to Extend Your Reach?

Whether you’re running a virtual event or a physical one with a virtual element (hybrid), live streaming what is going on at your conference to people that cannot be at the physical (conference) location enables you to reach a larger audience. After all, there is only so much capacity that a physical venue can accommodate without running into capacity and Health & Safety issues – and this will only become more of a problem as we slowly shift to a new post-pandemic world.

One association has been livestreaming their annual conference for many years now. The overall membership they have runs to many thousands of members who are spread throughout the globe. Year on year the number of people who come to the physical event is around 1,000. This association has taken steps to engage their members through making livestreaming an avenue for members to join in. Through tracking their remote delegate stats, they have discovered what type of session works best and what subjects are popular.

2.Do You Worry About Charging Remote Attendance?

Delegates that attend conferences understand that they will need to pay for an admission ticket. After all, there is usually food and beverage available, then you have the networking opportunities and of course speakers need to be paid. But when it comes to virtual events, many event planners struggle with the idea of charging remote attendees.

Of course, it could be argued that remote delegates will not be able to enjoy the food and beverage or networking. But they are still able to access the great content of the various educational or knowledge sessions and that in itself has a value.  Many virtual event platforms also have a range of tools that help people engage with sessions and make valuable connections with others much in the same way they would in a physical event.

The truth is that people are already used to paying for content online – so if you’re delivering engaging educational content that brings value to people, then they are usually willing to pay. The only thing you need to do is set a level of pricing that is easy to understand.

If you’re running hybrid events, you also need to consider the difference between those delegates that attend physically and those that participate remotely.  Some virtual event plaforms like Eventsforce VCD can help you create personalised registration journeys for different types of attendees (in this case, remote and live audience) – so you can easily decide which registration questions, agendas, sessions, prices and packages are going to appear to which attendee.

3.Should I Have Experienced Online Host to Engage Remote Attendees?

Why an experienced online host? Well, because they can provide commentary, updates and reminders for your remote attendees.  It also takes a completely different set of skills set to do this well online. The host becomes the link or the conduit for your remote delegates. They are the voice of, dedicated to and represent the needs and interests of the remote audience.

They add a dimension that will keep your remote delegates informed and engaged with all that is happening at your event as well as conducting interviews with ‘thought leaders’, speakers or delegates. The host can also be used to introduce pre-recorded video content and to manage dedicated Q&A sessions for the remote delegates.

4.Why Not have Sponsors for the Live Streamed Sessions?

Some associations will decide not to charge remote delegates to attend. Some associations will decide to charge.  But, whatever the charging decision is, there is another opportunity for associations to increase their income through virtual and hybrid events. And that is through sponsorship.

The beauty of sponsoring livestreamed sessions is that after the event is over the on-demand recording of the session is still available to be played time and again. This is great news for sponsors as they suddenly have the opportunity of being promoted every time someone plays the session.

Associations could approach existing sponsors and offer them the opportunity of having their brand in front of a remote audience as well. For an extra fee of course.

Associations could approach new sponsors and offer just the ‘livestreaming’ sponsorship option.

Associations could break down all of the livestreamed sessions and target specific sponsors per session.

The opportunities for sponsorship are endless. What will work for an association will depend on what the overall strategic goals and objectives are. Sponsorship of livestreamed session has to align.

5. Do You Worry About Technology?

Every time you take a flight on a plane, step aboard a driver-less train or make a bank transfer you are putting yourself in the hands of technology. Some people will do these things without even considering the intricacies of the technology.

Livestreaming an event means that you also need to trust in the technology. Will it go wrong? Well it could. But then so could any technology. It is no different.  Companies specialise in providing livestreaming technology and they remain in business because they are constantly developing improvements to make sure nothing falls over. It is not in their interest for your event to have a problem.

Trust in the technology and the providers of it. They do know what they are doing.

But to give you peace of mind, run through all the questions you have about failures, performance indicators and back up plans. The providers will be happy to answer all your questions.

Considering virtual events for your association?  Eventsforce VCD combines registrations management, agendas, live streaming, networking and the ability to build lasting relationships with your delegates online.  Book a demo to see whether it’s the right solution for your events or get in touch for a chat.



Top Subject Lines for Your Event Email Campaigns

What makes a potential attendee actually open an email about your event?  More often than not, it’s the subject line.  It’s usually the first (and possibly the last) impression of the email you send.  It’s also what often drives enough interest in people to read on and sign up. But if subject lines have the power to make or break the email marketing campaigns you’re running around events – what are the key things you need to think about when it comes to choosing subject lines and which ones have proven to work best when promoting meetings and events?

NEW eBook: Virtual Events – How to Keep Your Attendees Engaged!

We spoke to email marketing automation experts, Moosend’s head of content, Iné Alexakis, to get tips and examples of high-performing email marketing subject lines that will put you on the right track to increasing your event email open rates.

Did you know that email is the most effective way events personalize their attendee experiences?  Find out what works and what doesn’t by downloading your copy of  The Event Planner’s Guide to Personalization.

The Thinking Behind Successful Email Marketing Subject Lines

Email marketing is still seen as one of the most effective ways of promoting an event – however, a series of promotional emails that have not been thought through properly could run the risk of making your campaigns look monotonous and uninteresting. Before you know it, you have subscribers dropping out or unsubscribing.  So, to avoid your open rates taking a free fall with a poorly designed event email marketing plan, let’s take a look at a few safeguards first to get you on the right track!

Read: How to Use Video in Emails When Marketing Events

Consider your audience: What are your event participants in for? What will they gain out of your event? Craft benefit-oriented subject lines and email copy for your primary and secondary target groups. Highlight different aspects of the event that resonate with them. Run successful A/B tests to discover the content that best appeals to your audiences.

Establish your writing style: Your writing style is the way you talk about something, rather than what you mean by that per se. When writing, you must keep in mind who is your audience and the purpose for which you are writing. Align your branding and brand personality with the communication and writing style to promote your event more effectively. Remember that your subject lines must be as personable as possible.

Be wise about diction:  Diction is part of style, along with tone. Every word you have in mind could be traded in for a different one bringing in various connotations. This is why you should make sure that your vocabulary is appropriate for your intended meaning and message.

Choose the overall tone: Tone is the attitude of your writing. For your writing to serve its purpose the tone must take on a certain role; emotional, logical, funny, professional, made up of long, complicated sentences or short, simple ones, and so on.

Alongside these best practice steps for your email campaigns, there are some additional steps you can take to make your subject lines as effective as possible:

1. Predict your subject line success: Use this intelligent tool to predict your open rates, see how your subject lines stack up against the industry average and get actionable suggestions to better your performance.

2. Fine-tune your subject line length: Ensure that your subject line is viewable and readable. That’s why we recommend writing subject lines of approximately 50 characters or 6-8 words. Send yourself a test email to experience what your readers will.  Make changes accordingly.

3. Find your own voice and style: To break through the inbox clutter, you must be unique.  A good combination of “funny” and puns is a good way to get started – provided that your branding allows for you to be puny.  Another important point is to impress your contacts.  Exclamation marks may stand for excitement but if you go over the top, you could look desperate.  So keep in mind not to go too far with punctuation.

4. Be personable: Add personalisation tags to your subject lines.  In case people can register to your mailing lists without providing a first name, it is best you include a fallback option!

Read: Event Marketing Under GDPR: Consent Vs Legitimate Interests

Top Email Marketing Subject Lines for Events

Pool of event email marketing subject lines:

  • Don’t miss out this [month]
  • Your Instagram feed will be full of this in [month]
  • This event will have your LinkedIn circles talking
  • Join all major influencers of [topic]
  • Don’t miss the chance
  • Meet the speakers
  • Booked tickets yet?
  • Start packing!
  • Who are you taking along? 1+1 offer for 24 hours!

B2B/B2C events (Annual conferences, International speakers, etc.)

  • Don’t miss out this [month]
  • Your Instagram feed will be full
  • What are you waiting for?
  • Ticket sale now on:
  • Almost sold out
  • Last chance: Book your Early-Bird tickets now
  • Grab your VIP ticket and watch the official
  • First out: [speakers’ names]
  • Have a 1-on-1 with [speaker]
  • Find out all of [speaker]’s secrets!

Live performance/Celebrity performer style events (Coachella, Lollapalooza, etc.)

  • Did [performer] just put [performer B] to rest?
  • Oh no, she didn’t! Who threw shade on [performer] at last night’s concert?
  • We’re still not over last night
  • Top styles from last night
  • They smashed it

Examples of Good B2B and B2C Event Emails:

To illustrate some of the points we’ve made, have a look below at some great examples of event emails that use good subject lines and content – with all of them, keep in mind the following:

  • Determine the objective of the specific email
  • Point out the means the digital marketer/copywriter has selected to achieve those goals
  • Articulate the role of email design in the impact on and experience of the reader


Subject Line: “Lollapalooza Paris, Beach Parties, Coachella: Best Moments from Weekend One & More”


Subject Line: “Lineup announcement”

Subject Line: “Announcing RampUp 2018 speakers and more”

Subject Line: “Final call for speakers”

Subject Line: “You’re invited to MagentoLive Europe 2018”

Additional Tips to Maximise Your Event Email Marketing Success

Improve your deliverability rates: For people to open your emails, they must first receive it. Make sure that you check out all deliverability-related factors affecting your email marketing performance. Here’s the Ultimate Guide to Email Deliverability where you can find every single thing you must check and set up. From the benefits of segmenting your list to specific tools to clean your lists, and so many more!

Pay attention to sender-related information: While you might expect that it is your subject line that will make all the difference (and you’re not all wrong), there’s more to it. Information regarding sender reputation history, sender performance history, sender information, or sender photo can all influence a subscriber to open/ignore a campaign.

Retarget Unopened Emails: Set up “Resend to unopened” campaigns and schedule them to go off at a certain time, taking into account that this doesn’t overlap with another scheduled campaign from your email marketing plan.

Run A/B Tests: Running A/B tests to foresee open rates and click-throughs is one way to go about it. You can run A/B tests across your mailing lists or over a specific percentage of your mailing list. For more advanced users, we would recommend setting up a drip campaign for your more engaged users.

One example of that would be having your automations increase subscribers’ scores for every email they open or interact with. Once that score reaches a specific number, e.g. subscriber has opened 5 emails, they could receive a personalized campaign rewarding them with a discount. Alternative ideas would include “sending a Web hook”, granting special group discounts (to those who clicked on “Special rates for groups” links in the campaign, and so on.)


Remember that all your hard work on the subject line should go as far as the email body. If all the excitement and anticipation you are building from the subject line does not make it to the email body, your subscribers will be dismayed. So, be sure that your email content rewards subscribers for their engagement.

Eventsforce can help organisations create branded, mobile responsive email templates that use personalised links to maximise registrations around events.  To find out more, click here or get in touch for a demo or a chat on +44 (0) 207 785 6997.





10 Things Mentally Strong Event Planners Don’t Do

Have you ever wondered what makes a good event planner?  Is it good time management or creativity?  Or maybe the ability to multi-task?   Why do some event planners accomplish their goals while others don’t? It may surprise you to know that talent and intelligence doesn’t play nearly as big a role as you might think.  In fact, research studies have found that intelligence only accounts for 30% of overall professional achievement – and that’s only at the extreme upper end.

What makes a bigger impact than talent and intelligence?  Mental strength.

But how do we define mental strength?  And what are the key traits of a mentally strong event planner?

10 Habits that Mentally Strong Event Planners Avoid:

In her book “13 Things Mentally Strong People Don’t Do,” Amy Morin, a clinical social worker and writer, reveals that developing mental strength is a ‘three-pronged approach’ that allows you to have good control over your thoughts, behaviours and emotions. And that mental strength is often something that isn’t reflected in what you do – but more often in what you don’t do.

Read: 8 Steps to Wellbeing for Event Planners

Let’s take a look at the working habits that Morin associates with mental strength and find out what you shouldn’t be doing to become a mentally strong event planner:

1) Avoid Taking a Challenge – Mentally strong event planners deal well with change and enjoy embracing new challenges as they don’t like staying stagnant.  New technology?  Not a problem.  Changes in the organisational structure?  Not a big deal. An environment of change and uncertainty (which happens a lot with event planning) will energise them and usually bring out their best.

2) Fear Taking Calculated Risks – Cancel an event or move it to another date? A mentally strong event planner is willing to take calculated risks.  They can weigh the pros and cons of a situation in detail, and fully assess the potential downsides and even worst-case scenarios (ex. unexpected weather or travel disruptions) before taking necessary action.

Read: 10 Signs Event Planning is Burning You Out

3) Let Others Influence Their Emotions – Mentally strong event planners don’t let other people put them down or feel inferior about themselves. They know how to stand up for themselves and known when to draw the line when necessary. They feel in control of their actions and emotions – and they have the ability to manage the way they respond to people and situations.

4) Worry About Pleasing Everyone – Mentally strong event planners make a point of being fair and meeting the expectations of all the different people they deal with around their events. Equally, however, they are not afraid to speak up.  They understand that there will always be the possibility that a sponsor or an attendee may not be happy with something and they’ll deal with the situation, whenever possible, with grace.

5) Dread Working Alone – Big event planning projects are often done in teams because it is the most efficient, stress-free and collaborative way of working and getting the job done. Mentally strong event planners, however, enjoy and some even ‘treasure’ putting some time aside to work on their own. They use the time to reflect, plan and be more productive. They don’t rely on others to stay motivated and can work just as well on their own as they do within a team.

Read: 20 Reasons You Should be Planning Events as a Team

6) Create Dramas – Mentally strong event planners don’t make a huge fuss about things that they can’t control, like last minute agenda changes, speakers dropping out or delegates not showing up. In any of these kinds of situations, they know that what they can control is their own response and attitude. And they usually do this well. They are also known for helping defuse situations, not for creating them.

7) Waste Time on Self-Pity – Mentally strong event planners don’t spend time dwelling on past mistakes. They learn to take responsibility for their actions if things go wrong. They’re able to come out of situations with self-awareness and a good sense of understanding of lessons learned.  And when things get pretty bad, they deal with the situation as calmly as possible and respond with phrases like ‘ok – what can I do next’ or ‘well – let’s move on’.

8) Give Up After Failure – Mentally strong event planners are willing to try things again and again, as long as the learning experience from it can bring them closer to their end goal.  They see failure as a chance to improve.  Even the most successful CEOs have been willing to admit that their early efforts invariably brought many failures – so bear that in mind the next time your bright idea doesn’t turn out the way you expected it to.

9) Resent Others’ Success – Morin believes that resentment is like anger that remains hidden and bottled up.  Focusing on how much better your competitor’s events are compared to yours, for example, is not constructive and can distract you from your own goals.  Mentally strong event planners don’t become jealous and resentful when others succeed – though they will take notes in understanding what contributed to this success.  They are willing to work hard for their own chances, without relying on shortcuts.

10) Have Short-Term Vision – Mentally strong event planners know better than to expect immediate results. They apply their energy and time in measured doses and appreciate reaching milestones on the way. Ultimately, they have ‘staying power’ and understand that genuine changes take time.

Are there any other personality traits you think are an important part of being a mentally-strong event planner?  Let us know – we’d be happy to add them to the list!

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