If your marketing plan is already created and you just need
some assistance in marketing the registration aspect, Cvent is an
excellent company to turn to. Cvent is revolutionizing the meet-
ings and events industry with its suite of powerful tools, which
include online registration and e-marketing and data analysis tools.
Cvent’s product greatly improves attendance, efficiency, and cost
effectiveness. And it is easy to set up. In a matter of minutes after
completing the “Campaign Wizard,” you have created a personal-
ized targeted campaign. Cvent’s Web-based software uses an orga-
nization’s existing database to create and send targeted e-mail
communications, which include invitations, reminders, confirma-
tions, postevent follow-ups, and other promotional mailings.
While all of these added features make it easy for the customer
or attendee to reply, they also make life easier for the planner. As
with many online registration tools, planners have access to real-
time statistics. No more waiting for an individual to enter the reg-
istration information into a database and then wait for the ac-
counting department to approve payment. Everything is completed
online and processed immediately.
Companies such as Cvent may offer a great return on your in-
vestment. They do this by:
■Saving Money.By reducing or eliminating design, printing,
faxing, and direct-mail costs. With real-time attendance sta-
tistics at your fingertips, you can save money with more ac-
curate head counts.
■Increasing Attendance.One-to-one marketing tools make ex-
ceeding attendance goals easy. With prepopulated online reg-
istration forms, your guests will appreciate the convenience
you offer them.
■Saving Time.Increased staff productivity through automa-
tion of registration, payment, and marketing.
■Increasing Response.Instant response within minutes of
launching a campaign. Through automated personalized re-
minder and confirmation e-mails, your campaign becomes
more effective.
■Providing Immediate Results.Responses, reporting, and sta-
tistics on customers at your fingertips.
■Improving Your Data.Marketing efforts can only be as good
as the information in your database. By using online surveys,
you can capture customer needs and preferences, as well as
their most up-to-date contact information.Developing an Electronic Marketing Strategy 59