As events become increasingly intertwined with digital marketing strategies, the number of acronyms and buzzwords flung around the space grows exponentially. If deciphering event marketing speak feels like a job in itself, fear not. We’ve explained some of the most common digital marketing terms associated with events, below:


Also referred to as Event Relationship Management, ERMTM is the event manager’s equivalent of CRM (Customer Relationship Management). In an age where your guests are bombarded with myriad brand touchpoints on a daily basis, getting a handle on ERMTM is paramount. Why? Simple: Event Relationship Management is all about forming authentic connections with your guests, through relevant and meaningful interactions that are informed by data. (We recommend reading this blog that delves into the practice, and what it means for you.)

Email blast

A series of emails sent over a short period of time to a segment of your database or target market. Email blasts are commonly used to promote a product launch or special offer, and owe their efficacy to the perceived sense of urgency they convey. That said, if they’re not personalised, relevant to the recipient and emotionally engaging, they’ll linger unopened in the inboxes of guests long after your event has ended.

Native advertising

Also known as sponsored content. The connected world is awash in a deluge of content. In a mere sixty seconds, 4,166,666 people are clicking ‘like’ on Facebook, 300 hours of video are uploaded to YouTube and 350 000 tweets are sent. It’s no wonder then, that catching – and keeping – the attention of your guests is getting trickier by the minute. In an effort to broaden their reach, brands are reaching out social media influencers and media stables to post content that subtly alludes to the brand’s message, but is posted in the trademark style and tone of the platform it’s posted on. The goal? To create positive associations with the brand, by way of aspiration, influence, or both.

Affiliate marketing

A marketing tactic whereby a business pays an affiliate for each customer or site visitor that they’ve brought in by their own marketing efforts. Think of it as the digital equivalent of word of mouth. Brand X touts the benefits of Brand Y, and is then paid based on the number of leads they’ve generated. As market competition becomes ever more fierce, brands are joining forces with industry thought-leaders and heavyweights to successfully increase their exposure via affiliate marketing.


Also known as a social media Influencer. Scroll through your Instagram feed, and you’re bound to follow an individual whose 5000 followers clock their every move. This growing breed of social media ‘star’ are what brands refer to as influencers, thanks to their large followings and visible presence on platforms like Instagram, YouTube and Twitter. For example, Woolworths and Uber Eats South Africa turned to social media influencers like Suzelle DIY (Julia Anastasopolous), who promoted their Easter campaign on Instagram and brought so much traffic to the app that it temporarily crashed.


As video gains in popularity, brands are turning to this format to host live-streamed seminars over the web. The appeal is obvious: anyone can join from anywhere, and content is presented in a personal, engaging way. Many established events now offer webinars of their sessions, thanks to strides in live-streaming technology. As Facebook Live and Twitter’s Periscope battle it out to bring livestreaming to the mainstream, we’ll see more and more events being broadcast into cyberspace – for a fraction of the price and with minimal technical know-how required.


Customer or guest engagement is any interaction a consumer has with your brand. Customer engagement can be facilitated via myriad touchpoints: an event, an in-store experience, a conversation on social media, and the like. As customer experience becomes more important than ever, so too does your ability to find ways to meaningfully engage your guests. Just like ERMTM, optimal guest engagement relies on data: the more you know about someone, the better equipped you are to create and provide relevant, targeted channels of communication.


Also known as ‘closed loop marketing’. The alignment between sales and marketing thanks to data-driven insights. Smarketing entails a symbiotic relationship between the sales and marketing teams. As inbound marketing authority, Hubspot explains: “Sales teams report to Marketing about what happened to the leads that they received, which helps Marketing understands their best and worst lead sources.” Smarketing enables brands to see how each marketing activity (an event, social media campaign, etc.) results in a lead or a sale. When done properly, you can focus on the marketing tactics that are most effective, and reduce spend on those that are less so.

Make sure your corporate events are a resounding success, by downloading our ebook below.

event-registration-software If your event registration is little more than an after-thought, listen up! Many corporate event planners unwittingly put their event registration last on their to-do list. After all, securing a venue, strategising and implementing a social media marketing plan, as well as working closely with vendors are the most crucial aspects that need to be addressed right off the bat, right? Wrong. If you’re guilty of the latter, read on to learn why your event registration process should be the first thing you tackle when coordinating a corporate event. (Your event marketing strategy will thank you.)

An event is nothing without its attendees. If you don’t have a guest-centric, superior registration process in place, you’ll be left with an empty venue.

In other words, you need to make sure that guests can register as easily as possible for your event in order to get them through the door – and launch your entire event marketing strategy. Many corporate events rely on pre-registration or on-site self-check in, but fail to give these the required amount of attention. The result? Lacklustre attendance rates and guests left with a bad taste in their mouth – rendering all other event marketing efforts moot. Before you go about implementing the rest of your event marketing plan, make sure that your event registration is set up in such a way that makes the process as painless as possible (for you and your guests).

Registering for an event – whether online or in the flesh – is one of the very first interactions your guests have with your brand. In order for an event marketing plan to succeed, this needs to be a positive one.

If you’re holding an event to woo potential customers, you need to do everything in your power to convey the right message right from the start. Having them wait in long lines, or attempt to navigate a confusing online registration form negates even the most innovative event marketing efforts – way before people have even set foot in your event.

Your guests are already forming an opinion of your brand as they register; a seamless, simplified experience is essential if you want to make this a good one.

Your registration process should facilitate these three key qualities: ease of use, interactive and streamlined.

Just like all other aspects of an event marketing plan, after registering for your event, your guests need to feel valued and respected. Alienating them by having them struggle with complicated form fields or endure a substantial wait in line will only ensure one thing: that any other event marketing aspects they come into contact with will be entirely ineffective.  A good litmus test is by testing out your registration process yourself. Ask yourself: is the page user-friendly? Can the self-check in function be easily navigated? If you’re conducting on-site registration via the use of concierges, make sure all check-in staff are thoroughly trained to provide guests with a smooth and professional experience.

Effective event marketing hinges on getting your timing right; so too does event registration

If you want to strike while the proverbial iron is hot, you’ll need to time your registration process perfectly. Open any online registration too early, and guests will end up putting it off until it’s too late. Open registration too late, however, and guests will already have other events diarised. Make sure that you’re allowing enough time for guests to RSVP, but that the window of opportunity is narrow enough for attendees to feel like they need to register as soon as possible.

Get your event marketing plan off to a winning start by making use of event registration software

Getting smart about event registration is a whole lot easier when you’re equipped with the right tools. Using intuitive, cloud-based software will enable you to conduct on-site registration (as well as offer guests a self-check-inn option) that runs smoothly and sets the right tone for the event to come. Making use of event registration software doesn’t just aid your registration – it enables you to collect vital guest data that’s crucial for constructing an event experience that resonates.

Make sure your event registration sets the tone for a successful event, by finding out about our Event Management Software. Used by leading international and nation brands, our software assists them in running world-class events. Find out more or request a demo today.

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The year is fast drawing to a close. Before you switch off and relax with some much-deserved me time, we discuss the take outs from 2015 that should guide you in the New Year.

In order to determine whether their events are actually resulting in ROI, events companies need to look at the bigger picture.

We’re firm believers in putting data to work – which is why we’ve built our Guest Concierge Management Software to help events companies decipher the often confusing landscape of event metrics. The best way to determine whether your events are succeeding in securing that all-important ROI, is too look at all of the events you’ve conducted throughout the year. Analysing one event is akin to only looking at one piece of the puzzle. By using metrics like the attendance rates, rival times, and RSVP behaviours of your guests – as well as the total amount of money they’ve spent on each person throughout the year – we’re able to assist our clients in equating the money they’ve spent on their guests with the amount their guests have spent on them.

In-depth data analysis is crucial if events companies want to achieve an accurate picture of how their events are faring.

Once we’ve analysed all of these benchmarks, our clients can then determine whether the relationship they have with their repeated guests is a worthwhile one or not. It’s important to remember that even if a guest repeatedly attends your events, this doesn’t necessarily denote any investment in your brand. Many high profile corporate events – golf days especially – have outstanding turnouts (everyone likes to spend a day on the green under the African sun) but fail to elicit any notable ROI.

Events companies need to be able to cater to the rapidly growing interest in data.

As we’ve said time and time again, it all comes down to the data. Being able to track, record and then analyse event benchmarks is paramount to knowing which guests to invest in, and which to cross off your guest list permanently. Thanks to our Guest Concierge Management Software, events companies are able to do just that. Events today are increasingly about inviting the right people – even if it means a smaller turnout – than merely bombarding hundreds of guests with an invite. What’s more, by handpicking certain guests who you’ve identified as your key patrons, you’re able to add an element of exclusivity to an event – further bolstering their interest and investment in your brand.

As well as harnessing the power of data – and making use of the proper software to gather this for you – events companies are still guilty of leaving their year-end events to the last minute.

The silly season runs from October to December and sees a flurry of invitations going out. Unfortunately, your guests can only attend a finite number of functions before they’re afflicted with ‘event burnout’. Make sure that the guests you need to attend are able to, by bucking the trend and holding your ‘year end’ function earlier in the year. Opting for a mid-year event will ensure that your guests are not only able to attend, but are given a world-class experience too. Because so many events companies cut it fine by planning everything at the last minute, they’re often at the mercy of sub-par vendors, which results in a less than stellar event. Brands need to give adequate thought to how they approach their all-important corporate events if they want to capitalise on their corporate event management services.

Make sure your 2016 events are profitable investments – find out how to turn your corporate events into powerful marketing tools by downloading our Guide to Turning Your Events into Marketing Gold.