Event tech
Single file
THIRD PARTIES CAN OFFER CONVENIENCE, BUT BUILDING YOUR OWN IN-HOUSE
EVENT TECHNOLOGY ALLOWS FOR GREATER FLEXIBILITY. INTERNATIONAL EVENTS AGENCY
DRPG WEIGHS IN ON THE BENEFITS OF GOING SOLO
he majority of companies
in the crowded event tech
marketplace are offering
Software as a Service
(SaaS).
SaaS is a business model that sees
companies selling a uniform platform
to all buyers, meaning every event
organiser who uses a certain
registration platform will have the
same experience. Often, companies
will offer tiers of these services, with
premium features being available at a
higher price, and basic models being
available for less.
There are benefits to this system
– it provides convenience, and is often
cheaper both to create and to
DRPG’s top tips for small
event businesses
considering using
in-house tech:
1. Put technology into the overall
business budget, not individual
event budget. Make sure your
investments have longevity, and
that everything can be signed off
centrally by internal teams.
2. Understand the wants and needs
of your delegate pool across the
business, and tailor a custom
package that works for you.
3. Look at your whole event
calendar, and see what features and
content can be rolled out to
multiple events.
4. Find common objectives and
KPIs to measure success across all
events, so analytics can be aligned.
Whether
you are large
or small, you
need to consider
the bigger
picture and
invest to help
your company
develop, which
is needed for any
business size.”
purchase. If bugs are discovered, they
can be uniformly fixed with an update
to all users, too. But what do you do
when a template simply isn’t enough?
When you need to provide something
truly unique, memorable and off the
beaten path? The answer might be to
create your own in-house event
technology.
That, at least, is what UK-based
international agency DRPG did.
Matt Hayward, Head of Media
Business Development (pictured
right), says: “DRPG is in the unique
position of having a digital agency
and events department under one roof.
Around 15 years ago, we were
carrying out a few hundred events per
year, from small seminars and
meetings to large conferences. It was
clear at the time that off-the-shelf
solutions didn’t cut it for our clients.
Although many products were rich in
features, it was the individual nuances
that provided companies with that
ISSUE 103
extra relevance to create impact.”
DRPG’s answer was to launch its
own technology, so that it could
provide full control over functionality
and brand identity. Going in-house
also allowed DRPG to offer increased
security, as it could dictate where data
is hosted and how it is stored.
Hayward adds: “Although upfront
investment is more substantial, ROI is
much higher and vast cost savings can
be made over time.”
So, is in-house tech only the domain
of large companies that can afford the
up-front costs? Hayward says that
doesn’t have to be the case: “Smaller
companies can do this if they are
looking at the long-term rather than
the here and now.
Whether you are
large or small, you
need to consider
the bigger picture,
and invest in
development.”
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