Event tech
Fit for purpose
JON BENJAMIN, CEO AT ASP EVENTS DISCUSSES WHY HE BELIEVES THE FUTURE OF EVENT TECH IS SPECIALIST
T here is a tempting logic to
the all-in-one platform – we get it. One login, one invoice, one support number. For busy event organisers juggling a number of conflicting priorities, the appeal to have one supplier handle everything for you is understandable.
But, in our experience, and through chatting with hundreds of event organisers, the organisations achieving the strongest commercial results aren ' t those who consolidated everything into a single system, they ' re the ones who made deliberate, considered choices about which tools to trust with which jobs – and built a stack where each one does exactly what it does best.
This doesn’ t just apply to websites: the events industry, for example, in all its complexity, has always favoured specialism. You wouldn’ t expect your AV supplier to also handle the catering and furniture, in the same way you wouldn’ t expect your production manager to handle venue liaison and floorplan designs. Yet for some reason, when it comes to technology, there can
Jon Benjamin
be an instinct to collapse everything into one platform – often at the expense of capability, flexibility and ultimately, commercial performance.
The best-in-class tools exist for a reason. For instance, the registration platform that is obsessed with conversion optimisation will outperform the
“ You wouldn’ t expect your AV supplier to also handle the catering and furniture, in the same way you wouldn’ t expect your production manager to handle venue liaison and floorplan designs” registration module that’ s consolidated into a broader system covering a cohort of functions. A payment gateway designed specifically to smooth checkout friction will outperform a multipurpose platform’ s built-in option.
Specialism breeds depth, and depth is what drives results. The same applies to event websites: specialist tools are needed for specialist performance, and seamless integration is the key to unlocking your tech stack’ s full potential.
When integration is treated as a core part of the website strategy, data flows seamlessly between your( fastidiously chosen) best in class providers, so your team can function cohesively, and attendees can enjoy a journey that feels smooth and connected. Often, the operational headache stems not from having numerous partners in a tech stack but merely poor integration.
Event organisers should be clear on what each tool needs to achieve and what success looks like to them, whether that’ s conversion, revenue per attendee, sponsor ROI or repeat attendance. When best-in-class technology is implemented thoughtfully, it enables organisers to deliver better experiences, unlock new revenue and build lasting competitive advantage.
At the centre of all of this is the website; it’ s the first impression, the primary conversion point and the epicentre where the tech stack either holds together or falls apart. Therefore, the‘ dream team’ of event tech is the right specialists, in the right roles, working in concert. n
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