For many years, we at adventics have been intensively involved with the entire range of so-called event tech solutions. This refers to all technical and digital solutions that are used in the context of an event. Within this generic category, we differentiate between ticketing and access systems, shop systems, payment systems, lead systems and event platforms. This article is about the latter.
We define event platforms as systems that summarise all relevant information about the event from the visitor’s perspective in a digital interface. In particular, this includes information on: Exhibitors, products, experiences, programme items and other special features of the respective event. This information is usually presented both in a web interface (desktop access) and via an app (smartphone access). A classic functionality is also the matchmaking or networking function, which participants can use to exchange information with each other, for example to arrange appointments.
Modern event platforms now offer a whole range of administration functions, so that exhibitors usually receive their own access to maintain their exhibitor profile and all associated entries. Individual components of the platform can often also be integrated into your own event website as so-called web widgets. For example, the list of exhibitors or the programme is embedded as a separate website component in your own public event page. Other content, on the other hand, is only visible on the platform after logging in.
Depending on how you look at it, you can assume that all common event platforms offer a range of 100 to 250 small and large functionalities. Through several projects with various trade fair companies and organisers, we at adventics have now gained a deep insight into a wide range of event platforms, as well as into the actual introduction and handling of such platforms.
Based on this experience, we would like to discuss three factors below that we consider relevant when selecting such a platform – and which may still receive too little attention.
Factor 1: Functional scope of the respective standard software
As already mentioned, the number of functions on all common event platforms is so large that it is easy to lose track. We recommend approaching the respective providers or us and requesting an overview of the functionalities. Then the ball is in your court: Which functions do you attach great importance to? Which functions are you missing and which of them are critical? Are there any event-specific features that should be functionally covered by the platform – right from the start or in the future? Ideally, this will result in your own collection of requirements, which you can then discuss with the respective providers. Seek advice on which functions should be required in order to avoid any unpleasant surprises during subsequent operation. In general, it is important to understand that event platforms are standardised software. In contrast to customised software, providers typically have no great interest in adapting “their own (digital) product” to individual customer requirements.
Factor 2: Satisfaction with the given range of functions
To a certain extent, providers are of course still willing to implement new ideas and requirements if there is added value for all customers. If it is a highly individual requirement, the provider usually assesses it according to the effort involved and declares it as a customised requirement, which is then also priced separately. “Special requests” therefore cost extra. As the event platform providers pursue their own development agenda, it can also happen that the realisation of individual requirements can take a lot of time. Or the individual request may even be rejected altogether because it does not fit into the provider’s roadmap. However, the next event is usually just around the corner. To avoid such a situation, you should realise at an early stage how satisfied you are with the existing range of functions. Can the next event be managed with the existing standard? What workarounds may be possible or necessary? What compromises will you have to accept in the first year if you decide in favour of one of the respective solutions?
Factor 3: Standard software implicitly maps processes
The introduction of an event platform results in new workflows and processes, both internally and towards the relevant target groups. From our experience, we can say that the first event with a new event platform is a challenge for everyone involved in the project organisation. New roles, new tasks, unfamiliar tasks – a lot comes together. To minimise internal friction and stress levels, we recommend stringent project management – and definitely accompanying change management. Who takes care of what and when? Who is in charge of which topic? Who has the last word when a decision needs to be made? We are happy to support you with the introduction according to the classic waterfall model.
Do you have any questions or would you like to receive an initial assessment of your status quo from us? Please do not hesitate to contact us.
