Take Your Event Website to New Heights with Integration

October 18, 2015

Rob Hamlin

As director of exhibition services for Ungerboeck Software International, Rob Hamlin draws on 25 years in sales and 10 years of event industry experience to help event professionals, exhibition organizers, associations and independent show organizers experience the value of intelligent back-end and audience-facing technology. 

Event websites have come a long way. Time was (not so long ago, even!), just having a functional, decent-looking website put you ahead of the game. Thanks to newer, shinier technology, those days are dead! Despite this, so many event organizers and association managers still make the mistake of believing that snazzy design and a few front-end bells and whistles are enough. But the truth is, the same technology advances that have raised the stakes across-the-board have also made it possible for organizations of all sizes to transform their website from a pretty, virtual brochure into a valuable operational asset, capable of lifting some pretty serious weight behind the scenes.

The Benefits of Back-End Integration

So, what do you have to gain by taking a thoughtful approach to building out the back-end of your event website? A colleague of mine quite recently tackled this very same question and her answers were nothing to shake a stick at: reduced workloads, minimized errors, consolidated data, a more efficient sales process, reliable analytics. Think about what you could gain from eliminating manual updates in separate systems every time the schedule changes or the floorplan gets switched up?! So now that you know what you might be missing out on, let’s talk about what you can do to get caught up.

Registration

For an event website, registration functionality is almost always priority one. Which makes sense given that it’s a pretty vital part of an event. In addition to providing a quick and seamless experience for front-end users, good registration software should provide organizers with real-time access to data they need to execute as well as useful analytics for improving and growing the event over time.

Analytics

On that note, a well-integrated, comprehensive analytics platform is an important tool for any organizer to have under their belt and behind the scenes of their website. Knowing what event features visitors are interested in and what content is most likely to convert is the key to success and future growth.

Databases

The database(s) in your event management software hold the keys to the kingdom in terms of the information potential attendees, sponsors and exhibitors are looking for when it comes to your site. The full conference agenda and schedule, exhibitor list, speaker bios, etc. It’s all there just waiting to be hooked up with your event website. Careful integration allows information updates and changes entered directly into your management system to show up real-time on your website. No more double data duty, no more outdated web pages!

CMS

The days of needing a full-time web developer to help you wrangle code and HTML are over (and good riddance!). Content management systems have made it possible for users with zero technical skills to update and post content with ease. There are a variety of open-source and proprietary options available at varying levels of complexity and sophistication so finding one that fits your event website like a glove shouldn’t be an issue.

CRM

Nearly 50% of planners use the web as their primary way of shopping for venues. So where do you think your attendees, sponsors and exhibitors go first for information about your event? Exactly.

Your website has the potential to pull in leads like it’s nobody’s business. Make sure you don’t let those opportunities go to waste by connecting your organization’s CRM tool with your website back-end. This way, captured leads are automatically entered into the system and immediately available to your sales team.

Accounting/Financials

With all those online payments rolling in from registration, merchandise sales and the like, why not cut-out the middle-man and set your back-end up to automatically process transactions directly in your accounting software. Say goodbye to unnecessary double-data entry and the inevitable errors that occur when things slip through the cracks.

Integration is the Name of the Game

Do you see the running theme here? Integration is where it’s at if you want a truly great event website. Regardless of the operational and management software you’re using, when you start connecting the dots between all your separate systems, the difference can be remarkable!

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Partner Voices
Overview: The award-winning Orange County Convention Center (OCCC) goes the extra mile to make every day extraordinary by offering customer service excellence and industry-leading partnerships. From their dedicated in-house Rigging team to their robust Exhibitor Services, The Center of Hospitality brings your imagination to life by helping you host unforgettable meetings and events. With more than 2 million square feet of exhibit space, world-class services and a dream destination, we are committed to making even the most ambitious conventions a reality. In October 2023, the Orange County Board of County Commissioners voted to approve allocating Tourist Development Tax funding for the $560 million Phase 5A completion of the OCCC. The Convention Way Grand Concourse project will include enhancements to the North-South Building, featuring an additional 60,000 square feet of meeting space, an 80,000- square-foot ballroom and new entry to the North-South Building along Convention Way. “We are thrilled to begin work on completing our North-South Building which will allow us to meet the growing needs of our clients,” said OCCC Executive Director Mark Tester. “As an economic driver for the community, this project will provide the Center with connectivity and meeting space to host more events and continue to infuse the local economy with new money and expanding business opportunities.” Amenities: The Center of Hospitality goes above and beyond by offering world-class customer service and industry-leading partnerships. From the largest convention center Wi-Fi network to custom LAN/WAN design, the Center takes pride in enhancing exhibitor and customer experience.  The OCCC is the exclusive provider of electricity (24-hour power at no additional cost), aerial rigging and lighting, water, natural gas and propane, compressed air, and cable TV services. Convenience The Center is at the epicenter of the destination, with an abundance of hotels, restaurants, and attractions within walking distance. Pedestrian bridges connect both buildings to more than 5,200 rooms and is within a 15-minute drive from the Orlando International Airport. The convenience of the location goes hand-in-hand with top notch service to help meet an event’s every need. Gold Key Members The OCCC’s Gold Key Members represent the best of the best when it comes to exceptional service and exclusive benefits for clients, exhibitors and guests. The Center’s Gold Key memberships with Universal Orlando Resort, SeaWorld Orlando and Walt Disney World greatly enhance meeting planner and attendee experiences offering world-renowned venues, immersive experiences and creative resources for their events. OCCC Events: This fiscal year, the OCCC is projected to host 168 events, 1.7 million attendees, and $2.9 billion in economic impact.  The Center’s top five events during their 2022-2023 fiscal year included:  AAU Jr. National Volleyball Championships 2023 200,000 Attendees $257 Million in Economic Impact MEGACON 2023 160,000 Attendees $205 Million in Economic Impact Open Championship Series 2023 69,500 Attendees $89 Million in Economic Impact Sunshine Classic 2023 42,000 Attendees $54 Million in Economic Impact Premiere Orlando 2023 42,000 Attendees $108 Million in Economic Impact