In a few short years, registration—a once seemingly straightforward process—has become a powerful AI-fuelled behemoth. Packed with dizzying software functionality—from seamless integration to customization, status updates, conditional logic and event management—the options are exciting, if not a little overwhelming. If you’re looking to optimize event registration tools, you may wonder, “Where do I start? Which tech features are most critical to my business? How do I choose between the offerings from big brands and savvy start-ups?” We talked with two industry professionals about these tools and how to zero in on solu- tions. Here’s what we learned: Appreciate how much has changed Sommer Smith, business manager with Calgary- based event company Boom Goes the Drum, agrees that the evolution of registration tools has come quickly. Pointing to the pandemic, she says, Tips for harnessing the potential of this vital event component by Connie Jeske Crane Good to Know B R I G H T I D E A S , N O TA B L E N E W S , C O O L T R E N D S data—for example, says Henry, “At what point did someone abandon their registration and how can we target them? What did they click on and who did they invite?” On the attendee side, mobile-friendliness is increasingly important, Henry adds, as are robust data security protocols and quick and hassle-free contactless check-ins. “The way companies are handling on-site registration is really different from pre-pandemic.” Finally, with hybrid events here to stay, Henry says dual capacity is key: “You have two very different attendee experiences and attendee fl ows through the registration system, and it’s making sure it can capture everything for [virtual and in-person].” Defi ne goals and criteria When choosing a tool, Smith notes that systems aren’t all the same: “Some are strong in the back end, where you can get a ton of information; IGNITE YOUR... “COVID just accelerated the technology, because our need was to have virtual or hybrid events.” Smith, who has just gone “through an extensive process with a client on selecting an event- registration system,” happily reports that the functionality previously reserved for large events and corporations is more accessible today: “The software has become so good and actually much more affordable.” Manage expectations As the tech has evolved, expectations (from clients, event planners and attendees) have ramped up as well. Lisa Henry, director of customer experience at TK Events, with offi ces in Toronto, Vancouver and the UK, expands on today’s desirable features. With registration, one of the biggest gains from virtual events, says Henry, was an “analytics piece.” Moving forward, planners want to maintain that ability to track registration EVENT Registration → 12 | Ignitemag.ca | Spring 2023
