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Event orchestration | 22 October 2014

The Guide to Essential Event Planning Terms – Part III

David Epstein

Welcome to the third installment of our ongoing series of essential terms for event professionals. This time, we’re focusing on event registration, event management and event check-in. From ticket promotion, to purchasing and even on-site check-in, these are the key terms you’re bound to come across as you plan your next professional event!

Event Registration

1. Group Registration: The ability for one person to buy tickets for a number of other people with a single purchase. This is a particularly important feature if you’re planning to sell tickets to large organizations.

2. Discount/Promo Code: Usa a discount code to motivate potential attendees to buy tickets. If a group is purchasing multiple tickets for example, you may want to reward their large purchase by lowering the overall bundled price of the tickets. Simply provide a code to the purchasing group, and have them enter it at check-out.

Discount codes can also be used as an effective component of your marketing strategy. For example, consider including a special discount code in an email blast to encourage those on your mailing list to buy a ticket. If you use a unique discount code for your marketing strategy, you should then be able to track how well your marketing initiative is working by looking at sales results.

3. Tracking Link: A URL that can be monitored to see where traffic and ticket purchases are coming from. This is a great tool when you want to chart the effectiveness of an embedded link or the success of a promotion.

4. Post-purchase message: After an attendee purchases a ticket, you’ll want to set up an email work flow. Send an email thanking the attendee for their purchase and supply additional event information.

5. Hidden Ticket: You may want to sell tickets to a certain group of attendees while not wanting the rest of your attendees to know about these special tickets. VIP tickets are often hidden from the majority of attendees because they may be associated with exclusive access, or because they are offered at a discounted price.

6. Full Vs. Partial Ticket Refund: Inevitably you’ll need to offer an attendee a refund. Make sure that the ticketing service you choose offers both full and partial refund options to give you added flexibility.

Event Management

7. Customer Relationship Management: Otherwise known as CRM, is used in many industries for marketing and sales purposes. With regard to registration, it is a system that keeps track of your contact history with those who have registered with your event.

8. Payouts: Refers to when and how you’ll receive funds from ticket purchases. Each ticketing provider does things a little differently, but it’s worth understanding when you’ll receive funds from purchased tickets.

For example, if you’d like to put ticketing revenue toward funding your event, then it’s critical you select a ticketing service that has a flexible payout system.

9. Ticketing Analytics: Any event registration software worth its weight in ticket stubs should provide you with data about ticket purchases. That means insight on the number of tickets sold, the type of ticket sold, net profit, total revenue – and that’s just a short list of the types of statistics available.

10. CSV File: A file format that can easily be exported and imported across software programs. Your ticketing registration platform should offer the ability to export attendee information via a CSV file, which can then be uploaded to a spreadsheet where you store contact information.

Event Check-in

11. Check-in System: Refers to the method used to check-in event attendees. There are a number of different solutions out there that range in complexity based on the size of the event. In some cases, like for small meet ups, it may not be necessary to have a check-in system. Alternatively, for a bigger event, you may want to station event staff at the entrance equipped with QR readers. Another popular option is to set up a self check-in station.

12. Master List: A list of every person attending the event. This is a must have on event day, just in case alternative check-in methods go awry. If for example, your QR code reader isn’t working, you can always resort to asking for attendees’ last names and check them off the list manually.

The master list should have information like attendees name, the type of ticket they purchased, and what organization they’re affiliated with. The master list should also indicate which attendees are VIPs so that event staff make sure to provide an exceptional experience for your special guests.

13. QR Code: Also known as a quick response code, this bar code carries data based on the pattern of printed black and white squares. For check-in purposes, the QR code carries data about an attendee, such as their name and the type of ticket they purchased. A device capable of reading a QR code, like most smartphones, can scan the code and effortlessly check-in the attendee.

14. Kiosk Check-in: This is a type of self check-in system where attendees enter their registration information at a stationary kiosk. In many circumstances, the kiosk is also capable of printing badges or bracelets for attendees to wear. This solution is great because it can offer a fast check-in solution while reducing the number of event staff needed on hand to check-in attendees.

15. Multi-member Check-in: The ability for a group member to check-in multiple attendees at once. If you’ve sold a number of group tickets, you should consider implementing a multi-member check-in system to speed up the check-in process.

16. Multi-session Check-in: This functionality offers a multilayer check-in. Attendees are checked in once they arrive, like at any other event, but are also checked-in before entering a session. This feature is valuable because it will provide accurate data about the number of people who attended a specific session. 

17. Customized Attendee Badges: Not only are they a great networking tool, but they also help you keep track of who’s attending your event. Often badges will be color coded, indicating what level of access each attendee has to certain sessions.

18. Cross Device Check-in: The ability to use various pieces of technology to check-in people at your event. Try to choose a provider that offers functionality that will work across devices. That way, if you forgot your laptop, you can always jump on someone’s tablet or smartphone to check-in attendees.

We’re here to help all of our readers who are planning events do their jobs better. Make sure to check out our white paper on how to ignite event app adoption! After all, your fancy event app is no good if no one’s using it. Just click the button below to download the white paper!

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