1. Why and when did your company get started? What was the inspiration?
The company was founded in 2013. We had been doing event marketing and consulting for different businesses and realized that events require full-court press marketing on every channel, but there’s no tool to help you do that, or let you know what’s really effective. So we wanted to turn our experience into a software solution and help companies engineer predictable attendance using a data-driven approach.
2. How did you come up with the ‘name’ and concept – what’s the story behind the name?
The concept is simple: Your audience should get customized and personalized messages and information about an event based on who they are, their interests, their level of engagement. Why is this important? Because it leads to higher attendance, fewer no-shows and easier growth. We believe every organization will benefit from doing this, and we want to be a part of helping them improve attendees event experiences.
We chose the name because it describes what we do. We wanted it to be clear that our software is for improving your events with a cloud-based solution that helps market and increase attendance at events.
3. What is your “big innovation?” What’s the coolest features of your tech?
Our secret sauce is what we call “Audience Intelligence” — this is the part of the software that learns who your audience is and creates an individual marketing plan based on their behavior and interests. Our vision is for attendees to have a personal experience of your event, and our software creates that by looking at who your audience is and what they like.
4. How does your technology change the game for event professionals?
Our technology lets event professionals reach each attendee as an individual and really understand who is attending their events and WHY they’re coming. This lets event professionals start each event campaign on the shoulders of the last one, because they can use the data from their past events to automatically improve all their future events.
5. Is it possible to measure ROI on your product?
We know event professionals spend enormous time, money and resources on their events and measuring the ROI of your events is one of the most difficult aspects for event marketers. So measuring what you’re doing, which pieces of it are working, and what you’re getting in return is critical. We often talk to customers that say they know 20% of their efforts bring 80% of attendees, they just didn’t know which 20% until they started using EventKloud. Our software measures the ROI of their event marketing and helps them understand which channels are working, which messages resonate, and where their time is best spent.
6. What do your best customers love about you?
They love reaching their attendance goals with less effort, and understanding why it’s happening (and being able to print up that report and show it to their manager).
7. What industry trends and shifts are you following that you think are important?
Events are about people and experiences. Technology is a tool that can simplify and enhance and empower people, but if you let that get in the way of focusing events on the people themselves, we believe you’re doing it wrong. So the industry trends that we focus on are what we call Attendee-driven or Audience-driven approach; using the audience as the origin for everything they do.
8. Any lessons learned from the trenches?
Good software can’t make up for a bad event. If your event isn’t aligned with your audience’s interests, we can’t help you get more people to the event. Technology can identify and tell you that there’s a mismatch, but it can’t fix it, only a human can do that 🙂
Have to ask: What’s your favorite app? (Not your own)
DarkSky – It tells me 10 minutes before it rains in my location (almost) every time!
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