Event marketers know there’s a lot that goes into building and hosting events. But there’s even more on the line when you’re scaling those events by empowering other teams to build and host their own. Shopify, for example, works with their partners to host many of these events.
“Our partners are the local experts,” said Caitlin. “While we are becoming more and more of an international e-commerce company, we have partners all over hosting events. We have a partner in South Africa who has been hosting Shopify meetups since the early days, and they love it. There are these amazing companies on the ground, our partners, who believe in our mission and are driven to be successful alongside us.
“But all the boxes to check, the time invested … it’s a lot. We have hundreds of partners who are hosting events, and before we implemented Splash, I would have to review every single event. We got to a point where it just wasn’t scaling. It was taking up more time than it should have.”
Like Caitlin, many event marketers have to deal with the stress that comes with multiple people or teams hosting events on multiple or ineffective platforms. One of the largest challenges with this is when a team wouldn’t check-in attendees, so you lose a key metric in determining the success of your event — leading to massive gaps in event data and an inability to prove event impact or ROI.
“People would knock on my door asking why we were focusing on certain events or about the value of those events,” said Caitlin. “I’d have to say it’s impossible to know without the right data. And even when we had some data to work with, it was hard to tell if it was the right data that we should be considering.”
Now, Caitlin and the Shopify team have the event marketing technology needed to not only scale event programs and event data internally, but also effectively empower their partners in the same way.
“All I have to do is go into Splash’s reporting feature and see all the aggregated data I need to use or export,” said Caitlin. “One of my favorite reports is the loyalty report. I love that I can see how many repeat attendees we have at events, whether people are traveling across Germany to attend different meetups or checking out several of our virtual events.”