I’ve said it before, and I’ll say it again: The event space is difficult. It takes a total different person to run and operate events. Its high stress and complicated. At Pixel, we run into those types of founders that like to tackle and support high stress environments, like event centers and planners. They called it Eventon.
Starting Eventon means starting from the ground up
It had to be custom the Pixel team said. This means we had to start a CRM for the event space in a way that allowed for customization. End users had be able to customize their platform. They needed to be able to get into Eventon in a similar fashion to getting into Excel. It had to be a unique, yet familiar experience.
"They needed to be able to get into Eventon in a similar fashion to getting into Excel. It had to be a unique, yet familiar experience. "
But Event businesses are still businesses
Crafting events and sourcing leads are created in the same way as most businesses. We worked long and hard to finding the differences between the event space and the average jo marketing firm and how the two different industries use CRM software. There was four key differences:
1) A intense focus on the Calendar
2) Events are similar to the construction industry with setup, prep and subcontractors
3) The deals & leads are motivated by architectural elements/space saving elements rather than price or performance.
4) Events & dates are never flexible
5) Bonus* : Tickets and bookings are 50% of venue center revenue
We started by Diagramming the priorities - give some more hierarchy and importance to the the others.
By mapping out the ideas, we were able to form conclusions on the brand pieces. And starting to give three main ideas generated from the 5 needs.
1) Event Manager
2) Event Bookings
3) Event Ticketing
Branding these, gave insight to the both the landing pages AND product.