Strategy
In this section, we’ll outline the purpose and value of the Event Platform, such as Swapcard, and how it can make all the difference for a successful event. The key? Putting your users at the heart of every decision to create a more personal and impactful experience.
The Event Platform is the ultimate event companion — streamlining preparation, enhancing at-event interactions, and simplifying post-event follow-up. Users can feel confident knowing that all the details they need are in their pocket at every stage of the event.
When launched early, the Event Platform enables users to start building valuable connections from day one without having to rely on external platforms (e.g. LinkedIn).
Preparing effectively in advance allows users to easily access their badge, contacts, agenda, and meetings, reducing stress and ensuring they maximise time at the event.
The Event Platform allows users to customise their experience with personalised agendas, bookmarks, and meeting requests, making it easier to measure their ROI.
Event data, including leads made and meeting notes, is stored digitally for easy download, streamlining follow-up tasks with new contacts and business opportunities.
A positive experience with the Event Platform enhances customer satisfaction and builds trust with the brand, strengthening Informa’s reputation.
With effective ‘Help’ pages, onboarding prompts, and clear navigation, users can be more self-sufficient and will need less general support from Informa teams.
Setting up the Event Platform early, with user-centric principles, reduces the need for alternative platforms (e.g., LinkedIn), driving audience engagement and generating valuable sponsorship and business growth opportunities.
The quantitative data provided by the Event Platform is invaluable for internal teams to make more informed decisions around budget allocations, event agendas and customer profiling.
<aside> ❌
A Promotional Website
While sponsorship opportunities are key revenue drivers, the core focus should remain on supporting users with their tasks at each event phase.
</aside>
<aside> ❌
An Insights Hub
On-demand content is important post-event but should be avoided during ‘pre-event’ and ‘at event’ phases, with insights and marketing content better suited to other parts of the Informa ecosystem, like show sites.
</aside>
To create a truly user-centric platform, focus on features that are unique to the purpose of the Event Platform, and not already available elsewhere in the Informa ecosystem.