Customer relationship management (CRM) is a set of tools for improving the performance of your marketing strategy. It allows you to identify and analyse your prospects and attendees in order to communicate the most relevant information to them. CRM is based on four main principles: identify, acquire, satisfy, and finally retain.
In concrete terms, CRM allows you to simplify the management of all attendee data you may have. These are tools that provide you with an overview, monitoring and more precise knowledge of your attendees. But how can you use the concept of CRM to help guarantee the success of an event, or the optimisation of its organisation?
As an event organiser, you can quickly find yourself caught between multiple contacts, including guests, VIPs, new attendees and loyal customers. One of the possible functions of CRM tools is the management of these databases in lists or segments. Sort, segment and organise your lists according to defined or automatic criteria, including age range, interests, location and behaviour. Likewise, the tool can allow you to carry out emailing campaigns by segment or with multi-criteria targeting.
Coupled with a Test & Learn strategy, you will be able to reach your potential customers as best as possible, and personalise the message you communicate to them. This hyper-personalisation and precise targeting will allow you to position yourself in their minds and then set up an acquisition strategy. For example, you can create test campaigns so that attendees can register or subscribe to your site, newsletter, etc. You can then send them multiple messages, allowing you to identify them and distinguish the appropriate messages!
Once you’ve identified your future or current attendees, it’s important that you convince and attract them. This is the acquisition phase. The various campaigns you are now going to conduct must involve the delivery of personalised messages. The tool allows you to view the profiles and subjects that have interested this or that audience. This way, personalising your communication becomes easy! If a campaign that is totally suited to a customer/prospect successfully reaches them, they will be more likely to subscribe to your event and therefore attend it, purchase a place and talk about it.
For instance, for a festival, send a schedule to a list of contacts in order to highlight the artists they are likely to be fans of, and add a personalised note for those who have attended several editions, depending on their order (accommodation, transport, etc.).
Once your attendees are interested and registered, you will need to satisfy their expectations as much as possible, and maintain the relationship before and during your event. To do this, you should communicate as best as possible on the entertainment present at your event, depending on the individual. This is entirely possible thanks to the CRM tools’ segmentation function. By targeting the main expectations of your potential visitors, you will be able to better integrate them into your event or communicate to them what they might have missed, pique their interest with exclusive content, and so on.
In doing this, you will allow them to enjoy a personalised experience, which will convey a positive image of the event and its organisation.
During your event, and especially after it, you will need to build loyalty among visitors. This is enabled by all the work carried out beforehand. It will allow you to keep your database up to date and complete. To do this, the CRM tool offers you analysis tools such as dashboards, customisable reports, real-time statistics, and automatic analysis and segmentation. With all this data, you will be able to set up optimal monitoring of your former prospects/visitors via an omnichannel strategy. In fact, with all the data accumulated through the previous steps, you will be able to refine your future campaigns and reach those likely to attend your event in an even more precise manner.
As you now know, CRM is an essential marketing tool. It’s a great personalisation and communication tool, and is almost indispensable today. Be careful, though: any use of personal data must take place within a legal framework and with the user’s consent.
The trend today is towards ultra-personalised communication, and attendees expect messages that reach them as individuals and not simply as part of an audience. These two notions may seem very similar, but differentiating between them will allow you to ensure the effectiveness of your marketing and your communication.
It’s up to you now! Choose Weezevent’s CRM to automatically sync all your ticketing, access control and cashless payment data. Click on the button below to find out more: