CRM: A marketing tool for your events

CRM: A marketing tool for your events

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?


  1. Iden­ti­fy
  2. Acquire
  3. Sat­is­fy
  4. Retain

1. Identify

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!

2. Acquire

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.).

3. Satisfy

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.

4. Retain

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:

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