The Basics of Event CRM: All You Need to Know

CRM software utilises data to maintain customer relationships. Event data is analysed using the CRM, allowing the event organisers to create campaigns that will help them with lead generation and gain more attendees and generate more events. 

 

1. Automate marketing

The most convenient feature of CRM software is that it saves money and time. Creating a database of your leads will allow you to communicate with them. One can set up drip campaigns so that they can be caught up with everything that has gone down since the beginning of the campaign. 

Using this information, you can use this data to gather insights about your audience and send out targeted emails and set up social media campaigns with relevant content. Moreover, you can analyse the marketing data and segregate them into groups. This way, the content you create will be more relevant and engaging for each group and they will be more inclined to attend the event being advertised.

 

 

2. Sales management 

It can be difficult to maintain and track the tasks and activities of the sales team. Especially if you are running more than one event. Maybe Excel sheets can help you with registration however, it is tedious and confusing. And much data can be lost without any source of recovery. Not to miss, it is extremely prone to error. An error in sales data can cost an organisation in terms of financial resources as well as effort. 

But by using an event CRM like Optimiser, event organisers can keep track of activity records on the CRM platform. You will receive timely updates of the ongoing. It will bring the team together and allow you to keep track of them as well. There will be no duplication of the data and error-free using an event CRM. It streamlines the sales process and allows you to calculate discounted prices, event sales numbers etc.

Your entire event management activities will be stored on one platform. That is the most powerful feature in itself. 

 

3. Contact management 

Without a doubt, this is a significant function. The oldest and the most basic function of CRM, contact management can greatly serve an event organiser greatly. Initially, CRM or Customer Relationship Management software was made to manage accounts and allow you to prioritise customers. 

In an event, you can keep track of the registered guests, attendees, and potential leads that can lead to sales. 

Contact management and storage contains old records, transaction history, queries, email ids, contact numbers etc. This contact information can be collected automatically from the registration form and added to the CRM database. 

Plus, CRM like Optimiser come with two-step authentication and hierarchical access. Meaning, anyone who can access the data will have to complete the two-step verification. And the data access can be provided to those who require it on the basis of their position in the organisation. For example, An intern who needs to make sales calls will be provided with access to the contact database. Other information like credit card data etc will be kept from them.

 

 

4. Membership management 

Optimiser CRM is a handy solution. The event management suite tailors to the unique needs of an organisation. Since events are not one-time transactions, every process has a separate objective. It requires continuous planning and management to create long-lasting relationships.  

One of the major objectives of an event organiser is to try and convert these attendees into paying customers. This is very specific to events that are organised to optimise a business. 

Using Optimiser CRM, organisers can track attendee data and analyse who is more likely to convert into a paying customer. 

 

5. Location-based marketing

This is a recent feature that is a part of Optimiser CRM. Other than automating your work process to save you from tedious administrative tasks and streamlining the flow of sales activities, event organisers can segregate campaigns based on geolocation features. Meaning, you can create campaigns for a particular city. Let us consider London as an example. You can use the data collected to understand the people in London are very much into watching football. You can create a campaign on the basis of that to attract an audience from the city. 

 

Summary

Customers who bring in the revenue. It is essential to establish a foothold amongst the customers, either existing or new ones. It is important to target good potential customers otherwise your efforts will be in vain.