Are you using your event database software correctly?

Your event database software isn’t just a useful tool for storing all of your guests’ details. When used correctly, it becomes an indispensable tool for conducting Event Relationship Management (or ERM as we like to call it). Far too many companies aren’t aware of the power of event database software – and end up missing out on its true power.

Investing in event database software is a futile exercise if you don’t know how to get the most out of it.

Event database software – or any CRM system for that matter – is built with a specific purpose in mind: to give you insight into the way your guests or customers interact with your event or brand. Whether due to complacency, or ignorance, the majority of data depositories remain untapped, filling up with invaluable information that will never be put to work.  The benefits are yours for the taking – you just have to know how to go about it.

Getting the most out of your event database software requires a holistic approach to all of your customer-related data, which means you need to be collecting all interactions you have with customers

In order to accurately assemble the bigger picture, your event data cannot remain isolated. All of the information you collect, from your RSVP process, event check-in and registration, as well as the event itself, needs to be viewed alongside information from your sales and marketing teams. After all, the whole point of having a corporate event is to encourage some kind of interaction with (and hopefully investment in) your brand. When data from your event database software is combined with vital information like sales calls and records, customer enquiries, and blog visits, you’re gifted with a comprehensive view of the relationship your target market has with your brand. This makes it easy to see where you can improve on existing relationships, as well as identify opportunities to start a conversation with a potential customer. In addition, you’ll be armed with the necessary data to help you improve future events in line with your guests’ current relationship with your brand.

Your event database software enables you to identify opportunities to start a conversation with your customers

Regular communication with your target market is crucial if you want your guests to become customers. When you’re able to see how your guests experienced your event (by examining, for example, which guests attended which break-out sessions, or what guests had to say in your post-event survey), you’re much more equipped to provide them with follow-up communication that they’ll find relevant. Using data about your guests enables you to craft targeted post-event marketing material that will further pique their interest in your brand.

When combined with data from your sales team, use your event database software to identify potential leads

If you know that a guest has enquired about a certain product or service, then attended one of your events, you’ll be able to send them information which closes the loop, so to speak. This may be in the form of a follow up call, a free trial of a product or service, or a discount. In the same vein, by recording information about walk-ins or partners, you’ll be able to add them to your newsletter, send them a link to your company blog and notify them of future events.

Importantly, event database software makes calculating event ROI simpler than ever

One of the most useful functions of event database software is its ability to give you insight into whether or not your event resulted in ROI.  Establishing the connection between an event and your sales goals can be tricky – but only if you don’t know where to look. By comparing attendance records with sales metrics, you’ll have a much clearer idea of if, and how, your events are resulting in sales. Bear in mind that the consumer’s journey from a lead to a customer consists of various steps – they may only invest in your brand after attending two or more events. In the same vein, if a repeat guest hasn’t bought anything, or shown interest in doing so, the money you spend on hosting them at your next event would be better spent on someone who’s expressed interest in your brand.

To recap: use your event database software as central depository for all interactions with your target market.

Once you’ve collected all of the puzzle pieces, analyse them regularly.  Remember that getting customers to love your brand isn’t a solo effort – it’s a group effort that involves everyone who interacts with guests and customers.

Our Guest Concierge Management Software is designed in such a way that makes collecting information about your guests easy to do, easy to consolidate and most importantly, easy to analyse.

Find out about our offering – which includes email invitation software – here.

Learn more about conducting professional events by downloading our free eBook, ‘Practical Guide to Professional RSVP’.

Image Credit: media.npr.org

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