CRM, ERM, it’s all Greek to me

Turning data into valuable insight into your market can be tricky. The wave of hyper-connectivity we’ve found ourselves in means that there’s more information being generated than ever before. The advent of Big Data – the seemingly endless stream of information generated thanks to our ‘always-on’ culture – has seen marketers relook at the ways they’re gathering, extracting and disseminating this information into relevant offerings.

As a result, CRM, or customer relationship management, has become increasingly complicated, but this doesn’t have to be the case. Attracting and retaining consumers boils down to whether or not you’re using the data available to you in the right way.

ERM is the event industry equivalent of using Big Data for superior CRM.

If that sounds like Greek, allow us to explain. ERM, or Event Relationship Management, is the practice of extracting and collating data about your guests in order to create events that are relevant; to gather insight into guest behaviour, and to use this data to strategically inform your marketing strategy as a whole. Just like CRM, ERM revolves around the relationships your brand has with your guests. Events that result in brand awareness and advocacy are those that are tailored to the needs and wants of your guests.

Just like a targeted marketing campaign, which provides relevant, engaging and entertaining content to a consumer, an event that’s founded on hard data about your guests is far more successful than one that’s created around guesswork. The more you know about your guests, the easier it is to host an event that meets your marketing objectives. In the same vein, the more you know about your guests, the more equipped you’ll be to run a marketing campaign that succeeds.

Your guests aren’t just names on a list – they’re thinking, feeling, and emotionally-driven people.

Getting their attention then, requires the ability to speak their language, think their thoughts and give them the things they need or want. Events – and brands as a whole – that are able to do this, succeed. It’s one thing to be aware of the need for intrinsic insight into your guests; knowing how to do this is another matter entirely.

Tapping into the power of ERM relies on the tools you use to collect and compile data.

Your guest lists contain valuable consumer insight – the trick is knowing how to manage this information. Thanks to intelligent event management software, this process has evolved from a ‘needle in the hay’ endeavour into one that’s strategic and streamlined. Event management software enables you to determine the specific demographics of your guests, via your online invitations and post-event surveys. Before you put your event management software to work, think about your marketing objectives and the data you need about your guests in order to achieve them. Once you know what information you require, you’ll be able to effectively mine this data.

Our RSVP event management software gives you valuable insight into your guests, enabling you to create events that are relevant and in line with your marketing strategy. If you’re ready to take your brand to the next level, give us a call or send us an email.

IMage Credit: The Daily Bluster