Events cannot be missing from a marketing strategy . From webinars, themed breakfasts or lunches to (large) conferences, events are the ideal opportunity to get in direct contact with clients and prospects. Even though the events are primarily 'it was fun' content, you also want to measure performance. A CRM solution is essential here.
Events = more than a fun day
For many people, events are often a time of escape from daily professional duties. Away from the office, meet other people and get some inspiration and of course a nice snack at the end of the day. However, it is the ideal opportunity to talk about your company, products or services directly. However, it is also an investment, not only financially, but also in time. Find a venue, compile a program, find fascinating speakers, prepare the catering, send an invitation… The magic word here is: planning. Task planning, personal effort and timing .
CRM, the engine for organizing your events
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An event has to have a good preparation. A CRM is the ideal tool for this. Of course, do not work with the first provider you find on the Internet, request at least three estimates. In the CRM, you can create a project specific to your event and link all the requests you make by email or phone to the offers received from those providers. Plus, the project calendar helps everyone meet deadlines and milestones, thanks to notifications. Tracking costs can also be monitored in the CRM. Because multiple people from different teams work on the same project, everyone can keep track of issues and tasks can be assigned individually. In this way, communication about this project is optimal. An important aspect of preparation is the event page, where guests can find the program, speakers, and practical information. Keep this page attractive, short and powerful, with the possibility of registering immediately.
Measure is knowing
When the project has been prepared in the CRM, everything will be ready to send the invitation. The CRM module can use the campaign module that is linked to the project. But before sending the invitation, you should have the objectives clearly in mind. What do I want to achieve with my event? New leads? Increase sales? Make the brand known? Basically a combination of all three. Whatever the purpose: clearly define the objectives in advance. Measuring only makes sense if you know what you want to measure.
Three fixed indicators
Each event has its own objectives and therefore its own indicators to measure. However, for each event there are three indicators that can and should always be measured:
1. The inscriptions
The number of registrations is a good indicator of the popularity of the event, the program, the speakers, etc. The faster the registrations, the more you'll be on the right track with the event. Of course, the quality of the entries must also be considered. Are they potential customers? Or are they existing customers? Here too, the set of objectives is decisive for what is considered qualitative.
2. The number of attendees and the percentage of no-show
Well, the goal in terms of record numbers has been reached, or preferably exceeded. But, there are always some "no shows," people who just don't show up to your event without saying anything. A waste of restoration if they are many and always a bit of a disappointment. Experience shows us that it is necessary to have a third of the registrations. By keeping your attendance roster up-to-date, you know who has been there and who the "no shows" are. Not only do you trust the numbers, but you also look at the quality of those present and absent. Were there people who would have been an added value for my business? Attendees, are they just social visitors who are present at each event? In other words: have they contributed to my goal?
The last fixed indicator is the satisfaction measure. A short survey in combination with an NPS is an ideal follow-up. On the one hand, measure how the attendees have experienced the event, on the other hand, you can already carefully measure the temperature if they will return next year and if it has contributed positively to the brand. Feel free to email the "no shows" to show what they missed and ask why they haven't been.
Convert your event data to ROI with your CRM
After the event you will have a lot of valuable data. Registrations, those who have attended, no-shows, the satisfaction survey, the NPS results,… And that is just the information that applies to each event. Add to this the specific data of the event. This information by itself in all the different files and formats doesn't say much about the event. But, with a CRM, all the data will be visible and measurable.
With a CRM, the campaign and project data, or the event, can be optimized. In the campaign, you have all the guests and the update of those present and absent. In your project, you have the costs, through the timesheets, the time that the tasks have occupied and, therefore, the personnel costs. Dynamic dashboards, such as those in Qlik Sense that use Business Intelligence, can dynamically show the ROI for your event. And not only that, potential clients also surface through reports.
More than fun
Events are more than just fun get-togethers. They are part of a well-considered and balanced marketing strategy. Keep in mind that organizing is time-consuming and that defining clear objectives in advance is essential to be able to measure ROI later.