How to simplify the management of your events?

Agility - Contact Relationship Management - Data - Digital - Marketing & Communication

Sarah Cotton By Sarah Cotton

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Management events

Whether you are a cultural association, a community or a private company, the organisation of events is essential to your influence. To make each event such as conference or exhibition, a success, you must deal with several tasks, whether strategic or operational:

  • Coordinate stakeholders,
  • Target your guests,
  • Launch multichannel campaigns,
  • Follow registrations,
  • Schedule reminders,
  • Manage human and material resources,
  • Measure performance,
  • Respect your deadlines and your budget.

In this article you will discover how to orchestrate all these tasks more simply and efficiently.

Once the event is created, it will be necessary to build your campaign. How do you do this in a fluid and intuitive way, across all communication channels, from direct mail to social networks to SMS while respecting your initial objectives?

3 steps are essential: prepare, communicate and monitor the impact of your campaign?

Prepare your event well and promote it efficiently:

For this, a unified database that is kept up to date is a prerequisite. In order to target your contacts (partners, patrons, donors, VIPs, project leaders, etc.) and organize a collaborative approach, it is essential to use a tool capable of optimizing the uniqueness and derivability of your communications and sending messages personalised to each contact by activating the most suitable medium.

Knowing how to manage an event also means knowing how to manage an emergency. This is why, from a list of guests present in external files, it is possible to import it into your unified database while having to manage the entire logistics chain (material and human).

Once this step has been taken, it will be necessary to measure its impact (open rate, clicks, unsubscribe); these key performance indicators are also essential and must be monitored throughout the campaign. This is what will allow you to optimize your actions (non-registered reminders, participants, etc.)

On the day of the event, this is where you need to be even more vigilant. To measure the engagement of your campaign, it is necessary to identify your guests who are actually present (flash QR code, entry on tablet or Smartphones).

The objective is to be able, post-event, to send a personalised message to these guests to highlight them, thank them for their participation and possibly send a satisfaction survey in order to collect feedback and recover qualified data.

The CRM provides you with key indicators to measure the impact of your events and also solicit your registered, present and absent contacts to move towards an effective event strategy.

The advantages of a CRM adapted to your structure

Find a unique CRM, adapted to your sector and whose functionalities respond from A to Z to the organization of events, and it will allow you to concentrate on tasks with high added value (content, quality of interventions, etc.).

The management of an event goes through several stages:

  • The good preparation of your campaign
  • Targeted communication
  • Monitoring and quality indicators

By refining this qualification as your event actions progress, you will gain in performance, strengthen your image and have all the means to obtain a 360 ° view of your contact.