From online registration to indoor wayfinding, event management software can deliver some pretty powerful services to event attendees. What meeting professionals don't always realize, however, is that they also can deliver some pretty powerful services to event planners.
In an era where data is currency, perhaps the most powerful of those features is reporting, according to Successful Meetings contributor Jonathan Morse.
"Every event or meeting you plan gives you a tremendous amount of data to draw from that will help you improve your sales strategy. If you use event management software, you can easily pull reports to discover which clients have been bringing in the most revenue," Morse says. "Make it a priority to consistently run reports that show data such as your most-booked contacts, your financial information by month or quarter, and payments by event. Then, create a spreadsheet of these clients and give them special treatment throughout the year. Contact them in advance of their regular events to start the planning process or offer them extra services to keep them coming back."
Further, the data you extract from event-management reports can yield valuable intelligence for use in your event marketing campaigns.
"Use what you know about the clients who book with you, such as the seasons they prefer to hold events, the types of events (large conferences, networking cocktail hours, corporate retreats or company Christmas parties), the size of their budget or event locations, in order to shape future events," Morse continues. "Make a spreadsheet of clients and group them by interests or preferences. Send them regular communications via email marketing and appeal to their needs by reminding them about booking deadlines, sharing updates about your venue, informing them of seasonal menu changes or offering them a special discount. Take this information a step further by creating marketing campaigns that target prospects who share the same event interests or preferences. If they're similar to your current clients, they'll be more likely to book your services."
More Tips:
http://www.successfulmeetings.com/Strategy/Meeting-Strategies/How-to-Use-Technology-to-Build-Better-Events
Questions, Comments, Suggestions?
Contact Successful Meetings Editor in Chief Vincent Alonzo with your "How To" ideas.