CRM for Event Management

An Event Management company has two responsibilities, one to ensure the Event is operationally conducted well and the second and most important thing bring participation to the minimum expectation level. The second requires comprehensive marketing and sales process that is designed to start much earlier than the Event Date. As the Event start date is approaching there should be more focus on the execution of the event rather than trying to get the minimum required participants.

Bhea’s CRM Solution that is build on SugarCRM platform ensures that SugarCRM is optimised for Event Management companies. The custom modules developed ensure SugarCRM is fit for your business.

Events Management: A custom Events module captures all the information about Events and the typical dates involved and fee structure and the main session schedule. This ensures that a single point information about the Event that is available for marketing, sales and call centre resources. The event administration team updates this to ensure a single source of truth is available for all.

Sessions and Speaker Management: These modules help in capturing each session information including the brief description and detailed description along with the admin and speakers identified for the session. When the session is still in the formation stage, it can also helps in identifying the right speaker from the list of speakers available in the CRM and confirm with the speaker of participation. The speaker modules helps in storing his biography and other information that is required for communicating with the prospects and participants.

Prospects, Campaigns: SugarCRM’s standard campaigns module is customised to ensure they are tied to an Event and the ensuring targets lists are created and maintained for the Campaign. Once a target shows interest and responds to the campaign, the enquiry is handed over to the tele calling team to further followup or if registrations can be done online, they will be prompted with offers to close the registration with payment.

Discounts and Fee Management: Custom modules that have been designed with custom fields help in defining the fee structure that includes early bird discounts with cut off dates and standard applicable discounts for multiple registrations from the same company or group. These in build mechanisms ease up lot of bandwidth of the sales support team that needs to collect money. An automatic invoice generation mechanism ensure the Event Management company’s requirement to deal with corporates for bulk registration where the payments are done via check or bank transfers instead of plain credit card payments.

Sales Support Team Telephony integration: As the event is approaching the sales support team may need to do tele marketing to get more and more registrants. This requires a tightly integrated CRM with telephony system and an ability to create tele campaigns from SugarCRM will help. SugarCRM’s campaign module can be enhanced to create campaigns for tele calling and outcome due to the call can be recorded against the campaign. Smart analytics can be build to figure out best return on investment for the calls.

Participant and Speaker Communication: SugarCRM advanced workflow engine is used to configure standard communication for both participants and speakers to remind them and inform them throughout the Event duration. And finally a phone call to remind them before the Event starts. The communication systems also helps in sending post event information once the event is closed.

Sponsorships and Sales Opportunity Management: On one side Events gets some of the money from participants there is a better chance of getting money from sponsorships. But these sponsorships must be sold by sales people to interested corporations and this requires good life cycle management. SugarCRM’s custom module ‘Sponsorships” captures all the information about the different types of sponsorships available for the event and the benefits that the customer receives for each sponsorship. This includes the free participants they get for each of the sponsorship. Once sponsorships are defined, sales team can campaign for the corporates and maintain this information in SugarCRM’s standard Opportunity module.

Many other features that are custom developed for Event Management industry helps you to kick start your CRM implementation. Contact Bhea to ensure one of our CRM Implementation specialist gets in touch with you and demonstrate some of the key features of CRM solution for Event Management industry.

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