Info-Fused Fun: The Power of CRM in Live Events

Creating engaging attendee experiences both educational and chock full of useful data is challenging. But it’s nothing a little CRM tech knowhow can’t help you overcome.

Customer Relationship Management (CRM) strategies focus data collection in specific ways - ways you control - so you can better measure, assess and understand your audiences. And, at Sparks, we design experiences which can integrate your CRM systems in a way that gets you attendee data you need that’s specific to your event.

Interactive Engagement Strategies

Hands-on elements. Real-time personalizations. Live feedback. These all are powerful capabilities in the live event space that a CRM can provide. Here’s how:

1. Hands-on Elements

First impressions are everything. Developing fun, meaningful, hands-on interactions allows brands to make a positive one. It also establishes a relationship where you trade information.

Tactics: Think strategically-curated games, polls, surveys, photo opps, swag giveaways, and more ways for your brand to encourage customer involvement.

The Key: Make sure attendees feel like they’re gaining something. Their wins are yours, too.

2. Real-Time Personalization

Once you collect information from potential customers, view the data through the lens of how to more specifically personalize experiences.

Tactics: Use customized agendas, product recommendations, targeted push notifications, or personalized networking suggestions.

The Key: Applying the data in meaningful ways will make an event experience more nuanced to each attendee and positively reflect on your brand.

3. Live Feedback

No data is more useful than analyzing real-time, event feedback. It lets you know how to adapt in ways that can change the course of the attendee journey.

Tactics: Activate content like a live poll during a keynote, or embed quizzes within digital demos.

The Key: Think on your feet. These tools provide immediate insights on what content resonates, and then - with your CRM support - you can make adjustments to be more engaging not just next time, but now.

Being strategic and thoughtful with the CRM data you collect will help you better understand how audiences interact with assets like demos, presentations, networking zones and other live event features. This is how you create attendee experiences that are exactly what they need — and keeps them coming back.