As the world continues to build more convention centers, it’s hard to deny that international competition among venues is getting more intense every day. That’s why it’s more important than ever for venues to focus on their clients’ needs and personalizing their event experience.
Big data for big insights
Knowing your clients is key to success. Talk to your audience, listen to them, survey them: Try to find out what kind of events they usually organize, what their budgets are, when their congresses or meetings usually take place, and finally, which venues they chose to work with in the past.
A good (and common) way to conduct these kind of surveys is through trade show visitor registration - so if you organize your own events in your venue you're in a perfect position anyway. If not, consider organizing PR events or road shows to attract prospects and survey them throughout the event or the online event registration.
Don't lock away the data
Once you’ve started collecting this data, then you’ve got to figure out what to do with it and where to store it. Don't get confused - and certainly do not lock it away where no one can access it! Put it in a safe, but visible place where your team can access it anytime,from anywhere.
What does such a safe place look like? You may want to consider a central database that is as easily accessible for your team in the office, as it is for your sales reps on the road. Mobile CRM systems that are designed for mobile device usage allow access to the same data that it available in the office.
A loyal customer is a good customer
Attracting new customers and selling your venue is one part of the business. Retaining them is the next. This is the part where the information about your clients comes into play.
Remember the safe place? Make sure you save all relevant information about your clients' events in that place - and once again, make sure it is easily accessible. Having fast and easy access to historical event data gives your sales teams so much power: They can proactively approach your clients, suggest suitable spaces and communicate in a professional and consistent manner.
Many successful venues accomplish this with CRM systems that are able to integrate client and event data. This not only ensures that your sales team is well-informed and able to communicate efficiently but also that your accounting team is able to produce clean and timely invoices.
Would you like to discover more strategies for successful venues? Download this free e-book: