Why your CMO wants you to use event management software
A CMO is a strategic thinker, and looks at a brand from a holistic point of view. His main concerns? ROI and consistently positioning the brand in order to get optimum performance. A big-picture thinker – a CMO isn’t concerned with the small details – like whether or not a client gets an SMS reminder about an event or whether an email invite is compatible with different email software. In fact, technicalities like the specific features of event software are the last thing to cross his mind.
On the opposite end of the spectrum is the event manager, who deals with the various, intricate details that add up in order to create a successful event. Because of this, the capabilities of event software are paramount to an event manager who’s tasked with ensuring that all the logistics are in place to ensure that the event goes off without a hitch.
Even though event management software is ultimately used by an event planner, a CMO will advocate the use of it for the following reasons:
Event management software eradicates the need to employ additional staff.
Running a lean team and employing effective cost-saving measures are a priority of a CMO. Having to hire an employee solely for the management of guest lists and invitations isn’t practical at all. Event management software not only does this at a fraction of the cost, it’s able to do it much faster too.
Among other things, a CMO is concerned with the consistent communication of his brand’s core values.
Event management software enables you to set up an email invitations template that’s pre-approved and complies with your corporate identity guidelines. This will ensure that every single invitation you send out – whether for an intimate client dinner or a large-scale corporate golf day – is a professional portrayal of your brand and is in line with your brand values.
A CMO needs a precise way of calculating ROI.
Companies need to be able to see exactly how many people they’re inviting, and how many people actually attend the event on the day. More often than not, this data ends up being stored in different spreadsheets that are saved all over the place – rendering the consolidation of this information an extremely lengthy and frustrating process. Event management software stores all of these statistics in one easily-accessible place, allowing B2C companies to see which individuals attended their events, how much they spent on the event, and whether or not people purchased as a result.
Similarly, B2B companies will be able to see which represenatives from companies frequently attend their events as well as what they’re buying. This data is vital for calculation return on investment. Event management software makes it easy to track all of this and more, and can quickly consolidate this information into a report – a useful function for CMOs when preparing for a board meeting or EXCO gathering.
Lastly, the use of event management software demonstrates that your brand is innovative and tech-savvy.
If your brand still relies on printed invitations, or sends email invitations from a PA’s personal inbox, gathering RSVPs and information like dietary preferences will be a laborious process. You’ll also have to repeatedly ask invitees for the same information – which doesn’t reflect well on your brand’s customer relations.
In today’s highly competitive market, where brands have to scramble for the attention of a limited and fickle audience, it’s imperative that you do all that you can to demonstrate that you’re evolving with the times. By using event management software, you’ll be able to store data about each individual guest as well as send personalised communications to them -helping you to establish genuine relationships with your guests.
Image Credit: Interview Stream
