Femme en tribune faisant des mouvement enthousiastes de la main lors d'une événement sportif ou un concert

In the previous article, we argued that CRM should not be seen as just another technical tool, but as a strategic framework for building lasting relationships with audiences.
But strategy alone isn’t enough. The real challenge is turning vision into action.

Picture this: someone sees an ad for a concert, books tickets, gets a reminder email, enjoys the show, then later receives tailored content that keeps the memory alive. Every step is a chance to build loyalty — or to lose it.

That’s why this article dives into three essentials:

  1. The visitor journey : the lived experience before, during, and after an event.
  2. The CRM journey : how engagement grows from stranger to loyal promoter.
  3. The missing link : the CRM infrastructure that ties it all together.

With real examples from sports and cultural organizations, we’ll see how connecting these two journeys transforms one-off attendees into committed audiences.

Building long-term, personalized relationships

Music festivals, football games, museum visits… These experiences no longer compete only with one another, but also with digital entertainment, video games, streaming platforms, social media.

In this crowded landscape, the emotions felt in a stadium, a concert hall, or a cultural venue remain irreplaceable. But standing out and building loyalty requires an extra push. That’s where CRM comes in.

Audiences no longer accept being treated as an “email address” or “anonymous buyer.” They expect:

  • Recognition: “Talk to me, not everyone”

  • Personalization : “You know what interest me, what I've experienced, and what I could discover next.”

  • Consistency : “I sense continuity between my experiences and the communications I receive”

This makes CRM a cornerstone of the overall experience just as essential as programming, customer service, or the on-site welcome. When approached intentionally, CRM enables cultural, sports, and leisure organizations to:

  • Increase loyalty,
  • Strengthen their communities,
  • Create more financial, emotional and symbolic value.

Two journeys, One strategy

To build a lasting relationship, you need to map out not one but two complementary journeys: the visitor journey and the CRM journey. One describes the audience’s lived experience; the other tracks how their level of engagement evolves over time. Together, they align real-life experiences with long-term relationship goals.

A. The visitor journey : Walking in the audience's shoes

The visitor journey follows the practical steps people go through before, during, and after an event. At Arenametrix, we break it down into six key stages:

  • Dreaming :  the idea takes shape—sparked by an ad, a friend’s suggestion, or a newsletter.

  • Planning : searching for information, comparing offers, organizing the logistics.

  • Purchase : a decisive moment—conversion happens, but the experience must feel smooth and reassuring to build trust.

  • Pre-event : the anticipation phase, fueled by reminders, tips, or notifications.

  • Event : the heart of the experience, emotional, and memorable.

  • Post-event : the follow-up period, where emotions are extended through tailored content, loyalty offers, or exclusive experiences.

Timeline representing the evolution of the stages of the visitor journey

The goal is simple: identify the moments that matter most to visitors and make each stage easy, enjoyable, and engaging.

B. The CRM journey : Tracking engagement over time

The CRM journey focuses not on the one-off event, but on how audiences grow in engagement with your organization:

  • Stranger : no prior engagement.

  • Lead : first interaction, via a contest entry, ticket purchase or newsletter signup.

  • First-time buyers : the first purchase and the start of trust-building.

  • Repeat customer : regular purchases and attendance, signaling growing loyalty.

  • Promoter : the ambassador stage, recommending, sharing and defending your brand.

Pyramid representing the different levels of relationship in the CRM journey


The value of this model is strategic: it helps you answer two key questions

  • Where is my audience today ?
  •  How do I help them move to the next stage?

 

C. The missing link : A robust CRM infrastructure

These two journeys can’t be connected without the right infrastructure—one that unifies and activates your data. This means:

  • Centralizing and enriching data from ticketing, online interactions, or shops.

  • Segmenting and automating so you send the right message to the right person at the right time.

  • Measuring and optimizing continuously, turning insights into smarter campaigns.

This blend of real-life insights and structured relationship tracking is what allows you to connect the visitor and relationship journeys into a seamless whole.


Connecting journeys : from experience to relationship

Linking the visitor journey and the relationship journey is not theoretical, it happens at specific touchpoints. Each stage of the visitor’s experience should trigger the right CRM action.

  • During planning and purchase, CRM smooths the process and initiates a long-term bond.
  • Before the event, it reassures and prepares through timely reminders and information.
  • During the event, every interaction becomes a chance to enrich customer knowledge.
  • Afterward, it extends emotions and transforms satisfaction into advocacy.

To make this connection tangible, let’s look at how specific CRM actions can be tied to both the visitor journey and the relationship journey. The examples below show how organizations in sports and culture have successfully activated CRM at key moments, turning one-off interactions into long-term engagement.

Visitor journey phase CRM journey phase Example action Use case
Dreaming Stranger Acquire new contacts through a contest.



Launch targeted ad campaigns on Meta platforms (Facebook & Instagram).



Acquire new contacts through display advertising campaigns.		 Use case SunSka : 33% of contest participants were brand-new contacts.

Use case Servette FC : 2600+ new prospects generated.



Use case Maison des Arts du Léman : €3.76 revenue for €1 invested.
Dreaming Stranger or Contact Send alerts about ticket sales opening to capture interest before purchase. Union Bordeaux-Bègles Use case : 79% of registrants for alerts were new contacts with over 16,700 new entries in the database.
Planning Repeat customer Send targeted newsletters based on profile and interests. For example, a “family edition” newsletter promoting children’s services and activities to those who previously purchased child tickets. X
Purchase
Pre-event		 Contact Automate pre-event emails with practical information (“before the show” reminders). Grand Théâtre de Genève  Use case: Zero unsubscribes linked to pre-event emails.
Purchase
Pre-event		 Transition from Stranger to Client Use marketing automation to reinforce loyalty and track first-time buyers.
Send welcome emails, purchase confirmations, practical tips, and personalized recommendations.		 Lausanne Hockey Club Use case: 38% conversion rate among users clicking the first-time buyer automation sequence.
Post-event Transition from Repeat customer to promoter Encourage returns, build loyalty, and turn attendees into promoters through feedback requests and satisfaction surveys.

Strengthen ties with subscribers via contests.		 Théâtre 100 noms Use case: 10% of post-event email openers left a review.

Use case Chabada : 48% participation rate in the contest sent to targeted audiences.


These use cases prove that the link between visitor and relationship journeys isn’t theoretical. It comes to life through carefully orchestrated touchpoints. By activating the right action at the right time, organizations can turn a one-off visitor into an engaged member of a loyal community.

 

Conclusion: Making CRM the common thread of the audience experience

Aligning CRM strategy with the visitor journey means moving from tool management to a holistic view of relationships. Every interaction is an opportunity to deepen knowledge, enrich the bond, and personalize the path.

That’s exactly what Arenametrix delivers—supporting over 300 organizations across Europe in structuring, automating, and optimizing CRM strategies that turn occasional visitors into engaged communities.
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