choose CDP

Cultural and sports organisations: which CRM solution to choose?


Socio-demographic, consumer, contact or behavioural data... A few exemples of valuable data that can be collected to know your audience. This data allow you to considerably improve the relationship you have with the public, but only if you have the right tools, in line with your marketing objectives and current legislation on data processing.

Tools are numerous ! Emailing systems, ticketing software, CRM, or even data-marketing platforms, the range of solutions that allow you to manipulate data is wide. Before choosing, you need to understand what each one allows you to do. In this article, we will help you to see more clearly how to choose the tool best suited to your needs.

To begin: what are your needs ?

Before starting to look for a digital solution, it is necessary to list the different needs that could lead you to select one solution rather than another. What are your your objectives and how will you measure the effectiveness of your CRM once it is in implemented ?

When we ask this question to professionals in the event, cultural or sports sector, we find three main types of needs.

The first need: to know your audience

But not in an intuitive way, by looking around your venues and talking to the regulars! You should assess it in a structured way, by carrying out analyses on the data collected about audience. Knowing the audience means knowing more about the buying habits of an age group, defining which type of audience comes to see a specific show, or being able to easily access the buying history of a particular contact.

Home page V3 Arenametrix
Knowing your audience in Arenametrix
Overview page Arenametrix

The second need: to communicate effectively with your audiences

You need to communicate effectively with your audiences (the loyal regulars but also the new commers) via your own communication tools. Not by sending a general newsletter to the same people every month, but by adapting your messages, your sending rhythms, your formats according to the preferences of your audience. You can even automate certain messages (welcome mails, pre or post-event mails) in order to deepen the relationship you have with the public.

The third need is to evaluate the impact of your actions

And once again, not by setting up approximate analyses but by analysing whether an action has generated ticket sales or attracted a specific public (young people, inhabitants of certain districts, etc.). This approach is still too often neglected by some actors, due to the lack of tools to evaluate the impact of the actions undertaken.

Emailing software (Mailjet, Mailchimp...)

Emailing software offers you the possibility to send campaigns easily, thanks to design tools ( Drag and Drop editors). These well-designed tools allow you to save time designing graphic and efficient campaigns without having to hire a graphic designer. This meets the need to communicate in an efficient way.

Some emailing software also offers a "CRM" function that allows you to integrate your database and carry out segmentations before sending your campaigns. Although these functions are useful, they are nevertheless limited and generally not adapted to your business needs. Your activity being very specific. The elements on which you will want to target your audience will not be found in these generic solutions ("event", "representation", "time to purchase", "loyalty", "access control", "distance from the venue"...).

arenametrix filters
Overview of the many filters available in the Arenametrix tool.
Arenametrix contact filters
Overview of the many filters available in the Arenametrix tool.

In addition, these tools are not connected to your data sources and therefore require regular manipulations to export the email addresses from your ticketing office or website for each new campaign, mobilising human time.

Clearly, emailing software offers interesting possibilities for sending email campaigns but remains limited in meeting your first need, the knowledge of your audience. Above all, they do not have the link with your sales, and in this way cannot meet your third need (evaluate the impact).

The "CRM" bricks of ticketing software

Recently, some ticketing providers have developed applications that take the form of a "ticketing system" CRM. The business of ticketing suppliers consists of selling tickets. Their CRM like solutions are generally buyers databases linked to emailing software (Amazon, Mailchimp, Mailjet etc.). Their main advantage compared to the previous solution is that they avoid the need to export a ticketing file before sending campaigns, since targeting and sending are done in the same tool.

These modules are interesting to work on your ticket buyers but they do not allow you to have a global vision on all your audience because they do not centralise all your data sources but only the data that comes from the ticket office. However, data sources cannot be reduced to ticketing alone!

You can have several ticketing solutions but also other sources of data: Excel files, a registration form for your newsletter, data from competitions on social media, an online shop, an application, a streaming or VOD solution, etc. ....

multi-data overview
In Arenametrix: a global, multi-source and multi-channel view of each contact in your database
In Arenametrix: a global, multi-source and multi-channel view of each contact in your database

While these solutions have their advantages, they make impossible multi-channel activation(emails, sms, marketing automation, even retargeting or acquisition on social media) of your audience (buyers as well as non-buyers and non-audiences). This is why we recommend that you turn to a solution that has expertise in multi-source data integration.

In addition to its ability to integrate different data, an expert solution will also offer you features that ticketing software does not (very fine segmentation of contacts, calculation of Return On Investment, advanced sales management, marketing automation, etc.) and which should interest you!

The Arenametrix all-in-one solution

An all-in-one solution is a platform that centralizes your data that allows for multi-channel activation and makes it possible advanced analysis of your actions with a view to calculate the Return On Investment (ROI).

As a multi-channel marketing solution, Arenametrix enables, among other things


The choice of an all-in-one solution also means evaluation and return on investment. Arenametrix allows you to cross-analyse your audiences, your sales and the performance of your campaigns. You can therefore determine whether a specific campaign has had an impact and exactly what impact it has had (new audiences? ticket sales? increase in average ticket?...).

A French player specialising in data and marketing

A European player specialising in data and marketing

With several years of experience in data and marketing strategies with sports and cultural players, Arenametrix has acquired both a vision of what is a good data strategy and marketing expertise in each of the following sectors: sport, cultural venues, museums, entertainment and music. Your data is an valuable resource and we help you to keep it under control to build a long-term relationship with all your audiences.

By choosing Arenametrix, you choose a tool but also a an expert in your sector  who will train you, advise you and help you lead the change. For you as for us, it is a question of supporting you to :

  • develop your own digital tools without relying on industry giants and by encouraging European purchasing and hosting (Arenametrix has the "Responsible Digital Enterprise" label and hosts its data in France);
  • equip yourselves with weapons to position yourselves as local and physical alternatives to the giants of entertainment (Netflix, Amazon...) in capturing the attention of audiences.

Are you ready to take up the challenge of further digitalising your structure and strategies? Still not sure which tool is right for you? Contact us to find out more and get a quick demonstration of the tool!

Visual Solene crop

Solène Jimenez

Would you like to carry out a data & CDP diagnosis of your organisation? Take advantage of 30 minutes of free consulting by reserving your slot.

Apolline CS Spectacle

Apolline Locquet

Would you like to carry out a data & CDP diagnosis of your organisation? Take advantage of 30 minutes of free consulting by reserving your slot.

Share this article with your friends!



Read more on our data & entertainment blog:


No Comments

Post A Comment