Embedded Files
Online Invitation & Registration System
Online Invitation & Registration System
Challenge
Challenge
A youth sports events company runs 250 single-day events and 40 multi-day events per year. For single-day events, Sales is expected to get current customers to attend another event in their area and fill 10% of event registrations, but in the company’s CRM there is not a way for Sales Reps to get a list of players within a certain distance of each upcoming event. Once an athlete and their family attend a single-day event the Sales Rep invites the family to a multi-day event, but Sales Reps have to send each family a customized email of their own creation and families can only register for an event over the phone with their assigned Sales Rep. Sales Reps travel 2 weekends per month to help Service run company events, making it difficult for them to makes sales while out of the office.
Solution
Solution
Created CRM targeting system that generated Sales Reps a list of their clients that lived within a certain distance of an upcoming event.
Created event invitation system that allowed Sales Reps to select the event(s) the athlete was qualified for and automatically trigger an email to the athlete’s whole family.
Created member’s section registration system so that families receiving the event invitation email could log into their account and register for the event(s) they wanted to attend without having to call their Sales Rep in order to register and create a payment plan.
Results
Results
Better customer experience since customers were able to register for events on their own.
3% increase in multi-day event sales and single-day events consistently comprised 15% returning customers, which exceeded company’s original goal.
Increased velocity in the sales funnel as customers could register after a presentation call instead of waiting for a follow up close call.
Increased efficiency of Sales Rep’s time since they could easily generate a targeted list of their clients in the CRM and registrations could be made while Sales Reps were away from the office. This led to Sales Reps spending more time filling their sales pipeline, following up on sales opportunities, and focusing on closing multi-day event sales at a higher price point instead of taking registrations over the phone for single-day events at a lower price point.
Standardized brand and messaging in triggered emails.
Systems implemented led to Marketing saving Sales even more time by taking on the work of pulling the lists of clients within distance to an upcoming event and emailing them an invitation.
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