Hello, this is Matsubara, CRM Evangelist.

"We want to create a system that encourages people who come to our events to come again next time."

The challenges faced by those organizing live events are actually structurally the same as those faced by real estate agents and insurance agencies.
The key to the event's continued success and growth lies in building relationships that will keep people wanting to experience it again.

Arcus Japan was formerly the host of a KBS Kyoto Radio program called "A message from Shinkei Matsubara, the bear CEO, with a buzz (KumaBuzz)A live event in collaboration with "Kumabazu FestivalHe was the organizer of "[event name]".
Although this event has now ended, the "know-how for managing live event participants" accumulated through the operation of Kumabazu Fest using EMOROCO CRM Lite is still being carried over to subsequent events such as ONE LAMP.

This article explains the event management CRM design that we implemented and refined at the Kumabazu Fest.
This article will serve as a practical reference for event organizers considering the use of CRM for live events.

What is Kumabazu Fest? — What remains of a finished event

Kumabazu Fest is a live music event organized by Arcus Japan.
Our goal was to foster community through music and entertainment, and we valued creating an experience where participants, artists, and staff could come together as one.

Although the event itself has ended, the insights gained through its organization were invaluable.
In particular, the know-how gained from using EMOROCO CRM Lite for "managing participants' emotional states," "maintaining relationships with artists," and "designing strategies for cultivating core fans" has served as the foundation for the operation of subsequent events, including ONE LAMP.

The use of CRM in the event business is not yet common.
While many events are run using Excel to manage participant lists and only via email newsletters or social media for announcements, the experience gained from the Kumabazu Fest has been accumulated as practical knowledge that shows the way forward.

Four challenges in event management

Problem ①: The participants' level of enthusiasm is not visible.

Event participant data is presented as a simple "attended" or "did not attend" scenario.
However, in reality, the level of enthusiasm among participants varies greatly, from "core fans" who attend every time to "trial participants" who only come once.
If we can't see this level of enthusiasm, we'll have no choice but to send the same announcement to everyone.

Issue ②: The announcement of the next event will be uniform.

Sending an announcement about the next event to everyone via email newsletter results in a low response rate.
The design of prioritizing sending advance ticket sales information to those who showed particularly high enthusiasm among those who attended last time is crucial for both attendance and sales.

Issue 3: Relationship management between artists and staff is too dependent on individual employees.

For event organizers, relationships with artists and staff are also important "customers." If information such as "What conditions does this artist prefer?", "What requests did they have from the last event?", and "What are the chances of them performing again?" only exists in the head of the person in charge, the relationship will have to start from scratch the moment the person in charge changes.

Issue 4: Lack of coordination with merchandise sales.

If we don't integrate the merchandise sales data from the event with the data from e-commerce sales and participation in future events, we won't be able to get a complete picture of who our core fans are.

Design using EMOROCO CRM Lite

Three record designs

These are three types of record designs that were established through the operation of Kumabazu Fest.

① Participant records (fan management)

② Artist/Performer Records

③ Event Record (Event Management)

Workflow design: 5 automated follow-up steps

Workflow ①: Thank you follow-up 72 hours after the event ends

Workflow ②: Generating a priority list for next event announcements

Workflow ③: Warm-up for Cool Customers Who Haven't Participated in Over 6 Months

Workflow ④: Follow-up 3 months after artist appearance

Workflow 5: Core fan certification upon reaching 3 participation sessions.

The "health of a live event" can be determined by emotional temperature.

By looking at the distribution of emotional temperature among all participants, you can get a sense of the "health of the event community" at a glance.

Emotional temperature distribution in a healthy community:

• Hot (red): 20% or more
• Warm (orange): 40% or more
• Cool (blue): 30% or less
• Cold (light blue): 10% or less

If the percentage of "cool or below" ratings has increased compared to the previous event, it's a sign that the overall level of enthusiasm within the community has decreased.
This data allows us to review the content, promotional methods, and artist selection for our next event.

Passing on Know-how: From Kumabazu Fest to ONE LAMP

The most valuable aspect of running the Kumabazu Fest was the accumulation of participant data.

Which artist's performance is most likely to raise the emotional temperature of the audience?
How many months later do most participants start to cool down?
Understanding the characteristics of core fans—this kind of insight is not just about the event itself, but is passed on to future events as an "asset for the management."

Even after the Kumabazu Fest has ended, data on participants' emotional states, narratives, and preferred genres remains in EMOROCO CRM Lite.
By utilizing this data, when planning new events for ONE LAMP, we can design them to prioritize inviting core fans who attended Kumabazu Fest.

The relationship doesn't end when the event is over —this was the most important discovery when applying the principles of CRM 4.0 to event management.

Dashboard Design – The Screen Event Organizers See Every Week

① Trends in the number of core fans (attendance 3 or more times, hot/warm): Whether or not the number of core fans is increasing is the most important indicator of the event's sustainability.

② A list of priority contacts automatically extracted from the list of those to be notified in advance about the next event . You can see at a glance who to contact today.

③ Summary of artists' intentions to perform next time: "Actively considering," "Under consideration," and "Difficult." Number of performers categorized by these categories. Used to plan the next lineup.

④ Trends in the ratio of "cool" and below: Changes in the emotional temperature distribution over the past 3 events. Understanding the overall enthusiasm trend of the community.

Summary: Transforming an event from a "one-night-only" event into a "lasting relationship."

Live events are "one-time experiences." But if you can transform that experience into a "lasting relationship," the event becomes a community.

The know-how we gained from using EMOROCO CRM Lite at Kumabazu Fest boils down to one thing: "Record the enthusiasm of those who attend and design an approach that matches that enthusiasm." Instead of sending the same email newsletter to everyone, we send advance information to core fans and warm-up messages to those who haven't attended in six months—this design can be applied to the management of all live events, regardless of their size or type.

You can try it with a 30-day free trial.
Digitalization and AI Implementation Subsidy 2026 Compatible Tool Number: DL07-0022934
Product Info:https://www.emoroco.com/

Related article

• Arcus Japan Group utilizes EMOROCO CRM Lite - Fan customer management for Shiramu merchandise e-commerce sales.
• ONE LAMP's live music venue management and K-POP dance event "Poktanchum" utilize EMOROCO CRM Lite.
• What happened to a company that continuously used Emotional Temperature for a year? — The compounding effect of CRM 4.0
• How to design repeat customer management and itinerary follow-up for travel agencies and tour companies using EMOROCO CRM Lite
• Why SMEs should be aware of LTV (Customer Lifetime Value) and how to cultivate it with EMOROCO CRM Lite