In 2013, Krys Davis and her husband Sam created the very first Wicked Wine Run. In doing so they introduced the new concept of wine themed fun runs in which anyone could participate in, whether avid runner, winelover, foodie or couch potato.
Since then they’ve seen their business grow from 2 to 3events to a few dozen each year. With such a large client base, Wicked Wine Run turns to ACTIVE’s CRM (Customer Relationship Management) tool to segment outtheir audiences and gain insights into what those audiences engage with the most.
“We can see who opens the email, how many people are clicking the links, which links they are clicking, which images they are clicking and more. This is something most people can’t do within their event registration platform.” – Krys Davis, Founder and CEO of Wicked Wine Run
Krys Davis says it’s important that Wicked Wine Run interacts with customers in ways other than simply sending out promotional emails, or race day announcements.
In order to do so, they elect to send their email subscribers compelling content such as Halloween costume ideas for their events.
“For us it’s about building our tribe,” she says. “We want our customers engaging with our content and feeling that connection to us. The CRM tool lets us see what content is getting that engagement, so we know what to send in future emails.”
Before switching to ACTIVEWorks Endurance, Wicked Wine Run worked with an event registration software provider that required 3rd party integrations for email and CRM such as Mailchimp and Constant Contact.
“For smaller races or those just getting started, 3rd party email tools are really attractive,” Davis says. “But once you just start growing and your email list gets bigger and bigger, you have to spend time importing the list and you also have to pay extra depending on the size of your list.”
With ACTIVE, the email tool and CRM are all built-in meaningWicked Wine Run doesn’t have to import email lists to a 3rd party or pay any extra fees based on the number of people on the list.
“I’d say the CRM tool saves me about 2-3 hours a week and we save anywhere from $400-$500 in fees.”
Davis says ACTIVE has been a great partner in helping grow Wicked Wine Run and believes the success will only continue.
As for her advice to other race directors?
“I would say you’d be hard-pressed to find another registration platform that has the variety of tools available through ACTIVEWorks Endurance. It provides the impactful data you need to better understand customers and how to sell to them. “