It’s no secret that events power sales (in a Harvard Business Review study of 739 executives, fifty-two % of brands say events force greater ROI than every other marketing channel). Now that manufacturers can prove it, the quickest-growing organizations are doubling down on this liked marketing channel and are looking to scale and develop their event programs. But here’s the factor: hosting more events and streamlining and establishing your strategies and structures to ensure you’re compliant with all statistics tactics. If you want to scale, you need to do both. Below are my guidelines to ensure you’re building scalable occasion software while staying GDPR compliant.
The Elephant within the Room: GDPR
It’s been over 12 months since the General Data Protection Regulation (GDPR) — the EU’s statistics privacy law — went into impact. However, that doesn’t suggest it shouldn’t be the pinnacle of mind. For occasion organizers, GDPR boils down to ensuring that the information you accumulate from event contributors is accurate throughout your systems and that you have proactive consent to gather and shop that data in the first vicinity. It may additionally look like a tall ask. However, I’ll let you in on a mystery: a correct database commonly means a more engaged database. Those who choose to receive your Marketing communications will respond quickly and interact more frequently. Here are some tactical approaches to scale your occasion program at the same time as staying GDPR compliant:
1. Manage Your Events in One Platform
The first step to constructing a scalable occasion software is using the proper occasion era. Managing all your events (irrespective of the size or event type) in a single platform eliminates group confusion and the opportunity for duplicative or off-logo paintings because everyone has to get entry to all occasion facts and multi-functional vicinity. This improves efficiency, permits your crew to host extra activities, and guarantees you can manage your occasion information in an unmarried (and cozy) platform.
2. Minimize (Or Eliminate) Manual Processes
On occasions, guide tactics (e., G. Moving RSVP information from an Excel spreadsheet into your Marketing Automation device) do not waste time — they could lead to misguided event statistics. When you integrate event facts with the relaxation of your structures, you could automate event approaches like fact syncing, reminder emails, or post-event follow-ups. It would help if you did not fear facts being captured incorrectly or not making it into your systems within the first vicinity. Even better, your group will save time and focus on more strategic tasks.
3. Use Templates for All Your Assets
All of your activities don’t want to appear and sense precisely the same, but using templates for event touchdown pages and emails will let you create greater occasions extra quickly. Plus, the ultimate thing you need is to grow your occasion application, only to discover that some activities are off-emblem.
Bonus: While you could leverage constant registration bureaucracy, which you recognize encompasses the right privateness language, this would eliminate the possibility of any of your bureaucracy failing to be GDPR compliant.
4. Empower Other Teams to Host Their Events
Marketing is frequently chargeable for strategizing and executing activities. However, this often isn’t the most scalable or sensible technique. When you empower other teams (for example, Sales or Recruiting) to host their activities, it saves the Marketing crew time and permits you to scale your occasion application massively. When you use the right occasion era, you can ensure the event assets your group’s participants create are continually on-brand and aligned with your normal method. In this manner, nobody-off or off-brand event pages and no occasion data slipping through the cracks.
