Keep Calm & carry on emailing

As a data focussed company, getting to grips with GDPR is an imperative for Circdata. Having begun the lengthy process of conducting their own Data Impact Assessment under the terms of the Regulations, it has becoming increasingly clear what the implications for their clients are.

Another thing that has becoming increasingly clear is the number of misconceptions, and how, with such an enormous and broad piece of legislations, things can quickly get lost in translation.

It would be correct to say that the regulatory authorities and industry bodies are clearly focussed on the major players (or miscreants). A data breach by an internet provider, a financial institution or healthcare provider, or data misuse by a leading charity create unattractive headlines that only serve to bolster public mistrust of the direct marketing industry. Consequently these are the key industries which are currently being subjected to the most exacting of scrutiny.

Anyone involved in the B2B marketplace would be forgiven for self-interpreting the messages they are receiving as ‘business as usual’. But this is very far from the case because that advice is undoubtedly based on practices which aren’t currently being followed.

The events and publishing industry operates on a quid pro quo basis i.e. you give me your data and I’ll give you something in return, e.g. a free subscription to a magazine or entry to my exhibition. It’s a mutually beneficial arrangement. For the purposes of DPA, and now GDPR this would be considered to be a relationship operated under Legitimate Interests, i.e. there is a relevant and appropriate relationship between the individual and organisation.

Within the status of this relationship, an individual must reasonably expect that they will be sent further offers after they have signed up for a company’s product/service, even in the case of a paid for subscription. The individual must be told this, and given the option to ‘opt out’ at any point if they no longer wish their data to be processed in this way.

It isn’t all good news however. If you have been processing your data under Consent (i.e. you’ve been using lots of little tick boxes) then you are not permitted to claim processing under Legitimate Interests post implementation, so you still need to get your data in order before 25th May 2018 to continue using it. And, if you continue blasting your databases with masses of inane email messages then your opt-out/unsubscribe rates are going to rise – so it is time to reassess this strategy as well.

Meanwhile, remember that for most organisations, marketing permissions isn’t the thing you should be most worried about where GDPR is concerned. Your data security is. As one speaker at last week’s EventHuddle put it:

Remember that the minute you download an unsecured spreadsheet of Personal Data* onto an unsecured laptop you are in Breach

If you are still permitting data to migrate through your organisation via Excel, with no checks and balances on who can see it, then this statement should send shivers down your spine.

*Personal Data – any information that identifies an individual person.

Cutting through the cacophony of GDPR

Childrens party2So you just received yet another email from someone telling you ‘everything you need to know about the effects of GDPR’. You click on it, hoping that this time it will actually give you some guidance about what you can and should be doing. But oh no – it’s yet another person/company who has done a cut and paste job and that hard to decipher legalese is all still there on every single one of the 30 pages or more.


Having spent considerable amounts of time recently working through the 99 articles and 173 Recitals that make up the Letter of the Law, I can tell you it is a tricky old bit of legislation to get your head around. But it isn’t impossible.

Firstly, if this is the first you have heard of the GDPR then you are a little slow on the uptake. We’ve known it has been coming since 25th January 2012, with formal adoption starting early last year – so we’ve had a year of the two year transition period already. You’ll hear some people say that full details around the legislation are not clear – but that’s not true. The majority of it is set and it is just the greyer areas where more guidance is required that are being ironed out. So you can’t really use that as an excuse not to get a grip on it now either.

So what do you need to do? Don’t panic. Event companies are unlikely to hold Sensitive Data as defined in the Regulation. Nor are you likely to have lots of Data Subjects wanting to utilise the Data Portability option, or Subject Access Requests for that matter.

My suggestion for your first step towards GDPR compliance is to appoint someone to take ownership of the task. They are going to have to take a few things out of that notorious Too Hard box, so they need to be someone who is dogged in the face of obstruction and obfuscation. They need to have the ear and support of a member of the senior management team. And they need the discovery skills of Sherlock Holmes.

As soon as possible they need to make a list. And if your event company is anything like some of the ones I have worked with over the years, it is likely to become a very long one. Because this list is going to have to cover Every. Single. Database. Yes, every spreadsheet, .csv file, filemaker, Salesforce file on every laptop, computer and server that contains personally identifiable data. They need to know:

  • Where it is stored
  • What data it contains (i.e. fields)
  • How many records
  • When it was created
  • When it was last used
  • What is it used for

It’s not a pretty job. But this is your starting point. Until you know how much data you have, who has access to it, where it is kept and how much use it is, you will have absolutely no idea what solution you need and how much time it is going to take to become GDPR compliant.

So, don’t worry about the details of the legislation right now. That isn’t going to change any time soon. Just start with this one task and it will create your roadmap to compliance.
Hellen @missioncontrol

Tips on Running a successful conference: Measurement of ROI on a conference

ROI on events is notoriously difficult to measure. Here are some pointers on how you can set the KPIs which will determine whether your event has been successful or not.

B2B Event Management

In this blog we will follow on from the previous tip where we looked at setting Objectives for ROI to review the measurement of ROI objectives, incorporating different  levels of ROI Methodology used to measure ROI of an event.

As mentioned in the previous tip on setting objectives for ROI which is another way of expressing the contribution to profit made by an event.  The profit is the net value created by the event minus the event costs.  ROI is the profit expressed as a percentage of the cost of the event.

Measuring Level 0, Target Audience

  • The target audience should be the right people attending the event.  They are the ones with the greatest learning and behaviour gap in the potential participants.
    • The target audience is therefore defined by a method of deduction from desired behaviour (level3) and required learning (level2)
    • Measuring that have the right target audience, the…

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Differentiating your clients from your customers


Over the Christmas break I downloaded a great little app from the Institute of Direct and Digital Marketing‘s advent calendar.  Originally launched at the Digital Marketing Show in November 2014 the app is a short, interactive marketing course introducing the fundamental principles of direct and digital marketing.

Despite my status as a Fellow of the IDM, I thought I would give it a go, not least because I wanted to see how learning via an app could work, but also because you are never too long in the tooth to learn something new.  While much of the content was not new, one particular strand really stood out for me.

The segment in question dealt with the difference between customers and clients, a distinction which is sometimes missed when we are creating marketing campaigns.  It doesn’t matter if you are an event company selling to potential exhibitors and sponsors or an event supplier selling to an event company it is crucial that these two relationships are identified.  The way in which you market to them should be very different.  Critical to any event sales campaign is being able to fulfil 80% of the revenue/attendance expectations with 20% of the effort, and this in its turn is reliant on being able to maximise the return from clients  in addition to converting customers into clients.

Capture5So what exactly is the difference?  As the diagram to the right (from the IDM Course) shows, a client is someone who has bought from you before.  These are the companies or individuals who you should be reaching out to with special/enhanced offers to make them feel real connection with your brand/property.  Since (hopefully) they have already had a good experience of working with you/the event that you have delivered, they should be in an excellent frame of mind to continue to collaborate with you and the better the offer you give them, the easier it is to shut out your competitors.

customer by contrast is someone who has attended your event/bought your services for the first time.  While not as valuable as a client you are in a key position to turn them into one.  Like your approach to your clients, it is imperative that you speak to these individuals as if you really know and value them.  Try to avoid including them in your generic marketing campaigns and really do think of things you can give them that first-time buyers can’t get.

In some markets, particularly one-off events like weddings, it isn’t really possible to turn your customers into clients.  However you do want to push them even further up the relationship royalty ladder by getting them to be advocates for your services.  This means that once the event is over you have some mechanism for keeping in touch over a long period of time so that when someone asks your client ‘do you know someone that could…’ you are front of mind.

Much of what we do as marketers is really aimed at the bottom end of the process, i.e. the suspects and prospects. The efforts required in identifying the masses of people who might become customers is often so overwhelming that we forget to differentiate our efforts to our most loyal and profitable clients.  If you haven’t done so already, it is time to ensure that you are maintaining a high quality, differentiated database which will ensure you can create individualised marketing campaigns that really deliver for your events and your business.

Why event marketers should adopt ZBB

DSC04318-BThe latest technique on the marketing process block is ZBB or zero based budgeting.

While for many organisations the process of going back to the beginning of plotting any marketing spend represents an enormous challenge, the cyclical nature of the conference, exhibition and festivals sector create the perfect environment in which to reassess how much is being spent and where.

Rather than simply adding an incremental increase onto the total budget, hoping that this will mop up any similar leaps in rate-card, implementing a ZBB methodology offers the chance to really assess how you should be distributing your precious marketing pounds. So this year, instead of just rolling out a campaign, how about you follow these simple steps to create a different, hopefully more effective, marketing plan.

  1. Take time to make a thorough assessment of your marketing campaign for the previous event. Drill down into the detail not only of what did and didn’t work, but how much the implementation of each element cost. Were there areas where multiple different elements worked together to amplify the overall effect?
  2. Look carefully at all the marketing channels you used. What is the longevity of some of the more recent social media trends and how relevant is this to your marketplace? Would revisiting some old favourites like direct mail boost attendance in some sectors of your audience.
  3. What devices are your audience using to engage with you and at what time of the day? Do you need to invest in a technical solution to optimise your messaging to match these behaviours?
  4. What was your data turnover? Did your marketing efforts turn off more people than you gained through other channels? Was there one thing you did that had a greater negative effect or was it a steady rate of attrition as your marketing campaign progressed.
  5. Where were the spikes in your event bookings? Can you identify the activity that caused this and is it replicable?
  6. How is your target market likely to change in the next 12 months and how are you going to change your marketing efforts to capitalise on this volatility? Maybe now is the time to invest in some research.

Too often the biggest change we make as event marketers every year is to the creative look and feel of our campaigns, while just arguing for an extra slice of the overall event budget. How often are we surprised by the new launch that seems to come from nowhere to great success. Perhaps that is because they have started from ZBB and consequently looked much closer at their target audience, its behaviours and requirements rather than just repeating the same old formula.

How to select the best ticketing tool for conferences or exhibitions

Today we feature a guest post from Michael Heipel.  Michael is an event and marketing consultant based in Germany and these are his thoughts.

In recent years, more and more systems for delegate management, registration, ticketing and payment have entered the market. With new developments in the mobile sphere and solutions like Apple Pay coming up, the advancements will continue. Time to take a closer look at what the various systems on the market have to offer, whichfeatures are available and what are the different pricing models and ranges.

Many event planners still use home-made solutions, but they realize that with the advanced requirements from the market side, these systems are causing more problems than solutions.

At the end of the day, collecting income from delegate or visitor entrance tickets is the core process for any successful event!

Further below, you’ll find an overview of what systems are on the market. But before we come to that, let’s take a look at what are the 10 most important decision criteriawhen selecting a vendor.

10 most important selection criteria for ticketing solutions

  1. What is the business model of the solution? The most important question is of course the pricing model of the software. Many vendors charge for a setup fee in combination with a percentage per ticket sale of the turnover, plus fees for the payment processing. While that may be easy to calculate for few events, it can become quite costly when you run many events per year and the setup costs or base fees are calculated per event. Also, be aware that there may be hidden costs like training or webinars.
  2. What are the costs for your hardware and connectivity on site? Even if the ticketing software is located in the cloud and the purchase and payment processes happen entirely online, you will need devices to register and check the tickets on site. The expenses for these devices can become significant when you are tied to one particular system. Also bear in mind the cost for connectivity unless you can run the on site process entirely on local servers.
  3. How easy is it to set up registration for an event? Every vendor will tell you that this is a piece of cake, but be aware that there are quite some differences in how easy the setup for registration pages really is, especially when you have complex events with numerous options for the delegate to choose from.  This will determine if you need to install 1-2 experts on your team or if more people will be able to set up new event registration pages.
  4. How is the usability from a participants point of view? People that have started a registration process are customers that are willing to buy. That step needs to be hassle-free , and that applies to all communications (email, text messages etc.) that come along with that process. Usability aspects also apply to the check-in process on site, which needs to be quick and easy, regardless of how the participant will identify themselves.
  5. Can you link the registration system to your existing CRM system? Whatever database you use for your customer relation management (Salesforce, SAP, MS CRM, Oracle-based systems etc.), it is important that your registration tool and the information that you gather there is mirrored in your CRM system. That is not always smooth sailing…
  6. Do you need just a ticketing solution or a full event website? In the first case, the solution will be embedded on your site. Some systems, however, can be expanded to offer a full event website with additional features. That can be quite interesting if you only organize few events per year.
  7. Does the system allow for badge scanning and lead capture? Particularly at trade shows, lead generation is the key performance indicator for exhibitors’ success. Systems that offer the option to scan badges without having to rent special equipment are clearly an asset (e.g. 2D barcodes, QR codes with participants contact information).
  8. Is the system mobile-ready? In the USA, mobile devices account already for more internet traffic than desktop computers, and other parts of the world will definitely follow that trend. There are two aspects to that: Will the participant be able to get a mobile ticket on their device (e.g. iOS Passbook integration, link in a text message)? Secondly, will the registration page be responsive to any sort of device that the potential customer is using?
  9. Does the system allow for social login? People have become used to being able to login online via their Facebook, LinkedIn, Twitter or XING profiles, so that they don’t have to repeat basic information every time or upload pictures. While that may not be a deal breaker in case all other criteria are met for you, it is an add-on that may become more and more relevant.
  10. What kind of promotion options does the system offer? Promotion codes, loyalty programs, special offers and different pricings based on e.g. membership status are important tools to maximize the marketing impact for your event. Some systems offer viral ticketing and even affiliate programs where you can grant commissions for sales partners or other websites.

Overview of vendors on the market

Now this is a tricky one, because there are so many solutions out there…! Capterra lists 173 solutions! However, this is an attempt to give an overview of those that I find particularly relevant for conference and exhibition organizers.

Please feel free to add those that specialize on conferences and exhibitions in the comments section, I’ll be happy to include them in the list.

Listed in alphabetic order.


Very easy to set up and providing a responsive registration page, Bookitbee is an interesting option for organizers that stage only few events and don’t want to go through the hassle of a complicated setup process.


Pricing: 0,75 EUR/ticket plus 2% service fee plus 3,4% credit card processing.



Brown Paper tickets

With this solution, there is no additional charge for credit card processing. So the cost is quite low overall. Also, it features a lot of customization, promotion and mobile options. Free iPhone and Android barcode scanning apps are provided for scanning at the doors.


Pricing: 0,89 EUR per ticket plus 3,5% of ticket sales price



eReg / eTouches

The registration software eReg is part of a bigger software package. The options are quad, pro and plus+. The basic package quad also includes a tool to create an event microsite, a tool for email marketing and a survey tool.

Pricing: Upon request




Primarily used by corporates like SAP, Vodafone, Hagebau, Volkswagen or Sony, eve is a delegate management software suite that also covers ticketing. The supplier is a subsidiary of Deutsche Messe AG called event it. Due to the structure of their clients, the software is highly customizable and can be adjusted to all kinds of requirements.



Pricing: Upon request




One of the biggest suppliers, Eventbrite is pretty strong in mobile apps for event registration and management. Having processed already more than 160 Mn event tickets worldwide, you can be pretty sure that there are experienced people at work! Check-in can be done via a mobile solution for the iPad.



Pricing (EURO-zone): 2,5% service fee plus 0,75 EUR/ticket plus 3,5% in case Eventbrite is used for payments, too.



Fairmate by dimedis

This solution is tailored to the demands of trade show organizers, therefore you’ll find Reed Exhibitions, Messe Düsseldorf, Koelnmesse, Stockholmsmässan or Westfalenhallen Dortmund on their customer list. The registration part covers social login, online shop, mobile shop, voucher processing and of course a comprehensive on site check-in system.

Pricing: Upon request




Up to now, Groupon has been used primarily for concerts or sports events tickets – last minute sales. However, since October 2014, the daily deal platform has expanded it’s activities in the events business in Germany. They are of course not a ticketing software as such, but I know that the German association DLG have sold many tickets for their large exhibitions like Agritechnica via Groupon. It is an interesting option for conferences and trade shows, even though you need to give a significant discount on the official ticket price plus a commission for Groupon. The platform has also been used to offerVIP tickets to the New York Wine and Food Festival.


Pricing: Upon request




This company provides event registration software, event websites, development consultancy and staffing services. They handle more than 1 Mn registrations per year. Special features are SocialBuzz (integrated social media marketing tools) and secure storage on Symantec servers. Livebuzz was used at EIBTM 2014 in Barcelona.

EIBTM 2014

Pricing: Upon request




The key feature of Ticketscript is an on-the-door sales app called ticketscript box office. See more in the video below. Apart from that, it offers e- and mobile tickets, promo codes, and a fully customizable responsive online ticket shop.

Pricing: 1,50 EUR/ticket plus 3,5% to cover service and all payment methods




A long list of features, ticking boxes like Passbook integration, text ticket to mobile phone, print-at-home, unique 2D barcodes and much more. There is even a telephone box office service provided upon request.


Pricing: 3,85% – 9,09% depending on the ticket price



Ticket Tailor

A completely different pricing model is offered by this company: They charge a flat fee per month, depending on how many events you have on sale in parallel. Prices range from 18 EUR per month up to 115 EUR per month when you have up to 50 events on sale in parallel.ticket tailorPricing: see above




A special feature of this solution is that it offers the registration process in 40 languages and accepts more than 160 currencies with exchange rates updated hourly. The system also offers interesting features for event promotion, like conversion triggers (special short marketing messages displayed on the registration page).

Advanced_marketing_tools_3Pricing: 2,5% per ticket. Currently no payment processing, funds go directly to the organizer.



XING Events

Also known as Amiando (before it was purchased by the social network XING), XING Events is  highly integrated in the Germany-based social channel, the number 1 business network for the German speaking markets. That makes it pretty interesting when you are active in those markets only. It allows set up of ticket shops both on XING and on Facebook. The function people2meet suggests interesting contacts, giving a delegate sustained benefit from an event participation.


Pricing: 0,99 EUR/ticket plus 2,95% service fee plus 2,95% for payment processing




An interesting solution for concerts and any kind of reserved seating events, Yapsody comes with mobile apps, an integration in MailChimp and social media channels, e-ticketing and a lot more. The option to give donations via the online store makes it interesting for non-profits, too.

Pricing: 0,75 EUR/ticket plus 2,5% service fee



To contact Michael, email or follow him on Twitter @michaelheipel


Listen to the people who are talking sense

If you haven’t come across Michael Heipel yet, please let me introduce you…

Michael tweets, blogs and posts about all sorts of stuff, including marketing, events, social media and technology and I like what he has to say. (Sometimes he even likes what I have to say which is great!)

Today I found his blog post about social media and events.  It’s a topic very close to me since I spend most of my time trying to pursuade clients to focus in on their content and then work out what media they are going to use to tell their audience about it, rather than creating a social media presence and working out what they are going to put on it.

I would reproduce what Michael has said here, but I think you should go and read it for yourself.  It makes a lot of sense.

hellen @missioncontrol

Social media doesn’t work for your event? Here’s 5 reasons to think twice…

While at the big industry events like EIBTM or IMEX, social networks and the impact they have on event marketing are widely discussed, I sense that a lot of event organizers and associations are still not sure about how to deal with the topic or how much resources to invest.