Splash: Our Commitment to the EU General Data Protection Regulation
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Written by Brett Boskoff

@bboskoff
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Splash: Our Commitment to the EU General Data Protection Regulation

December 15, 2017

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Splash: Our Commitment to the EU General Data Protection Regulation
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Written by Brett Boskoff

@bboskoff

Splash: Our Commitment to the EU General Data Protection Regulation

December 15, 2017

On May 25, 2018, the EU will begin to enforce its new data protection regulation called the GDPR (General Data Protection Regulation or Regulation (EU) 2016/679) -- also known as the biggest, most significant privacy regulation in 20 years.


At Splash, we take the privacy and security of our customers -- not just EU customers, but all customers -- seriously.


Splash has already begun to take steps to address GDPR compliance. As the central record for your event data, we are committed to making it easier for you -- as a data controller -- to also comply with your obligations under the GDPR.


For example, here are a few things you can expect from us leading up to May 25, 2018:

• An updated privacy policy that reflects our notice obligations under the GDPR
• Technical changes to our products that will enable us to help you comply with the GDPR’s enhanced data subject rights
• Updated terms of service that address the new GDPR subprocessing requirements

• Additional communications highlighting our ongoing dedication to privacy and security 

Are you ready for GDPR?

• Cloud Wine: our flagship event.

• Dreamforce.events: our curated calendar of the best events at Dreamforce.

• Mastermind Dinner: A VIP dinner for our top customers and in-pipe prospects.
• C-Cycle: A SoulCycle ride exclusively for C-Suite or VP-Level
• SplashCycle: A SoulCycle ride exclusively for our customers and friends of Splash.

• OutFierce Community Ride: A SoulCycle ride supporting Salesforce’s Ohana group for allies of diversity in sexual orientation and gender identity.



1. Community
Building and strengthening our members’ sense of belonging.

 
2. Engagement

Creating opportunities to deliver a complete Equinox experience to drive advocacy, retention, and acquisition.


3. Scale

Leveraging technology to manage, evolve, and expand our events strategy.


If you’re not prepared for the GDPR, you’re not alone. According to a study by the World Federation of Advertisers, 70% of marketers in global organizations said marketers in their companies were not fully aware of the implications of GDPR.


While data privacy policies aren’t new in the EU (there was also the data protection directive in 1995), this regulation impacts a much larger pool of people, with jurisdiction extending past the walls of the EU to organizations located outside of the EU if they offer goods or services to, or monitor the behavior of, EU data subjects, which includes EU citizens as well as temporary residents of the EU.


Below is a list of resources we’ve compiled to help further educate you on the GDPR and its potential impact on your organization:

If you’re not prepared for the GDPR, you’re not alone. According to a study by the World Federation of Advertisers, 70% of marketers in global organizations said marketers in their companies were not fully aware of the implications of GDPR.


While data privacy policies aren’t new in the EU (there was also the data protection directive in 1995), this regulation impacts a much larger pool of people, with jurisdiction extending past the walls of the EU to organizations located outside of the EU if they offer goods or services to, or monitor the behavior of, EU data subjects, which includes EU citizens as well as temporary residents.


Below is a list of resources we’ve compiled to help further educate you on the GDPR and its potential impact on your organization:

• Information Commissioner’s Office GDPR Consent Guidance 
• GDPR Portal
• Wired’s Complete Guide to GDPR
• A Marketer’s Guide To GDPR


Post-event results - one month later:

Want your event to run as smoothly as a duck? Here are 5 best practices for reaching your highest door goals.


How did we do it?

Creativity. Grit. Technology.

I don’t think there’s any better way to explain our approach than to share the memo I sent to Splash employees three days after Dreamforce. It’s a little unconventional, but the excitement among attendees, across our social channels, and internally, was contagious when we returned. Everyone wanted to know how we conquered Dreamforce, especially without an official sponsorship.


So, when I returned to my desk on Monday following the event, I sent the following note to the company.


Warning: It’s long, so I’ve broken it into sections (click to jump to what’s of interest):

How We Won Dreamforce: Our Strategy

‌• Sync event data bi-directionally on your terms. Advanced control settings let you decide exactly what data is updated. Granular settings allow field, contact, and event-level control to enable the insights your team needs while maintaining data integrity.
‌• Collaborate easily on guest lists. Salesforce, Splash -- it doesn’t matter. Your marketing and revenue teams can collaborate on a guest list directly in a platform they’re comfortable in.
‌• Capture more event data than ever before. Data is seamlessly captured from Splash landing pages, our host app, or our new business card scanner and synced automatically to Salesforce. Say goodbye to manual processes and data loss.
‌• Track event engagement to prove ROI. Easily identify, track, and manage every event interaction at the lead, contact, and account level, enabling powerful revenue reporting from every single event you throw.

equinox marketing strategy

The bi-directional sync between Splash and Salesforce was life-changing for our team. It’s great to be able to open my ROI dashboards every morning and see how many new opportunities resulted from an event and how much is in the pipeline.”

Som Puangladda

VP of Global Marketing at GumGum


STRATEGY
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COMMS
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ROI
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See how they built it:



Do you have what it takes to leverage event technology? Learn more from Matt Burton in this 20-minute video.

event-team-collaboration-app

Not only is it helpful to quickly solve any issues (and there are always issues), but it’s also helpful to communicate with your team inside the venue on the status of check-ins. Most importantly, alert your sales team that their VIP guests have arrived.

5. Dos-and-Donts for Not Breaking The Law: Keep Count Of Your Attendee Numbers

The last thing you want to think about is hitting capacity. Because hitting capacity for your event would be a good thing… right?


Unfortunately, not keeping track of the number of attendees, and subsequently, violating fire permit laws, is a common problem for many event planners. Avoid this by using an old-fashioned clicker or the Splash App using the “checked out” status -- that’s key for tracking who’s in and out of the space.


Pro tip: have the fire permit in hand and contract printed out. And have another person keep track of how it feels inside the event, whether it’s hot in the venue or too crowded.


A couple good questions to consider asking the venue manager about the space:


• How many people in the venue makes it feel full?

• How many people makes it feel empty?

• Where can lines form?
• How many people can be at the bar at a time? (A typical drink order takes about 2 minutes. Alleviate bar crowds by having cocktail waitresses holding pre-made drinks.)

Bonus Details:

Timing: Start Door Duty an Hour Before Event

Sure, attendees may arrive late. Sure, you may still be organizing right up until the last minute. But people will begin showing up 25 minutes after starting time, which means, security has to be ready for the flow of arrivals. Some people will also arrive early and if the door isn’t staffed, you don’t want these people sneaking in before it’s time.

Staff Up: The Golden 1:50 Ratio

To maintain organization, have a 1:50 ratio between the company and guests. This may vary based on how complex the on-site registration is.

Veterans know: there is no such thing as too many RSVPs

When I was a rookie planner, I remember being very nervous that there were too many RSVPs and the right people wouldn't get in.

 

As much as the experience at the door matters, remember: a packed event is a good thing. A very good thing. A line makes you look popular, and people don't really mind waiting (if it moves). Much worse than over crowding is UNDER crowding... no one likes an empty room.  And when someone on your team is stressing, tell them to chill. You got this.

Want to start tracking, measuring, proving, and collaborating? Talk to us about how to amp your event program.

 

Are you going to Dreamforce? We are too! Join us at Cloud Wine, the ultimate Dreamfest pre-party. Get into it on our Dreamforce party hub.

author

Amy Holtzman

Amy Holtzman is VP of Marketing at event marketing platform, Splash, which powers in-person marketing programs for the world’s leading brands, including more than half of the Fortune 500. As VP of marketing, Amy oversees demand generation, product marketing and customer marketing. Prior to Splash, Amy served as VP of Demand Generation at content intelligence platform, Conductor, and before that held senior-level marketing roles at Demandbase, CBS Interactive and Crain Communications.

About the Author

Ben Hindman is co-founder and CEO of Splash, the country's fastest-growing event marketing platform that helps businesses and brands more effectively market through their events. An event planner turned tech entrepreneur, events are in Ben’s DNA. Prior to starting Splash, Ben was the Director of Events at Thrillist, where he produced large-scale events from concerts to mystery fly-aways.

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Written by Amy Holtzman

@demandmarketer

Splash: How We Won at Dreamforce and Tripled Our Lead Goal

October 18, 2017

If you have any questions about what Splash is doing to address the GDPR or want to learn about Splash’s security and privacy practices, please contact our security team at security@splashthat.com.

• Marketing team size:  5 total, 3 of whom were on-site at Dreamforce
• Budget: $85k, including travel and expenses for 13 Splash attendees
• Activations: 5 hosted events; 1 Dreamforce event calendar



1. Community
Building and strengthening our members’ sense of belonging.

 
2. Engagement

Creating opportunities to deliver a complete Equinox experience to drive advocacy, retention, and acquisition.


3. Scale

Leveraging technology to manage, evolve, and expand our events strategy.


Using these 3 major tenets and a killer events program, Matt was able to get better customer engagement, less churn, and, ultimately, everyone’s goal -- more customers.


See how below:

Want your event to run as smoothly as a duck? Here are 5 best practices for reaching your highest door goals.

Leading into Dreamforce, we had early indications that our investment would pay off -- high conversion rates on our promos, good registration numbers, a few landing pages that went viral among a close-knit group of CMOs and tech marketers. And, on-site the momentum continued with better-than-average attendance rates and a line around the block for our flagship event of the week.


While Dreamforce certainly felt like a victory as we packed our bags in SF and headed back to Splash HQ in NYC, we weren’t ready to claim victory until the ROI spoke for itself. One month later, we’re celebrating here at Splash.


Post-event results - one month later:

•$85k in closed/won revenue accelerated by Dreamforce engagement
•9 in-pipe deals accelerated at least one stage in our salescycle
•$370k in net-new opportunity generated
•17 meetings held or scheduled but not yet an opp

How did we do it?

Creativity. Grit. Technology.


I don’t think there’s any better way to explain our approach than to share the memo I sent to Splash employees three days after Dreamforce. It’s a little unconventional, but the excitement among attendees, across our social channels, and internally, was contagious when we returned. Everyone wanted to know how we conquered Dreamforce, especially without an official sponsorship.

 

So, when I returned to my desk on Monday following the event, I sent the following memo to the company.

 

In my email, here's what I cover:

 

Our Strategy

 

 


Creativity. Grit. Technology.


I don’t think there’s any better way to explain our approach than to share the memo I sent to Splash employees three days after Dreamforce. It’s a little unconventional, but the excitement among attendees, across our social channels, and internally, was contagious when we returned. Everyone wanted to know how we conquered Dreamforce, especially without an official sponsorship. So, when I returned to my desk on Monday following the event, I sent this to the company:

How We Won Dreamforce: Our Strategy

‌• Sync event data bi-directionally on your terms. Advanced control settings let you decide exactly what data is updated. Granular settings allow field, contact, and event-level control to enable the insights your team needs while maintaining data integrity.
‌• Collaborate easily on guest lists. Salesforce, Splash -- it doesn’t matter. Your marketing and revenue teams can collaborate on a guest list directly in a platform they’re comfortable in.
‌• Capture more event data than ever before. Data is seamlessly captured from Splash landing pages, our host app, or our new business card scanner and synced automatically to Salesforce. Say goodbye to manual processes and data loss.
‌• Track event engagement to prove ROI. Easily identify, track, and manage every event interaction at the lead, contact, and account level, enabling powerful revenue reporting from every single event you throw.

equinox marketing strategy

The bi-directional sync between Splash and Salesforce was life-changing for our team. It’s great to be able to open my ROI dashboards every morning and see how many new opportunities resulted from an event and how much is in the pipeline.”

Som Puangladda

VP of Global Marketing at GumGum


See how they built it:



Do you have what it takes to leverage event technology? Learn more from Matt Burton in this 20-minute video.

event-team-collaboration-app

Not only is it helpful to quickly solve any issues (and there are always issues), but it’s also helpful to communicate with your team inside the venue on the status of check-ins. Most importantly, alert your sales team that their VIP guests have arrived.

5. Dos-and-Donts for Not Breaking The Law: Keep Count Of Your Attendee Numbers

The last thing you want to think about is hitting capacity. Because hitting capacity for your event would be a good thing… right?


Unfortunately, not keeping track of the number of attendees, and subsequently, violating fire permit laws, is a common problem for many event planners. Avoid this by using an old-fashioned clicker or the Splash App using the “checked out” status -- that’s key for tracking who’s in and out of the space.


Pro tip: have the fire permit in hand and contract printed out. And have another person keep track of how it feels inside the event, whether it’s hot in the venue or too crowded.


A couple good questions to consider asking the venue manager about the space:


• How many people in the venue makes it feel full?

• How many people makes it feel empty?

• Where can lines form?
• How many people can be at the bar at a time? (A typical drink order takes about 2 minutes. Alleviate bar crowds by having cocktail waitresses holding pre-made drinks.)

Bonus Details:

Timing: Start Door Duty an Hour Before Event

Sure, attendees may arrive late. Sure, you may still be organizing right up until the last minute. But people will begin showing up 25 minutes after starting time, which means, security has to be ready for the flow of arrivals. Some people will also arrive early and if the door isn’t staffed, you don’t want these people sneaking in before it’s time.

Staff Up: The Golden 1:50 Ratio

To maintain organization, have a 1:50 ratio between the company and guests. This may vary based on how complex the on-site registration is.

Veterans know: there is no such thing as too many RSVPs

When I was a rookie planner, I remember being very nervous that there were too many RSVPs and the right people wouldn't get in.

 

As much as the experience at the door matters, remember: a packed event is a good thing. A very good thing. A line makes you look popular, and people don't really mind waiting (if it moves). Much worse than over crowding is UNDER crowding... no one likes an empty room.  And when someone on your team is stressing, tell them to chill. You got this.


author

Brett Boskoff

Brett Boskoff is the Co-Founder and CTO of Splash, the leading event marketing platform. Brett leads the engineering and product teams at Splash and is committed to growing, building, and innovating the platform. In his spare time, he enjoys kicking rocks down the sidewalk and tending to his ant farm.

About the Author

Ben Hindman is co-founder and CEO of Splash, the country's fastest-growing event marketing platform that helps businesses and brands more effectively market through their events. An event planner turned tech entrepreneur, events are in Ben’s DNA. Prior to starting Splash, Ben was the Director of Events at Thrillist, where he produced large-scale events from concerts to mystery fly-aways.

Want to learn more about our event marketing solution?

 

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GDPR matters for events. Our latest guide walks through how GDPR impacts event marketers.

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Going to Dreamforce in November? Join us and see what events we have in store!

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