The German Convention Bureau e.V. (GCB) represents Germany as an internationally leading and sustainable destination for conventions and conferences. Acting as a driving force within the industry, it supports its members and partners in marketing their products and services. In the year 2018 alone, the GCB organised 27 different events, one of which was the Digital and Innovation Day, otherwise known as ‘DigiDay’. The third edition of this event took place in December 2018, centred around the question of ‘How to become a Digital Hero’.
DigiDay is an interactive and practical event that forms part of the GCB’s digitisation strategy. Attendees at the event are taken on a journey into a smart, digital future. The 100 attendees at the annual DigiDay included communications and marketing professionals from the conventions and conferences industry, all of whom took advantage of the professional development opportunities provided at the event. Tickets for the event were available to GCB members, as well as non-members interested in the topic.
The GCB was looking for an all-inclusive attendee management tool that could handle payments and billing, badge creation and delivery of email campaigns. To ensure smooth ticket sales for attendees, the ticket shop needed to be integrated seamlessly into their own website. In keeping with the main theme of the event, innovation and digitisation needed to be reflected in the enrolment and registration process.
As this was the first time that such a comprehensive event platform had been used for DigiDay, the GCB needed a straightforward registration process, as well as a dedicated contact person at XING Events.
We were very satisfied with XING Events as a service provider for DigiDay’s attendee management. The attendee management tool was intuitive and easy to use in itself, allowing us to categorise the content ourselves and incorporate our own design. With our dedicated contact person, we felt like we were in safe hands and could always call our contact for any questions or comments. The interface with FastLane, our entry management system, also worked perfectly.
Verena Kolb, Consultant Marketing Germany, GCB
XING EventManager enables easy online registration and smooth ticket sales. By integrating the ticket shop into the GCB’s own website, visitors could enrol directly without leaving the website. The ticket shop was designed to be fully integrated in their website. Different ticket prices and attendee categories were created using XING EventManager. The GCB also determined the ticket sale period in advance, as well as the number of tickets available for purchase. The ticket design was customised to the GCB’s own requirements. Before the ticket shop went live, sandbox testing was used to trial the payment process and selection of individual categories. This enabled any sources of error to be discovered and fixed prior to the event page being published online.
Event marketing on XING enabled the event’s visibility to be increased.
The GCB used Event Plus to integrate their ticket shop into their XING event page. This provided GCB with the contact information of the people who visited the event page, as well as information about when they visited and how often. These visitors were invited to attend DigiDay using customised direct messaging. During the period of promotion, the GCB was able to post up to three event updates on the homepage feeds of people who had visited the event page. At the same time, the GCB was able to access detailed, up-to-date statistics about the event’s visibility, as well as activity on the event page. External links on the GCB’s XING event page were used to increase awareness of the GCB website among XING members. A link to the ticket shop on the GCB website was prominently displayed in the header of the XING event page. Thanks to their Event Plus page also being advertised on similar event pages, DigiDay’s overall reach was increased. No advertising for other events was displayed on the DigiDay event page, however.
To simplify communication with attendees, the GCB made use of the XING Events integrated email tool. Several times before the event took place, DigiDay attendees were sent relevant information via this tool. After the event, follow-up messages were sent to attendees inviting them to other forthcoming events, for example, a webinar on a related topic.
To digitalise the entry and registration processes as much as possible, GCB utilised the interface between XING Events and their entry management partner FastLane, which created a seamless connection between the event platform and FastLane’s solution. During the registration process, attendees could choose Face-ID facial recognition as one of their preferred entry methods. 30% of attendees made use of this innovative entry method.
At all times during the DigiDay event, the GCB event team were supported by their round-the-clock dedicated contact at XING Events. Prior to the event, specific online training and comprehensive ‘how-to’ videos on YouTube helped them to set up and customise their page.
XING EventsManager enabled the GCB’s entire event management process to be digitised and simplified. The previous additional work and expenses arising from separate payment/billing tools and badge creation, for example, were entirely avoided thanks to XING Events. Attendee management was simplified, while marketing solutions enabled an increase in the reach of DigiDay.
Save the date: The fourth DigiDay will take place on 5th December 2019 in the Design Offices Wiesenhüttenplatz, Frankfurt.