Its been two months since Canada’s anti-spam legislation has been in effect. We’re chatting with MPI Toronto members to see how they’ve been handling the changes.
For the most part, the feeling is a lot of much ado about nothing – business as usual. Many compared the hype to Y2K. Almost everyone surveyed had agreed that the meetings industry is a relationship industry and focusing on the relationships has always been and will always be the key. As always, people are favoring sending a personal email, telephone calls and the old fashioned eye-ball-to-eyeball meeting to get business.
In fact, CASL has had a positive effect in terms of helping companies zero in on their most loyal customers and clients and focus their marketing efforts. One marketer had commented, ‘I have a good network so the legislation hasn’t affected me too much, however if I was just starting out and needed to build my contact base, it would be hard not being able to send out an email blast for prospecting.’ Marketers are increasingly turning to social networks i.e. Linked In to make the initial contact.
CASL has also forced many companies to look at their record-keeping practices and examine deficiencies. The critical 2 year time limitation on implied consent for contacting customers makes it crucial that companies maintain written records of past transactions.
How will this play out going forward, some MPI members still think also too soon to tell. ‘I think the rude awakening will come with the first law suit’.
Micki Lubek, CMP.
Event Planner at Scotiabank