Overview
My experience for the past 16 years has been focused on helping destinations, resorts, hotels, conference centers find more group business. My career was spent helping Hyatt, Marriott and Starwood hotels find and close corporate group business and I was successful in finding that business by nurturing opportunities found through a various number of channels. As my career evolved, I moved into the planner side representing groups as they engaged venues for events. Working on both sides I have a unique perspective that can be applied to help both sides but I see a huge opportunity on the venue side to drive new group leads directly. Now more than ever this is critical as competition increases and with demand for events at an all time high. The #1 question I am asked by venues looking for more group business....How do I get more of it? The answer to that question is really the same, whether you are a 2,000 room hotel, or a small restaurant with private dining room for 15.
Situation
Meeting planners are very active on the internet. They spend an incredible amount of time using
the internet searching for appropriate venues for their meetings and
events. Planners rely on various sites like
cvent.com, recommendations from colleagues and or 3rd parties and destination managers to explore available venues.
Many of the events that are booked are handled directly, but an
increasing number are booked by third parties or destination management groups. No matter how the venue and event organizer
are matched, the one thing we know for sure is that research on the internet
occurs in the process. For this reasons,
we believe it is important to have a digital environment which is not only
healthy, but tells a recent and relevant story about the events your venue is trying to attract.
This should be done frequently through digital channels such as your own web,
social media Facebook/LinkedIn and email. Channels planners are paying the most attention.
Where is the group business?
We believe destination CVB's can no longer be the main investment vehicle to obtain group
business. CVB leads get distributed
across all partners who fit the criteria so one planner gets inundated with a
large number of responses and those responses and conversion rates are historically low. These channels are
legacy and not how planners are finding event venues which are converting enough to justify the marketing investment. We believe that driving leads directly using
web search optimization, direct content distribution via email and social
networks, like Facebook and LinkedIn is the fastest way to drive leads
directly, reduce cost and increase effectiveness and your closing rate.
Content
We believe a shift in mindset should occur in the business
which calls for more original content being directed at whichever target
audiences you are trying to acquire. If
you seek high end board style meetings or events, the content should reflect
that. If you are looking for a certain
type of group, such as a group doing business at the convention center, the
content might reflect your easy access and proximity from the meeting host environment. Perhaps an introduction from the owner or GM talking directly to the meeting planner on why they should consider using
your venue. Real authentic and
consistent content creation will help increase avenues which planners find and
ultimately request additional information from you.
Requirements
Optimized website built for data capture and visibility on
mobile devices. A place where content is
hosted and forms that capture leads are found.
An investment in meeting and event specific content that speaks directly
to the type of business you are trying to obtain. Establishment of a digital ad spend to your
targeted group of planners who have interest in planning events or meetings in
the Orlando area. Email marketing to a
list of planners you have collected either from past groups or inquiries. Growing a fresh list is also a very smart
thing to do at least once or twice a year.
Other opportunities
- Develop list of Destination Managers that do business in Orlando (see MPI Orlando)
- Develop relationships with large convention hotel sales and catering managers (quarterly hotel sales/catering reception)
- Understanding the booking window for events is getting further out and aligning your messaging accordingly. The larger the event the further out they plan- more time we have to share and develop content. The smaller a group the more last minute- more real time communication we will need!
- Group planning for offsite events happens around 6 months’ out so don't miss the "booking window"
- Track convention calendar from CVB to drive digital ad spend during time of high hotel convention occupancy to capture last minute interest. (Private dining)
Bryan Bruce
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