Paul Bunce Conference Aston Aston University Birmingham

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Marketing Academic Venues. Paul Bunce Conference Aston Aston University Birmingham. Two year round venues 30 Meeting Rooms 163 Hotel bedrooms 3-4 star standard Summer Campus Conferences 50 + Meeting Rooms 800 bedrooms. Business Breakdown Who are our customers?. - PowerPoint PPT Presentation

Text of Paul Bunce Conference Aston Aston University Birmingham

  • Paul Bunce Conference Aston Aston University BirminghamMarketing Academic Venues

  • Two year round venues30 Meeting Rooms 163 Hotel bedrooms 3-4 star standard

    Summer Campus Conferences50 + Meeting Rooms 800 bedrooms

  • Business Breakdown Who are our customers?Internal University Business 3%External Corporate Business97%

    Key Industry SectorsGovernment NationalEducationHealth and PharmaceuticalGovernment LocalConstructionOwnershipPublic Sector40%Private Sector52%Associations8%Repeat Business25%Agency Business30%New Direct Business45%

  • Conference Aston revenue streamsWhat do our target markets use us for?

    Other Revenue StreamsWeddings and FunctionsBar, Restaurant and Hospitality Services

  • Marketing InitiativesMarketing Budget 1.3- 1.5% of TurnoverMarketing budget focused on meetings and events, and summer schools

  • Marketing Initiatives top threeMemberships and Affiliations1:60 ROIWebsite and online 1:39-1:25 ROI Exhibitions and Forum Events1:30 ROI

  • Memberships, you get out, what you put inAdditional marketing opportunities availableAccess to databasesMake your budget go furtherAccess a national and international marketLift restrictions of being an independent venueCombine with other marketing activities to increase effectivenessCross-Industry options

  • Online marketing, not just the websitesGoogle reigns as leading search engineThird party partnerships Generate trafficGoogle adwords Great for specifics, costly for generic!Increase in tablet and smart phone devicesGoogle analytics growth January 2012How do people view your website?A website isnt just for buyers

  • Exhibitions and ForumsExhibitions over all major markets

    Set specific targets!Show objective ROIEnquiry levels per day/showFollow up and conversion targets

    Consistently highest ROI for single activityTeam Buy-in is essentialPeople buy People

  • Additional Marketing InitiativesA few to considerConference Booking Agencies

    Hotel Marketing No Direct spendThird Party Commission Based WebsitesLaterooms, Booking.com, ExpediaLet them do the hard work

    Social Media Low to no costBrand impact Who are you?Extension of CRMUse it properly, no hard sell!

  • Make sure its targetedWhere are our customers coming from?Residential ConferencesNationalLondon/Manchester/Bristol

    Day Meetings and WeddingsLocal City Local Region

    Hotel BusinessNational International

    InternallyAcademic and Support Departments

  • Who books what and when?When are our customers making decisions?Lead time analysisBy event typeBy event size

    Day Meetings: 2 days -12 weeksResidential Meetings: 6 months+Campus and Summer: 12 months+

    Weddings and Functions

    Key exhibitions TimingMarch/September/October

    Hotels book every day Very competitive

  • Key messages and finding the USPsWhy are our customers choosing us?Constant research into our customers decision making processDirect bookers vs Agencies location vs priceCustomers use different venues for different reasonsBudget and Value for MoneySize and Quality of Meeting FacilitiesLocation and Accessibility

  • GenerationConversionDeliveryCustomer needsIts all about customer needs and they never stop changing, use your team to keep on top

  • Thank you!

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