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The Future of Meetings Marketing
IS TODAY
of clientele are
of Destination Marketing ExperienceOver Years3585% DMO’s
Market a range of DMO’s from San Francisco Travel, one of the largest in the world, to smaller leisure travel destinations like Amelia Island
The Future of Travel WILL BE DEFINED BY THOSE WHO BUILD AROUND TRENDLINES, NOT HEADLINES.
THE FUTURE OF TRAVEL IS “CONSUMER IN” INSTEAD OF “SILOS OUT.” – SKIFT MANIFESTO
81%of clientele are DMO’s
64%search engines
51%review websites
36%conference
sourcing websites
21%industry blogs
20%social media
Initial Research
Source ePro Direct
How Meeting & Event Planners Utilize Digital Channels During the Site Selection Process
How Meeting & Event Planners Utilize Digital Channels During the Site Selection Process
54%supplier’s
website
33%review websites
30%search engines
23%supplier marketing
communications
34%conference
sourcing websites
16%industry blogs
11%social media
Comparing RFP & Vendors
Source ePro Direct
Impact of Digital Marketing to Meeting & Event Planners
59%email newsletter
40%display ads
34%blogs
20%paid search ads
59%email marketing
33%content marketing
13%linkedin ads
8%Facebook ads
Source ePro Direct
Communication& Education“Planners Want Informationon key industry clusters economy”
“Planners Want Specific Informationof independent well-known experts in the destination”
Source PCMA
RAPID CITY MONTHLY EMAIL PART 1
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where our meetings will fit, and if a destination has enough rooms,” said Kristin Mirabal, CMP, director of global programs for The Optical Society (OSA). “You may have a wonderful, attractive facility, but I am looking beyond that. We want to know what will attract our scientists and researchers beyond the beach – or whatever is the
“We Already Know
Big Attraction.”
Source: PCMA Knowlege Economy
Evaluate Your Destination’sEfforts & Needs To Drive Results
Implement Strategies & Measure Results
Understand Where You AreTodayDetermine Where You Want to BeCreate Strategies to Attract
the Right Meetings
Strategic content marketing offers enormous business upside across the entire customer journey, including increased engagement, brand affinity, long-term trust, closed deals, and happy customers.
Content is the Currency of Online Marketing.
But can it Generate Leads?
YES.
they chose a vendor because it delivered a better mix of content appropriate for each stage of the purchasing process
More Than 60% of B2B Buyers Say
DemandGen
cite compelling content as a factor in closing sales
Marketers 3 Out of 4
ContentPlus
are nearly 6X higher for content marketing adopters than non-adopters
Website Conversion Rates
Kapost
Content Marketing Strategies
Incorporate Fresh Content into the Meetings Site
Addition of New Articles for Monthly Email
Incorporate Social Media Marketing Strategy
Active Blog
PARK CITY LINKEDIN
RAPID CITY LINKEDIN
Next Generation Email Marketing
Email Marketing: It’s InexpensiveIt’s MeasurableIt’s Successful
Nurture Email ProgramsTrigger Email ProgramsDynamic ContentSegmentation
What Do you do when your sales team returns from a tradeshow with a database of new planners? What Do you do when someone signs up to receive a meeting planner email or guide on your website?Are You pulling in dynamic content into your meetings emails?
Do You segment your meetings list & send relevant messages based on planner type or geography?
Email Marketing has an
ROI of 4,300%
Cite email as the Most Effective Lead-Generation TacticTriggered Messages Average
150% Higher CTR Than business as usual emails
Email Conversion Rates are 3x as High as Social Media Conversion Rates
85% of Marketers
Source: Direct Marketing Association
66.15% of Meeting & Event Plannersview promotional emails on their mobile device
55.84% of Meeting & Event Plannersof meeting & event planners will NOT read promotional emails that are not optimized for mobile.
If an email is Optimized for Mobile Meetings, Event Planners will Utilize the Following Call to Actions:
72.40% Click to Website or Landing Page
32.81% Click to View a Video
19.27% Click to Place a Phone Call
16.15% Click to Submit an RFP
of Meeting & Event Planners Will Not Use a Mobile Device to Submit
an RFP Due to the Length and Complexity of Meeting RFPs”
“78.87%
PARK CITY IMEX LANDING PAGE FORM
Planners Want Updates on Your Destinations and Venues Primarily Received Through a Subscription e-newsletter with Information on:1) Hotel Developments or Renovations2) Local Events/Local News Relevant
to Planners3) New Airline Service|New Venues
Source: PCMA
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ST. PETE IMEX EMAILST. PETE IMEX EMAIL
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OptimizationOptimize Based on
Performance in Real Time
InnovationMassively Enhance the
User Experience
Easily Automate Your Content Creation Process
AutomationPersonalizationCreate Hyper Personalized
Emails at Scale
Contextual Email Marketing
Client E-communications Program
Client EventsTradeshows
Sales Missions And FAM’s
Sales Team Introductions And
New Product Offerings
Client E-communications Program
Invitation
Invitation
Branding/Theme Developed
Save The Date Text Message
TextMessage
Reminder Post Event Thank You
Thank You
Client Events Communication - Maximize ROI, Eliminate Sales and Admin Time Spent on Invitations, Confirmations, Calls, Follow-up
ST. PETE CLIENT EVENT EMAIL
REGISTRATION PAGE
CLIENT EVENTS –
QUALIFICATION INVITATION FOLLOW-UP
FAMS –
Meetings & ConventionIntegrated Marketing
Integrated Meetings Marketing Strategy
Meetings Segmented Email
Campaigns
Meetings Promotions
Online Meetings Display Campaigns
LinkedIn Training & Marketing
RAPID CITY CLIENT EVENT FOLLOW-UP E-MAIL RAPID CITY TRADESHOW FOLLOW-UP E-MAIL
RAPID CITY BANNERRAPID CITY BANNER
RAPID CITY CLIENT EVENT FOLLOW-UP E-MAIL
What Planners
Online Advertising is the Most Effective
Planners Are Paying Attention to Online Advertising More Than Any Other Medium
Of Meeting Planners Rely On Online Advertising73%Rely On Traditional27%
Have To Say
PARK CITY EXAMPLES –
Ongoing DigitalMarketing CampaignsTarget Meeting Planners Utilizing Digital Edge Media Create Additional Awareness With Targeted Digital AdvertisingCreate & Refine Digital Marketing Campaign Strategies – Reach Meeting Planners In Your Focus Markets and Geo-locations
Go Beyond Trade Sites and Utilize Digital Marketing to Reach Planners via Keyword & Behavioral Targeting
Gain The Competitive Edge in Meetings Marketing
Utilize Digital Techniques to Reach Planners
Utilize Enhanced Email Marketing to Customize Messaging - Beyond The NewsletterLeverage Digital Marketing to Reach Planners – Beyond The Trade SitesEnhance Third Party Relationships with Strategic Marketing Messaging
