Commercial Members Meeting #BrumLibrary 17.07.13
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Marketing Birmingham welcomed Brian Gambles, Project Director at the Library of Birmingham and Stuart Rogers, Executive Director at Birmingham Repertory Theatre to discuss the redevelopment of the venues and their imminent reopening this September.
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Commercial Members Meeting #BrumLibrary 17.07.13
- 1. Commercial Members Meeting 17th July 2013 marketingbirmingham.com
- 3. Agenda 1. Welcome - Neil Rami, Marketing Birmingham 2. Brian Gambles, Project Director, Library of Birmingham 3. Stuart Rogers, Executive Director, Birmingham Repertory Theatre 4. Emma Gray, Director of Marketing Services, Marketing Birmingham 5. Questions & answers 6. Meeting concludes
- 4. Library of Birmingham Brian Gambles marketingbirmingham.com
- 5. Library of Birmingham Brian Gambles Marketing Birmingham Breakfast FUTURE CITY FUTURE LIBRARY The Library Experience The Knowledge Hub Community Engagement
- 20. Thank you for listening brian.gambles@birmingham.gov.uk Opens 3rd September 2013
- 21. Birmingham Repertory Theatre Stuart Rogers Executive Director marketingbirmingham.com
- 22. Digital Update Emma Gray Director of Marketing Services marketingbirmingham.com
- 23. Document Sub-headline Document Headline Volume & Value RevPAR Strategic challenges Connectivity and route development Product for new audiences + visitors Product packaging Route to market Thematic campaigns International partnerships Trade focus International partnerships Pipeline building & conversions Sector led focus
- 24. Maximising the digital environment Providing inspiration Visitors are increasingly demanding authentic experiences and are going the extra mile to find value for money; user generated web content underpins this trend. Connect with multiplier sources Official and facilitator websites are used for planning and booking. Social media used for inspiration and confirmation around decision making. Seeing is believing – photos, films, clips Understanding the market Adopting the approach by market – adapting tactics and channels according to the geo target 81% of visitors intending to book a destination will engaging with online user generated content
- 25. Gaining global reach – conversion Leading online travel agents (OTA’s) Accommodation providers - Hoteliers, service apartments Leading consumer websites - Microsoft: forecast, maps, - Google: Frommers, ITA, maps - Apple: maps + travel Official sources - Destination marketing organisations Facilitators – comparison sites WOW – - social media - consumer comments and reviews - - influencer opinions
- 27. Visitbirmingham.com – the official tourism site Insert key stats ---------------------
- 28. Profiling your business Business profile Direct link Itinerary option Catergories
- 29. MPU’s + banner advert London Midland’s MPU campaign generated over 770,000 impressions over a 12 month period Email – monthly and solus Database of 36,000
- 31. Inspiring visitors – e-itineraries Themed activity days Geographical tours
- 32. Time suggestions, inspiration and the logistics Easy to share Visitor orientation Accommodation E-itineraries
- 33. Social media Campaign integration – season, themed activity across owned, earned and paid. Bespoke campaigns – Big up Birmingham, Love UK, 101 app and theme- led activity. Supporting business – Profiling members and raising awareness of events, activity, venues that will inspire and attract visitors. Customer service – visitor questions, endorsements, views and complaints. Reputation management – out of hours monitoring, media and stakeholder
- 43. @visitengland
- 44. @visitbritain
- 47. National tourism campaign Summer 2013 LIVE June – September - profiling Birmingham’s culinary offer to drive overnight leisure visitors during summer season. Eat Buy See Do Primary attract brand – food Canals Secondary attract products Parks Cycle Day inspiration Visitor Overnight conversation
- 48. Summer 2013 – digital focus Web portal content rich Smart phone app Digital advertising Social and e-dm campaign
- 49. Smart phone app Foodie trails
- 50. Food heroes Weekly profiles
- 51. Document Headline Document Sub-headline Christmas 2012 results Group travel - increased by 35.9% coaches and 37.3% visitors Hotel occupancy - +80%, peaking at 85% in mid December (4% increase) Hotel revenues - up by 11% on 2011 to more than £7.7 million Digital - increased database by 250%, email click through rates up by 50% and competition entries increased three-fold.
- 52. Christmas 2013 and New Year National domestic tourism campaign – working with Visit England from end September onwards to profile Birmingham’s festive offer and drive overnight leisure visitors Partnership opportunities – hotels, restaurants, bars, markets, producers and festivals Seasonal web portal E-Festive films Digital advertising and social seeding Incentives - offers Digital trails Competitions
- 53. Get involved Follow us: Social media - - Twitter - - Facebook - - Pintrest Talk about Birmingham: Use the toolkit – images, films, facts and stats Drive business: - Competitions - Offers - Campaign partner Enhance your profile: - MPU’s - Banners - Solus emails Develop you trade links: - - Sales missions - - Exhibitions - - Digital Share your news: Events Menus Deals Corporate PR
- 54. Questions
Notas do Editor
- We’re reflecting on a strong performance across our business areas. In the first full year of operation, Business Birmingham has not only refined its strategy into one of the keenest inward investment strategies of any UK city, it has also delivered where it matters: in the securing of projects that create jobs. We’ve continued our positive trajectory in attracting more visitors to the city, not only has the number of people coming here increased, the value of their spend to the economy also grew. In an exceptionally competitive market, we’ve worked in partnership with The NEC Group, our Universities and a host of other venues to develop a strong pipeline of national and international event bids. We’re also using the intelligence capabilities of the Observatory to ensure our strategies and propositions are powered buythe most up to date and insightful data possible – helping us make the business case for Birmingham in all of our programme areas.
- Ranks highly for Birmingham keywords in Google, often in #1 position Seeing growth in returning visits - 20% return for information Unique visitor increase month on month (not strictly true) Past 6 months have seen 70% increase in mobile users
- All campaign activity – focuses on driving traffic online Opportunities for your business
- Send eNewsletter every 3 rd Tuesday of month Ad hoc solus’ sent for members to database
- Key points to make: Developing a strong national and international pipeline Translating into success as we confirm events Very competitive marketplace Strong proposition Name check Carl Potter at GVA, Ambassador leading the bid for the British Council of Offices event
- Tweets, reweets, interactions, likes
- Working with national tourism, creating boards – themed, seasoned and geo. You can follow and repin images
- 17K views – you can take these and embed on your site
- 17K views – you can take these and embed on your site