Group Marketing Solutions
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As shared in the Innovation Pavilion at our Cvent CONNECT conference, learn about the Group Marketing Solutions available to our hotels and hospitality customers.
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Group Marketing Solutions
- 2. Agenda Digital Marketing in Group Business Core Positioning Opportunities Targeted Ads RFP Showcase DMO-Specific Opportunities
- 3. What tactics do you currently deploy to attract planners?
- 4. Digital Marketing in Group Business
- 5. Buyers Have Changed of the buyer’s journey is now done digitally 67% of the time cold calls do not work *7% worse every year since 2010 97% of B2B purchasers influenced by social media 75% Connect & Sell 2012 Copyright 2013 LinkedIn Corporation. All Rights Reserved. Sirius Decisions2013 What once worked, will not work anymore Sources: IBM Buyers Preference Study 2011 Corporate Executive Board 2012
- 6. Online Sourcing Tool 38% Search Engine 29% Direct to Venue 17% Peer Recommendation 12% Other 4% 38% of planners begin their venue sourcing with an online sourcing tool
- 7. Marketing Goes Digital Ability to calculate true ROI The cost of scaling is cheaper True integration with other digital channels
- 8. Pain Points You don’t know where to invest your budget to reach particular planner segments You want to know where you get the highest ROI in group business You need more qualified leads
- 10. Cvent Hospitality Cloud Multiple RFP Generating Solutions Connected to a Single System Corporate/Enterprise/ Third-Party Audience Luxury Audience Occasional Meetings Audience
- 11. Premium Placement Diamonds are Everyone’s Best Friend
- 12. Premium Placement 4 Diamond 3 Diamond 2 Diamond Diamonds are Everyone’s Best Friend
- 13. RFPs Received v. Venue Listing Venue Listing RFPsReceived
- 14. Stronger Content Diamonds are Everyone’s Best Friend
- 15. Awareness Mode Marketing Cvent Blog Sponsorship Leverage the power of blogging hospitality.cvent.com • 30,000+ visitors per month • 24% of trafficis from visitors returning within1 day
- 16. Awareness Mode Marketing Cvent Newsletter Stay top-of-mind with meeting planners • Circulation of over 164K meeting planners • Showcase news (renovations or new openings) • Run exclusive offers and promotions
- 17. Promotions Hub 95% of event planners look for a promotion during the sourcing process 60% of planners say promotions influence their final booking decision
- 18. Bundles are a supplier’s best friend $1 Spent on a 4 Diamond Listing $112 Gives you a potential return on spend of $1 Spent on a 4 Diamond + Bundle $163 Gives you a potential return on spend of + Source: Cvent data 2013
- 19. $171,360 Average hotel spend per event $225 Average room rate 147 Average peak room block 40 Average number of events planned annually elitemeetingsalliance.com Planner Attendee Profile
- 20. ELITE MEETINGS MAGAZINE • Cover to cover redesign • Must have for planners • Distribution increasing to 50k • Featuring the best hotels and resorts for groups IN PRINT
- 21. Targeted Ads
- 22. Your Ad Appears During Planner’s RFP Process & Comp Venue Profiles Drive More Qualified RFPs To Your Property Increase Brand Awareness Options Include Comp Set & Comp Market Suggest Ads Suggested Ads ROI 10.5x
- 23. Ad shows as an alternate venue option on search results outside of your MMA Competitive Market Ads
- 24. Cvent’s Video Ad Retargeting Show your video to qualified planners who visit our sourcing sites then watch YouTube or visit a Google Affiliated site Planner targeted ad unit outside of Cvent, but utilizing our planner reach Video, mobile & companion banner in one Only pay when 30 seconds of your video is viewed Targeted ad unit outside of Cvent, but utilizing our planner reach
- 25. RFP Showcase
- 26. A Marketplace of Planner RFPs Proactively find opportunities See only RFPs relevant to your property Establish new planner relationships “Have Need Dates?”
- 27. RFP Showcase Stats to Date 14K+ RFPs 1.7M+ Room Nights Almost $700M of RFP Value
- 29. CVB Copy Feature When sending an RFP to a particular metro area or destination, the planner will be asked if they would like to copy a local destination expert.
- 30. Key Takeaways Digital marketing is the key to successful planner acquisition Have a core marketing structure with Diamonds New ad units: Suggested, Competitive Market & Video Retargeting A new marketplace to proactively find group business
- 31. Thank You