group marketing solutions
TRANSCRIPT
Group Marketing Solutions
Agenda
Digital Marketing in Group Business
Core Positioning Opportunities
Targeted Ads
RFP Showcase
DMO-Specific Opportunities
What tactics do you currently deploy to attract planners?
Digital Marketingin Group Business
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
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
Marketing Goes DigitalAbility to calculate true ROI
The cost of scaling is cheaper
True integration with other digital channels
Pain PointsYou 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
Core Positioning Opportunities
Cvent Hospitality CloudMultiple RFP Generating Solutions Connected to a Single System
Corporate/Enterprise/Third-Party Audience
Luxury Audience
Occasional Meetings Audience
Premium Placement
Diamonds are Everyone’s Best Friend
Premium Placement
4 Diamond
3 Diamond
2 Diamond
Diamonds are Everyone’s Best Friend
RFPs Received v. Venue Listing
Venue Listing
RFP
s R
ecei
ved
Stronger Content
Diamonds are Everyone’s Best Friend
Awareness Mode Marketing
Cvent Blog Sponsorship Leverage the powerof blogginghospitality.cvent.com
• 30,000+ visitorsper month
• 24% of traffic is from visitors returning within 1 day
Awareness Mode Marketing
Cvent NewsletterStay top-of-mind with meeting planners
• Circulation of over 164K meeting planners
• Showcase news (renovations or new openings)
• Run exclusive offers and promotions
Promotions Hub95% of event planners look for a promotion during the sourcing process
60% of plannerssay promotions influence their final booking decision
Bundles are a supplier’s best friend
$1Spent on a 4
Diamond Listing
$112Gives you a potential return on spend of $1
Spent on a 4
Diamond + Bundle
$163Gives you a potential return on spend of
+
Source: Cvent data 2013
$171,360 Average hotel spend per event
$225 Average room rate
147 Average peak room block
40 Average number ofevents planned annually
elitemeetingsalliance.com
Planner Attendee Profile
ELITE MEETINGS MAGAZINE• Cover to cover redesign
• Must have for planners
• Distributionincreasing to 50k
• Featuring the besthotels and resortsfor groups
IN PRINT
Targeted Ads
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
Ad shows as an alternate venue option on search results outside of your MMA
Competitive Market Ads
Cvent’sVideo 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
RFP Showcase
A Marketplace of Planner RFPsProactively find opportunities
See only RFPs relevant to your property
Establish new planner relationships
“Have Need Dates?”
RFP Showcase Stats to Date
14K+ RFPs
1.7M+ Room Nights
Almost $700M ofRFP Value
DMO-Specific Opportunity
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.
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 marketplaceto proactively findgroup business
Thank You