05/07/2021
Four Things You Need to Know About Marketing To Meeting Planners
Destination Analysts Shares Groundbreaking Research Based on What They're Seeing Happening
“The core principle of sales is listening and learning from your customers [in this case, meeting planners], on how you can support them,” says Kimberly Vince-Cruz with Destination Analysts. While talking about marketing that brings meetings during this week’s Travel Marketing webinar on May 6, Kimberly shared new research focused on what meeting planners will be looking for the next three years.
Kimberly shared a lot of changes coming to the meetings industry, as well as how to work collaboratively to get the business. Here are a few key tips to keep in mind:
- Remain flexible - Meeting planners are looking for flexible cancellation policies, opportunities for social distancing, and destinations that promote outdoor spaces. Meeting planners want to book with those who are concerned about the safety of their attendees.
- Overall good COVID safety procedures in your business or destination is a must - In her research of meeting planners and what they are looking for, Kimberly stated a key factor for meeting planners in choosing destinations are partnering with their local businesses and taking strides to keep visitors and locals safe from the virus. This should be included in your messaging to meeting planners to increase their consideration of you for future programs.
- Keep an honest, friendly tone in your marketing - Your marketing voice doesn't have to be serious or authoritative. Tone is important to meeting planners. An honest tone that's friendly and genuine will go a long way in attracting them.
- Use email and social media to get in front your consumers - With meeting planners especially, email and relationships are very important. Also, trade publications are a great way to get in front of them.
OTA will explore the future of travel advertising and the phasing out of third-party cookies with Dave Goulden, Mitchell Sanford and Vijay Bhagani of Sojern in our next Travel Marketing Webinar on May 20 at 11 a.m. EST. The digital advertising landscape is going to dramatically change in the future, so what does this mean for travel marketers? Dave, Mitchell and Vijay will unpack what this means for the industry and how you can start preparing now. They will start by providing an overview of the current digital marketing landscape, what role third-party cookies play and how they support your advertising today, and what the transition away from them means for you and your business. Your business is going to need the background and solutions offered during this webinar. You will leave this webinar knowing how to prepare your campaigns and how to take steps to start implementing these solutions. Seats are limited and we don't want you to miss this great information, so don't forget to register here.
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