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

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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%

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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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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

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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

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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

Thank Youinfo@digitaledge.marketingwww.digitaledge.marketing

mya@digitaledge.marketing904.982.4915 | @MyaMMC