As shared in the Innovation Pavilion at our Cvent CONNECT conference, learn about the Group Marketing Solutions available to our hotels and hospitality customers.
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
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
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
26. A Marketplace of Planner RFPs
Proactively find opportunities
See only RFPs relevant to your property
Establish new planner relationships
“Have Need Dates?”
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