To maximise the revenue opportunity in the Hotel, Meetings and Conferences arena, you need to get both your product and your marketing right or your venue could seriously risk their reputation as well as waste valuable marketing and human resources. A hotel meeting or conference could be small scale for a handful of sales personnel with banner stands or a full blown exhibition with bespoke stands. 

The conference industry in the UK is worth £12 billion. The opportunity for a venue that has the facilities and is able to cater for this huge B2B sector is fantastic.

These are the 6 key considerations for buyers choosing a venue:

• Suitability
• Location
• Availability
• Size
• Facilities
• Cost

If you have a venue that has an offering covering the above, you have a potential revenue opportunity. The next important factor is a meeting and conference marketing strategy that is tailored to get your venue in front of today’s buyers.

6 key components in your marketing strategy

The key to a successful hotel, meeting and conference marketing strategy is a data driven, fully integrated, communication strategy which identifies the most appropriate tools and channels to effectively transmit key messages to your target audience or market. How important is each individual delegate? How much is a successful meeting or new contact worth to you? What promotional items, delegate packs or products may enhance the delegate experience?

But where do you start? As in most cases, the answer is simple: be well prepared; know your market, set clear objectives, and solid planning is key.

The following steps will help you to create a successful campaign:

• Step 1. Know your market and target audience inside out
• Step 2. Set clear objectives
• Step 3. Determine a communication strategy
• Step 4. Determine the marketing mix
• Step 5. Execution of Marketing Activities
• Step 6. Lessons Learned!

B2B Marketing and Promotional Services is a Marketing Agency that focuses on business-2-business marketing and promotion. We have specialist expertise in hotel, meetings and conferences industry and have helped venues build brands, driving sales volumes and increasing margins through customer acquisition and development through a range of online and Internet marketing programmes. The Internet and search marketing in particular is now a critical B2B direct marketing tool for business brands. It is now the most cost effective channel for acquiring business leads, customer enquiries and ultimately sales conversions.

To find out how B2B Marketing and Promotional Services can help you, contact B2B Marketing and Promotional Services. We have specific expertise in a range of B2B markets related to hotels, meetings and conferences. These include:

The Internet and search marketing in particular is now a critical B2B direct marketing tool for business brands. It is now the most cost effective channel for acquiring business leads, customer enquiries and ultimately sales conversions.
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