Destination Marketing Organizations (DMOs), like tourist boards and convention bureaus (CVBs), aren't the only organizations involved in destination marketing. Securing business in any destination requires a collaborative effort between event planners, DMOs, and hotels.
On Monday >at Cvent CONNECT, a panel comprised of
- Darren Green, Senior Vice President of Sales, Los Angeles Tourism & Convention Board
- Cathy Tull, Senior Vice President of Marketing, Las Vegas Convention and Visitors Authority
- Jerelle Gordon, Director, Western Regional Sales Office, Visit Music City (Nashville)
and moderated by Terri Roberts, Director of Training and Communication Support, Destination Marketing Association International, explored these issues in How to Stand Out as a Destination for Meetings & Groups.
Some of the factors highlighted to help clients make the decision of selecting a specific destination included:
- ease of navigation of event planner, hotel and DMO websites
- upfront identification of perceived deterrents to selecting a destination and strategies to address them
- providing media libraries of destination images and videos
Specific marketing sessions that DMOs have found to be effective include:
- Nashville: concert series, Nashville TV show
- Los Angeles: marketing initiatives around signature events like the Academy Awards and the Grammys, road shows
- Las Vegas: highlighting the leisure opportunities that can be built into meetings and conferences
To uncover new sources of business, it is important to focus on:
- specific initiatives targeting emerging millennial planners (and, for meeting planners, reaching out to millennial clients)
- marketing efforts to prospective foreign clients, particularly those in the Middle East and China who tend to have longer meetings and spend more per meeting
At Cvent CONNECT, DMOs, hotels and event planners have been exchanging tips and strategies to effectively market destinations. Destination marketing isn't just important for large events. A common misconception is that DMOs aren't interested in smaller events. This is far from the case. 80% of MICE business involves single hotel meetings. The role of DMOs is to ask event planners "how we can we help you close that business" and then add value by providing the information and tools that will help event planners sell the destination.
Pick up more tips and strategies from Learn The Facts About CVBs, Destination Marketing: Marvelous Marketing Ideas from Tourist Boards, Engaging Clients with Informal Marketing Events, and 9 Steps for Designing Guerilla Marketing Campaigns for Event Planners and DMOs.