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Hart Plaza Fountain

Hart Plaza is a point of origin for many popular downtown events.

SALES AND MARKETING SEGMENT: CONVENTIONS/MEETINGS

OBJECTIVES

  • Increase the awareness of metro Detroit as the “comeback city” and prime destination for meetings, in order to increase the total number of visitors and economic impact to the region.
  • Implement initiatives the dispel outdated perceptions of the region and provide accurate safety and new development information that impact our ability to attract meetings.
  • Leverage partnerships with third-party planners and key customers to secure marketing sponsorships and ad placements to further expose the destination to potential meetings customers.

Cobo Center

  • Create awareness and interest in the revitalized Cobo Center in order to increase bookings.
  • Highlight the Suburban Collection Showplace and hotels as prime locations for meetings and conventions.
  • Increase emphasis on suburban PR initiatives that spotlight metro Detroit's viability and attractiveness as a meetings destination.

STRATEGIES

Sales

  • Increase the number of single hotel leads to meet growing inventory throughout the region.
  • Work with core hotel groups to determine priority accounts.
  • Grow business from companies and associations that have booked smaller programs.
  • Attend meetings on a local, state, regional and national basis with key industry organizations.
  • Attend trade shows and conduct monthly sales trips.
  • Work with third parties to grow awareness and business.
  • Grow local support to help generate interest and bring national events to metro Detroit.

Suburban Collection Showplace

  • Determine accounts best suited for Cobo Center and Suburban Collection Showplace.
  • Work on multiyear agreements for state association groups to utilize Cobo Center or Suburban Collection Showplace.
  • Determine accounts that have met in Grand Rapids, Lansing and Traverse City.
  • Establish Michigan Customer Advisory Board (CAB).
  • Determine accounts that have met in primary and secondary competitive sets to determine interest in metro Detroit.
  • Continue to host the Family Reunion Planning Seminar in fall.
  • Ambassador program – need local high-profile contacts when pursuing citywide business.
  • Increase partnership with union market both nationally and locally.
  • Promote West Oakland multi-hotel partnership.
  • Establish core group strategy meetings in Wayne and Oakland counties.

Advertising

Detroit America' Great Comeback City

  • Support the DMCVB sales team with targeted advertising, interactive and publishing tools that showcase metro Detroit as a dynamic, affordable and accessible region for meetings/conventions.
  • Evolve "America's Great Comeback City" messaging to tout Cobo completion, new development, dining and progress that would appeal to meeting planners.
  • Target vertical segments of associations, engineering, automotive, technology and pharmaceutical.
  • Secure prime advertising positions in leading meetings and conventions publications. Publications include: Associations Now, Associations Forum, Tradeshow Executive, Midwest Meetings, Meetings Focus and Meeting Professionals International (MPI) publications.
  • Target meeting planners with specific initiatives in a three-to five-hour drive range, plus New York and Washington, D.C.
  • Leverage sales partnerships to increase advertising opportunities.
  • Use partnerships with MPI and Multiview (B2B digital marketing) to align with meeting planners in vertical markets.
  • Continue momentum from the 2015 American Society of Association Executives (ASAE) Annual Meeting & Exposition with targeted messaging and testimonial ads in association publications.

Interactive

  • Update convention sales pre-post-show e-blasts and digital invites.
  • Retain social media consultant throughout 2016 for outlining DMCVB interactive plan.

E Newsletters 2016

  • Produce quarterly sales e-newsletter for sales database.
  • Update three-part email welcome series to complement sales client signups.
  • Expand LinkedIn presence to serve as an industry leader in education and meeting services and introduce social selling process for sales team.
  • Implement the social media promotional process for conventions.
  • Create PDF resources to enhance blog posts and e-blasts and capture email addresses.
  • Support sales team efforts through interactive marketing elements.

Public Relations

  • Work with Cobo Authority to execute a schedule of press releases and events to keep trade media up to date on Cobo events.
  • Assist in the development and execution of an Open House for local/regional trade press, local customers and residents to see the completed Cobo Center.
  • Maintain ASAE momentum with regular press releases targeted to trade publications and hosting individual trade writers.
  • Leverage advertising partnerships for added-value editorial in trade publications.
  • Attend hotel and attraction openings and renovations in order to promote progress on a quarterly basis to trade press.

Print and Digital Publishing

  • Create an interactive map of the downtown core.
  • Update the visual system in support of the DMCVB brand and create a new, clear, user-friendly guidelines document for the meetings market.
  • Develop sales collateral piece in third quarter that highlights regional tourism assets.

Travel Tip

"Go downtown to the RiverWalk. Wonderful landscape, clean, safe and full of nice people. If you are in Detroit it is a Must See."
~ Holly W.

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