Sales and Marketing Segment: Conventions / Meetings

Objectives

  • Meeting planners are also tourists; continue with reduced meeting focus
  • Target groups under 1,500 in Midwest, Northeast, DC and Virginia
  • Utilize publications that have a national reach as well as strong digital component
    – Continue to reach corporate meeting planners
    – 50,000 average print circulation
    – 42,000-49,000 corporate/association
  • Maintain digital presence with Association Forum (Chicago) and Associations Now (ASAE)
  • Change local MPI from print to digital advertising

 

Strategies

SALES: NATIONAL ASSOCIATIONS

  • Redeploy more staff to the market and implement a concentrated effort to significantly increase bookings
  • Institute regional sales missions that will target highly concentrated areas that have produced substantial National Association business for our region within the last two years. These events will allow partners and the DMCVB to keep customers aware of the changes and innovation within the destination.
  • Review lost business quarterly, especially in MD, VA, DC, NY and Chicago. Develop a strategic approach with key stakeholders before resoliciting for future RFP opportunities
  • Work with sales research analyst to identify associations with history or meeting in the Midwest
  • Continue to foster relationships with third parties that represent associations
  • Create unique experiences in Chicago that will help re-introduce Detroit to Chicago-based associations through personal sales calls and attend and sponsor more local and regional industry events
  • Target to host one major client event in Washington, D.C. and Chicago
  • Attend industry conferences and trade shows which are association based

SALES: CORPORATE

  • Continue to develop corporate accounts in database that have a history of meeting
  • in the Detroit region
  • Work with sales research analyst to identify meetings with a history of meeting in the Midwest by companies located in the Midwest and northeast
  • Continue to grow relationships with third parties that handle corporate business
  • Continue to identify pharmaceutical opportunities that produce large meetings as well as short-term business
  • Grow business opportunities through American Express
  • Direct sales efforts to include personal sales calls, telemarketing, industry conferences and trade shows, visits and bid presentations

 

SALES: STATE

  • Regular sales calls in Lansing to prospect for new opportunities as well as maintaining market share
  • Attend industry events in Lansing and around the state to maintain strong presence in state association community
  • Continue to identify new customers to invite to Tigers Opening Day and other FAMS as appropriate
  • Host a client event in Lansing during 2019
  • Review lost business reports to re-evaluate and qualify quality association accounts that have historically not considered Detroit or left for other reasons
  • Continued participation in Meetings Michigan

SALES: GOVERNMENT

  • DMCVB team will meet with hotel partners and identify need times for government businesses for the region
  • Our suburban partners have expressed an interest in the business and we can now initiate
  • a strategic sales effort for securing business during need times
  • Continue to pursue meetings/conferences that have history of meeting in the Detroit region
  • Strategic effort between national sales manager and meetings managers to solicit government accounts
  • Continue with MI SGMP and SGMP sponsorships

 

SALES: SOCIAL

  • DMCVB team will meet with hotel partners and identify need times for social business for the region. Our suburban partners have expressed an interest in the business and we will initiate a strategic sales effort for securing business during need times.
  • Work with hotels so proposals are competitive as cost is critical to selecting a location
  • Determine accounts who have previously considered Detroit and solicit them for future opportunities

SALES: RELIGIOUS

  • The Detroit Metro Convention & Visitors Bureau team will meet with hotel partners and identify need times for religious business for the region. Our suburban partners have expressed an interest in the business and we will initiate a strategic sales effort for securing business during need times.
  • Continue attending industry shows and events that are geared toward the religious meeting planner
  • Form a local coalition of religious influencers who support Detroit and will help bring national programs here
  • Work with third parties that handle the religious market
  • Make a presentation to known head conferences and events which coordinate hundreds of programs a year

SALES: UNION

  • Grow partnership with local UAW
  • Work with area union properties to determine union strategy and groups to solicit

 

SALES: FAMILY REUNION

  • Continue the Family Reunion Seminar event in the fall
  • Expand marketing and social media coverage
  • Work with local charities to help promote the seminar

ADVERTISING

  • Midwest Meetings magazine
    – Utilized in prior years
    – Bringing back in 2019
    – Specifically targets meetings in the Midwest
    – Half-page ad with advertorial in winter issue with focus on Michigan and Ohio
    – Stand-alone eblast and ads in e-newsletter
  • Associations Now
    – 300×600 on asaecenter.org for three months
  • Identify national publications that the DMCVB can affordably use to amplify its advertising message

 

INTEGRATED

Convention Sales Support

  • Develop a digital prospect nurturing email sequence that keeps Detroit top of mind with key prospects
  • Create informative content that encourages meeting planners to give us permission for follow-up messaging
  • Help sales team use social selling tools to identify and warm up prospects for the first call
  • Standardize pre, during and post trade show digital support options

Bureau Services

  • Standard digital support for VIP conventions
  • Collaborate with membership team to hold in-depth customer service focused marketing workshops

Sales Collateral

  • Create sales content by market focus (i.e. associations, corporate, family reunion)
  • Update sales digital blasts and e-vites while maintaining brand standards

PUBLIC RELATIONS

  • Host individual trade publications on an ongoing basis
  • Leverage relationship with Crain’s Homecoming event to encourage ex-pats and local organizations to hold their meeting in Detroit
  • Leverage advertising partnerships for value added editorial in trade publications
  • Invite trade media to attend sales events in key markets
  • Attend hotel and attraction openings and renovations in order to promote new product to trade press