Sales and Marketing Segment: Conventions / Meetings

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Marketing Strategies

  • Targeted B2B campaign focused on territory and key verticals

ADVERTISING

  • PCMA – work to maximize sponsorship opportunities to engage with planners
  • ASAE – exhibit and industry partnership opportunities
  • CEMA – advertising/sponsorships

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

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SALES: GOVERNMENT

  • The Detroit Metro Convention & Visitors Bureau team will meet with hotel partners and identify need times for government business for the region. Our suburban partners have expressed an interest in the business and now we can initiate a strategic sales effort for securing business during need times.
  • Develop a government incentive to drive business to need periods during the SGMP annual conference on May 19-21, 2020 to maintain momentum from hosting in 2019
  • Continue to pursue national, regional and local meetings/conferences to have history of meeting in the Detroit region
  • Strategic effort between national sales managers and meetings managers to solicit government accounts
  • Continue with Michigan SGMP and SGMP sponsorships and attendance at key conferences

SALES: CORPORATE

  • Develop additional corporate accounts within existing database that have a history of meeting in the Detroit region
  • Use Knowledge Group Insight to identify meetings with a history of meeting in the Midwest at our competitive set by companies located in the Midwest and Northeast
  • Continue to develop relationships with third parties through attendance at annual meeting
  • Develop the financial and insurance sectors by attending a new show for us – FICP
  • Grow business opportunities through American Express Meeting and Event Division
  • Identify potential clients to invite for 2020 FAMS, focused on specific events such as PGA, Grand Prix and Campus Party
  • Develop the for-profit trade show sector in partnership with TCF through IAEE and SISO
  • Direct sales efforts to include personal sales calls, telemarketing, industry conferences, trade shows, site visits and bid presentations

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SALES: DIVERSITY

  • The Detroit Metro Convention & Visitors Bureau will initiate meetings with the local chambers of commerce for the Asian, Arab American, Latino and African American markets to elevate their awareness of our services and partner with them to secure more business
  • Dedicated managers to this market as well as attendance at market specific events will yield more interest and bookings from this specific market
  • Continue momentum from hosting NAACP and National Society of Black Engineers in 2019 by participating in NSBMP events as well as diversity driven events
  • Enhance our current partnerships with corporate representatives by planning a luncheon with key diversity and inclusion officers within the region who can support and fund key conventions that we want to pursue in the future
  • Enhance the educational experience of the DELP Scholars that attend the annual events by connecting local diversity icons within the community to engage in the program
  • Develop the direct ROI from the DELP attendees by utilizing the DELPERS to gain access to the decision makers of the organizations
  • Continue the relationship with DELPERS while in their cities vs. just events. Create a DELP focus group to gain assistance in accessing potential programs.

SALES: NATIONAL ASSOCIATIONS

  • Refocus staff in the key feeder markets with 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 Detroit Metro Convention & Visitors Bureau to keep customers aware of the changes and innovation within the destination.
  • Focus on our intellectual capital to search out associations related to the industry’s most prevalent in Detroit
  • Review lost business quarterly, especially in MD, VA, D.C, NY and Chicago. Develop a strategic approach with key stakeholders before re-soliciting for future RFP opportunities
  • Work with Knowland Group Insight to identify associations with a history of meeting in cities that have similar hotel/CC package
  • Continue to foster relationships with third parties who represent associations through personal sales calls and attend and sponsor more local and regional industry events
  • Target to host one major client in Washington, D.C. and Chicago
  • Attend industry conferences and trade shows which are association based

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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 planners to maintain relationships.
  • 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. In the current Detroit economic climate, the focus will be reactive instead of proactive for the large religious events.

SALES: SOCIAL

  • The Detroit Metro Convention & Visitors Bureau 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

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SALES: STATE

  • Regular sales calls in Lansing to prospect for new opportunities as well as to maintain 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 the Detroit Tigers Openings Day familiarization tour (FAMS) and other FAMS as appropriate
  • Host a client event in Lansing
  • Review lost business reports to re-evaluate and qualify association accounts that have historically not considered Detroit or left for other reasons
  • Continued participation in Meeting Michigan
  • Provide multiyear incentive to secure groups rotation for Detroit

SALES: UNION

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