You might be doing it wrongly if you have been offering product details that fail to go beyond venue spaces and capabilities.
Information is everywhere: Event planners can easily access online details of event spaces, elaborate floor plans, or visualise room set-ups through innovative 3D customer portals and live video features. Hotels and venues place great emphasis on providing access to information, through marketing efforts or sophisticated tools. But is there a mismatch between the sales language and what planners are looking for?
Most event agencies and corporate companies will already have records of destinations, hotels and venues, says Marine Debatte, Head of Event Solutions Asia Pacific and Japan for BI Worldwide, and Guest Editor for the August-September 2016 edition of Biz Events Asia.
Due to the spectrum of clientele and different business needs, each meeting and incentive programme is unique. Information that is meaningful to event planners include:
“What grabs an event planner’s attention is the versatility of a destination. How it can be rebranded to sell different concepts of a destination to clients over and over again. For example, Australia has taken the approach to market itself as a country but to also leave room to each region to brand itself uniquely. Planners who do not have the luxury of time to attend familiarisation rely on sellers to deliver the right information that are not on the brochures,” says Debatte.
5 destination details event planners want
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You might be doing it wrongly if you have been offering product details that fail to go beyond venue spaces and capabilities. (read more)
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What do Malaysia and Singapore have in common in the way they market themselves and stay ahead as business event destinations?
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