Convention centers are a vital part of the tourism industry, bringing in large groups of people for conferences, trade shows, and other events. However, with the rise of online booking platforms and competition from other venues, attracting group business to your convention center can take time. This article will discuss practical techniques to help convention center sales teams attract more group bookings and make your venue a top choice for event planners.
Look to Industry Segments Booking in Your Market
Knowing which industry segments are booking in your market can be a game-changer in attracting more events to your convention center. You can use market segmentation tools, such as Knowland’s Market Segmentation feature, to gain detailed insights into the account activities of various industry segments.
This information can assist your sales team in adjusting their sales efforts and targeting specific segments to increase meeting and event business. By understanding the types of accounts booking in your market, you can personalize your marketing and outreach efforts to attract more of those groups to your convention center.
Target Accounts Outside Your Traditional Markets
Meeting planners have an abundance of convention centers and cities to choose from. They can quickly request proposals from various markets to find the best deal.
Your team can use market data and sub-market targeting tools to identify accounts meeting in similar regions. These accounts are prime candidates to shift to your market. Propose competitive packages to sway planners to your convention center.
Partner with Local Businesses
Collaborating with local businesses can be a great way to attract group bookings to your convention center. Contact nearby hotels, restaurants, and attractions to create packages and discounts for event attendees. This adds value to your services, promotes the local community, and encourages attendees to explore the area. You can also offer referral programs to these businesses, where they receive a commission for every group booking they refer to your convention center.
Related Read: Hidden Gems: Off-the-Beaten-Path Destinations for Meetings and Events
Offer Group Accommodation
Many corporate event planners seek a one-stop shop when organizing their events. By offering group accommodations at your convention center, you can make the planning process easier for them. This can include on-site hotels or partnerships with nearby hotels to provide discounted rates for event attendees. You can also offer shuttle services to and from the convention center to make it more convenient for guests.
User Story: A convention and visitors bureau (CVB) in a secondary market aimed to increase its market share by attracting events from a nearby top 25 market. They used Knowland’s comprehensive meetings and events intelligence to identify groups meeting in the larger market and offered a unique credit developed through a third-party partnership: $250 airline credit per attendee. This strategy turned out to be a success when event planners chose to move their events to the secondary market, saving on overall costs and getting the added bonus of the airfare credit.
Grow Your Visibility
Even as you connect with event planners, they will look online and in their network for information about your facilities. Here are three ways to ensure they’ll like what they find.
- Utilize Social Media: Social media marketing is a powerful tool for your convention center and attracting group business. Create a strong presence on platforms like LinkedIn, Twitter, and Facebook, and use them to showcase your facilities, services, and upcoming events. You can also use targeted advertising to reach event planners and organizations looking for a convention center. Encourage satisfied clients to leave reviews and share their experiences on social media to attract more business.
- Showcase Your Amenities: Another way to attract group business is to showcase your convention center’s amenities and services. This can include state-of-the-art technology, flexible meeting spaces, on-site catering, and accommodations for large groups. Use high-quality images and videos to highlight these features on your website and social media platforms. You can also offer virtual tours to give potential clients a better understanding of your floor plan.
- Attend Industry Events: Industry events and trade shows are excellent for networking and promoting your convention center to potential clients. Set up a booth or table with promotional materials and information about your meeting rooms and event spaces. You can also offer special discounts or packages for event planners who book with you at the event. This is a great opportunity to showcase your facilities and connect with industry professionals.
Provide Personalized Service
Providing excellent customer service is crucial in attracting and retaining group business. Event planners want to work with reliable, responsive, and accommodating venues. Ensure you respond promptly to inquiries and provide personalized service to each client.
With historical booking data, your team can discover the preferences of your target accounts. Use this information to personalize your outreach and build stronger relationships during prospecting. This will help you attract more group bookings, encourage repeat business, and drive positive word-of-mouth recommendations.
Use Data to Identify New Opportunities
One of the most effective techniques to attract more group business is using data to identify new opportunities. By analyzing competitor data and understanding what services and space potential groups have booked in the past, you can ensure that your convention center is a perfect match for their needs.
This deep market knowledge will give your sales team the power to demonstrate their commitment to understanding the client’s needs, shorten the negotiation process, and close deals successfully. Knowland’s data is the only solution on the market today that provides this type of valuable insight.
