The meetings industry fared better in 2015 than in the previous year and planners are plenty optimistic about what 2016 holds — despite the challenges they face. –
Convene’s 25th Annual Meeting Survey
Destination Marketing to the New Wave of Millennial Meeting Planners
New report by Marketing Challenges International reviews the characteristics, challenges, and strategies for marketing to a new generation of North American meeting planners
Global destinations will require a significant shift in digital strategy if they are to successfully market to a new generation of North American meeting planners, according to a new white paper released by Marketing Challenges International (MCIntl). The report, “Destination Marketing: The New Wave,” explains how the Millennial generation’s relationship with technology and new media has strongly influenced the way they research and plan events, and how that influence has expanded across all generations.
“Destination Marketing: The New Wave” features interviews and anecdotes from Millennial senior meeting planners, as well as thought leaders from Professional Convention Management Association (PCMA) and The Kliman Group.
“What we discovered in our research is that Millennial meeting planners are fundamentally no different from other generations in their core values and desires,” says Michel Couturier, President of MCIntl. “However, technology has changed, and Millennials happen to have the strongest relationship to digital media of all generations. It’s that relationship and mindset that we need to understand in order for convention bureaus to evolve their marketing strategies.”
The research concludes that rather than marketing to Millennials specifically, convention bureaus should “think like Millennials when developing marketing programs.” The report outlines three “Millennial Mindsets” related to digital technology and explains how they should influence strategy.
The report provides various examples and recommendations that global convention bureaus can adopt when targeting North American meeting planners. Strategies include how to better adapt a destination website to an increasingly mobile workforce, how to create more engaging and interactive resources for event attendees, and how to utilize content marketing to build better relationships with planners.
“Destination Marketing: The New Wave” is part of a series of reports by MCIntl providing global destinations with the latest research and trends on the North American meetings and conventions market. Last year the company released an analysis on content marketing for business event destinations.
Trends in International Association Meetings from North America, 2015 Survey Report
Meeting planners reported a strong year in 2014 for international association meetings outside of North America, according to a new survey report by Marketing Challenges International (MCIntl). With a growing economy in the United States and consecutive years of increasing meeting attendance and budgets, the mood looks optimistic for 2015 and beyond.
Planners report that a shift is taking place among decision makers in the industry—instead of site selection committees, more associations are turning to executives to make final decisions in destination selection. And while Europe and Asia remain the most popular regions for hosting international meetings, planners indicate that they are willing to exploring emerging regions such as South America and the Middle East.
The Business of Storytelling: Content Marketing for Destinations
In today’s digital landscape, global destinations looking to attract North American corporate meetings and events can no longer solely rely on traditional marketing tactics such as advertising to influence destination selection, according to a new white paper released by Marketing Challenges International (MCIntl). The report, “The Business of Storytelling,” explains how the rise of the international Knowledge Economy and the influx of digitally savvy Millennials into the industry have changed the way corporate meeting planners evaluate destinations, and how content marketing provides a prime opportunity to target and build relationships with these specific planners.
“The Business of Storytelling” features interviews with key thought leaders, including executives from organizations such as Professional Convention Management Association (PCMA), Cvent, BCD M&I, and Crowdcentric, along with a featured case study on Tourisme Montréal highlighting its strategies and successes using content marketing.
“What we found in our research is that today’s meeting planners don’t want a sales pitch,” says Michel Couturier, President of MCIntl. “They want useful, interesting, and thought-provoking information that will help them professionally. Global convention bureaus can use content marketing to start that conversation with them.”
The report lays out a framework for content creation and distribution that global convention bureaus can use to develop an effective content marketing plan. Key elements to consider are types of content and potential topics, as well as the various ways to deliver and share content with a target audience.
The research concludes that effective content marketing is a “long-term investment in establishing your destination’s brand and building a trusted connection with your audience.” To navigate the nuances of the North American meetings industry, the report recommends working with a partner that is well-versed in the lingo and style of local media and can assist in outreach and distribution of content to a target audience.
“The Business of Storytelling” is part of a series of reports by MCIntl designed to provide global destinations with the latest research and trends on the North American meetings and conventions market. Last year the company released an analysis of social media marketing for business event destinations.
Trends in International Association Meetings from North America, 2014 Survey Report
2014 looks to be a positive year for international association meetings outside of North America, according to a new survey study by Marketing Challenges International (MCIntl). More than 40 percent of association meeting planners report increased budgets and higher attendance at events from their previous two years, and 91 percent of planners expect those budgets to increase or remain the same for their upcoming events.
These findings are part of MCIntl’s first annual survey report, “Trends in International Association Meetings from North America,” released on March 3, 2014. The comprehensive report covers trends in programs, research and planning, and site selection for international association events outside of North America.
Among the key discoveries of the report:
- Destination marketing organizations (DMOs) play a critical role in research and planning of international events, as planners rely heavily on their marketing materials and services, despite the growth in other technologies and media.
- Though Europe dominates as the primary location for international meetings, Asia has made a strong showing hosting meetings in recent years, and the Middle East appears to be in the radar for future meetings.
- A significant percentage of association planners expressed willingness to repeat locations for their largest international events, going against a common belief among destination marketing organizations (DMO) that they should not expect repeat business.
- Location and cost are driving factors for site selection, though meeting planners showed less concern for destination reputation, suggesting that emerging destinations have a role to play in association events.
Social Media Marketing for Global Destinations in the Meetings & Conventions Industry
Marketing Challenges International (MCIntl) has just released their latest white paper that outlines the social media marketing landscape for global destinations in the Meetings & Conventions industry.
MCIntl’s comprehensive analysis finds that digital and social media are now complementing and in some cases, replacing traditional marketing strategies due to its cost effectiveness, expansive reach, and its ability to target specific audiences based on preference. In this day and age, the tactful use of social media marketing is inextricably connected to the increasing success and appeal of business destinations.
Using social media as a marketing tool for global destination promotion has long been popular in the leisure market, but it is widely apparent that social media marketing plays a key role in enhancing and elevating the brand of a destination as a meetings & conventions leader. MCIntl’s white paper digs into the role of social media marketing for global destinations in the meetings and conventions industry. It highlights and analyzes:
- Effective Social Media Platforms for Global Destination Marketing
- Social Media Marketing Best Practices in the Meetings & Convention Industry
- Strategies and Implementation of Social Media Marketing for Global Destinations
As the North American Marketing Office for the Convention Bureaus of Barcelona, Berlin, Malaysia, and Vienna, and the Convention Centers of Abu Dhabi (UAE), Busan (South Korea), London (UK), and Sydney (Australia), MCIntl considers social media a vital marketing tool to increase brand value for global meetings and conventions destinations.
MCIntl offers social media and promotional e-marketing activities on a monthly and quarterly basis to all of its clients. Additionally, MCIntl is also active on LinkedIn and Twitter, disseminating the latest news, research, and analyses on the meetings and conventions industry.
Click here to download Social Media Marketing for Global Destinations in the Meetings & Conventions Industry.