Our Panelist

Loren Gold Executive Vice President

Greater Raleigh CVB

Our Webinar Road Map

Attendee and planner

perceptions

Actionable template for

attendance promotion

toolkit

5 must do’s to

support and fuel

your attendance

promotion activities

Inconsistency Unawareness Opportunity

Planners show attendee satisfaction and attendee registration as their top 2 success metrics.

The vast majority of planner’s surveyed agree or strongly agree the CVB is the most expert resource on their destination.

More awareness is needed

Planners make a strong statement to the need for advice and consultation, matching attendee preferences to destination assets, and ease in accessing marketing materials. Combined Important and Very Important Ratings

45%

57%61%

69%72% 74%

0%

10%

20%

30%

40%

50%

60%

70%

80%

Being present andpromoting the

destination at theprior year's event

Identify the matchbetween attendeepreferences and

destination assets

Marketing tools andsupport

Welcome Program Advice andconsultation onmaximizing the

contracted roomblock

Marketing collateraland editorial copy

Source: Convene ePanel, April 2017

Sponsored by Destination International’s empowerMINT

Approach of Destinations International’s Attendance Promotion Task Force

Step 1

• Determined most essential components

Step 2

• Gained planner feedback on what support they valued from CVBs

Step 3

• Sought examples of execution

5 Must Do’s to Support Your

Attendance Promotion Practices

It All Starts With a Conversation: Planner Consultation & Profiling of Attendees Behaviors/Interests

• Consult

• Educate

• Profile

• Identify

• Review

1.

What Influences the Decision to Attend?

Getting Out in Front: CVB Representation at Prior Year’s Meeting

How do you get the most from the CVBs representation?

– Attend

– Align

– Access and inform

2.

Planner Perspective

"Don't bother to send someone

who is just going to sit in the booth

and pass out brochures!"

Planner Perspective

"This process is as much about gathering intelligence as it is about

giving destination information."

Build It and They Will Come: Marketing Tools and Support

• Destination Links

• Custom Sites

• Email and Social Media

3.

How your CVB can help you create a plan by considering:

• Generic or custom: what does the particular group warrant in terms of

time and financial commitment from the CVB?

• Relevancy: what information is most relevant/compelling to communicate

to the particular group of attendees?

• Timing: What are the key milestones of the event and the frequency of

communication needed?

• Effectiveness of channels: where are the particular attendees plugged in?

What will be the most effective places to communicate?

Examples of Execution

Examples of Execution

Make It Easy to Grab & Go: Key Marketing Collateral & Editorial

How can we reduce friction and give you easy access to the destination material you need?

– Images

– Maps

– Videos

– Transportation

– Dining/Entertainment

– Local Insider

4.

Examples of Execution

Examples of Execution

Don’t Let Them Stray: Support Attendance Promotion's Call to Action

How can CVBs help planners maximize their contracted room block?

– Understand the delta

– Educate the attendee

– Redefine the cut-off date

– Beware of local factors

– Protect a proper bell curve

– Be armed for pirates and poachers

5.

Inconsistency Unawareness Opportunity

FIND YOUR CVB EXPERT HERE

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