Section 6: Marketing & communications
Website
Website - getting started
In order to create a website for business events in your destination there are a couple of things to consider which will need to be discussed and agreed with your marketing team.
1. Do you create a separate website with its own URL? Or do you have a page or multiple pages within your existing tourism website?
For example, Liverpool Convention Bureau is a microsite within VisitLiverpool.com; Meet Bristol is a microsite within VisitWest.co.uk; MeetBirmingham is separate as is MeetNewcastleGateshead.
2. You need to allocate resources to design the website/microsite. It may require additional budget for any specific features you want to include for example a venue search capability.
3. You need to think about how you will maintain content on your website, who will do this and when? How will you drive traffic to your site?
You will need a strategy with clear roles and responsibilities to keep it up to date. If you put an enquiry form on your website, do you have staff who can respond quickly?
Possible content checklist
⬜ | Specific brand for business events — e.g. Meet Bristol / London Convention Bureau |
⬜ | Information on venues/hotels — photos, videos, general information, accessibility, sustainability |
⬜ | Search function — able to sort by size/capacity or by type of venue |
⬜ | Destination information — how to get here, how to get around, what to do here, extend your stay, social options |
⬜ | Venue Directory / Event Planners Guide (online or PDF/digital viewer) |
⬜ | Enquiry form — so that an event organiser can send you information on their event |
⬜ | Information on Ambassador Programme (if you have one) |
⬜ | Contact details / team photos and information |
⬜ | Blogs / news section — this is good to promote on social media to increase traffic to your website |
⬜ | Newsletter sign up / social media links or feed |
⬜ | Sustainability policies / statements for your organisation |
⬜ | Certifications and / or awards / memberships of your venues / hotels |
⬜ | Information on your destination’s sector strengths |
Don’t forget that for your partner hotels and venues you may need to consider including content on your company’s corporate website to communicate with them around opportunities for trade show participation, tools for proposals etc.
Campaigns
Newsletters
Newsletters are great way to get your news out to your existing and prospective clients; however they require a lot of time and resource to produce so you need to consider who will manage this and how frequently you would like to publish them. There are opportunities to do this through LinkedIn which might be a simpler and more engaging way to connect with your audience. Remember you need compelling and regular news articles and if you are often short of something to say it may be something that becomes a chore to create.
Trade press
Reading industry news is a great way to stay on top of the current trends, understand your competitors and keep you abreast of any new developments. Many publishers also run events, both educational and also sales-based trade shows and even awards evenings. Having a robust communications strategy and partnerships with the trade press will open doors for your destination when they are looking to create new articles or want opinions on thought-leadership pieces.
You could consider engaging with the following organisations:
- CN (Conference News)
- AMI (Association Meetings International)
- Headquarters
- Boardroom
- C&IT (Conference and Incentive Travel)
- M&IT (Meetings and Incentive Travel)
- Delegate Wranglers
- MICEBOOK
Brand
Are you considering a separate brand identity for your business events work? Developing a brand is not as simple as creating a logo. You need to consider the narrative behind your brand — who you are and what your values are. You may need to bring in consultants to support you in developing your brand and creating a campaign to launch it and raise awareness.
Many destinations opt for variations of [Destination name] Convention Bureau or Meet [Destination name]. You will need to factor in design / marketing support to establish a new brand.
New materials / collateral may need to be produced so factor in any budget for design, creation and distribution of these.
Tell your story
Distinctive features to emphasise
When considering your destination’s marketing strategy, you may wish to emphasise its distinctive features. What makes your destination an attractive place to visit for a conference? What makes you unique?
- Heritage and culture: Showcase your destination’s historical significance, cultural attractions, and local traditions that make it an appealing place for both leisure and business events.
- Sustainability: Emphasise any eco-friendly initiatives, sustainable event management practices, or green certifications that may attract environmentally conscious clients.
- Accessibility and connectivity: Highlight the ease of travel to and from your destination, including transport infrastructure, flight availability, and accommodation options.
- Innovation and technology: Promote your destination’s technological advancements, smart venue solutions, and digital infrastructure that cater to the needs of modern business events.
- Sectors of expertise: A destination’s academic and sectoral expertise, such as breakthroughs in renewable energy or leadership in creative industries, can help create a clear and compelling narrative. Telling the story of how the destination’s strengths align with the event’s goals, such as a city’s focus on medical research for a healthcare conference, makes the proposal more relevant and appealing. A straightforward, focused story highlights the destination’s unique value and builds confidence in its ability to host the event.
Encourage others to tell your story. There is huge value in testimonials and capturing praise and positive comments from your existing clients will help you tell your story from a less biased perspective.
Ensure your suppliers give you fantastic case studies that could be used in your marketing material. A blog about your convention centre’s new hybrid innovations or a story about how your local hotel has installed beehives on their roof to make their own honey make brilliant content to promote your destination.
Social media
Managing social media accounts can often be a full-time job and to have an effective and successful social media presence requires both time and experience to create compelling and timely content.
Questions to consider:
It’s very quick and easy to set up a social media account — the challenges are making compelling and engaging posts on a regular basis and then connecting with/engaging with comments and the community online. This is where you can use social media for lead generation / awareness raising.
LinkedIn is a great channel for engaging with a global network of destination and event professionals, so it is worth investing time in developing your LinkedIn profile and building your audience.