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Hints and tips on how destinations and venues can successfully bid for meeting and events, ensuring their message stands above the crowd.
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GANG 2015 SUCCESSFUL BIDDING WORKSHOP THURSDAY 26 MARCH 2015
GOOD MORNING BRIGHTON
AGENDA
• IntroducCons
• How is your product perceived?
• Successful storytelling creates successful bids • Winning bidding hacks • Don’t tell me, show me • QuesCons
GANG -‐ WE HAVE LOTS TO TELL YOU!
INTRODUCING LEOPOLD MARKETING
Leopold MarkeCng is a strategic markeCng consultancy specialising in full mix markeCng and business development soluCons for the desCnaCon management, business tourism, hospitality and leisure sectors The Leopold MarkeCng team has a combined experience of over 70 years working within the desCnaCon management sector
INTRODUCING LEOPOLD MARKETING
We only work in the tourism and FDI sectors, meaning that we can offer a full mix of markeCng soluCons in business sectors in which we have complete understanding We live and breathe desCnaCon markeCng on a daily basis, working with a broad cross-‐secCon internaConal, European and naConal clients from the corporate and public sectors
INTRODUCING LEOPOLD MARKETING
The Leopold MarkeCng team are mulC-‐award winning and have lead many desCnaCons and venues to achieve above target sustainable growth within their sector We take Cme to get to know you and your organisaCon inside out so that our soluCons deliver
HOW IS YOUR PRODUCT PERCIEVED?
?
WHAT DO BUYERS THINK OF OUR PRODUCTS?
DO PERCEPTIONS REALLY MATTER?
LET’S PLAY A LITTLE GAME…
WHAT IS YOUR PERCEPTION?
1.NEW YORK
2.PARIS
3.MADRID
4.LOCKERBIE
IT IS HUMAN NATURE TO HAVE A PERCEPTION
A SUCCESSFUL BID CHALLENGES PERCEPTION
TIME FOR ANOTHER GAME…
DESTINATION BABYLON
DESTINATION 1.
DESTINATION 2.
DESTINATION 3.
DESTINATION 4.
“internaConal events hosted in XXXXXX a_ract greater delegate numbers than other desCnaCons; it’s so much more than a conference desCnaCon.”
DESTINATION 5.
“XXXXXX is the perfect place to hold your conference, business meeCng, exhibiCon or corporate social funcCon. The city is recognised naConally and internaConally as a leading and dynamic conference city.”
DESTINATION 6.
“Here in XXXXXX conferences are not just about meeCng rooms. Discover diverse locaCons, unique experiences and great customer care.”
DESTINATION 7.
“In 2012, the city made the top 10 UK ciCes list in the latest ICCA data. No ma_er the size of your conference, what faciliCes you may need or the objecCves you have for your event, there are a host of XXXXXXX venues which have the ability to make sure your event goes off without a hitch.”
DESTINATION 8.
HOW DID YOU DO?
DESTINATION 1.
BELFAST
DESTINATION 2.
BIRMINGHAM
DESTINATION 3.
MANCHESTER
DESTINATION 4.
LEEDS
“internaConal events hosted in XXXXXX a_ract greater delegate numbers than other desCnaCons; it’s so much more than a conference desCnaCon.”
DESTINATION 5.
CAMBRIDGE
“XXXXXX is the perfect place to hold your conference, business meeCng, exhibiCon or corporate social funcCon. The city is recognised naConally and internaConally as a leading and dynamic conference city.”
DESTINATION 6.
BRIGHTON
“Here in XXXXXX conferences are not just about meeCng rooms. Discover diverse locaCons, unique experiences and great customer care.”
DESTINATION 7.
HULL AND EAST YORKSHIRE
“In 2012, the city made the top 10 UK ciCes list in the latest ICCA data. No ma_er the size of your conference, what faciliCes you may need or the objecCves you have for your event, there are a host of XXXXXXX venues which have the ability to make sure your event goes off without a hitch.”
DESTINATION 8.
ABERDEEN
SEEM SOMEWHAT FAMILIAR?
• Winner of ICCA best markeCng campaign
• A survey showing 84 per cent of polled meeCng planners registered a posiCve approach to the brand
• For only €150 in brand development costs, the three-‐year €1m markeCng campaign helped a_ract incoming internaConal visitors worth €93.6m for the local economy
SUCCESSFUL BIDDING IS ABOUT CONTRIBUTING TO THE STORY
SUCCESSFUL STORYTELLING CREATES SUCESSFUL BIDS
STORYTELLING THEN…
STORYTELLING NOW
PRINCIPLES OF SUCCESSFUL STORYTELLING
• We trust our peers, not the marketers
• It is ALL about relaConships
• Awareness raising is only half the story
• EVERYONE is talking about you
• If you are not doing social, your client and compeCtors are
• The experience is the markeCng
PRINCIPLES OF SUCCESSFUL STORYTELLING
• EffecCve storytelling is about the match
• Use as few words as possible to tell your story
• Look outside our industry
• Humanise the experience
• No one buys because you are selling, they buy because they know you
• Brand experience is the fastest growing channel
WINNING BIDDING HACKS
KNOW THE PROCESS • Channels • Audience • Decision making factors • PersonaliCes
ENGAGE DON’T SELL • Commit to relaConship development • Personalise the experience • Promote the experience and not the product • Amplify what you do • Get your peers onboard
DON’T DO WHAT EVERYONE ELSE IS DOING, DO THE NEXT THING • Don’t be afraid • Make mistakes • The more knocks you take the greater you will become • Don’t try and please everyone and please no one • Monitor the result • Learn from it!
WORK TOGETHER • Boundaries are meaningless • Stop being parochial • CollaboraCon creates opportunity • The whole is greater than the sum of its parts
DON’T TELL ME, SHOW ME
PROMOTE THE EXPERIENCE
LET THEM HAVE SOME FUN
USE YOUR INFLUENCE
REMEMBER THE VALUE
THANKS FOR LISTENING ANY QUESTIONS?
leopoldmarkeCng.com
@leopoldmktg
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