As stated in a Tnooz Article, “We don’t always spend enough time understanding what our customers are trying to do and, more importantly, how they’re going about doing it.” In Meetings & Conventions marketing it is important to clearly define your DMO’s goals and create the appropriate messaging to achieve those goals. These goals and messaging go beyond the RFP. It should focus on raising awareness about a destination and driving traffic and visits to the website or landing page which in turn will lead to conversion.
But how do we do this without being generic or reaching an audience that won’t convert?
Follow our 5 Tips for Market Segmentation to Improve your Meetings Marketing Strategies
Understand Your Audience (Segments)
Every destination appeals to a specific type of “visitor” one which can be determined through extensive market research, analysis and demographic research. There’s probably a visitor profile report laying around somewhere, read it, digest it, understand it.There are a variety of ways to segment your audiences, but we’ll give you a few types:
- Geographic: segmenting your audience by zip code, state, region or another location marker
- Demographic: segmentation based on age, gender, nationality, occupation, education, etc.
- Psychographic: segmenting your audience by values, interests, hobbies, etc.
With this information you can create a segmented audience that is likely to convert, i.e. a High-Tech City (like Santa Clara) would likely want to reach BioTechnology Companies and Corporate Audiences to host a group or meeting at their destination versus SMERF groups. Thus, they would customize their messaging to speak to these type of planners.
Tailor Your Messaging
When you’ve discovered your target market you want to speak their language. Reach out to them with creative and messaging that relates to them. Deliver a message they can personalize with. Not all customers are interested in the same things, so you will need to create highly-targeted messages to each segment.
Build a Stronger Relationship
Practice the art of seduction. You’ve already gotten to know your audience, but now you want to keep them interested. Create a better relationship between your destination and your customer by offering them content that is personalized to meet their needs, i.e. a personalized email, product or service offerings that relate to their business, or content that they’ve showed interest in (you can do this through Re-marketing). Incentivize them to convert!
It’s important to define the behavior you want your segmented audience to take whether that is visit a page, interact with it, watch a video, download a white paper or fill out a form. Once you’ve established what goals and objectives are successful you can move this individual into another segment (Converted Audience, perhaps?) that way you don’t inundate them with the same message.
Report, analyze and modify! A campaign should always have a reporting period where one can see what’s working and what’s not and optimize for greater ROI. If you find a certain medium isn’t working, i.e. your target segment of meeting planners are not converting on your landing page after clicking a banner ad, focus on mediums that are working and adjust budgets.
These simple steps can help DMO’s create and execute a detailed marketing strategy that targets a specific group and generate more qualified leads. If you need a hand, don’t hesitate to contact our M&C experts!
A veteran in Destination and Hotel Sales and Marketing, Shirley utilizes her expertise to develop services that assists DMO’s in research, generating leads and increasing awareness for the destination’s meetings product and experiences.