When you notice your eyesight is changing, do you go to your primary care doctor for a new glasses or contacts prescription? No, you schedule an appointment with an ophthalmologist!
Just like you need specific health care from specialists, your destination organization needs specialty care for your meetings marketing. Because there’s no possible way to be an expert at everything.
Learn how to extend your team’s bandwidth and expand your B2B marketing impact without doing it all alone.
Lighten the Load with a Specialized Partner
Marketing for meetings… That’s a whole other animal
with a completely different audience.
When a planner books a meeting or convention in your destination, your services team just becomes an extension of the event strategist’s planning team, lending their local expertise to incorporate your destination’s unique assets into the meeting.
Now, imagine having that same kind of support for your meetings marketing strategies. Digital Edge doesn’t replace your DMO’s internal marketing team. When you partner with us, you’re not handing over the wheel — you’re handing off some of the workload so that your marketing team (We know they’re juggling a lot!) can stay laser-focused on executing high-level and key organizational initiatives, like brand elevation and raising awareness among a large chunk of your visitors: leisure travel.
But your DMO’s meetings marketing needs the kind of specific expertise that moves the needle in ways that leisure-focused tactics can’t.
We don’t duplicate your marketing team’s work; we just take on a different portion, all while working with your team to align priorities and maintain your brand’s integrity. We become an extension of your team. Your meetings marketing isn’t an item on a to-do list, nor do we treat it that way. We work with your internal marketing team to ensure the work we do for your meetings marketing is aligned with your DMO’s branding and strategic plan.
Get Personalized Support That Fits Your DMO
Bring us your problems. We’ll help solve them. We provide the custom-tailored services and support you need. Because a one-size-fits-all approach never works.
No matter your team size, we meet you where you are.
Have a large marketing team that can help with meetings marketing content? We can give them the education they need to speak the language or the persona of the meeting planner that fits your destination’s product.
Or perhaps you already have a meetings marketing expert at your DMO. We can help them too, with years of experience in bridging the gap between your marketing & sales teams.
Sometimes, the strategic support your DMO needs doesn’t look like a tangible deliverable. It can look like brainstorming sessions, niche industry insights or dedicated calls focused on content marketing.
Elevate With a B2B Strategy That Works
B2B marketing is what Digital Edge does. Solely. Full-time. 24/7. We bring specialized insight, strategy and execution that helps you reach — and convert — the planner audience (without pulling your team off their other priorities).
Our strategic partnership is designed to provide your team with deeper insights into our extensive knowledge and experience. Ongoing access to our strategic expertise gives you 100+ years of collective conventions & group travel industry experience and keeps your team ahead of industry trends.
This integrated approach is an effective way to address challenges, capitalize on opportunities and achieve your goals consistently throughout the year.
By having a strategy to optimize your meetings marketing, you’ll have a leg up on attracting more planners, driving business growth and establishing your destination as a meeting planning hub.
Effectively Measure Meetings Marketing
KPIs and attribution also vary when it comes to your leisure vs. meetings marketing strategies. For example, with leisure, you can say you increased your spend by 10% in this market, and six months later, you have 10% more visitors from that market who arrived in your destination as a result.
Whereas with meeting planners, you can have a planner show up a year after your initial engagement with them, and then in 10 years, their group arrives. With meetings marketing, success doesn’t happen overnight — it’s a multi-year process. It can also take the shape of sales and marketing KPIs. ROI that looks like increased RFPs, more booked events and positive industry recognition is a long-term measurement of success. And sometimes, ROI can be qualitative, like enhanced sales & marketing alignment.
We work to help your destination organization show ROI to stakeholders for its meetings marketing through key metrics like engagement and planner touchpoints that vary from short- to medium- to long-term.
