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Better Together: Managing Events between Event Organisers and Venues - Cvent CONNECT Europe 10/16/2019

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Better Together: Managing Events between Event Organisers and Venues - Cvent CONNECT Europe 10/16/2019

  1. 1. Dan Berger | Founder, GM, and VP Cvent | Social Tables Better Together: Strengthening Communication Between Event Organisers & Venues
  2. 2. Agenda • The gap between venues and event organisers • Quick fixes for the biggest problems • Perfecting the site visit • Understanding trust
  3. 3. Venues need to better understand why event organisers choose a space. Source: Social Tables Site Visit Report REASONS EVENT ORGANISERS CHOOSE AND EVENT SPACE REASONS PROPERTIES THINK EVENT ORGANISERS CHOOSE AN EVENT SPACE
  4. 4. Event organisers need to better communicate their changing expectations As elements like WiFi and A/V become more standardised in quality, event organisers are looking to new elements and focusing on diversifying the space. Source: IACC Meeting Room of the Future 2019
  5. 5. Event organisers need to better communicate their changing expectations As elements like WiFi and A/V become more standardised in quality, event organisers are looking to new elements and focusing on diversifying the space. 2019 brings new concerns around ethics. Source: IACC Meeting Room of the Future 2019
  6. 6. Event organisers need to better communicate their changing expectations As elements like WiFi and A/V become more standardised in quality, event organisers are looking to new elements and focusing on diversifying the space. 2019 brings new concerns around ethics… and venue accommodations. Source: IACC Meeting Room of the Future 2019
  7. 7. Venues should focus on preparing for the future of meetings Which five areas do meeting organisers expect to grow in importance in the next five years? 1. Access to interactive technology 2. Flexibility of the meeting space 3. Networking spaces 4. Emphasis on creativity, ethics, and locality 5. Food and beverage offering Source: IACC Meeting Room of the Future 2019
  8. 8. 37% OF EVENT ORGANISERS CITE BAD COMMUNICATION AS THE #1 REASON THEY CHOOSE ANOTHER VENUE. Source: Social Tables Site Visit Report
  9. 9. Both sides can use technology to strengthen communication Event tech makes sure everyone is on the same page: ● Allowing real-time collaboration ● Storing every document and piece of information in shared virtual storage. ● Letting stakeholders easily leave comments or approuvals without passing documents through the chain. “There’s too much back and forth. By the 5th email you lose track of what question is being answered.” -Survey Respondent
  10. 10. #1 COMMUNICATION GAP PROPERTIES CITE A LACK OF SPECIFICITY FROM EVENT ORGANISERS ABOUT THE EVENT’S SETUP AND LOGISTICS.
  11. 11. Showcase the space & setup from marketing collateral to the proposal The Watergate Hotel used visual proposals to pre- book over 17,000 square feet of meeting space during a full renovation. Nearly three months prior to doors open, and with the ballroom’s drywall still setting, 95% of all available meeting dates for 2016 had already sold out in the pre-build phase… every prospect [was] sent a 2D and 3D diagram of their proposed meeting or event beginning in the proposal stage. Social Tables made it easy to share our property with customers before we could physically walk them through the space.” Source: Social Tables Watergate Customer Story CAITLIN NICOLSON SENIOR SALES MANAGER THE WATERGATE HOTEL
  12. 12. WHAT’S THE SINGLE MOST IMPORTANT THING EACH SIDE CAN DO TO BE BETTER PARTNERS MOVING FORWARD?
  13. 13. Communicate (and respect) non-negotiable elements like budget. 59% of event organisers report that providing quality meetings on limited budgets is a top concern. ● What is your budget ceiling? ● Do you need a minimum amount of breakout spaces? ● Do you need multiple days for load in? ● Is late checkout a necessity? Source: Successful Meetings
  14. 14. Where do properties fail to meet expectations? Questions are met with, "we'll get back to you," instead of direct answers.
  15. 15. Align on what’s expected out of a site visit. “We walk the property as a guest would. Often, all the necessary information is not communicated correctly via email or web. We get more information on the site. We also like to meet our potential site contacts in person.” -Survey Respondent Source: Social Tables Site Visit Report
  16. 16. Customise the site visit based on the event. For properties, 56% of site visits will results in a new client. But when properties offer a customised site inspection, close rates jump by more than 5%. Source: Social Tables Site Visit Report
  17. 17. A Framework for Site Visit Success
  18. 18. The 3 C’s of Site Visit Success • Communicate • Customise • Close
  19. 19. The 3 C’s of Site Visit Success • Communicate • Customise • Close
  20. 20. Too Salesy Not Enough Communication #1 Response #2 Response The Fine Line Between Too Much and Too Little
  21. 21. Share more information Be honest and transparent Remember it’s a two-way street
  22. 22. How to Communicate Better: Early & Often Timeline Accurate Floor Plans F&B Needs A/V Needs Event Diagram Train Onsite Team Willing to Be Flexible Knows the Attendees
  23. 23. The 3 C’s of Site Visit Success • Communicate • Customise • Close
  24. 24. 74%Customise Site Visits 6%Higher Close Rate Customise for higher close rates
  25. 25. Align on what’s expected out of a site visit. “We walk the property as a guest would. Often, all the necessary information is not communicated correctly via email or web. We get more information on the site. We also like to meet our potential site contacts in person.” -Survey Respondent Source: Social Tables Site Visit Report
  26. 26. Customisation is about visualisation Be a sponge; learn as much as you can Create a uniquely compelling moment
  27. 27. How to Customise the Site Visit Event / Floorplan Diagram Block Out Time And Set the Room 3D Mock-Ups Program Agenda Walk-through the Event What Other Venues Are In the Mix? Past Successes / Failures Special Requests Memorable “Wow” Moments
  28. 28. The 3 C’s of Site Visit Success • Communicate • Customise • Close
  29. 29. Tips to Close Faster Properties Get the Decision Maker On-Site Have Contracts Ready Customise Contracts Close the Deal At The Site Visit Event Organisers More Details Who’s Attending More Lead Time More Communication Past Successes / Failures
  30. 30. So how can we communicate better? It goes back to trust. Sincerity ReliabilityCompetence
  31. 31. Thank You!

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