HITEC 2017 Tech Talk #HITECtor

1. Customize the
Planner’s Experience
How to win over modern buyers on experience
Dan Berger
CEO
June 2017

2. I am a participant.
I am a planner.
I am a supplier.

3. 100 employees
Raised $22.6 million
Founded in 2011

4. Boost event sales overnight.
Sales Success Platform
Fuel demand.
Attract Fortune 500
planners with the space
search engine.
Destination
Win more.
Negotiate faster with
personalized proposals.
Propose→
Grow bookings.
Engage qualified
planners with interactive
content marketing.
Convert→
Deliver better.
Create accurate setups
that lead to repeat
business.
Diagram→

5. I am a participant.
I am a planner.
I am a believer.
I am a supplier.

6. ● Get an understanding of the hospitality landscape of today
● Learn why customizing a planners’ experience provides a
competitive advantage for properties
● Discover 3 ways technology can help you gain an edge in today’s
market
@danberger | #HITECtor
Learning Objectives

7. The hospitality
industry is entering
a new era.

8. Expectations are up
as planners demand
Up-to-the minute
information.

9. Group and luxury
business has become
a more important (and
reliable) part of the
revenue mix.

10. Sales and marketing
of your space have
moved online.

11. But... the explosion of RFPs is waterboarding the industry.
$9.8B
$8.6B
$6.8B
2013 2014 2015
Growth of RFP total value
‘08 ‘09 ‘10 ‘11 ‘12 ‘13 ‘14 ‘15
1,800,000
879,837
430,063
210,214
102,752
50,225
24,550
12,000
Growth of RFP volume

12. $9.8B
$8.6B
1,800,000
2014 per RFP
879,837 RFPs at a total value of $8.6B
$9,774 $5,444
2015 per RFP
1,800,000 RFPs at a total value of $9.8B
Making more time on RFPs, worth
less revenue.

13. Sourcing and booking is a serious bottleneck.
$9.8B
$8.6B
$6.8B
2013 2014 2015
‘08 ‘09 ‘10 ‘12 ‘13 ‘14 ‘15
SOURCE
ACTIVITY:
EXECUTE MEASUREBOOK PLAN
PLANNERS
Site Selection
RFP
Transportatio
n
ACTIVITY:
SOURCE EXECUTE MEASUREBOOK PLAN
Negotiate
Transact
Project Management
Design
Registration
Logistics
Check In
Surveys
Analysis
Reports

14. Digitally Distorted
Research

15. Sourcing is a serious bottleneck.
$9.8B
$8.6B
$6.8B
2013 2014 2015
‘08 ‘09 ‘10 ‘12 ‘13 ‘14 ‘15
SOURCE
ACTIVITY:
EXECUTE MEASUREBOOK PLAN
PLANNERS
Site Selection
RFP
Transportatio
n
ACTIVITY:
SOURCE EXECUTE MEASUREBOOK PLAN
Negotiate
Transact
Project Management
Design
Registration
Logistics
Check In
Surveys
Analysis
Reports

16. 77% 51%
Of B2B buyers conduct
research before contacting
a sales person.
Of buyers form a short list
before contacting any vendors
Don’t miss planners while
they’re sourcing.

17. 77%
51%
Of B2B buyers conduct
research before contacting
a sales person.
Of buyers form a short list
before contacting any vendors

20. 56%
Of Events Require
a Site Visit
21
Events Per Year
Require a Site Visit
Average Number of
Site Visits Per Event
2.15
Planners don’t have time for
multiple site visits.

21. Pro tip:
Planners rely
on properties to provide the
relevant sourcing tools directly
on their website.

22. What Planners Want:
● An easy way to see your space
on a website
● Quicker turnaround on
proposals
● To visualize their event in your
space and rest easy knowing
their event it fits
What Properties Can Do:
● Qualify leads with consistent
content across outlets
● Automate the proposal
process
● Leverage floor plans, capacity
charts, measurements,
diagrams, reviews with real
photos

23. What is it that planners need from you?
32%
15%
10%
An easy way to see your
space on your website.
An easier way to
communicate with your
marketing and sales teams.
See the information
they need on mobile.
Professional assets
they can present to
clients & stakeholders.
Consistent content across
platforms and directories
to build trust.
Provide advice based
on data-driven insights.

24. Sourcing and booking is a serious bottleneck.
$9.8B
$8.6B
$6.8B
2013 2014 2015
‘08 ‘09 ‘10 ‘12 ‘13 ‘14 ‘15
SOURCE
ACTIVITY:
EXECUTE MEASUREBOOK PLAN
PLANNERS
Site Selection
RFP
Transportatio
n
ACTIVITY:
SOURCE EXECUTE MEASUREBOOK PLAN
Negotiate
Transact
Project Management
Design
Registration
Logistics
Check In
Surveys
Analysis
Reports

25. What technology will
you implement at your
property to customize
the planner experience?

26. Staying in touch
twitter: @danberger
email:
dan@socialtables.com
Booth: 2304
Give your
card to me if
you want the
slides!