Group Marketing Solutions

Agenda

Digital Marketing in Group Business

Core Positioning Opportunities

Targeted Ads

RFP Showcase

DMO-Specific Opportunities

What tactics do you currently deploy to attract planners?

Digital Marketingin Group Business

Buyers Have Changed

of the buyer’s journey is now done digitally

67%of the time cold

calls do not work*7% worse every year

since 2010

97%of B2B purchasers

influenced by social media

75%Connect & Sell 2012

Copyright 2013 LinkedIn Corporation. All Rights

Reserved.

Sirius Decisions2013

What once worked, will not work anymore

Sources: IBM Buyers Preference Study 2011

Corporate Executive Board 2012

Online Sourcing Tool 38%Search Engine 29%Direct to Venue 17%

Peer Recommendation 12%Other 4%

38% of planners begin their venue sourcing with an online sourcing tool

Marketing Goes DigitalAbility to calculate true ROI

The cost of scaling is cheaper

True integration with other digital channels

Pain PointsYou don’t know where to invest your budget to reach particular planner segments

You want to know where you get the highest ROI in group business

You need more qualified leads

Core Positioning Opportunities

Cvent Hospitality CloudMultiple RFP Generating Solutions Connected to a Single System

Corporate/Enterprise/Third-Party Audience

Luxury Audience

Occasional Meetings Audience

Premium Placement

Diamonds are Everyone’s Best Friend

Premium Placement

4 Diamond

3 Diamond

2 Diamond

Diamonds are Everyone’s Best Friend

RFPs Received v. Venue Listing

Venue Listing

RFP

s R

ecei

ved

Stronger Content

Diamonds are Everyone’s Best Friend

Awareness Mode Marketing

Cvent Blog Sponsorship Leverage the powerof blogginghospitality.cvent.com

• 30,000+ visitorsper month

• 24% of traffic is from visitors returning within 1 day

Awareness Mode Marketing

Cvent NewsletterStay top-of-mind with meeting planners

• Circulation of over 164K meeting planners

• Showcase news (renovations or new openings)

• Run exclusive offers and promotions

Promotions Hub95% of event planners look for a promotion during the sourcing process

60% of plannerssay promotions influence their final booking decision

Bundles are a supplier’s best friend

$1Spent on a 4

Diamond Listing

$112Gives you a potential return on spend of $1

Spent on a 4

Diamond + Bundle

$163Gives you a potential return on spend of

+

Source: Cvent data 2013

$171,360 Average hotel spend per event

$225 Average room rate

147 Average peak room block

40 Average number ofevents planned annually

elitemeetingsalliance.com

Planner Attendee Profile

ELITE MEETINGS MAGAZINE• Cover to cover redesign

• Must have for planners

• Distributionincreasing to 50k

• Featuring the besthotels and resortsfor groups

IN PRINT

Targeted Ads

Your Ad Appears During Planner’s RFP Process & Comp Venue Profiles

Drive More Qualified RFPs To Your Property

Increase Brand Awareness

Options Include Comp Set & Comp Market Suggest Ads

Suggested Ads

ROI

10.5x

Ad shows as an alternate venue option on search results outside of your MMA

Competitive Market Ads

Cvent’sVideo Ad Retargeting

Show your video to qualified planners who visit our sourcing sites then watch YouTube or visit a Google Affiliated site

Planner targeted ad unit outside of Cvent, but utilizing our planner reach

Video, mobile & companion banner in one

Only pay when 30 seconds of your video is viewed

Targeted ad unit outside of Cvent, but utilizing our planner reach

RFP Showcase

A Marketplace of Planner RFPsProactively find opportunities

See only RFPs relevant to your property

Establish new planner relationships

“Have Need Dates?”

RFP Showcase Stats to Date

14K+ RFPs

1.7M+ Room Nights

Almost $700M ofRFP Value

DMO-Specific Opportunity

CVB Copy Feature

When sending an RFP to a particular metro area or destination, the planner will be asked if they would like

to copy a local destination expert.

Key Takeaways

Digital marketing is the key to successful planner acquisition

Have a core marketing structure with Diamonds

New ad units: Suggested, Competitive Market & Video Retargeting

A new marketplaceto proactively findgroup business

Thank You