Best Marketing Techniques from the Customer’s Perspective

This Winning Strategies survey sought to determine the most effective marketing techniques that international destinations can harness to reach meeting planners. Respondents were asked to rate the effectiveness of eight conventional marketing techniques used by destination marketing organizations. Each technique was rated on a 1 to 5 scale, where 1 is “poor” and 5 is “excellent.”

Meeting face-to-face, whether at trade shows, receptions or educational workshops, ranked as the most effective means of influencing meetings planners who may be considering a destination that is new to them.

This said, with the scores for the various marketing tactics all averaging between a rating of 3 to 4, it should be noted that all techniques are considered influential among meeting planners and none should be ignored as part of the destination marketing mix.

Best Techniques for Reaching Meeting Planners:

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Best Techniques for Corporate Meeting Planners:

Tradeshows

Hosted lunch or dinner reception

Articles in industry publications

Educational Workshops

Email Marketing

Destination Newsletters

Advertising

Webinars

3.97

4.09

3.78

3.88

3.28

3.36

3.41

3.12

 

Best Techniques for Association Meeting Planners:

Tradeshows

Hosted lunch or dinner reception

Articles in industry publications

Educational Workshops

Email Marketing

Destination Newsletters

Advertising

Webinars

3.99

3.59

3.56

3.54

3.32

3.30

3.15

3.00