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ºÝºÝߣShare a Scribd company logo
Get inside
the mind of the
meeting planner.
Five things hoteliers should know
to score big with planners.
? MAGNANI CONTINUUM MARKETING ? ALL RIGHTS RESERVED ? MAGNANI.COM
Who we are.
?	 Fully integrated brand development
and marketing agency
?	 Founded in 1985
?	 Experience with B2B and B2C clients across
multiple industries, including the hospitality,
insurance, healthcare and industrial sectors
?	 Extensive travel and hospitality
experience including:
?	 More than 100 full-service
hotels and resorts
?	 Dining cruises
?	 Restaurants
?	 Luxury rail service
? MAGNANI CONTINUUM MARKETING ? ALL RIGHTS RESERVED ? MAGNANI.COM
Shocking news:
This market is complex.
?	 Continued economic rebound
?	 Increased competitive landscape filled
with more hotels and new brands
?	 Shrinking meeting size despite growing
number of hosted meetings
?	 New business habits and attendees
altering the meeting experience
?	 Continued focus on Millennials
? MAGNANI CONTINUUM MARKETING ? ALL RIGHTS RESERVED ? MAGNANI.COM
?	 One two-hour focus group
?	 Nine meeting planners
?	 Moderation by MCM Research
?	 Pre-screened participants for:
?	 Those responsible for booking national
corporate or association meetings
?	 Those responsible for booking meetings of
200+ room nights peak
?	 Final decision-makers or strong influencers on
meeting location
What we did.
? MAGNANI CONTINUUM MARKETING ? ALL RIGHTS RESERVED ? MAGNANI.COM
Our Findings
? MAGNANI CONTINUUM MARKETING ? ALL RIGHTS RESERVED ? MAGNANI.COM
?	 Build some flexibility into your contract.
?	 Be up front and honest.
?	 Keep the conversation going from pre- through post-meeting.
Make the meeting planning
experience a partnership.
1
? MAGNANI CONTINUUM MARKETING ? ALL RIGHTS RESERVED ? MAGNANI.COM
The GM sets the
tone for the meeting.
2
?	 The meeting planner expects to meet the GM during the planning process.
?	 A strong GM instills confidence in the planner.
?	 If the GM isn¡¯t in control, the planner will book elsewhere.
? MAGNANI CONTINUUM MARKETING ? ALL RIGHTS RESERVED ? MAGNANI.COM
Give meeting planners
what they need.
3
?	 It¡¯s all about ROI and budget. Help the planner meet these goals, and you¡¯ll be rewarded.
?	 Discounts or deals on core items (i.e. WiFi and coffee breaks)
are more meaningful than extras like room upgrades and wine hours.
?	 Offer something unexpected that makes them the hero to their bosses and attendees.
? MAGNANI CONTINUUM MARKETING ? ALL RIGHTS RESERVED ? MAGNANI.COM
Show meeting planners
what you can do.
4
?	 Work with them to create their event. Help them visualize their ideal event in your space.
?	 Make it easy to find hotel photos, capacity charts, diagrams and room details.
?	 Provide examples of past setups and capabilities. Photos are best.
? MAGNANI CONTINUUM MARKETING ? ALL RIGHTS RESERVED ? MAGNANI.COM
Share your
knowledge of Millennials.
5
?	 Meeting planners are still learning how to engage Millennials.
Show them what has worked for you.
?	 Millennials like to be connected. Show them how to integrate ¡°tech breaks¡± into events.
?	 Provide options for apps and social media during events.
For more information,
check us out.
Magnani.com/knows/hospitality
Twitter	@Magnani_Dot_Com
Facebook	 facebook.com/MagnaniContinuumMarketing
LinkedIn	 linkedin.com/company/magnani-continuum-marketing
Ad

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Ad

Get Inside the Mind of the Meeting Planner

  • 1. Get inside the mind of the meeting planner. Five things hoteliers should know to score big with planners.
  • 2. ? MAGNANI CONTINUUM MARKETING ? ALL RIGHTS RESERVED ? MAGNANI.COM Who we are. ? Fully integrated brand development and marketing agency ? Founded in 1985 ? Experience with B2B and B2C clients across multiple industries, including the hospitality, insurance, healthcare and industrial sectors ? Extensive travel and hospitality experience including: ? More than 100 full-service hotels and resorts ? Dining cruises ? Restaurants ? Luxury rail service
  • 3. ? MAGNANI CONTINUUM MARKETING ? ALL RIGHTS RESERVED ? MAGNANI.COM Shocking news: This market is complex. ? Continued economic rebound ? Increased competitive landscape filled with more hotels and new brands ? Shrinking meeting size despite growing number of hosted meetings ? New business habits and attendees altering the meeting experience ? Continued focus on Millennials
  • 4. ? MAGNANI CONTINUUM MARKETING ? ALL RIGHTS RESERVED ? MAGNANI.COM ? One two-hour focus group ? Nine meeting planners ? Moderation by MCM Research ? Pre-screened participants for: ? Those responsible for booking national corporate or association meetings ? Those responsible for booking meetings of 200+ room nights peak ? Final decision-makers or strong influencers on meeting location What we did.
  • 5. ? MAGNANI CONTINUUM MARKETING ? ALL RIGHTS RESERVED ? MAGNANI.COM Our Findings
  • 6. ? MAGNANI CONTINUUM MARKETING ? ALL RIGHTS RESERVED ? MAGNANI.COM ? Build some flexibility into your contract. ? Be up front and honest. ? Keep the conversation going from pre- through post-meeting. Make the meeting planning experience a partnership. 1
  • 7. ? MAGNANI CONTINUUM MARKETING ? ALL RIGHTS RESERVED ? MAGNANI.COM The GM sets the tone for the meeting. 2 ? The meeting planner expects to meet the GM during the planning process. ? A strong GM instills confidence in the planner. ? If the GM isn¡¯t in control, the planner will book elsewhere.
  • 8. ? MAGNANI CONTINUUM MARKETING ? ALL RIGHTS RESERVED ? MAGNANI.COM Give meeting planners what they need. 3 ? It¡¯s all about ROI and budget. Help the planner meet these goals, and you¡¯ll be rewarded. ? Discounts or deals on core items (i.e. WiFi and coffee breaks) are more meaningful than extras like room upgrades and wine hours. ? Offer something unexpected that makes them the hero to their bosses and attendees.
  • 9. ? MAGNANI CONTINUUM MARKETING ? ALL RIGHTS RESERVED ? MAGNANI.COM Show meeting planners what you can do. 4 ? Work with them to create their event. Help them visualize their ideal event in your space. ? Make it easy to find hotel photos, capacity charts, diagrams and room details. ? Provide examples of past setups and capabilities. Photos are best.
  • 10. ? MAGNANI CONTINUUM MARKETING ? ALL RIGHTS RESERVED ? MAGNANI.COM Share your knowledge of Millennials. 5 ? Meeting planners are still learning how to engage Millennials. Show them what has worked for you. ? Millennials like to be connected. Show them how to integrate ¡°tech breaks¡± into events. ? Provide options for apps and social media during events.
  • 11. For more information, check us out. Magnani.com/knows/hospitality Twitter @Magnani_Dot_Com Facebook facebook.com/MagnaniContinuumMarketing LinkedIn linkedin.com/company/magnani-continuum-marketing