Cast the spell to attract business!

We see more and more blogs and digital news coming up on the websites of destinations, venues and suppliers for the meetings industry and for leisure. That is great and a good development. The big question is – does what is written there really reach out to the target groups and the planners in the meetings industry? Do the stories help to market the destination better by casting that magic spell that can initiate business?

I think that most efforts really still are in their very infancies. basically it is the same information as ever, just now published in a blog instead of the former static pdf formate on the website. Information presented is factual rather than story-driven, it is not networked, there is no curation and re-distribution of interesting information around the destination or topic.No use of other sources with great content.

Destination Content Marketing

Destination Content Marketing

Also, what does it help if a destination involves travel bloggers to create a MICE campaign? What does a travel blogger understand about the needs of a meeting planner? Nothing I guess…. the only relevant content producers in such a campaign can be experts or the meeting planners themselves…

It takes quite some trial (and error) to create concepts which can bring planners and organisers into a destination and ensure they have both interesting things to tell as well as the right pre-conditions and help to do so in social channels.

When organisers or meeting planners report and post about their own experiences this is very interesting to their colleagues in the industry. By sharing news in the whole network of the planners’ own communities and the destination’s channels, information really spreads out well. Blog posts about such programs rank number 1 in open rates in our weekly newsletters and in the newsroom!

Ask us for more – we will be happy to design a great campaign for you! In the meeting space, for tour operators presenting their different products, for destinations creating communication networks and online pr approach.

 

Contact at tmf dialogue marketing:
Johanna Fischer
Managing Director
Raiffeisenstraße 8
97209 Veitshöchheim
+49 (0)931 9002 115
j.fischer@tmf-dialogue.com

Content Marketing Meeting Industry

Ohne interessanten Content kann man nicht bloggen, keine Newsrooms betreiben, Social Media Kanäle füttern oder spannende Newsletter gestalten – zu diesem Thema gibt es unzählige Informationen im Netz (ein paar interessante Links habe ich am Ende dieses Artikels beigefügt), es fehlt aber oft an praktischen Beispielen für die Anwendung und Umsetzung.

Destination Content Marketing

Destination Content Marketing, © tmf dialogue marketing

Da wir unsere Kompetenz in erster Linie im Vermarkten von destinationsbezogenen Angeboten sehen (hier im Bezug auf die MICE Branche: Convention Bureaus, Tourist Offices, Congress Venues, DMC’s, Hotels etc.), haben sich die folgenden drei Bereiche aus unserer Arbeit herauskristallisiert, die für professionelles Content Marketing nötig sind.

1) die fachliche Kompetenz (in diesem Fall Verständnis der Strukturen und Zusammenhänge in Destinationen und bei Eventplanern und das Wissen um die aktuellen Bedürfnisse der Zielgruppe), um überhaupt relevante Informationen generieren zu können

2) die richtigen Kontakte in den verschiedenen Kanälen (nämlich zu den Organisatoren von Events) – sonst schießt das Ganze ins Blaue; der wertvolle Content soll ja auch von den richtigen Personen gefunden werden. Das gute alte Datenbank Management ist immer noch der Kern des Erfolgs sowie Systematik und Geduld beim Aufbau der Kontakte in den Social Networks und Social Media.

3) die digitale Kompetenz, um Vernetzungen und Schnittstellen zu schaffen (wo sind die Infos = richtig zu sourcen, welche Infos sind wirklich relevant und interessant = zu kuratieren, wie bekomme ich die mit dem geringstmöglichen Aufwand in die verschiedenen Kanäle und wie organisiere ich das doch recht komplexe Handling am besten usw.)

Wenn diese Schlüsselkenntnisse aufeinander treffen, können sowohl Eventplaner also auch Anbieter erstaunliche Kommunikationsnetze und Reichweiten schaffen. Es geht hier nicht darum, irgendwie ein paar einzelne Kanäle zu betreiben (wo es bereits viel Nachholbedarf gibt….), sondern ein Netzwerk zu schaffen, mit dem man die Leser dort abholt, wo sie sich ihre Informationen am liebsten beschaffen und dieses Kommunikationsnetz mit richtig guten Informationen und relevanten Stories zu füllen und im Idealfall die Leser zu regelmäßigen Besuchern zu machen.

Verbände, Agenturen und Firmen könnten z.B. tolle News aus den Zielgebieten ihrer Programme nützen, um in einem Blog rund um eine Veranstaltung zu berichten (Ausgehen, Bilder, Tipps, relevante Einrichtungen zum Thema usw.), dadurch Teilnehmer zu inspirieren und zu gewinnen (was ja durchaus ein aktuelles Thema ist) und Zusatznutzen für die Teilnehmer zu schaffen. Dafür benötigt werden jedoch diese tollen News in verschiedenen Kanälen von seiten der Destination – als zusätzlichen Service, um Veranstaltungen anzuziehen und den Organisatoren zusätzlichen Anreiz zu schaffen.

Da es ja für alles Schnittstellen und gute Ideen gibt, kann man z.B. diese Infos mit Meeting Apps, Fernsehkanälen, Screens usw. kombinieren und ergänzen. Warum nicht einen kleinen Newsroom rund um die Veranstaltung, der alle Kanäle an einem Ort präsentiert? Leicht zu finden, mit Archiv, modern und dynamisch!

Hier noch ein paar gute und einfache Denkanstösse für die Anwendung von Content Marketing im Allgemeinen: http://the-digitale.com/content-marketing-die-wichtigsten-trends-fuer-2015/id_72374312/index und http://t.co/IhPEUonKIR

Kontakt bei tmf dialogmarketing GmbH:
Johanna Fischer
Managing Director
Raiffeisenstraße 8
97209 Veitshöchheim
Telefon: 0049 (0)931 9002 115
Email: j.fischer@tmf-dialogue.com

Gear up for German MICE business!

CONVENE is coming closer: From 11 to 12 February the exhibition will take place in Vilnius, Lithuania. Johanna Fischer, Managing Director of tmf dialogue marketing, will be speaking about two topics – the German meetings market and digital content marketing in a b2b environment. tmf/piranha invite you to join the two sessions.CONVENE in Vilnius, Lithuania

Gear up for German MICE business
(10th February 2015, 15:05-15:50, repeated 16:10-16:55, Radisson Blu Hotel Lietuva)

The workshop will provide an overview on the German-speaking outbound meetings market. It also will explain why old-school marketing methods do no longer work and how they need to be amended to build up market presence and business in one of the most competitive markets by using contemporary tools and methods.

Using content to create engagement in the meetings and events industry
(11th February, 13:30 – 14:15, LITEXPO)

Do you struggle with sourcing or archiving of content, do you worry you don’t have enough to tell in a blog or have you heard about newsrooms, re-distributing,  re-using, consolidation and optimizing content and the communication flow? And how can you create engagement in a b2b environment where everybody is too busy to even look at most information? This workshop will give you a short outline of possibilities and case studies and show you how to build interesting stories in order to engage your clients, audiences or event participants. An attempt to make the complex world of content and social marketing simple and easy to manage!

Moreover, Johanna Fischer will talk about the Indian market and the digital communication during two campfires – informal and interactive exchanges to different topics.

For more information please contact our Managing Director Johanna Fischer j.fischer@tmf-dialogue.com.

Click here if your are interested in participating in the Hosted Buyer Programme at Convene 2015!

tmf dialogue marketing matches new content marketing services with excellent personal contacts in key markets through a sophisticated mix of live communication, media and pr work, sales support and state-of-the-art Web 2.0 social media marketing solutions for multi-channel content publishing.

Clients of the group are leading convention bureaus, tourist offices, venues, hotels and other service providers in Europe and worldwide. Well-established in the global meetings and tourism community for over 20 years, both agencies have a unique expertise in content creation and developing industry and media relations for their clients.

Contact person at tmf and piranha:
Susanne Hertenberger
Head of Content & PR
+49 (0) 931 9002 110
s.hertenberger@tmf-dialogue.com

 

Blog: Learning from #EIBTM and #ILTM about #IndianPlanners

In both EIBTM and ILTM in Cannes we have had confirmation of our first impression about working with Indian planners last year: among the European players (suppliers) there is a very big interest for the Indian market, but at the same time they (with very few exceptions) simply have NO clue what it is all about, and what Indians look for!

Compared to last year, though we have noticed a sightly different approach: suppliers are still quite hesitant to work with Indians, but there is some more "courage" and openess, hence we are even more confident to be able to find the right solutions always for Indian customers in European destinations. To be confident, one needs to have the knowledge of both the destination(s) and also the understanding of the clients' needs/mindset (that can be a total "black hole" for almost all the other players!). The Indian players, on the other hand, of course know their market very well, but have very little knowledge of the destination(s), and even when they think to have it, they have a stereotype perception of the European reality so they risk (basically all the times) to mix up things.

The issue is on the demand (the Indian) side: right after the EP road-show we have had some good contacts, but many of them have "vanished in the air". In any case, all of them have demonstrated a general quite "rudimentary" and often ineffective way of working (that is exactly what scares or really frighten the European suplliers!). We are not blaming nor criticizing but this is something both sides have to see and solve together, to be effective and in a win-win situation.

We would "simply" like to find the right "way/gate" to work with Indian clients and do exactly what was said during the first camp-fire in Delhi, led by a well known wedding and event planner who was visibly "ahead" in his understanding compared to many other visitors. He was simply asking to us (exhibitors) basically one thing: "(true and trustworthy) cooperation". The reason is simple: after years spent working in the Indian "standard way", he has realized that, if everything is taken into consideration, true cooperation with suppliers is the only effective way to maximize clients' satisfaction... and ROI! From our side (at least as PME and our European co-exhibitors) such a request is something definitely quite straightforward and obvious.

So the real issue is HOW to help Indian players (decision makers, influencers, counsellors, event planners) and European suppliers understand each other and start working in that way.
If that happens, then the "bingo" is done!… because it becomes a win-win game for both the parties!

 

 

 

Johanna Fischer speaks at CONVENE 2015

The CONVENE will take place from 11 to 12 February 2015 in Vilnius, Lithuania. This year, Johanna Fischer, Managing Director of tmf dialogue marketing, is invited as a speaker. Soon, we will give you further information about her speech.

CONVENE in Vilnius, Lithuania

CONVENE in Vilnius, Lithuania

The CONVENE is an annual business event for the meetings industry. Exhibitors from all Lithuania and the Baltic Sea region representing the Meetings industry. Launched by Vilnius Convention Bureau, the event every year offers a Hosted Buyer Programme. More than 160 qualified buyers from all over Europe participate in the event. Furthermore, around 100 exhibitors, for example convention bureaux, hotels, conference centres, special venues, DMCs, PCOs, specialist suppliers from Lithuania as well as seven other countries of the region (e.g. Latvia, Estonia, Poland, Russia Finland, Sweden, Belarus), are presenting their meeting products and services.

Here you can register for the Hosted Buyer Programme.

tmf dialogue marketing matches new content marketing services with excellent personal contacts in key markets through a sophisticated mix of live communication, media and pr work, sales support and state-of-the-art Web 2.0 social media marketing solutions for multi-channel content publishing.

Clients of the group are leading convention bureaus, tourist offices, venues, hotels and other service providers in Europe and worldwide. Well-established in the global meetings and tourism community for over 20 years, both agencies have a unique expertise in content creation and developing industry and media relations for their clients.

Contact person at tmf and piranha:
Susanne Hertenberger
Head of Content & PR
+49 (0) 931 9002 110
s.hertenberger@tmf-dialogue.com

Blog: Learning from #TheExperientialPlanner and #IndianMICE

This blog strives to echoe the voice of the experiential planner's community in India, essentially the experts creating trends in the Indian MICE industry. In my role as Head-Brand & Content of two of the most active and updated media / marketing platforms of the MICE industry in India -- tmf India and EVENTFAQS, my advantage is the ease in access and the constant updates I receive from the MICE industry in India. I look to do justice in compiling and relating back to the MICE industry at large the true pulse of the market in India. Many of these being an outcome of our own efforts in engaging this community.

Who is the Decision-Maker?

An extremely pertinent question, boggling the minds of most of the service and destination promoters in the MICE industry… And us! Our businesses jointly depend on reaching out to the right potential organisation / individual that takes that all-important-call of what destination to take their next programme to (and what services / hotels / venues to use)? But is it really just one individual? Is it really a decision that's made one fine day, given the influences of only this one person? Of course not! The fact is, that even within the corporation, there is a team, there's a whole bunch of participants. And even though one person is at the helm of this, actually driving a decision, the influencers are many!

So that leads us to the next pertinent question. Do we promote / market to this driver alone or to the influencers as well? Any established organisation in business for a considerable number of years, has a fair understanding of the aspirations of the participants in a MICE programme. Not to mention, also has what they term as "a trusted event partner" (the words of the corporate spokesperson, not me!). So of course they are influenced! They are even inviting these opinions, not just subjected to them.

We've qualified this group of 'drivers' and 'influencers' as the Experiential Planner! A community that is described by its name, consisting of individuals that are planning experiential MICE programmes, the one's that are looking to push the bar, take advantage of the uniqueness of each destination, take up the innovative activities, engage at out-of-the-box venues. And since this community has been built through profiling individuals that have been key either in influencing or deciding on the aspects of the MICE programme, they include corporate division heads, sales / R&R heads, Marketing heads, heads of agencies both event and MICE specialising and of course heads of Incentive houses.

In the ongoing engagement (yes, we chat often!) with the community, the most valuable outcome for us is feedback. We've learnt about the kind of information these individuals seek when planning a MICE programme, what works as far as the communication / marketing material to them goes and most importantly what they want, but aren't getting! Of course we're not letting this information go to waste… We're using it to design our products and services. We're researching these products back with the community and fine-tuning them. We're delivering more value back to our clients, while actually just satisfying the community with the information / knowledge they want! There's something exciting in the pipe-line, a ready-reckoner so to say, a tool to aid decision making. We're calling the Experiential Planner's HANDBOOK. Watch this space for more details shortly!

Blog: Learning from #TheExperientialPlanner and #IndianMICE

This blog strives to echoe the voice of the experiential planner's community in India, essentially the experts creating trends in the Indian MICE industry. In my role as Head-Brand & Content of two of the most active and updated media / marketing platforms of the MICE industry in India -- tmf India and EVENTFAQS, my advantage is the ease in access and the constant updates I receive from the MICE industry in India. I look to do justice in compiling and relating back to the MICE industry at large the true pulse of the market in India. Many of these being an outcome of our own efforts in engaging this community.

Who is the Decision-Maker?

An extremely pertinent question, boggling the minds of most of the service and destination promoters in the MICE industry… And us! Our businesses jointly depend on reaching out to the right potential organisation / individual that takes that all-important-call of what destination to take their next programme to (and what services / hotels / venues to use)? But is it really just one individual? Is it really a decision that's made one fine day, given the influences of only this one person? Of course not! The fact is, that even within the corporation, there is a team, there's a whole bunch of participants. And even though one person is at the helm of this, actually driving a decision, the influencers are many!

So that leads us to the next pertinent question. Do we promote / market to this driver alone or to the influencers as well? Any established organisation in business for a considerable number of years, has a fair understanding of the aspirations of the participants in a MICE programme. Not to mention, also has what they term as "a trusted event partner" (the words of the corporate spokesperson, not me!). So of course they are influenced! They are even inviting these opinions, not just subjected to them.

We've qualified this group of 'drivers' and 'influencers' as the Experiential Planner! A community that is described by its name, consisting of individuals that are planning experiential MICE programmes, the one's that are looking to push the bar, take advantage of the uniqueness of each destination, take up the innovative activities, engage at out-of-the-box venues. And since this community has been built through profiling individuals that have been key either in influencing or deciding on the aspects of the MICE programme, they include corporate division heads, sales / R&R heads, Marketing heads, heads of agencies both event and MICE specialising and of course heads of Incentive houses.

In the ongoing engagement (yes, we chat often!) with the community, the most valuable outcome for us is feedback. We've learnt about the kind of information these individuals seek when planning a MICE programme, what works as far as the communication / marketing material to them goes and most importantly what they want, but aren't getting! Of course we're not letting this information go to waste… We're using it to design our products and services. We're researching these products back with the community and fine-tuning them. We're delivering more value back to our clients, while actually just satisfying the community with the information / knowledge they want! There's something exciting in the pipe-line, a ready-reckoner so to say, a tool to aid decision making. We're calling the Experiential Planner's HANDBOOK. Watch this space for more details shortly!

Blog: Learning from #TheExperientialPlanner and #IndianMICE

This blog strives to echoe the voice of the experiential planner's community in India, essentially the experts creating trends in the Indian MICE industry. In my role as Head-Brand & Content of two of the most active and updated media / marketing platforms of the MICE industry in India -- tmf India and EVENTFAQS, my advantage is the ease in access and the constant updates I receive from the MICE industry in India. I look to do justice in compiling and relating back to the MICE industry at large the true pulse of the market in India. Many of these being an outcome of our own efforts in engaging this community.

Who is the Decision-Maker?

An extremely pertinent question, boggling the minds of most of the service and destination promoters in the MICE industry… And us! Our businesses jointly depend on reaching out to the right potential organisation / individual that takes that all-important-call of what destination to take their next programme to (and what services / hotels / venues to use)? But is it really just one individual? Is it really a decision that's made one fine day, given the influences of only this one person? Of course not! The fact is, that even within the corporation, there is a team, there's a whole bunch of participants. And even though one person is at the helm of this, actually driving a decision, the influencers are many!

So that leads us to the next pertinent question. Do we promote / market to this driver alone or to the influencers as well? Any established organisation in business for a considerable number of years, has a fair understanding of the aspirations of the participants in a MICE programme. Not to mention, also has what they term as "a trusted event partner" (the words of the corporate spokesperson, not me!). So of course they are influenced! They are even inviting these opinions, not just subjected to them.

We've qualified this group of 'drivers' and 'influencers' as the Experiential Planner! A community that is described by its name, consisting of individuals that are planning experiential MICE programmes, the one's that are looking to push the bar, take advantage of the uniqueness of each destination, take up the innovative activities, engage at out-of-the-box venues. And since this community has been built through profiling individuals that have been key either in influencing or deciding on the aspects of the MICE programme, they include corporate division heads, sales / R&R heads, Marketing heads, heads of agencies both event and MICE specialising and of course heads of Incentive houses.

In the ongoing engagement (yes, we chat often!) with the community, the most valuable outcome for us is feedback. We've learnt about the kind of information these individuals seek when planning a MICE programme, what works as far as the communication / marketing material to them goes and most importantly what they want, but aren't getting! Of course we're not letting this information go to waste… We're using it to design our products and services. We're researching these products back with the community and fine-tuning them. We're delivering more value back to our clients, while actually just satisfying the community with the information / knowledge they want! There's something exciting in the pipe-line, a ready-reckoner so to say, a tool to aid decision making. We're calling the Experiential Planner's HANDBOOK. Watch this space for more details shortly!

Blog: Learning from #TheExperientialPlanner and #IndianMICE

This blog strives to echoe the voice of the experiential planner's community in India, essentially the experts creating trends in the Indian MICE industry. In my role as Head-Brand & Content of two of the most active and updated media / marketing platforms of the MICE industry in India -- tmf India and EVENTFAQS, my advantage is the ease in access and the constant updates I receive from the MICE industry in India. I look to do justice in compiling and relating back to the MICE industry at large the true pulse of the market in India. Many of these being an outcome of our own efforts in engaging this community.

Who is the Decision-Maker?

An extremely pertinent question, boggling the minds of most of the service and destination promoters in the MICE industry… And us! Our businesses jointly depend on reaching out to the right potential organisation / individual that takes that all-important-call of what destination to take their next programme to (and what services / hotels / venues to use)? But is it really just one individual? Is it really a decision that's made one fine day, given the influences of only this one person? Of course not! The fact is, that even within the corporation, there is a team, there's a whole bunch of participants. And even though one person is at the helm of this, actually driving a decision, the influencers are many!

So that leads us to the next pertinent question. Do we promote / market to this driver alone or to the influencers as well? Any established organisation in business for a considerable number of years, has a fair understanding of the aspirations of the participants in a MICE programme. Not to mention, also has what they term as "a trusted event partner" (the words of the corporate spokesperson, not me!). So of course they are influenced! They are even inviting these opinions, not just subjected to them.

We've qualified this group of 'drivers' and 'influencers' as the Experiential Planner! A community that is described by its name, consisting of individuals that are planning experiential MICE programmes, the one's that are looking to push the bar, take advantage of the uniqueness of each destination, take up the innovative activities, engage at out-of-the-box venues. And since this community has been built through profiling individuals that have been key either in influencing or deciding on the aspects of the MICE programme, they include corporate division heads, sales / R&R heads, Marketing heads, heads of agencies both event and MICE specialising and of course heads of Incentive houses.

In the ongoing engagement (yes, we chat often!) with the community, the most valuable outcome for us is feedback. We've learnt about the kind of information these individuals seek when planning a MICE programme, what works as far as the communication / marketing material to them goes and most importantly what they want, but aren't getting! Of course we're not letting this information go to waste… We're using it to design our products and services. We're researching these products back with the community and fine-tuning them. We're delivering more value back to our clients, while actually just satisfying the community with the information / knowledge they want! There's something exciting in the pipe-line, a ready-reckoner so to say, a tool to aid decision making. We're calling the Experiential Planner's HANDBOOK. Watch this space for more details shortly!

Blog: Learning from #TheExperientialPlanner and #IndianMICE

This blog strives to echoe the voice of the experiential planner's community in India, essentially the experts creating trends in the Indian MICE industry. In my role as Head-Brand & Content of two of the most active and updated media / marketing platforms of the MICE industry in India -- tmf India and EVENTFAQS, my advantage is the ease in access and the constant updates I receive from the MICE industry in India. I look to do justice in compiling and relating back to the MICE industry at large the true pulse of the market in India. Many of these being an outcome of our own efforts in engaging this community.

Who is the Decision-Maker?

An extremely pertinent question, boggling the minds of most of the service and destination promoters in the MICE industry… And us! Our businesses jointly depend on reaching out to the right potential organisation / individual that takes that all-important-call of what destination to take their next programme to (and what services / hotels / venues to use)? But is it really just one individual? Is it really a decision that's made one fine day, given the influences of only this one person? Of course not! The fact is, that even within the corporation, there is a team, there's a whole bunch of participants. And even though one person is at the helm of this, actually driving a decision, the influencers are many!

So that leads us to the next pertinent question. Do we promote / market to this driver alone or to the influencers as well? Any established organisation in business for a considerable number of years, has a fair understanding of the aspirations of the participants in a MICE programme. Not to mention, also has what they term as "a trusted event partner" (the words of the corporate spokesperson, not me!). So of course they are influenced! They are even inviting these opinions, not just subjected to them.

We've qualified this group of 'drivers' and 'influencers' as the Experiential Planner! A community that is described by its name, consisting of individuals that are planning experiential MICE programmes, the one's that are looking to push the bar, take advantage of the uniqueness of each destination, take up the innovative activities, engage at out-of-the-box venues. And since this community has been built through profiling individuals that have been key either in influencing or deciding on the aspects of the MICE programme, they include corporate division heads, sales / R&R heads, Marketing heads, heads of agencies both event and MICE specialising and of course heads of Incentive houses.

In the ongoing engagement (yes, we chat often!) with the community, the most valuable outcome for us is feedback. We've learnt about the kind of information these individuals seek when planning a MICE programme, what works as far as the communication / marketing material to them goes and most importantly what they want, but aren't getting! Of course we're not letting this information go to waste… We're using it to design our products and services. We're researching these products back with the community and fine-tuning them. We're delivering more value back to our clients, while actually just satisfying the community with the information / knowledge they want! There's something exciting in the pipe-line, a ready-reckoner so to say, a tool to aid decision making. We're calling the Experiential Planner's HANDBOOK. Watch this space for more details shortly!