The marketing model for a convention center has historically adapted to changes in consumer buying patterns and the market itself.
In some businesses, marketing takes a back seat to sales and operations. That's a mistake because without marketing, your brand messages aren't being heard. The good news is that good marketing is achievable by any convention center with a strong value proposition and a desire to achieve a visible market presence.
As a small business owner, it's tempting to think that you have what it takes to market your brand effectively. Maybe you do. But in our experience, there is no substitute for enlisting the services of a qualified marketing consultant. The best consultants possess a range of skills, including the ability to accurately communicate your convention center' most important brand characteristics. Your passion for your brand is admirable, but it can't compensate for the experience and expertise of someone who specializes in creating meaningful customer connections. Since there is no reason to believe that marketing will become any less important in the convention center arena, exposing your strategy to the influence of capable marketing professional should be a top priority.
Ethically challenged marketers are a dime a dozen in today's economy. Most profitable convention centers avoid marketing tactics that exploit their customers. If direct mail is part of your marketing mix, you should also make sure your mailing list provider adheres to ethical standards in the collection of contact information. Premier vendors are safe bets since they have established themselves as reputable mailing list providers.
Interested in promoting your business in the public square? Then consider sponsorships, a time-tested tactic for marketing convention centers. In many cases, the most effective sponsorships are those that occur over a period of time rather than being limited to a one-off event. A strategic sponsorship targets actual convention center customers. To minimize costs and multiply outcomes, consider teaming up with a complementary business to co-sponsor targeted events.
Given your interest in marketing and in convention centers, you might find these additional resources to be of interest.
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