Empowering Venues to Increase Business Conversion
From telling your individual venue story and increasing your brand visibility, to streamlined sales performance and intelligent reporting, Eventopedia is the only solution that distributes your venues, optimises your brand reach, increases lead conversion and saves you money.
The challenge in a crowded digital world is for MICE hotels & venues to stand out against their competitors, improve visibility and gain the best return-on-investment. With increasing competition online, employing digital experts to maximise finite budget is a challenge in itself, as we all know the challenges involved with enticing the best talent. Our clients, and the industry, have common challenges and need additional support to complement their existing marketing, PR & communications teams. Many hotels also don’t have the resource to focus attention on the specialisms of the MICE audience and curate content that grabs attention and speaks to the event planner. Even those hotels & venues who have an omni-channel marketing strategy, frequently don’t differentiate their products & services to cater to very different audiences. Access to MICE market data and insights is also reported by hotels & venues as a key challenge: “There is all the data we need when it comes to bedrooms, but barely anything of use for the MICE market.” [Director of Group Sales, 5-Star London Luxury Hotel]
Eventopedia’s global distribution & pro-active marketing takes an Omni channel marketing approach combining marketing know-how with the latest technology solutions, data insights and hospitality industry experience to deliver a business model boasting synergy with hotel & venue strategies and initiatives to reduce the total cost of distribution, improve customer engagement and increase business conversion ratios.
higher BRAND ENGAGEMENT
increase in SEARCH VISIBILITY
lower MARKETING CPA
higher LEAD CONVERSION
Andaz London Liverpool Street
Andaz London Liverpool Street Hotel is located in a very competitive area for event venues, in the heart of the city of London. The hotel boasts 14 very different styles of meeting & event spaces and required an approach that would enable them to engage customers around their unique story and offering, which has a little something for everyone, from small to large, from historic to modern. Standing out in a crowded market place is not easy, even when you are part of a global hotel chain. Andaz London Liverpool Street needed an approach that would increase their visibility Internationally, set them apart from the competition, celebrate their individuality and flexibility, as well as communicate their unique brand identity.
A combination of our distribution and VSI (Video Site Inspection) solutions where proposed to assist with brand storytelling, identifying the unique aspects of the Andaz London Liverpool Street Hotel, and targeted marketing campaigns across digital channels that engaged high-quality event planners.
RESULTS (WITHIN FIRST 6-MONTHS):
Overseas clients BOOKED without visiting
INCREASE in annual bookings
“The team have seen tangible benefit from the addition of the Video Site Inspection [VSI] to our sales kit, with powerful results in respect to brand visibility and a 15% increase in annual bookings. Benefits extend to our clients, with 1 event planner in Amsterdam viewing the VSI and booking our venue without needing to travel and site inspect.”
Ben Couldridge, Director of Sales & Marketing, Andaz London Liverpool Street
Hilton London Wembley
Hilton London Wembley is located out of central London in a fast-growing commercial and urban development at Wembley Park. The modern hotel boasts 14 meeting & event spaces and has strong customer loyalty from existing customers. However, attracting new clients who are unfamiliar with its good connectivity, 9 minutes from central London and 35 minutes from Heathrow, has its challenges. The London meetings & events venue market is extremely competitive and clients unfamiliar with London sometimes discount options that are not centrally located. Hilton London Wembley’s sales and marketing teams required a set of tools that allows them to showcase their facilities, engage new customers and demonstrate the flexibility of their event spaces & accommodation. Connecting with International group customers was also a key consideration.
Eventopedia Media’s combination of pro-active marketing and Video Site Inspection (VSI) delivered both a sales conversion tool & a marketing solution that demonstrated high-measurable returns within the first year. Utilising the award-winning interactive video technology, Hilton London Wembley created a bespoke branded set of films designed to increase the visibility & accessibility of the hotels’ facilities, improve customer experience, reduce distribution costs, and increase enquiry conversion. A direct link from the bedroom film allows direct booking through Hilton.com. Coupled with the pro-active marketing solution, Eventopedia Media delivered significant returns.
ROI from confirmed business
ENGAGEMENT than traditional channels (increasing bookings)
LOWER COST than traditional channels
OVERSEAS bookings without need for a site visit
The Langham London
Like many hotels & venues, The Langham, London expressed concerns with the growing cost of distribution, as well as the resource and productivity impact of receiving a large number of ‘poorly matched’ requests for proposal (RFPs) for their meetings & events facilities, which had little chance of conversion. The Langham, London recognised there was a need to communicate & accurately reflect their meetings & events facilities across digital channels, filtering RFPs down to those matching with their specific event offering, reducing wasted time, cost & effort, whilst increasing sales & marketing performance.
This is a common industry problem, which we have experienced and tackled as both buyer and seller in the hospitality industry. Indeed, this very problem is at the heart of our raison d’etre to improve industry efficiency and reduce stress for all industry stakeholders.
By combining VSI storytelling with content curation and targeted distribution strategies, Eventopedia were able to provide The Langham, London with a sales tool that could help facilitate familiarisation with the hotels’ meetings & events facilities and deliver high-quality quality leads that – ultimately – improve business conversion and increase productivity.
INCREASE in annual bookings