Destination Marketing Company Explained
Destination marketing can be applied to any tourism or travel related business, but it’s also applicable to companies that market destinations within the framework of B2B (Business to Business).
Specifically, destination marketing helps connect venues with companies looking for venues.
It can be for conferences, events of any description, team-building and other incentive programs.
In this case, the way a destination is marketed can be very different to the way it would be marketed to tourists or holidaymakers.
B2B Destination Marketing:
A company that does B2B destination marketing has a different portfolio of skills to offer. This means a company that has the experience and capacity to add to client’s overall ROI, in addition to ensuring that what they market offers exactly what clients want for their specific purposes. For example, the building, conference facilities etc, may be ideal, but what about logistics? The destination marketing company will look at all the factors required for an event, and market that along with the venue itself. This is done in collaboration with the venue, or destination, and any related contractors.
Emphasis is applied to what the destination, or venue, offers, plus any extras (especially unique aspects) that will attract clients.
Destination Marketing to Attendees:
Clients will look for what they need, with all operational and logistical considerations included. However, part of what they need includes what their clients, staff, or other attendees will want. In this case, the marketing can be extended on behalf of the marketing company’s client – to their clients.
In B2B Destination marketing therefore goes beyond just ‘selling’ a destination of venue:
- Works between and for both the seller and the buyer – and beyond to the buyer’s clients.
- Markets destinations within the specifics of a brief. They concentrate on the specifics that are on offer as much as the overall profile of destination, narrowing those specifics down to client’s briefs as needed.
- Market the whole destination, not just a specific venue, but in relation to that venue.
Specifically, destination marketing companies ‘sell’ a destination package to their clients, in a way incorporating marketing aspects that can ‘resold’ to their clients – from video to event apps that include destination information.
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