SALEM, Ohio — Travel is back, groups are on the road, and travel planners are attending conferences to find new destinations and tours. The competition to gain travel planners’ attention at conferences is increasing, and many travel industry members are using conference sponsorships to gain visibility.
Creative marketing add-ons make branding impressions on travel planners attending conferences, resulting in an uptick in group bookings.
Our readers include travel planners, destinations, hotels, attractions and travel companies. Regardless of which you are, it’s interesting to observe the group travel marketing game being played out at a conference.
Conference exhibit booths: Exhibit booths are a sure way to boost company visibility at a conference. Travel planners are incentivized to visit the booths during the conference to learn about destinations, services and products.
Floor graphics: A picture is worth 1,000 words, and conference floor graphics make a lasting impression. Floor graphics are highly visible and placed in high-traffic areas for travel planner delegates to see every day.
Hotel key cards: Hotel key cards have a guaranteed audience and are seen every time a delegate enters a hotel room. Many people hold onto key cards as keepsakes.
Meal functions: Meal function sponsors receive recognition and credit for delivering the most valued social event of any conference: a breakfast, luncheon or dinner.
Mobile Apps: Conferences see as many as 85% of attendees using their mobile apps. The average delegate engages with the mobile app more than 50 times during a conference. Delegates use them throughout the year as address books and delegate registries.
Name badges: Everyone looks at name badges, and they see sponsor logos every time. Name tags also get taken home as souvenirs, extending the sponsor’s marketing effectiveness.
Conference padfolios: Delegates carry these binders every day to hold their appointment book and other conference documents. Travel planners report that they use them for years after the conference.
Phone charger stations: Phone charging stations have become a must for every delegate. Placed on the marketplace floor, they deliver great marketing, brand awareness and that much-appreciated charge.
Presentation introductions: Yes, even the introduction of the next speaker is a marketing impression. Being recognized at appointments is priceless.
Conference registration: Being first to welcome every delegate as the official registration sponsor has a lasting effect. Travel planners discover destinations or company services.
Social media marketing: The conference information delegates see daily on social media helps them maneuver the day and make tour destination choices.
Stepping Stones: Stepping stones are directional floor stickers that show delegates the way from the hotel lobby to the conference center. They sometimes have a logo attached to remind groups to visit a sponsor’s destination.
Booth Drops: Every wonder how those little trinkets and brochures show up on the buyer booths overnight? It’s because a seller wants to make a good impression at the beginning of the day.
For more information on sponsorship opportunities, contact Jennifer Ferguson at 800-628-0993.
See our 2024 schedule on the inside back cover!
