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How to launch successful MICE marketing strategies

MICE tourism is a specific sector of travel that has been growing during last decades. It belongs to the business travel, and it makes 54% of all business trips. Meetings, Incentives, Conferences and Events – MICE – are growing more and more popular on the market, thus causing a stronger interest from the providers of such services.
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How to launch successful MICE marketing strategies

1. Importance of MICE tourism marketing strategy

2. MICE tourism trends and how it affects MICE marketing.

3. How to promote MICE tourism?

4. How to attract MICE tourism to your hotel?

Defining the MICE KSPs of a hotel and the target market

Create a unique landing page for MICE on hotel’s website

Strike for repeat customers

5. How to sell Meetings and Incentive Travel?

Define and qualify your client

Adapt SEO to search intention

Position specific services

Pages by typology

Use video guides

6. How to sell private tourism events?

The importance of SEO

Create helpful content

Good web design

7. Let us help you. Get your free consultation!

1. Importance of MICE tourism marketing strategy


The industry of MICE has its specifics, and MICE events companies face the need of adapting their marketing strategies to the particular services. The need for an elaborate marketing strategy is based on the components of MICE tourism that have mixed characteristics of a touristic product and a business event.

Any company working in the travel industry knows how important it is to take the geographical factor into the equation. By marketing services to the market of different origin, it is vital to satisfy all needs for information and answer all possible questions even before your clients asks them directly. As MICE services offer the organization and planning of complex business events, it involves a good amount of professional and specialized expertise that clients seek in the service providers.

These characteristics make services MICE industry highly specialized and specific, which means that MICE marketing strategies should be proportionally adjusted to the needs of potential clients and to the objectives of the companies. The importance of marketing for MICE tourism cannot be underestimated, and the effective marketing strategy will bring to life the projections you have for your business.

 

2. MICE tourism trends and how it affects MICE marketing


As the travel industry in general, MICE tourism is changing at a fast pace, and new trends come and go, following the latest technological developments and preferences of the audience.

One of the strongest trends are enhanced connectivity and digital attendance of the MICE events. Digital technology and social media have transformed the MICE industry, and now all major world tourism events share the content of the events online in order to increase visibility and create meaningful connections and community.

The digitalization of MICE events has strongly affected the way MICE events companies market their services. Digital marketing is popular in the majority of the sectors now, but MICE digital marketing has become vital for those companies who want to build a successful MICE marketing strategy.

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3. How to promote MICE tourism?


MICE digital marketing solutions include various strategies, tools and techniques that make it possible to market mice services of different scale to the target markets of interest. The way you market your MICE events would depend on the type of services, destinations, your target audience and many other factors.

Whether you’re marketing your services as a MICE events organizer or you’re promoting your venue (for example a hotel) for MICE events, the very first thing to do when creating a MICE marketing strategy is to define your KSPs and to describe the profiles of your ideal clients. Then, you would be able to choose the most effective tactics and channels for your strategy.

MICE business strategy for companies or agencies that offer services of planning, organization and on-site delivery of MICE events would normally have a marketing strategy that is more focused on the expertise in event planning and delivery in different destination, its portfolio of successful case studies.

On the other hand, a successful MICE hotel strategy would be designed with the objective to attract the attention of MICE events companies and MICE travel agents. Thus, hotel MICE marketing solutions would include the content regarding the destination, facilities of the hotel and its experience in hosting the MICE events.

 

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4. How to attract MICE tourism to your hotel?


Defining your KSPs will be a good start of creating a MICE marketing strategy for your hotel. List the advantages that your hotel has when compared with the competitors. Maybe it is a favourable location of the hotel, or facilities that can accommodate large business travel groups. Find your strengths that can help you attract clients.

Defining your target market, the potential clients that might be interested in your product or services, is the second step. It is important to know what your clients look for, what their needs are and what they expect from the facilities and services of a hotel. Once you know these expectations, you would be able to adjust your offer and to market what you have more effectively.

Create a unique landing page for MICE on hotel’s website

The objective is to demonstrate your MICE offer to your potential clients and to differentiate these services from your regular offer. Many hotels go another mile and create whole new website for MICE tourism. A unique landing page or another website for MICE would help position your MICE services better, as its product characteristics are quite different from a regular offer of the hotel.

Strike for repeat customers

Companies that require MICE events more often than are interested in MICE and event tourism on a regular basis, so it is advisable to focus on creating long lasting connections and working on increasing the loyalty of your clients. Word of Mouth would be an important communication channel for hotels that seek to promote MICE events.

5. How to sell Meetings and Incentive Travel?


In case of MICE events company, the way of marketing the services would also depend on the specifics of the product. Do you offer organization of business travel conferences or global world tourism events? Or maybe your speciality is private exclusive tourism events? Your marketing strategy should adjust to the specifics of your services. On the other hand, there are common best practices that have proven to be effective for marketing Meetings and Incentive Travel.

Define and qualify your client

Definition of your target clients, or buyer personas is essential, as in any marketing strategy. You need to know who your buyers are and what their needs are on each stage of the buyer’s journey. What information do they look for when deciding on the destination or a type of the event? Know your client.

Adapt SEO to search intention

SEO is one of the most effective tools for MICE marketing. The SEO positioning of your services has a vital role in your marketing strategy. In order to achieve a good positioning, you should adapt your SEO efforts to the search trends and search intentions of your target audience. The research on your buyer persona would come very handy on this stage.

Position specific services

The best way to reach good SEO positioning is to position specific services. Write down all services that you offer and specify each one of them so that a client that is looking for a solution to his particular problem would be able to easily find an answer on your webpage. Specifying your services would positively affect your SEO positioning, as it is much easier to position a page with specific and professional keywords.

Pages by typology

If your MICE events company offers a range of services, make sure to create pages by typology. Categorizing your pages would help both to improve your SEO positioning and to improve User Experience.

Use video guides

From all different content forms and types, video is the one that is preferred by the online audience. It is easy to consume and it is a great way to introduce your company and to transmit your values, expertise and experience. Using video guides would bring your brand closer to your audience and also will be very helpful for your SEO efforts.

6. How to sell private tourism events?


MICE events companies that specialize on private tourism events design their MICE marketing strategies so that it transmits the exclusivity of their services and their personalized approach to each case and each client.

The importance of SEO

SEO techniques that are applicable to general MICE marketing positioning, would also be helpful for those who want to promote private tourism events. SEO positioning based on specifics of services, creating pages by typology and using video content are some of the best practices. The behaviour of users is such that they are looking for all information online, so SEO positioning might be the major tool for MICE companies.

Create helpful content

The content that will create in order to position your website, should not only be based on the keyword research, but should be helpful to your clients. They are looking for information that would help them resolve their doubts and answer their questions, and by doing so, you would gain professional reputation and get closer to converting your potential clients.

Good web design

A well-designed and structured web design is essential for a MICE event company, for both brand representation and SEO purposes. You website should transmit the vision and mission of your company. Show your clients how you can help them by demonstrating your professional experience and expertise. Your design should convey the pillars of your company and reflect the core values. For a company that offer exclusive private tourism events, a web design should be aligned with the image your brand wants your clients to see.

 7. Let us help you. Get your free consultation!

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Alua Hotels & Resorts

Integración del software CRM con el motor de reservas de la web y el PMS, que ha incluido la elaboración de una estrategia orientada a conocer y satisfacer las necesidades de los contactos gracias a la información obtenida sobre su comportamiento de compra para automatizar el trabajo de marketing directo.

 

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