How to launch successful MICE marketing strategies

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.

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.

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.

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.