Turning Data Into Strategy: How Groups Can Use Insights to Better Capture Business Opportunity

Group and venue level marketing is such a vital part of building a brand and attracting the right buyers to your venues.

The problem is, often, it is difficult to track, review and improve to a point you can see measurable differences in the business opportunity available to your group and the venues within.

And it is not always clear when business has gone to competitors, and also why?

• Did they consider your venues/group?
• Did they look at different venues within?
• Who actually won the business?
• Did they place the business elsewhere or not at all?

What levers there are

The biggest lever you have in order to turn these losses into opportunity, is the insight into current performance, opportunities converted, and more importantly; where business was lost.

Without having an insight on the behaviour of buyers, the messaging being pushed by each venue, and the performance and messaging of competitors, how can you tailor your brand messaging in a way that differentiates you, and makes you stand out in your own right?

In truth – you can’t. You’re aiming for targets in the dark so 90% of the time, it’s a miss. Not because you’ve not got the right expertise or venue, but because you don’t have the information you need to evaluate and optimise.

So, data insights becoming a driving force in proactively redirecting opportunity into the right places and then being setup well enough to convert that business efficiently when it arrives.

Where the opportunity is

With EDGE’s in-built platform data, we see all this in real-time and considering the UK MICE industry being worth a staggering £33.6 billion, there is a lot of opportunity to capture.

That’s where EDGE can help you.

Having one place where you can:

• Manage all venues within your portfolio
• Gain visibility into their performance
• Tell the same story across the whole group
• Speak to the right buyers per venue, not all of them
• Centralised booking desks and management of commercial deals/preferred programmes

Leveraging these ensures that when someone sees your brand, they already have positive sentiment and understanding of your brand. At the point of sale, being present is important.

But consideration before that stage, is where you gain the edge.

And that’s really what EDGE was built to do – combine industry leading venue management, marketing, analytics, and commercial oversight tools not seen in the wild before, all into one platform, and integrated directly into the place your buyers are working day-to-day.

So, if you’re curious how EDGE Groups might move the dial for you, get in touch:

[email protected] 

https://mailchi.mp/685092e88273/edgegroups