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Reaching the
Invisible Customer
Danielle M. Boyles Vice President
HelmsBriscoe
Edie DePhillips VP, Event Project Management Team Manager
WellsFargo Home Mortgage
Who are the Invisible Customers?
Market Conditions
Client Budgets
Source: 2016 HB Associate Survey
Meeting/Travel Budget Changes 2015 compared to 2014
46% No Change
11% N/A
11% Decrease
32% Increase
Anticipated Meeting/Travel Budget Changes
2016 compared to 2015
50% No Change
7% N/A
12% Decrease
31% Increase
Buying Process of the Invisible Customer
Associate Recommendations
Client Decision Factors
Influences on Associate Recommendations
1. Custom Proposal: eRFPs
2. InSite Reviews
3. Established Rapport
Influences on Clients’ Final Selection
1. Promotion or Concession
2. InSite Reviews
3. Custom Proposal
eRFP Platforms
= High Volume Distribution
Heightened Dissatisfaction
Emerging Solutions
Source: GBTA, ‘Improving eRFP Efficiency and Effectiveness for the Meetings Industry’
Education
Processes
Technology Solutions
Alternate Technology Models
Limits
Relevance
Relevance: Relationships
Relevance: Duplication of Efforts
Relevance: Processes
Source: DMAI, ‘DMO Recommended Practice for Managing a Cvent Lead’
You Are Not In This Alone…
Reaching the
Invisible Customer
Keep in Touch
Email [email protected]
Podcast Meeting Planning Madness
blog.empowermint.com/podcast
Blog blog.empowermint.com
Web www.empowermint.com
LinkedIn DMAI’s Network for CVBs
and Meeting Professionals
