by Jade Caillot
The venues heritage and cultural sites do more than simply preserve history. They can become strategic sources of revenue through privatization for business events. But how do you maximize their potential while preserving their authenticity and integrity?
Today, 70% of venues searches for BtoB events begin online [source: Statista]. Optimal visibility on the right platforms is therefore crucial. Being listed on specialized sites not only attracts the attention of organizers, but also capitalizes on the "Booking.com" effect of events: companies compare several venues before making their choice. 75% of users consult at least three platforms before contacting a venue [source: Meeting Professionals International - MPI].
Optimizing your digital presence also requires quality content: accurate descriptions, highlighting of architectural and historical assets, careful SEO referencing and above all, high-quality visuals.
In an ultra-competitive sector, speed of response makes all the difference. A lead not exploited within 24 hours is often lost [source: Hubspot] , and 78% of prospects choose the venue that responds to them the fastest [source: Eventbrite]. Implementing dedicated tools and processes is essential: automated responses, high-performance CRM, instant quotes... Everything must be designed to streamline the customer experience.
Offers must be clear and structured. Flexible, transparent packages enable companies to quickly understand what you offer and at what price. A responsive manager, an easy-to-understand offer and a well-oiled process facilitate decision-making and increase the conversion rate.
A successful event doesn't end with the performance on the big day. It's an opportunity to build loyalty among organizers and to make each event an open door to other collaborations.
From the outset, it's essential to create an immersive experience. A support, regular communication and clear logistical follow-up reinforce customer confidence. Once on site, the welcome and quality of service must reflect the history and grandeur of the venue. 86% of companies prefer to work again with a venue where they have had an excellent event experience. [source: Accenture].
But how do you turn a one-off customer into a repeat customer? Jade Caillot, digital strategy manager at Loc'Hall for Loc'Hall, recommends structuring follow-up with SOPs (Standard Operating Procedures). A roadmap that you can systematically apply to all your events, including email templates, the type of information you need, reminder deadlines, etc.
Every organizer needs support before and after the event: thanks, requests for feedback, explanation of next steps... For this, a littleautomation (Discover the 5 event automations you need to save time while nurturing your customer relationships).
By keeping contact structured and fluid, and keeping your customer informed of what's coming next at every stage, you maximize the chances of them coming back for future events.
Maximizing the profitability of a heritage and cultural venue requires three levers: increasing visibility on the right platforms, being responsive to organizers' requests, and offering an unforgettable customer experience before, during and after the event..
By integrating these best practices, your venue will become a benchmark for high-end BtoB events.
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Do you want to promote your privatization activity and be put in touch only with qualified B2B customers? The Loc'Hall team is at your disposal. We will get back to you within 48 hours.
Yoann Lemarre
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