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How to maximize the profitability of your heritage and cultural venue through privatization for BtoB events
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by Jade Caillot
- January 20, 2025
- Events
- 0
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?
Contents
Maximizing discoverability: the first step to more direct bookings
Be present on the right platforms
Today, 70% of venues searches for B2B 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].
Taking care of your digital content
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.
Maximize responsiveness: turn leads into bookings
Quick response to requests
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.
Clear, attractive offers
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.
Enhancing the customer experience: building long-term relationships with companies
Careful support before and during the event
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].
Turning events into lasting relationships
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.
Do you want to go further? Benefit from comprehensive support to maximize your visibility, conversions and customer satisfaction.
