3. Meetings industry marketing
and consulting
Toleranca marketing is an independent, integrated marketing and consulting agency special-
ised in the meetings industry for the Central, South-East and Eastern European regions.
CONSULTING CONTENT
MARKETING
EXPERIENTIAL
SALES &
MARKETING
RESEARCH AND
TRAINING
O:
1. Strategy
& Management
2. Stories
that sell
3. Production
and Marketing
4.
Measurement
DESIGN MOTIVATE ACTIVATE EVALUATE
O
Systematically connecting
knowledge and experience
towards implementing
action-oriented plans for
growth and competitive
advantage.
Developing your
congress content and
building
relationships with
buyers through
meaningful stories.
Engaging B2B sales solutions
that are the heart of our
company and our core
specialisation, bringing added
value and tangible, measurable
results.
Quickly, comprehensively
and efficiently collecting
market information and
measuring customer
satisfaction.
4. Design
The biggest challenge for the meetings industry is taking a project-based approach to success-
fully launching strategies and carrying out implementation in practice. Our strategic advice is
therefore primarily the process of setting goals, developing tailored tools and helping achieving
your objectives. We operate on the principle of ‘from practice to practice’, bringing international
experience to your projects and using our own method that has been extensively tested.
Destination marketing strategies
Marketing custom-made strategies for your destination and its needs, we will always find the right outcomes for you in
partnership with the entire meetings industry and its key stakeholders.
Hotel & convention centre marketing strategies
We help unearth hidden potential, discover new perspectives, project develop them and assist with their implementa-
tion. The results are new products, new business models, stronger competencies for faster growth and the achievement
of improved business goals.
Convention or incentive bureau establishment
We can establish all of the strategic and operational set up and functions for the operation of a destination and its
Convention Bureau, introducing the development, promotion and sales functions, as well as formulating the appropriate
organisational platform.
Project plans and feasibility studies
We can provide expert advice on choosing the right development, organisational and marketing concepts for new hotels,
convention centres and congress products, as well as offer expert guidance on individual projects.
Consulting
5. Motivate
With the aid of strong content marketing you can take better ownership of the relation-
ship with your buyers and other stakeholders throughout the various stages of purchasing
behaviour. In our agency we really know how to properly motivate, because we really know
your customers very well. In addition to this we make use of our own powerful database
of 59,000 potential customers coming from a variety of different congress products and
also engage customers through the channel of our own internationally recognized Kongres
magazine. Using our tools, you will be able to access your customers cheaper and faster.
CBV content marketing & storytelling
We have been creating congress stories since 2006, circulating 42 issues of the Kongres magazine and creating
over 3,500 independent articles on the meetings industry in this eight-year timespan.
Hotel content marketing & storytelling
From our partnership with the International Meetings Review our content outreach is even more impressive – on
average, each article is read by more than 53,000 of your potential customers.
Social connections (online + social content marketing)
Using our own method of social canvas, we already know the answers to the questions you need to ask, such as
which posts will raise the maximum number of interactions, when is the best time for publication, how to most
effectively inspire the viral spread of content and how to cheaply and more quickly build your sales databases
through social networks.
Content marketing
TOLERANCA
6. Activate
The key objective for meetings industry companies is to create added value and measurable
results. The industry revolves around measuring impact and added value, that are integrated
into all of our sales activities through our accurately segmented databases, flexibility of ap-
proach and personalisation. In addition to this we also focus on interactivity by taking advan-
tage of the various digital and social solutions to connect information.
Trade shows
Boutique trade shows with high added value and a traditional sales meeting point for various target groups of buyers
and sellers with an interest in the Central and South-East Europe region.
Fam trips & roadshows
Study trips that we brand and organise to enable potential customers to get to know a destination or a product in the
most authentic and direct way. Our speciality is carbon neutral Fam trips.
Sales calls
We save you precious time by carrying out an effective sales call to key markets, the average organisation for which
would involve you spending at least 60 minutes, not taking into consideration the time invested in market research
and finding customers.
Integrated direct marketing
We provide you with the largest and the most sophisticated database of potential customers for the entire region. In
addition to this, we guarantee you a quality of online presence through the Kongres magazine portal and the Interna-
tional Meetings Review. Campaigns are conducted on an intelligent platform for a direct marketing E-messenger.
Experiential sales & marketing
7. Market IQ
We constantly strive for the highest quality and highest satisfaction of our clients, so we have
developed some methods and techniques with which we can measure the levels of satisfaction
at any given time. Since 2009 we have also been carrying out continuous independent research
through Hidden Congress Guest and Destination Benchmark. These initiatives allow you to
measure market position and active strategy engagement through our training programme.
Hidden congress guest
We systematically assess hotel and conference facilities and identify flaws and weaknesses in service provision to
help drive improvement to quality and satisfaction, ultimately for the benefit of your clients.
Destination benchmark
The meetologues project – a twist on congress travelogues – is our objective interpretation of destinations and their
competitive position. We use a special matrix, which we call the “Experiential index of a congress destination.” It is a
reference system that enables realistic comparison of destinations over time.
Standardisation
The preparation of congress standards that was carried out for the Slovenian Convention Bureau is a pioneering project
and the basic step for setting up the organisational structure of a congress destination that operates transparently on a
public-private partnership (PPP) model. The project has been applied in a number of destinations around the world.
Training
We offer training on the principle of experiential learning, which is based on practical situations in the business world
and is experience that can be used in your daily work.
Research and training
TOLERANCA
8. Our own marketing tools and channels
Kongres magazine
Congress clients database
Conventa trade show
We guarantee success
from a number of our
own marketing tools
that through practice
we have developed for
our various clients.
Overall, our work is
based on a database
of potential buyers and
B2B marketing.
E-concierge platform
9. In addition to all of the above, during the preparation phase we also take over personal
sales, enquiry searches and customer acquisition. For the duration of co-operation we set
up a sales office in Ljubljana, where most buyers in our market are located. This office is
engaged in the preparation of offers, sales meetings, telemarketing and building a database
to run activities.
Sales representation (SEE Countries)
Sales representation service enables you to benefit from a professional, dynamic and
efficient sales team of Toleranca marketing to develop nee national or regional market.
Speed-meeting workshops
Enables you to meet a large number of prospects/clients in a short amount of time.
What else we offer
TOLERANCA
10. A long-time meetings industry addict, Gorazd is the Founder and owner of marketing and
congress agency TOLERANCA MARKETING. He has many years of experience in planning,
preparing and carrying out large international meetings and exhibitions and in cooperation
with foreign and domestic scientists, doctors and institutions preparing common congress
projects.
He is a consultant for the successful marketing of congress centres and destinations as well
as communications for congress and business events. He is also the author of numerous
articles and editor- in-chief of the meetings industry magazine KONGRES MAGAZINE.
11. Over the last decade TOLERANCA has proudly been associated with some of the
most prestigious companies and destinations from South East Europe:
BLED CONVENTION BUREAU
BOVEC TOURIST BOARD
CLUSTER UMAG, NOVIGRAD, BRTONIGLA, BUJE
EUROINVEST
HIT ALPINEA
HIT d.d.
LJUBLJANA CONVENTION BUREAU
LJUBLJANA EXHIBITON AND CONVENTION BUREAU
LOŠINJ HOTELS & VILLAS
LTO SOTOČJE
POSTOJNSKA JAMA
RADISSON BLU DUBROVNIK
SAVA TURIZEM
SLOVENIAN CONVENTION BUREAU
STEIRMARK CONVENTION BUREAU
THERMANA LAŠKO
TOYOTA ADRIA
Our clients
+ 51 ratings of hidden hotel guests based on our own method
with over 470 evaluation criteria.
+ 46 ratings of congress destinations from the region of Central and SE Europe
+ AND LAST AND NOT LEAST 753 exhibitors from 12 countries, 1.437 hosted
buyers from 40 countries, 17.240 billatereal talks and 13.714 one2one
preschudele meetings at the CONVENTA
12. How to get in touch with us
We will be delighted to have opportunity to discuss a proposal for collaboration based on your individual requirement and goals.
TOLERANCA MARKETING d.o.o.
MEETINGS INDUSTRY MARKETING AND CONSULTING
Gorazd Čad, Štihova ulica 4, 1000 Ljubljana
t: +386 (0)1 430 51 03, f: +386 (0)1 430 51 04, e: gorazd.cad@toleranca.eu, www.kongres-magazine.eu
