Dan Berger spoke at Cvent CONNECT Europe on 10/16/2019 in London.

1. Dan Berger | Founder, GM, and VP
Cvent | Social Tables
Better Together: Strengthening
Communication Between
Event Organisers & Venues

2. Agenda
• The gap between venues and event organisers
• Quick fixes for the biggest problems
• Perfecting the site visit
• Understanding trust

3. Venues need to better understand why
event organisers choose a space.
Source: Social Tables Site Visit Report
REASONS EVENT ORGANISERS
CHOOSE AND EVENT SPACE
REASONS PROPERTIES THINK
EVENT ORGANISERS CHOOSE
AN EVENT SPACE

4. Event organisers need to
better communicate their
changing expectations
As elements like WiFi and A/V
become more standardised in
quality, event organisers are
looking to new elements and
focusing on diversifying the space.
Source: IACC Meeting Room of the Future 2019

5. Event organisers need to
better communicate their
changing expectations
As elements like WiFi and A/V
become more standardised in
quality, event organisers are
looking to new elements and
focusing on diversifying the space.
2019 brings new concerns
around ethics.
Source: IACC Meeting Room of the Future 2019

6. Event organisers need to
better communicate their
changing expectations
As elements like WiFi and A/V
become more standardised in
quality, event organisers are
looking to new elements and
focusing on diversifying the space.
2019 brings new concerns
around ethics… and venue
accommodations.
Source: IACC Meeting Room of the Future 2019

7. Venues should focus on
preparing for the future
of meetings
Which five areas do meeting organisers
expect to grow in importance in the next
five years?
1. Access to interactive technology
2. Flexibility of the meeting space
3. Networking spaces
4. Emphasis on creativity, ethics, and
locality
5. Food and beverage offering
Source: IACC Meeting Room of the Future 2019

8. 37% OF EVENT ORGANISERS
CITE BAD COMMUNICATION AS
THE #1 REASON THEY CHOOSE
ANOTHER VENUE.
Source: Social Tables Site Visit Report

9. Both sides can use technology to
strengthen communication
Event tech makes sure everyone is on
the same page:
● Allowing real-time collaboration
● Storing every document and piece of information in
shared virtual storage.
● Letting stakeholders easily leave comments or
approuvals without passing documents through the
chain.
“There’s too much back
and forth. By the 5th email you
lose track of what question is
being answered.”
-Survey Respondent

10. #1 COMMUNICATION GAP
PROPERTIES CITE A LACK OF
SPECIFICITY FROM EVENT
ORGANISERS ABOUT THE EVENT’S
SETUP AND LOGISTICS.

11. Showcase the space & setup from marketing
collateral to the proposal
The Watergate Hotel used
visual proposals to pre-
book over 17,000 square
feet of meeting space
during a full renovation.
Nearly three months prior to doors open,
and with the ballroom’s drywall still setting,
95% of all available meeting dates for 2016
had already sold out in the pre-build phase…
every prospect [was] sent a 2D and 3D
diagram of their proposed meeting or event
beginning in the proposal stage. Social Tables
made it easy to share our property with
customers before we could physically walk
them through the space.”
Source: Social Tables Watergate Customer Story
CAITLIN NICOLSON
SENIOR SALES MANAGER
THE WATERGATE HOTEL

12. WHAT’S THE SINGLE MOST
IMPORTANT THING EACH SIDE
CAN DO TO BE BETTER PARTNERS
MOVING FORWARD?

13. Communicate (and respect) non-negotiable
elements like budget.
59% of event organisers
report that providing
quality meetings
on limited budgets is a top
concern.
● What is your budget ceiling?
● Do you need a minimum amount of
breakout spaces?
● Do you need multiple days for load in?
● Is late checkout a necessity?
Source: Successful Meetings

14. Where do properties fail to meet
expectations?
Questions are met with, "we'll get back to
you," instead of direct answers.

15. Align on what’s expected
out of a site visit.
“We walk the property as a guest
would. Often, all the necessary
information is not communicated
correctly via email or web. We get
more information on the site. We
also like to meet our potential site
contacts in person.”
-Survey Respondent
Source: Social Tables Site Visit Report

16. Customise the site visit
based on the event.
For properties, 56% of site visits
will results in a new client.
But when properties offer a
customised site inspection, close
rates jump by more than 5%.
Source: Social Tables Site Visit Report

17. A Framework for
Site Visit Success

18. The 3 C’s of Site Visit Success
• Communicate
• Customise
• Close

19. The 3 C’s of Site Visit Success
• Communicate
• Customise
• Close

20. Too Salesy
Not Enough
Communication
#1 Response #2 Response
The Fine Line Between Too Much and Too Little

21. Share more information
Be honest and transparent
Remember it’s a two-way street

22. How to Communicate Better: Early & Often
Timeline
Accurate Floor
Plans
F&B Needs
A/V Needs
Event Diagram
Train Onsite Team
Willing to
Be Flexible
Knows the
Attendees

23. The 3 C’s of Site Visit Success
• Communicate
• Customise
• Close

24. 74%Customise
Site Visits
6%Higher
Close Rate
Customise for higher close rates

25. Align on what’s expected
out of a site visit.
“We walk the property as a guest
would. Often, all the necessary
information is not communicated
correctly via email or web. We get
more information on the site. We
also like to meet our potential site
contacts in person.”
-Survey Respondent
Source: Social Tables Site Visit Report

26. Customisation is about visualisation
Be a sponge; learn as much as you can
Create a uniquely compelling moment

27. How to Customise the Site Visit
Event / Floorplan
Diagram
Block Out Time
And Set the Room
3D Mock-Ups
Program
Agenda
Walk-through
the Event
What Other Venues
Are In the Mix?
Past Successes
/ Failures
Special Requests
Memorable “Wow”
Moments

28. The 3 C’s of Site Visit Success
• Communicate
• Customise
• Close

29. Tips to Close Faster
Properties
Get the Decision
Maker On-Site
Have Contracts Ready
Customise Contracts
Close the Deal
At The Site Visit
Event Organisers
More Details
Who’s Attending
More Lead Time
More Communication
Past Successes / Failures

30. So how can we communicate better?
It goes back to trust.
Sincerity ReliabilityCompetence

31. Thank You!