Gone are the days of complicated navigation and heavy, dense marketing website copy. SnapApp and Heinz Marketing found:
For generations used to selfies, Instagramming their meals and sharing FOMO-inducing adventure pics and videos, high-quality venue photos and videos – which of course, load fast – are a website must-have too.
Some special event venues take photos and videos a step further with 3D walk-throughs and virtual reality (VR), like AllSeated’s VR. Tech tools like these greatly accelerate the sales process and reduce the need for repeated site visits or inspections. As Corbin Ball, event and trade show technology analyst said, “When used properly, the immersive realism of a VR site inspection of a hotel or a destination can be the next best thing to being there.”
Special event venues websites that utilize short, compelling copy, put strong visuals front and center and tap cutting-edge technologies like VR walk-throughs deliver the information millennials and Gen Z needs and wants along their buying journey – and can often eliminate the need to close the deal face-to-face.
Wikipedia defines social proof as a psychological phenomenon where people assume the actions of others in an attempt to reflect correct behavior for a given situation. Robert Cialdini, author of “Influence: The Psychology of Persuasion,” explained social proof further, saying, “we view a behavior as more correct in a given situation to the degree that we see others performing it”. In other words, in situations where we are uncertain about what to do, we assume that the people around us have more knowledge about what’s going on and what should be done.
This is a powerful concept special event venues can put to use in their marketing efforts to help close deals faster and more efficiently. As one example, testimonials can put a planner’s mind at ease about booking a particular venue (i.e. if well-known company A had an event here, this must be a top-notch venue).
Influencer marketing is another powerful social proof strategy. According to Nielsen, 92 percent of consumers trust recommendations from other consumers. Key brand advocates who spread the word on behalf of a venue to other planners can help close a deal too. And of course, having an active social media presence helps special event venues to create awareness – which can be beneficial in the early stages as planners are looking for venue options.
Spredfast and Precision Dialogue found a pretty telling tidbit: 60 percent of Gen Z folks are more likely than average consumers to hang up if their call isn’t answered in under 45 seconds.
In other words, if special event venues aren’t ready to respond immediately to questions or inquiries, the chance of losing business is high.
Special event venues can deliver to planner’s needs and wants for instant response in several ways:
By embracing a digital approach to marketing and promotion, special event venues can better capture the attention of millennials and Gen Z who are heavily invested in making buying decisions based on what they consume online – and save the in-person handshake to celebrate the end of a successful event.
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