Growing Our Online Presence (or how to be in more than one place at the same time) - by Matt Hamnett

When I first joined the conferencing team at the University of Leeds in 2009 there were two social platforms that we knew we had to be a part of if we wanted to communicate with our customers online. 

The social space has been shaken up over the past few years creating a much broader market share and a new approach to sharing content online.  For a long time marketing via social media began and ended with Twitter and Facebook but as more and more social platforms have gained ground, and members, it’s become impossible to ignore the places where our customers are spending their time online.

Facebook and Twitter are now the veterans of the social media world as an endlessly growing number of social networks provide new spaces for people to hang out, pin photos, create videos, share experiences and make buying decisions.

Pinterest was launched just 3 years ago but already has over 70 million users and gets over 2.5 billion page views each month.  It’s also been reported that it drives more traffic to websites than Twitter and LinkedIn combined – and who doesn't want their customers to end up on their website?!  These figures alone are enough for us to realise that it’s a social space that we’d like to be part of but what really drew our attention to the network was that it seemed an ideal place to showcase the breadth of facilities that we can offer.  Our Pinterest board is still very much in its infancy but it’s a fun place to be and we see a lot of potential in it.

Google is going to incredible lengths to make sure that its social network, Google+, is a success.  Recently they've replaced YouTube’s comments with G+ comments, given G+ more impact for local businesses and a G+ presence will even mean a higher placement in Google search results. So far all of this seems to be working - a study last year showed that G+ has over 343 million monthly users and 34% of all social logins; that surpasses both LinkedIn and Twitter.

We started using Google+ a while ago and love its clean interface and easy to use experience.  The fact that it helps people find our facilities online too is, of course, a great bonus!  Add YouTube and the importance of Google Maps to online search and Google are certainly doing plenty to keep us busy.

It’s not just social media that’s changed at such a pace either.  Email marketing is still as important as ever, websites are crucial hubs that should collate all of your online activity, responsive websites are expected by anybody visiting your site on a mobile device and 2014 is apparently the year that content marketing will fully mature.

Thankfully, Meet in Leeds have always enjoyed being ahead of the game and so we’re growing our team to make the most of what’s to come.  We look forward to seeing you on the next big thing!

At your Service - by Richard Handscombe

Rumour has it that the recession is over and recovery has begun!  This may be so, but in the events market it’s still a fact that there is an over-abundance of suppliers and therefore a massive choice – a buyer’s market.

When retail shopping, we tend not to compare products with products – we compare experiences, and this in the end guides where we shop.  As venues, it’s hard to resist “bigging up” our décor and audio-visual facilities as “state-of-the-art”, but in reality, buyers now simply expect top quality facilities in any venue.

The two main deciders in the conference market have historically been location and price, and the former is often a combination of geographical, micro- and macro-location.  At first glance, if a potential customer states that the destination they want is for instance Liverpool, and we are in Leeds, the location seems hard to counter in a sales context.  And also, in this over-supplied market, price can be tough to beat.  This is where differentiation can play a major part, and there are two key differentiators – innovation and service. The experience.

To work to advantage, innovation needs to be creative and constant, because, given the speed of modern communications and mass connectivity, competitor copying can occur instantly.  Overnight change is a reality we have to live with.

Excellent service gives us the edge, and if we get it right, can overcome both location and price challenges.  I have even experienced examples myself, where good service has even overcome product quality issues!  I gave one particular Leeds restaurant - which shall be nameless - a second chance, due to fantastic service, even though the quality of the meal was dire.  Suffice it to say that they won’t be getting a third chance regardless of the service!

There’s an old adage that people buy people, indeed in some cases people are the ONLY experience, for example many products bought from visits by trusted sales reps. Customers will also buy trusted brands without even trying them first.  But service is also a major factor in many successful top brands, eg M&S, Prêt á Manger, John Lewis.  Once this close association of service, quality and brand becomes complete you’re flying.  The idea behind the marketing of these companies is to induce “loyalty beyond reason”. The creation of loyal customers who don’t quite realise why.

It’s very similar to LOVE. 

Brands that have this have actually been called “Lovemarks” (Saatchi & Saatchi).

At the heart of a strong brand, will be a great experience, and at the heart of that are people.

Success needs people who are committed, creative, engaging, professional, pleasant, caring, competitive, enthusiastic, conscientious, and saleable (phew!).  Commitment to providing good service needs to be strong Service delivery needs to be excellent, and the product great. Exactly our goals at MeetInLeeds.  No wonder our order books are filling!

Reacquainted with Oxley - by Lisa Wood

I recently took a trip down memory lane and visited Oxley Hall with my colleague Natalie Ruecroft (AKA Ginger).  I used to be the Assistant Hall Manager at Oxley Hall some 16 years ago and I must say I felt like a queen living, and working, in such a beautiful hall.  What a way to start my University career!

Working in the central sales office we have recently had a number of new enquiries for Oxley, hence our visit to introduce Natalie to the hall, and for myself to be reacquainted with the venue that kick-started my career.

I have fond memories of Oxley and the lovely surroundings. There are new flats in the grounds now as well as the main hall bedrooms, enhancing the selling opportunities – perfect for my current role!

Since visiting I have already secured a hockey camp booking for the Hall (ideal with it being next to Weetwood playing fields that are managed by the University’s sports department) and potentially a government booking at the venue also.

Post by MEETinLEEDS.

Knowing the Hall as I do I am confident that they will all have a fantastic stay and that they’ll all enjoy a real Oxley Hall welcome!

Oxley Hall is our #venueofthemonth for February.  You can find out more about Oxley Hall at www.meetinleeds.co.uk/oxleyresidences