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!

Top Conference Sales Team - by Richard Handscombe

Teamwork is defined as “the combined action of a group of people, especially when effective and efficient” (Oxford Dictionary).

In my earlier years in business I worked in several teams that would struggle hard to justify that definition.  In fact, I’d go so far as suggesting that effective and efficient are words that struggled to exist until at least the 1990's!  But today's world demands levels of effectiveness and efficiency far ahead of where we were in the last century.

Thankfully since then I have worked in, and led, some fantastic sales teams, none more so than my current sales and marketing team here at MEETinLEEDS, to whom I’d like to introduce you.

In the picture (l to r) are:

• Lisa (Woody) Wood, Conferences Sales Exec extraordinaire, dressed today in black but with an incredibly colourful personality that fills the office with fun.
• Matt (Dot Com) Hamnett, who speaks fluent cyberspeak and operates silently and black magically to bring us to prominence in the online world
• Natalie (Ginger) Ruecroft, Conference Sales Executive, whose natural flair for comedy keep us enthralled as she determinedly closes business.

Missing from the picture is our Sales Manager, Harriet (“H”) Boatwright, currently on maternity leave, and whose vast knowledge and skill we look forward to regaining toward the end of the year.

Finally, also missing from the picture is Ryan (Ry-Ry) Johnson, a practitioner of the Barnsley accent, and promoter of good coffee, who parachuted into our team to assist in Harriet’s absence.

The skills and personalities embodied in the above team come together in a really great way.  In sales, first impressions are everything and we're totally confident on this score.  So, when looking for your next venue, why not give us a call and experience the “Leeds Hug”?

My first conference as a delegate! - by Natalie Ruecroft

November 2nd-4th 2011 saw me attend my first Venuemasters conference (also my first ever conference!) in the beautiful, but freezing cold, city of Edinburgh. The cold didn't bother me that much as I spent most of my time indoors drinking tea or sparkling wine!

I’d just like to say:
Firstly: what a fantastic conference! Plenty of great speakers and a chance to mingle with fellow academic venue conference sales types.
Secondly: What a beautiful city Edinburgh is.  Not quite as good as Leeds (obviously!!) but full of very welcoming people who made our stay very comfortable.

The conference really was great, it provided really useful workshops throughout the day and a chance to relax and meet new friends in the evening. Also a chance to dress up as Bonnie and Clyde with my favourite Head of Sales and Marketing, Richard Handscombe.

I took away some great sales tips and advice, especially from Adrian Webster who delivered a humorous, highly energetic and, at times, emotional speech on delivering extraordinary customer service. In fact, his TNT (tiny noticeable things) idea has spurred me on to add a little personal touch to my ‘Getting Venue Finding Agencies to Book Leeds’ campaign!
 
I am currently in the process of handwriting very attractive and glittery Christmas cards to each of the agents who have used us and thanking them for choosing the University of Leeds. I did contemplate sending a photograph of myself with a beard saying "Ho, Ho, Ho" but decided against this!

Merry Christmas everyone!

No mystery to MEETinLEEDS’ latest triumph - by Matt Hamnett

Every now and then someone calls the conference sales office, asks a number of questions about our venues and, under a false name, makes an enquiry for a totally fictitious event that will never happen.  And we fall for it every time.

The conference sales team at MEETinLEEDS are constantly looking at ways in which we can improve how we work to help our customers create the event they’re looking for with as much ease as possible.

We've worked hard to put systems in place which allow our customers a seamless experience from making an enquiry to booking a venue and we pride ourselves on the level of knowledge our team has on all of our facilities.  Once the event is over then we ask the organisers, and the delegates too, if everything went as planned.  If for any reason something isn’t quite right then we make sure we know about it so that we can put it right next time.

Sometimes this isn’t quite enough though.  Whilst we’re quietly confident that we deliver a fantastic customer experience (and our feedback confirms this) it’s important that we look at our business through fresh eyes.  It’s for this reason that we allow a total stranger to conjure up these fabricated conferences as part of a mystery shopping program.  And we happen to do quite well in them!

Last year the team took part in several mystery shopping measures looking at their telephone and booking skills.  The mystery shopper assesses things such as: how quickly the call was answered; whether it was answered in a professional manner and whether the relevant person was able to take the call.  The sales team scored 91% and 100% on the last two occasions.

This year we wanted to look at how well we perform show-rounds at our venues, as well as the initial telephone enquiry, and we’re proud to say that we scored a fantastic 97.2%.

Of course all of these results don’t mean that we’ll be resting on our laurels.  We’ll continue to look for more ways that we can make ourselves even more helpful, and we’ll go on testing ourselves to make sure that we’re getting it right!

Read more about our Mystery Shopper by reading our news page.

The Best Restaurant in the World - by Richard Handscombe

I’ve just been to the best restaurant in the world, and I don’t mean my favourite Bradford curry house, or the original Harry Ramsden’s chippy.  True, they have their place, but good though they are, they are not the Best Restaurant in the World; this accolade, awarded by Restaurant magazine, belongs to a restaurant called NOMA, in Copenhagen harbour.   My daughter Sally is a “foodie”, so to celebrate her milestone birthday we decided to take her to the best there is.  This sounds simple, but getting a table there isn’t that easy; when they were awarded the title in 2010, I’m told they had more than 100,000 bookings within 24 hours!  They opened the reservation book for March 2011 on 1^st December 2010, and were fully booked within hours, including I’m glad to say, a table for the four of us.  So we headed off for Denmark in some excitement.  

Copenhagen is a beautiful city full of the nicest folk you could meet; we loved it, but can’t wait to return at some time when the sea isn't frozen.  “Cold” doesn't begin to describe it. But anyway, we saw the sights, found some nice bars, and practised paying a lot in a number of restaurants, getting ready for the NOMA experience.

To me, service is the key element in the success of any operation.  In the UK’s hospitality industry, everyone pays lip-service to service, and some even walk the talk, but often the customer is left with a feeling that something is missing.     

Noma

The NOMA customer journey really started as we stepped from the taxi.  Two of the waiting staff opened the taxi door with warm greetings, and it was obvious they had been briefed that we had travelled from the UK.  As soon as we had touched down at the table, we began to experience the kind of service you can only dream about.  NOMA has an army of chefs – I was told 14 were on contract and a further 20 are “stagieurs” – young chefs who work for nothing for three months just to get NOMA on their CV. 

It looked to me as if there were about 10 waiters too – and all this in a restaurant with just 34 diners!  Apart from naturally being experts in their various fields, they had obviously been very highly trained on how to deal with people, how to put them at their ease, and how to up-sell.  This last skill was fine to observe for professional reasons, but fell on fairly stony ground because I had checked my bank account before leaving home! 

They proceeded to serve us with eight snacks and twelve courses over four hours, each one a delight on the eye and a surprise to the palate.  The dishes were rarely what they first appear to be, and the amount of preparation and science involved in each dish is awesome.  There was just one tense moment, when we realised that what we had just eaten was – wait for it – reindeer’s tongue, a dish which probably elicits a different reaction from Danes than from squeamish Yorkshire people.  Our trauma obviously registered with the waiter, for within seconds, the head chef was at our table.  He didn’t even mention the reindeers tongue, but sat and chatted to us then offered to let us tour the kitchens and meet the chefs after service had finished – in the Best Restaurant in the World!  We gasped, grinned, and grasped the opportunity, which was one of the highlights of the experience and definitely made us forget about Rudolph (at least it wasn’t his nose)!  They had skilfully turned a negative into a positive.  We were treated like long-lost buddies in the kitchens and were even introduced to Ali the pot-washer.  Then of course, came the pain of the bill.  I did some quick calculations afterwards and worked out that four of the cars I’d owned were cheaper than that bill – all added together. 

So I’ll take away the memory of that customer journey, and a restaurant experience that was like going to the opera and the theatre as well as having dinner, and which underlined my belief in the value of service excellence.  The thing is, it doesn’t take all those people and a massive bill to produce good service.   Good service comes from having the right people, and the right culture in your organisation, and a determination to be the best.  If we have all that, we could serve up Bambi on a plate and no-one would bat an eyelid!