B2B Hospitality: PSAV
Challenge
PSAV is the world’s largest supplier of business meeting technology, and is the in-house AV provider in most large hotels. They focus on providing creative, direction, and technology for some of the world’s largest member and business conventions. Their primary target are in-company or independent meeting and event planners. Vendors are selected through a bid process and multi-year contracts are the norm. So, the challenge for PSAV was to find ways to create relationships with prospective meeting planners who are in-market and not-in-market for a technology provider. In addition PSAV wanted to increase their penetration of single-point, high end hotel and resort properties often served by local or regional providers.
Solution
Position PSAV as “the educator brand” providing meeting and event professionals with topical “how to” information. The ideas were delivered by well-known and respected event and meeting experts: meeting planners, hospitality executives, and speakers through live "eductainment" productions held during PSAV trade shows. The Miller Group created a movable news desk where guests were interviewed on a variety of relevant topics. The interviews were both live streamed and curated as part of a new PSAV video library. Nearly 150 interviews were recorded using our on-staff director and producer. A separate campaign aimed at premium resorts and hotels was developed using a series of mailings aimed at a common venue issue: providing just enough bandwidth for meeting attendees. A video-card was produced and mailed to top PSAV prospects to both provide a video message and subtly demonstrate PSAV grasp of technology.
Results
The interview strategy continued at both the annual MPI and PCMA for over 3 years, generating nearly 150 videos. Not only were dramatic increases in website views recorded, but the interviewees shared their interviews with others driving significant viral penetration. And, the video card mailings generated over $2 million in incremental sales that could be directly attributable to the campaign.
The Miller Group
The Miller Group is a Los Angeles based, woman-owned, culturally diverse marketing/branding/ad agency founded in 1990. The award-winning marketing/branding/ad agency was founded in 1990, with a 32-year history steeped in not-for-profit marketing and brand reinvigoration. Experienced in B2C and B2B communications.
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