The CCTB has launched a new approach to marketing Chicago. Rather than focusing on the traditional bureau marketing of selling “dates, rates and space” the CCTB will now focus on creating the Chicago experience for meeting organizers and attendees. The new approach allows the CCTB to focus on attendees’ individual interests and cater the experience around those particular interests.
“Aligning resources in order to help our customers meet their business objectives is not new, but combining that effort with tailoring a culturally rich ‘Chicago experience’ to the individual attendees and their exhibitors enhances their visit, and adds value,” said CCTB President and CEO, Tim Roby.
An external research firm will survey incoming attendees to get a better understanding of their personal interests which will allow the CCTB to identify preference trends and tailor its marketing tools to those incoming attendees.
In order to maximize this new marketing effort, the CCTB has realigned its 38-member sales, client services and research teams moving various responsibilities in order for the team to better serve their customers.
“This redeployment further demonstrates our commitment to our customers’ needs,” added Theis.
The American Society of Association Executives (ASAE), which comes to Chicago in August, will be the first convention to utilize this new customer profiling.