[ad_1]
Like many event professionals, Stephanie Lowe I didn’t take a direct path to the hospitality and events industry. If anything, she envisioned opening her own dance studio and theater troupe. After graduating, Lowe, who taught dance classes while working at a high-end restaurant in a local hotel, was recognized by a hospitality leader who noticed her natural ability in sales and negotiation, and became a hospitality sales manager. and encouraged her to consider marketing as a future career.
“I quickly became fascinated with the details of a perfectly executed event, such as building relationships, negotiating contracts, and crafting compelling stories with prospects,” Lowe recalls. “Now, instead of creating beautiful movements on stage, we are creatively enriching our brand, developing visual content and presenting products that are appealing and appealing.”
The change in career quickly gave Lowe the drive and determination to succeed, as he knew he needed to quickly learn important sales and marketing skills to gain a competitive edge and reach new goals. I will tell you.
After gaining over 17 years of extensive experience in hospitality sales and marketing, including 13 years at Marriott International, the former performer currently serves as the hotel’s director of venue marketing. Sodexo Live!where he serves as the company’s marketing subject matter expert, leading digital marketing strategy, implementation, and supporting demand generation nationwide.
“We elevate venue storytelling with insight, creative vision and impactful content generation, along with the strategic importance of event sales,” explains Lowe. “My role is unique because I also collaborate with on-site venue sales leaders, district and divisional management teams, and client marketing leaders to create smart marketing plans, develop and execute KPIs. Because we are working on it.”
She added, “Our industry is always changing, so we always make sure to stay ahead of trends, always learn, and always empower future leaders.”
TSNN had the opportunity to interview this passionate industry pioneer and discuss the power of in-person experience, why the meetings and events industry is the perfect career choice for the next generation of dedicated, passionate, and forward-thinking professionals, and what she… They see opportunities, not challenges, in the industry’s future.
What is the meetings and events industry’s greatest strength and why?
At its core, this industry is driven by connecting people, building relationships, and delivering unique and memorable experiences. As we’ve been encouraged to meet virtually and work hybrid or remotely in recent years, the desire for in-person experiences is stronger than ever. We were reminded of our need for human connections that bring intimacy and a sense of belonging.
We must remember that hospitality and events are built on the human spirit, and this is a huge asset to our industry. Life’s biggest moments are best celebrated together. Additionally, as a generation, we tend to invest in experiences rather than tangibles, which continues to drive this industry and its exponential growth. It’s up to us to enrich our community of leaders and lead the way in delivering quality, memorable and unique experiences at venues around the world.
What is its biggest weakness and why?
Your guest’s journey begins long before they walk into your venue’s doors. It all starts with the initial idea of saying, “Let’s plan an event,” and the online search process to find the perfect venue begins. Event planners, sales leaders, and marketers need to become better at integrating with digital technology to better serve their clients during the planning process and the event itself.
Creating virtual tours before visiting a venue, new AI to build new marketing content, digitizing service planning and contactless payments, hyper-personalizing interactions with CRM systems and targeted email automation – these Technology-focused solutions drive customized guest experiences while enriching data. Tailor offers and promotions to each person’s buying habits.
What are you most concerned about regarding the future of the events industry and how do you think these issues are best addressed?
The evolution of the hospitality and events industry is mind-boggling. Rather than the concerns, let’s look at some of the opportunities we have.
chance: Many people now work remotely, and you can work for your company from anywhere across North America. This allows you to minimize local meetings, networking events, and holiday parties.
solution: We need businesses and individuals to continue to believe in celebrating their employees and bringing groups of people together. It’s important to us that we continue to market and share creative messages to demonstrate the value of hosting events and celebratory occasions.
chance: Virtual tours and automated marketing technologies cannot replace the institutional knowledge of clients and community organizations. We know our industry and field best.
solution: We need to leverage new technology and consumer data to curate smart, specific insights that will help us better connect with future customers.
chance: With inflation soaring and energy prices rising, people are continually looking for deals and promotional offers.
solution: Sure, we all need to be conscious of cost, but blanket offers can dilute the brand value a venue has been trying to build over the years. It’s important to offer promotions and offers based on interest and customization so that you can drive loyalty, repeat purchases, and multiple generations of referrals.
How can next-generation event industry professionals play a role in ensuring a positive future for the industry?
Don’t be afraid to seek inspiration from outside your company or industry. Look to other areas and stay consuming media that illuminates new ideas and ways of thinking. Get involved in your organization’s trade associations, trade associations, and even employee business resource groups (EBRGs).
Where do you envision your career 5-10 years from now and what are your biggest hopes for the industry as a whole?
In 5-10 years, I will continue to be a pioneer in my industry while also consulting on proven sales and marketing results to help other companies succeed and enrich businesses in other industries. intend to. My hope for the industry is that it continues to evolve and attract new talent. It’s a great industry where passionate people can “get hooked” and achieve great success. I hope that never changes.
Do you know an emerging leader in the trade show industry who deserves some attention? Contact us at lpsavas@tsnn.com and dtormohlen@tsnn.com.
Don’t miss out on event-related news: Sign up for our weekly e-newsletter herelisten to the latest podcasts here and engage with us twitter, Facebook and linkedin!
[ad_2]
Source link
