MMCS Events 3 Marketing Tips from the Miami Airport Convention Center

Article Information

  • Posted By : Marina Vatav
  • Posted On : Dec 21, 2014
  • Views : 2251
  • Category : Marketing
  • Description :

    The Miami Airport Convention Center (MACC) is the second largest venue in the Miami area. This 172,000 square feet facility hosts thousands of events every year, mostly corporate events such as trade shows, conferences, and other business-to-business meetings. Since Miami is one of the largest port for import-export it also becomes the event center for the importers and exporters, as well as a popular location for the South American corporations' and governments' events.


Overview

  • Jon Stultz, Director of Sales and MarketingJon Stultz, Director of Sales and Marketing
    DoubleTree by Hilton Miami Airport Convention Center

    The Miami Airport Convention Center (MACC) is the second largest venue in the Miami area. This 172,000 square feet facility hosts thousands of events every year, mostly corporate events such as trade shows, conferences, and other business-to-business meetings. Since Miami is one of the largest port for import-export it also becomes the event center for the importers and exporters, as well as a popular location for the South American corporations' and governments' events.

    We spoke with MACC's Director of Sales and Marketing Jon Stultz about his marketing strategies. He shared 3 tips that will help your marketing strategy.

    1. Know your niche.

    "Know where your strength lies. Each market can be a little bit different. Everybody likes to have everything, but you have to really decide what you are best at," said Mr. Stultz.

    MACC's niche is the Associations, the business-to-business market, and the standalone trade shows that are looking for a large space and don't need to pay premium prices to be by the water. MACC offers the convenience of being near the airport, and it leverages its location in its marketing strategies.

    2. Look for emerging markets.

    "Don't use a shotgun approach. You have to be laser focused on your market segments and your clients," says Stultz.

    While you take care of your existing clients and enjoy the benefits of that repeat business, don't forget and don't fail to be looking in the market for those new opportunities that are developing.

    "Be in front of the curve, be aware of the trends, of what's happening in the marketplace so that you can be there as it occurs," pointed Jon Stultz.

    "Being able to see areas that are having growth and adapting the resources that you have, particularly your sales resources, is one way to tap into new opportunities. Ask your sales team to begin conversations with those emerging markets that you see have growth: that's the key— being nimble, flexible, and fluid."

    3. Prospecting is absolutely essential.

    "Prospecting is absolutely essential. If you want to control your future destiny you have to prospect," said Stultz.

    "Prospecting is being highly aware of your needs and being able to understand where the business is today. It might be something that's all the way across the United States. It could be at a local competitor facility. But knowing that you need to fill that hole means having your sales management team strategize on how to bring that business that you know exists somewhere to the hotel for those dates."

    The Miami Airport & Convention Center has 60 meeting rooms, including boardrooms, multiple ballrooms from 7,000 to 28,000 sq. ft., ground level exposition space of over 70,000 sq. ft. It can accommodate up to 6000 people.

    Jon Stultz admits that managing such a big facility that hosts thousands of people takes a lot of coordination. He believes that good communication is key to running any large organization. With more than 700 events already booked for 2015, Mr. Stultz and his staff will certainly have a busy year.