CVBs, in general, pose a unique marketing challenge. We market a product (i.e. family vacation, outdoor adventure, business meeting location) but we do not actually handle any transactions and we aren't responsible for delivering the final product. It is difficult because the promises we make are only as good as our regional lodging, dining and attraction partners. If they don't deliver, we don't deliver.
I would say that in general, the Colorado Springs CVB does focus on benefits rather than a product, not by choice but because there is really no alternative. When it comes to leisure marketing, we focus on a priceless family memory or a thrilling active vacation. For meetings we market ourselves to meeting planners as a one stop shop to get a meeting off the ground. Our meeting sales team sends out Request for Proposals to lodging properties and helps to recommend other vendors to meet the needs of our meeting planners. We try to make it as easy as possible to bring their group to our city.
Both groups that we service are really looking for information. That is essentially what we do. We provide information via a variety of mediums to help plan a vacation, meeting or event. The challenge is getting Colorado Springs in the consideration set for a vacation planner or meeting planner. We use our advertising programs to reach out and make an emotional connection. For a 40 year old mom, that message is family focused. For a meeting planner, it is being heroic through excellent attendance and a beautiful setting. The root of both strategies is focusing on an emotional need for validation via either a family or professional setting. The product we market, Colorado Springs, is just the vehicle for a mom or a meeting planner to feel successful.
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