In an exclusive for Conference News, Louisa Watson, marketing director at Wyboston Venue Management, shares her insights on MICE marketing.
Let’s be honest—venue marketing has changed. Again. Post-pandemic recovery gave us hybrid buzzwords and webinar fatigue. Now, we’re into a new phase. The venues winning in 2025? They’re not shouting louder. They’re being sharper. Smarter. More relevant.
At WVM, we help venues cut through the noise and actually book business. So, here’s a view from the front lines—what’s working in MICE marketing now, what’s overhyped, and where to focus your energy.
AI: Useful tool or fancy distraction?
AI can be brilliant. We’ve seen it help automate enquiry follow-ups, improve SEO, even personalise website journeys. But let’s not pretend it’s magic.
Most venues still haven’t touched AI. Many don’t need to, yet. It’s a tool—great for speeding up admin, not replacing actual thinking. If you’ve not nailed your basic sales follow-up, AI won’t save you.
Verdict: Use it to speed up the boring stuff, not to replace your sales team.
Short-form video: still a secret weapon
Instagram Reels. TikToks. Quick edits of a venue setup, a team behind-the-scenes, or a testimonial clip. They work.
Attention spans are short. Venues that show—not tell—are getting more clicks, more enquiries. We’ve tested it across clients. Short, scrappy clips often outperform polished promos.
Verdict: Show your venue in action. Don’t wait for a full shoot. Just post.
LinkedIn rules B2B. But don’t ignore instagram
LinkedIn is still the go-to for corporate organisers. But Instagram is catching up—especially for training providers, charities, and community bookers. TikTok? Less relevant right now, but it’s worth watching.
If you’re only using one channel, you’re probably missing people.
Verdict: LinkedIn for leads, Instagram for influence. Know where your audience scrolls.
Traditional ads: Still worth it?
We don’t write off print. It still builds credibility—especially for high-value events or public sector clients. But it’s not where the leads start anymore. If you’re not linking print to digital (QRs, landing pages, retargeting), you’re wasting budget.
Verdict: Use print to build trust. Use digital to convert.
Best way to build engagement?
Great marketing doesn’t just push content. It creates moments. Site visits, virtual tours, personalised emails, fast replies—that’s what gets people leaning in.
We’ve seen venues turn interest into bookings just by tightening up their enquiry form or sending a short, personalised video response.
Verdict: Real engagement is personal. It’s not just clicks—it’s conversations.
What’s next?
2025 isn’t about doing everything. It’s about doing the right things well.
Know your audience. Show your space. Follow up fast. And don’t be afraid to drop what’s not working.
