HF375 Exam 2
Risk: Reduction Strategy for Meetings
* Over Consumption of Alcohol: •-- trained and certified bartenders •-- drink tickets * Equipment stolen from exhibit floor: •-- security personnel •-- locked door with limited distribution of keys * Heatstroke or sickness: •-- provided transportation •--tents -- fans *Terrorism: •-- crisis management plan •-- back-up destination *Injury: •-- taped-down wires •-- floor kept clear and dry
Advantages and Limitations of Third Party Vendors
*Advantages: •-- Saves the meeting professional time •-- Provides software and process expertise •-- Provides cost effective troubleshooting *Limitations: •-- May cause time delays in data release •-- May be more expensive than a small organization can handle •-- May not provide adequate privacy protections and data security
Type of Security:
*Contracted: •-- Security guards hired through a security company *Law enforcement: •-- If meeting is on a university campus, campus police have jurisdiction •-- City police officers •-- County police officers •-- State patrol officers •-- Federal investigators *Peer: •-- Bouncers (such as at a bar) •-- Concert security *Personal: •-- Bodyguard •-- Secret service (federal) *Proprietary: •-- Hotel security *Volunteer: •-- Badge checkers at an exhibition •-- Volunteers at a convention who stand outside the ballroom doors until it is time for a program to start
Popular Advertising Media
*Direct Mail: •Postcards •Invitations •Brochures *Print: •Newspapers •Magazines •Trade journals •Membership directories *Broadcast: •Radio •Television *Internet: •Website banners •Pay-Per-Click ads •Podcasts *Outdoor: •Signage •Bilboards *Collateral Materials: •Posters •Fliers/one pagers •Promotional products
Building the Room Block
*Housing Processes: •Building a room block •Contracting hotels •Managing housing policies •Managing room blocks •Reporting *Elements of Building a Room Block: •Group history •Guest room types •Rates/hotel mix •Peak and shoulder nights A room block is the total number of sleeping rooms that is utilized and attributable to a meeting, and the size and content of the room block should be determined prior to contracting with each hotel. The following elements are considered when developing the room block •The bell staff and hotel registration desk form an early impression of the meeting experience •The ambience of the lobby area and greetings of staff - first touchpoint •Bell Curve Formula: The bell curve indicates when and how many room nights will be needed for each night of the meeting. A peak night is the date that the meeting has the highest dead for rooms, typically the highest attendance date of the meeting.
3 Categories for Hazards:
*Naturally Occurring: earthquake, volcano, mudslide, flood, forest fire, snow/ice, disease affecting humans, animals or plants, insect infestation *Technological: Failure of essential AV, equipment failure, lack of service, data loss, computer crash, telephone service failure, power outage, water shortage or contamination *Human-Caused: •-- Accidental: hazardous material spill, transportation accident, explosion •-- Intentional: terrorism, labor dispute, violence
Traditional P's of Marketing
*Product: •-- The product is the meeting. •-- Accurate communication of product value to potential consumers is paramount. •-- Convincing them that dynamic value exists through attendance creates demand. *Place: •-- The location of the meeting forms the place. •-- Just as in real estate, location is a key consumer motivator *Price: •-- The concept of perceived value is often tied to the price of the meeting. •In planning a meeting, both registration fees (if any) and all related housing and travel costs make up the price attached to attendance *Promotion: •-- With a plethora of messages competing for consumer attention, focused communication that resonates with prospective participation is key. •-- Popular promotions of meetings today consist of multiple distribution channels., including traditional printed products and web-based campaigns. *People: •-- The target audience or actual registrants and attendees of meetings are now often recognized as the "fifth P" Organized meeting planning brings people together primarily •1) to capture attention, particularly for initiating something new or different •2) to inspire a positive emotional climate, fostering collaboration, innovation and performance •3) to build human networking relationships
Types of Venues: Conventions or Congress Center
- A multi-purpose facility that hosts meetings, public and industry trade shows, and large events - The function space is large and diverse to accommodate multiple shows, meetings or events at the same time. - Convention centers host local, state, regional, national and international meetings, exhibitions and events. - Offers in-house and exclusive services including food and beverage, AV technology, production, security and other offerings - Before inspecting or contracting with a convention center, the meeting professional should note who owns and manages the facility. Convention or congress centers are typically owned by a government, community, or public entity, but may be managed by a private firm or quasi-public corporation
Liability
- Associated with legal responsibility
General and Professional Liability Insurance:
- Carrying sufficient comprehensive general liability insurance against these types of liabilities is a standard business practice
Types of Venues: Conference Center
- Designed to provide the optimal learning environment and are dedicated to educational and training meetings - The most notable difference between a conference center and venue not specifically designed for training meetings are its meeting facility design and packaging of services - The meeting space is designed to minimize distractions and focus on productivity - Many conference centers offer a complete meeting package (CMP) which is an inclusive per person/per day package including guest rooms, meals, continuous refreshment breaks, technology, meeting space, service charges and gratuities
Corporate Conference Centers
- Facilities owned and operated by a corporation for internal training
Non-residential Conference Centers
- Facilities that are full-service, but have no sleeping rooms, They may be connected or close to a hotel.
Ancillary Conference Centers
- Facilities that are part of a larger complex. They may be floors or wings of a conference center, hotel or resort.
Threat Response Strategy: Avoiding Risk
- Few risks can truly be avoided. For example, the only way to avoid a risk like a hurricane is to avoid coastal regions during hurricane season
Considerations in Selecting Venues: Dates, Rates and Availability
- Meeting professionals must know and understand: •the event market •conditions of the economy •the destination and venue's seasonality •the event's preferred dates and patterns. •If the venue is in need of booking business during a certain period of time, then the meeting professional can expect to get a better deal. The converse is also true. If the venue is in demand, there is little incentive to offer discounts or amenities for free.
Non-Traditional Venues
- Meeting professionals use many non-traditional types of venues such as cruise ships, museums, zoos, movie theaters, libraries, restaurants and universities to host unique meetings and events. Selecting a non traditional venue can be both interesting and challenging.
Meeting Goals and Objectives
- Meeting stakeholders should identify the purpose of the meeting before considering the meeting's destination or venue(s) -don't lose focus on the meeting's goals and objectives
Unavoidable Risks
- Natural Disaster - City Wide Power Outage - Some Fires - Disgruntled Worker with a Weapon
Sourcing Destinations and Venues
- Researching a property's physical space, service offerings, and amenities can save the meeting professional time and effort if the property does not meet the basic space requirements or minimum expectations of the group
6 different types of Conference Centers
- Residential - Non Residential - Ancillary - Corporate - Resort - University
Key Professionals at the Venue: Sales Manager / Director of Sales
- Responsible for site tours, proposals, negotiating and contracting event space appropriate for client's event space and budget needs. This professional represents the company/venue and manages expectations of the client for each step in their planning.
Avoidable Risks
- Serving Undercooked Meat - Allowing unsafe exhibit decor - Failing to provide Security Measures for heavy equipment
Threat Response Strategy: Transferring Risk
- Some risks are outside the meeting professionals expertise. In such cases, the meeting professional would be prudent to transfer these risks to others who are more qualified or positioned to absorb them.
Considerations in Selecting Venues: Accessibility
- The Americans with Disabilities Act of 1990 (ADA) is a law enforceable only in the U.S. It requires public buildings e.g. hotels and restaurants to make adjustments or accommodations to meet minimum standards that make the facilities accessible to individuals with physical disabilities.
Meeting Elements Requiring Protection
- The following are examples of areas and individuals that need consideration when developing a risk-management plan: People: •-- Attendees •-- Speakers •-- Exhibitors •-- Vendors •-- Sponsors •-- Event Staff Information: •-- Corporate trade secrets •-- Credit card information •-- Contact information •-- Medical information Property: •-- Computer equipment •-- AV equipment •-- Communication equipment •-- Exhibits •-- Prototypes •-- Copyrighted materials •-- Trademarks Financial Investment: •-- Meeting organizer's budget •-- Attendee expenditures •-- Exhibitor's booth fees and other expenses Organization Image: •-- Public image of meeting organizer, facilities, or others involved in the meeting Professional Reputation: •-- Reputation of the meeting organizer, the venue, the destination, or third-party/independent planner
Choosing a meeting facility involves consideration of key factors including:
- Venue Availability - Dates and Seasonality - Attendee Preferences
What the Hotel Sales Staff will Ask
- What will be the total # of sleeping rooms needed each night, from the earliest arrival to the latest departure? •What is the % of single vs double room occupancy? •What has been the average room rate for this meeting? The highest? The lowest? •Are room rates important to the group?
Cancellation Clause
- a contract provision that outlines the damages to be paid to the non-canceling party in the event of a breach of contract by the other party
Considerations in Selecting Venues: Transportation
- air and ground transportation to/from the destination should be key considerations. Attendees need easy access to and from the airport or other destination access system) and venues, as well as transportation throughout the destination
Request for Proposal (RFP)
- an invitation to bid on a specific meeting's business. An RFP is the written meeting specifications document prepared for facilities to assist them in evaluating the appropriateness of their property for the group. It describes the meeting objectives, historical data, physical requirements and attendee interests and expectations. There are 3 phases in the RFP process: 1) Creation of the RFP 2) Solicitation of proposals through the RFP 3) Evaluation of the returned proposals •Generated by the meeting professional, the RFP provides a supplier with details about the scope and potential value of the meting to the supplier and the local community. •The RFP outlines the various logistical elements of the meeting and indicates which priorities of the meeting sponsor must be included in the final contract. •e-RFP : Is popular since an online request can instantly be sent to multiple suppliers. However, as a result, many suppliers can become inundated with requests and have difficult responding quickly. •Effective and professional use of e-RFP's includes sending requests only to those who may be able to meet the specifications detailed by the meeting organizer
Force Majeure
- applies to any disruptive occurrence that cannot be anticipated or avoided, relieving the parties of their obligation to perform the contract
Types of Venues: Airport Property
- attached or located near major airports. These properties serve mostly business transient travelers, staying for a few nights in the area. These properties tend to offer complimentary shuttle service to and from the airport.
Meeting Value and Profile
- calculate the value of the meeting before sourcing a venue. Gather and analyze financial data and historical information - room block, meeting space, AV, food and beverage, transportation, influence and profile of attendees
Non-Traditional Venues: Cruise Lines
- considered a major competitor to land based meeting destinations, as meeting professionals give shipboard meetings consideration. Most new ships are adding conference and meeting facilities and shortening their itineraries to attract this exciting market
Threat Response Strategy: Reducing / Mitigating / Managing Risk
- for example; requiring trained bar staff can reduce the risk of over-serving alcohol that may lead to possible illness or injury/ medical staff onsite may help reduce the severity of an injury or illness by eliminating the need to transport an attendee to a hospital and providing immediate medical attention
University Conference Centers
- full service facilities (may or may not have sleeping rooms) located on college campuses for university and outside groups.
Resort Conference Centers
- full service facilities (may or may not have sleeping rooms) that also have significant amenities such as golf, fitness, and spa
Residential Conference Centers
- full-service facilities (includes meeting and sleeping rooms) located in major metropolitan areas or suburban locations
Types of Venues: Convention Hotel
- located near or connected to the convention center. Hotels can be categorized as full-service, limited service, resort, or airport.
Types of Venues: Full-Service Hotel
- offers hundreds of sleeping rooms and flexible space for general sessions, educational breakouts, small meetings and exhibits. Most have exclusive or in house vendors for food and beverage, AV, business center and other amenities.
Types of Venues: Resort Property
- often outside the metropolitan area and in secluded areas. This type of property offers upscale recreational amenities, e.g., golf tennis, spa, skiing and fitness services
Indemnification
- one party agrees to to pay damages or claims that the other party may be required to pay to another. for example, if a hotel is sued by a attendee who is injured at an event due to the fault of the group, an indemnification clause might require the group to reimburse the hotel
Cancellation / Interruption Insurance:
- purchased for a specific meeting depending on its size and the potential financial loss if something occurs that either interferes with the orderly execution of the meeting or prevents the meeting altogether
Key Professionals at the Venue: Director of Marketing
- responsible for assisting the meeting professional in promoting the property and the destination to its attendees
Key Professionals at the Venue: General Manager
- senior staff member at the property and is ultimately responsible for the overall success of the sales and service at the venue. The GM may only play a role in the initial site visit to assist with servicing the group when onsite. Most GM's are very eager to welcome and interact with meeting professionals.
Threat Response Strategy: Accepting Risk
- some risks are worth accepting either because they are so unlikely to happen that planning for them is not an efficient use of time or because, even if they do happen, they are unlikely to result in much harm, i.e, they are low impact
Types of Venues: Limited-Service Hotel
- tend to attract regional visitors looking for a lower-cost stay. Most have no food and beverage service, very few meeting rooms, and no staff for valet, room service or other customer services.
Non-Traditional Venues: University Facilities
- the atmosphere lends itself to encouraging learning and high-level engagement. Some universities have a full service conference center facility on campus and others only have classroom space and minimal services
Standard Elements of a Meeting Contract
1. Preamble: includes names of sponsoring organization and hotel 2. Official dates of the meeting 3. Number and types of rooms and cut-off date for reservations 4.Rates/Commissions 5. Arrival/departure pattern 6. Meeting space and release date, e.g., when unused space can be released back to the hotel 7. Complimentary and reduce rate rooms 8. Working space, offices, and media room 9. Exhibit space 10. Food functions 11. Refreshment breaks 12. Liquor 13. Gratuities and service charges 14. AV 15. Union regulations 16. Master account and credit procedures 17. Method of Payment 18. Termination/cancellation clauses 19. Damage clause (liquidated or mitigated damages) 20. Attrition clause- guest room, food and beverage, meeting rooms 21. Arbitration/dispute resolution 22. Warranty of authority 23. Insurance requirements and indemnification clause
AIDA Formula
Attention: grab the target market's attention Interest: create meeting interest Desire: build desire to participate Action: ask for an action
Going Social with Event Marketing: Extend your Event
Engage with attendees by: •Keynote highlights •Customer testimonials •Product demonstrations •Expert interviews •Event highlight reels •Video event results report
Going Social with Event Marketing: Engage with Attendees
Engage with attendees by: •using Twitter to send out "from the event" updates •Hosting a TweetUp or Tweet chat •Promoting Four Square or Gowalla event check ins •Creating SMS/MMS text campaign for event updates or contests •Integrating QR codes to boost buzz and participation
Going Social with Event Marketing: Promote your Event
Promote your event by: •Creating a Facebook event •Setting up an event group on LinkedIn •Posting speaker's session preview videos on YouTube •Blogging about featured demos or discussion topics
Sponsors and Sponsorship Agreements
Sponsors are an essential component of meetings and events, particularly those held by non-profit organizations. Sponsorship agreements should describe sponsorship benefits and delivery in detail. The contracts should include the following components: •Names of the parties •Date, location, and name of the event •Description of the event •Value of the sponsorship, with specific amounts to be provided in cash and/or in-kind donations •How and when sponsorship payments will be received by the host organization •Detailed list of sponsorship recognition provided by the host organization
Data Examples from Registration Process
•# of registrants by type (e.g., attendee, exhibitor, staff) •# of registrants by date •# of registrants by length of stay (e.g., full event, half day) •# of registrants that paid full price •# of registrants that attended free of charge •Geography of registrants •First time registrants in comparison to repeaters •Titles and organizations represented •Selection of meeting functions (e.g. workshops, receptions, meals) •Accommodation requests
Contracts and Requirements
•A meeting contract spells out all of the details of the product or service to be provided, to minimize misunderstandings between the meeting organizer and the supplier. •Contract Elements: A legally enforceable contract requires an: •-- offer •-- acceptance •-- consideration for the offer •-- capacity to sign on behalf of the obligated parties •-- should be in writing •Seek a Legal Counsel Review: prior to signing a contract, the meeting professional should seek a review of the contract by legal counsel to ensure it is written to the benefit of both parties and reflects the outcome of the negotiation process
Exhibitions
•A meeting or event may have an exhibition component - also know as a trade show or trade fair •Exhibitions are an organized presentation and display of a selection of items - held in convention centers, exhibition halls, meeting rooms, hotel ballrooms, auditoriums, schools or government buildings •Typically defined as business-to-business (B2B) events or business-to-consumer (B2C) events •A B2B exhibition offers industry specific products or services, and attendees must qualify to attend the exhibition either through membership in a sponsoring association or by meeting other criteria •Average length of a US B2B exhibition is between 2-4 days •B2C exhibitions also knows as public exhibitions or consumer shows, generally charge admission or sell tickets. They are open to the public or segments of the public •Horizontal Exhibitions: include many types of products and services from one or more industries. For example, a "home and garden show" will have a wide variety of exhibitors featuring everything from outdoor floral options to indoor paint or furniture •Vertical Exhibitions: more limited in scope, focusing on a targeted segment of an industry. Many technology shows offer software solutions for specific types of business or needs and would be considered vertical exhibitions
Exhibition Examples
•A member-based organization e.g., an automobile dealers association, may sponsor an exhibition to attract new potential customers and gain media attention •Corporations sponsor exhibitions for particular user groups or client bases, e.g. Microsoft sponsoring a developers' conference with exhibits •They also may sponsor exhibitions for their own employees, e.g., hardware or drugstore chains may sponsor a private exhibition to teach employees how to display seasonal products
Marketing Distribution Channels
•An appropriate marketing mix is based on research results. It combines advertising, public relations, media coverage, direct mail, and electronic marketing to ensure the target audiences is suitably exposed to the marketing message.
Floor Plan Design
•An exhibition is designed around a grid layout or floor plan, which includes exhibit spaces (known as booths or stands), aisle, permanent elements like columns, entrances and feature areas •Exhibitors purchase or rent the use of exhibition space from the organizer or producer for the length of the event •Exhibitors either bring in exhibits, equipment, samples and other items for display within the space or rent these elements from an exhibition supplier, who typically delivers the rented items to the booth/stand onsite
What to discuss with the Venue Sales Staff for an Exhibition
•Are there exhibits in conjunction with the meeting? If so, what is the square footage required? •Will exhibits and aisle signage require high ceilings and/or column free space? •How much time is needed for move in and move out of displays? •Are the exhibits suitable for the facility i.e. hotel vs. convention center?
Typical Hotel Contract Clauses
•Attrition •Cancellation •Deposit fees required •Force majeure •Room block review
Technology Use Throughout the Event
•BEFORE: Plan - use technology to promote meetings and events, along with building attendee excitement •DURING: Activate - Incorporate technology into the attendee experience and work effectively with exhibitors and sponsors •AFTER: Review- extract information (aka big data) from technology sources used to formulate the return on investment
Site Visit
•Before considering a meeting venue, the meeting professional should conduct a site visit to thoroughly evaluate the venue's meeting space, food + beverage options, + sleeping rooms, if needed. •For example: when a meeting requires 150 sleeping rooms, a large ballroom for a general session, 12 breakout rooms, and specific food selections to accommodate attendees needs; the meeting professional will examine each of these specifications during the site visit •The environment must also match the attendees expectations and style. •Meeting professionals will also ensure the service level of the venues personnel meet the group's standards
Source of Third Party Registration Services
•CVent - www.cvent.com •eventbrite - www.eventbrite.com •RegOnline - www.lanyon.com Registration Categories: •Attendee •Exhibit staff •Suppliers •Customers •VIPs •Board of committee members •Vendors •Meeting staff •Student/faculty •Government •Speakers
Negotiating Concessions
•Concessions are items in a contractual agreement where one party provides something of value to the other party in exchange for something else •It is valuable to know the "hard" vs "soft" costs at a particular property •Hard costs relate to items or services that generate actual revenue collected by the property, e.g., guest-room rates, food and beverage costs, meeting room rental. •Soft costs are generally those which can be absorbed by a property without incurring undue additional expense, e.g., upgrades to a higher category of guest rooms that would remain unsold over the meeting dates, or a reduced rate for a certain number of staff rooms
Contracting the Hotel
•Cut-off Dates: a designated date when a hotel will release any unsold sleeping rooms in a room block and make them available to the general public •Room Block Reviews: a review should be conducted and contractually agreed to at the 90-, 60-, 30- day mark prior to the official cut off date. This allows the hotel and meeting professional to review the pick up compared to the previous year's pace and avoid the possibility of attrition and pick up issues by releasing rooms back to the hotel or securing additional rooms at the contracted rate as needed •Attrition: failure to occupy all contracted rooms within an allowable shortfall, which requires financial compensation from the host organization to the hotel •"Comps": complimentary hotel rooms. Hotels use this as a reward for maximizing room pickup. Comps are offered on a ratio basis and awarded post meeting based on the total number of paid rooms occupied. For example, for every 50 paid rooms occupied, the organization is awarded one comp night. •commissionable rate: provides a total cost with a commission included (percentage of total cost) that may be paid to the sponsoring group, a third party (e.g. a travel agent or an independent meeting planner), or a site- selection vendor •rebate: a set dollar amount rather than a percentage •Concessions: one party providing something of value to the other party in exchange for goods or services, pending certain conditions •-- complimentary meeting space, discounted hotel rooms, suite upgrades, complimentary wi-fi
Role of the Destination Management Organization
•Destination Management/Marketing Organizations (DMOs), also referred to as convention and visitors bureaus (CVBs), assist meeting professionals with the venue sourcing process. The DMOs primary goal is to market and promote the destination and its hospitality offerings and attractions. The result of these efforts is positive economic impact. •Benefits of using a DMO is amount of time and money saved by the meeting organization during the sourcing process. They submit and collect the RFPs and the proposals are then shared with the meeting host. •Once the meeting host reviews the proposals, specific venues are selected for further review. •The DMO sales team can assist with scheduling a site visit at the venues the meeting professional would like to experience and evaluate
Exhibition Producers
•Exhibitions may be sponsored or produced by trade associations or member organizations, private companies, entrepreneurs, multi-media organizations, and third party meeting/exhibition organizers •A primary reason for an organization to host an exhibition is its financial value and return •For many associations, the exhibition is a major economic engine, as well as providing member value and education
Measuring the ROI
•Face-to-face marketing continues to be an important part of the marketing mix, and exhibitions are a cost-effective way for exhibiting individuals and organizations to gain access to pre-qualified, target audiences •Potential exhibitors evaluate exhibitions based upon the audience profile, total attendance figures, estimated costs of participation, value of potential contacts, visibility + sales •An exhibition held in conjunction with a meeting provides an extension of the educational experience that adds measurable value to the attendee and the exhibitor
Common Negotiable Items for Meeting Facility Contracts
•Guest-room rates •Guest-room upgrades •Meeting dates •Meeting and function room rates •Complimentary or discounted meeting room or function space •Food and beverage costs •Staff-to-guest service ratio for food + beverage functions •Registration assistance •VIP amenities and services •Commission for third-party agents •Transportation services
What to Discuss with the Venue Sales Staff for Ancillary Space
•How large an area is needed for registration purposes? •Are adequate utilities available, including wireless high-speed internet, electrical outlets, and ample lighting? •How many rooms are required for headquarter offices and press offices? What size must each be? Is storage space needed?
What to Discuss with Venue or Catering Staff
•How many food + beverage events will be held and when? What types? Casual, formal, or themed? •What kinds of food + beverage events will be held, i.e., breakfast, lunch, dinner, refreshment breaks? •What is the estimated attendance at each event? What has been attendance at previous functions?
What the Venue Sales Staff will Ask
•How many meeting rooms will be required on a daily basis? •Are rooms to be set up theater, classroom, conference, or banquet style? •How will the AV plan impact requirements for meeting rooms? •What is the facility's flexibility concerning the tentative agenda (increases or decreases in meeting space?)
Badge / Material Distribution
•If the registration was successful, the majority of attendees will have pre-registered, so upon arrival at the event, they simply need to check in and pick up relevant event materials, e.g., badge, ribbons, tickets for special events, and programs •Badges typically provide the person's name in large letters, and perhaps title or membership status, employer and point of origin •If the meeting professional anticipates a large number of onsite registrations, the area will need to reflect this in terms of size, equipment and staff •Considerations for staffing the registration area include: event size, arrival patterns, number of pre-registered attendees, and anticipated number of onsite registrations •General rule: 1 staff members per 100 expected attendees
What to Discuss with the DMO Sales Staff
•Is the meeting limited to a specific set dates or time period? •Does the meeting have date/pattern flexibility? •Is there a need to certain religious, ethnic, state, or federal holidays? If the meeting is in another country, are there local holidays that must be considered?
RFP Considerations
•Key information about the group or organization holding the event •Purpose of the event •Information about the meeting attendees •Preferred dates and optional dates, if available •Number and type of guest rooms required each day •Number, size and usage of meeting rooms, along with estimated times they are needed •Range of acceptable rates •Number and types of food + beverage events, including dates and estimated attendance •Food + beverage expenditures per event •Exhibits + any other special events or activities •Any related information, such as complimentary requirements •History of the meeting including guest room pick-up + food +beverage expenditures
Partnerships / Cross-Promotions
•Like minded organizations are often open to co-locating meetings to share expenses and tap into similar target markets.
Negotiation Process
•Negotiations with hotels or convention centers can be most challenging for the meeting professional, since the goal of the facility, which is to earn as much revenue as possible, conflicts with the goal of the meeting organizer, which is to keep the meeting expenses as low as possible. •A successful negotiation results in a compromise in which each party secures enough of its priority requests to move forward with the project. •The first step in successful negotiation is to establish goals and prioritize needs prior to meeting with the other party. •A simple list of requirements divided into three groups: "must have," "nice to have," and "can manage without" is one easy method •For example, a guest-room rate no higher than a certain amount per night may be a "must have" to accommodate budget parameters. Complimentary or reduced parking fees for local attendees may be a "nice to have," while additional housekeeping service in the evenings for all meeting attendees may not be important and falls into the "can manage without" category •To obtain as much as possible from the "must have" list, the meeting professional should enter the negotiation process with a firm idea of the value of the meeting under discussion, as well as the value of any future business to the property that may come from the organizing group •Perhaps the meeting sponsor is a company with other divisions or departments that will be organizing future meetings •Perhaps the meeting under negotiation is an annual event that has regularly provided significant revenue to the facility •The meeting professional should enter negotiations with a thorough understanding of the other party's priorities. For example, if achieving a certain amount of revenue from a particular sleeping-room rate is a "must have" for a hotel, the meeting professional should identify and request other areas for cost reduction
Reporting and Analyzing Registration Data
•Once registration opens- the role of a meeting professional shifts from research and design to implementation of procedures and policies •The data being collected should be reported and analyzed frequently •This allows the meeting professional to update the plan as necessary e.g., adjusting function sheets, food and beverage guarantees and workshop materials
Key Professionals at the Venue: Service Manager
•Once the contract is finalized, the meeting professional will be assigned to a member of the convention service team- either a convention service manager (CSM) or event manager (EM). •This individual coordinates all of the meeting professional's needs before, during, and after the meeting. •The meetings information is organized into meeting event orders (MEO). •Banquet event orders (BEOs), detail the type and amount of food, staffing requirements, location, set up and tear down instructions. •They will compile all the group's invoices and finalize the billing. This professional will also host a post convention meeting to evaluate all elements-both positive and negative. The GM and sales team rep often attend this meeting to review the meeting contract and talk about future business
Association Marketing Plan Strategies
•Printed postcard "save the date" mailed to membership and prior attendees •Dedicated annual meeting website •Printed invitation brochure - including registration details, meeting website address, and designated meeting hashtag - mailed to membership, potential members and prior meeting attendees •Video blogs posted on association website, creating buzz around topics and guest speakers •Written blog posts on meeting website and guest posts on related industry sites •Facebook page •Press kit creation and distribution to relevant channels •Targeted email campaign •Regular posts via twitter utilizing identified meeting hashtag •Regular updates on association's Facebook and LinkedIn profiles, highlighting activities and speakers included in meeting •Discounts or promotions for early registrants •Advertising campaign creation for industry publications
Registration and Housing
•Registration and housing are two critical aspects of the meeting planing process- they are the first impression of the event for most attendees •Registration is often the first time attendees will interact with an event - the ease of locating information and registering will help determine confidence in the meeting's value •Available accommodations can also present an image of the meeting's quality •-- If luxury hotels are being used, attendees may perceive the event as exclusive and high quality but if the hotel's price is too high for potential attendees, they may decide the meeting has little appeal since its unlikely to offer a high ROI given the price
Meeting Safety and Security
•Safety and security are certainly significant responsibilities for the venue, but meeting professionals also have a role. •When the safety of meeting attendees is threatened, the meeting host is facing potential liability. - To effectively manage risk and reduce potential damages, many organizations rely on the legal concept of due diligence. •Contracts between the meeting organizer and the venue or other involved parties may specify legal requirements related to meeting safety and security, e.g., the requirement to hire security personnel, carry insurance coverage or adhere to fire codes •In the meeting industry, a reputation for thoroughness and professionalism is one of a meeting professional's most valuable assets.
Potential Sources of Revenue
•Sale/rental of exhibit space •Sale of sponsorship and advertising •Registration/entry fees
Social Media
•Social media marketing has been dubbed the "word of mouth" marketing of the digital age. •During the research phase of marketing planning, effective meeting organizers will determine the preferences for the usage of social networking platforms by their targeted markets. •This information provides the opportunity to interact specifically and purposefully with various potential attendees and registrants where they are already spending time •Touchpoint: Most experts says it takes seven to twelve contacts, or touchpoints, before customers are ready to buy •To make a sale, a series of messages must be developed and delivered over time, with each one clearly communicating a reason for the customer to purchase a product
Sponsorship:
•Sponsors provide financial and in-kind donations to the meeting organizer's overall needs in exchange for exposure and access to attendees •Activating the relationship involves regular and ongoing communication and a consistent plan of service to ensure the details of the sponsorship are being met. •In a world where corporate social responsibility (CSR) is a current topic, many meeting organizers are choosing to include sponsors who have aligned themselves with similar causes
Competition, Evaluation and Measurement
•Strategic market research demands knowledge and awareness of a meeting's competition. •Direct competition exists in the form of similar meetings, including those occurring in various forms. •Differentiating a meeting from both the competition and the customer's needs through strategic marketing efforts serves as a key driver in securing desired market share. •The final piece of an effective marketing plan outlines the methodology to be used for evaluating and communicating return on investment (ROI), as well as the effectiveness of the marketing plan and strategy. •Measurement is the ultimate deciding factor in the success of the event, and as such, accurate measurement is key.
Registration Process
•Technology has revolutionized the registration process through the use of application service providers (ASPs), which offer customized services as well as in-house systems customized specifically for the host organization •At least one person, usually the meeting professional, needs to be dedicated to overseeing the entire registration process - through design, implementation, answering registration inquiries, and reporting and analyzing data •Choosing a service provider: •-- Meeting professionals now have the option of creating their own registration site or using a third-party vendor - an individual or company offering a valuable tool, service or resource •-- A third party vendor is well versed in the registration software; including being able to fix it, quickly and cost effectively
Integrated Marketing
•The goal of integrated marketing is: "to make all aspects of marketing communications (such as advertising, sales promotion, pubic relations, and direct marketing) in isolation" •This leads to a seamless experience for the customer when communication materials are created with a similar tone and style, reinforcing core branding of the meeting itself and the hosting organization.
Shaping Technology to the Audience
•Three generations attend or exhibit at meetings and events today and each generation has different learning needs and styles, interests and skill levels. The meeting professional must satisfy the expectations of each group so all are comfortable at the meeting. •Baby boomers (1946-1964): Novice •Gen X (1965-1981): Tech Savvy •Millennials (1982-2004): Very digital •For example Millennials have grown up with technology from a young age and have been surrounded by rapidly advancing technologies •Gen-Xers are considered tech savvy and are the first generation to fully embrace the internet, whereas Baby Boomers tend to be novices in experience with technology
Trends and Recommendations
•Using data to design customized experiences •Maximizing tie-ins with social media and technology •Creating an experience that attendees can't get anywhere else •Surveying audiences, responding quickly, and making them feel heard
FAQs for Potential Attendees
•What arrangements are available to accommodate my disability? •How can I review the program prior to the convention? •How do I connect with people who share my interests? •How do I get continuing education credit at the meeting? •How do I find and select sessions that are unique to my needs? •How do I select a hotel? •What should I wear at the meeting? •Where can I find travel information about getting to the meeting site? •Will there be special onsite resources and opportunities for first-time attendees?
Knowing the Exhibition Audience
•What do attendees want from training sessions? According to a 2014 CEIR study - attendees want product interaction and information to take away •Attendees and potential attendees should be surveyed regularly to ensure the exhibition organizers understand attendee decision making power, purchasing roles, shopping styles, and learning styles, as well as having an overall audience profile
Event Technology
•What do meeting professionals have in common with military generals, firefighters, and airline pilots? •They all have one of the top 10 most stressful jobs •The good news? The meeting industry is evolving and event-management technology is proving to be the meeting professionals new best friend. •From event technology to AV services, there are now tools at the meeting professionals fingertips to help relieve this stress and make the job easier and more strategic.
Crowd Management
•When designing the registration area(s), the meeting professional will review the facility floor plan to establish the best location(s). •The onsite inspection allows time to examine the entrances and exits to see if the registration area will be able to handle the anticipated traffic flow
People-First Focus
•When in doubt, the meeting professional should do what is best for people first. •This means considering safety and security at every stage of planning, managing, hosting, and servicing meetings •Risk management is not another task to be accomplished ; rather, it is a professional way of managing quality meetings •Risk management can seem daunting, but anything a meeting professional does to protect meeting attendees, staff, and the organization are small steps in the right direction
Report and Budget Review
•While budget review and analysis will take place throughout the planning process, immediately after the event concludes the meeting professional will oversee final analysis of registration reports. •The analysis begins while the meeting memory is fresh and will determine if expenses and revenue matched forecasted amounts
Attrition
•the difference between the actual number of sleeping rooms occupied (or food and beverage covers or revenue projections) and the number or formulas agreed to in the terms of the facility's contract •If a group does not meet its minimum room block and/or food and beverage minimum commitments, this clue details the compensation due to the facility •Damages may be calculated according to an estimated amount of lost revenue or lost profit, according to what has been negotiated in the contract •While omitting the attrition clause might seem like a tempting way to avoid possible damages, the result could be just the opposite. In the case of cancellation, and in the absence of a clear formula in the contract for calculating attrition charges, the facility could demand 100 percent of the amount due for the room block. •With regard to food + beverage attrition, a simple solution to avoid damages is to order food and beverage consistent with the monetary value stated in the contract. Even if the overall number of attendees drops, the meeting professional would benefit from an upgrade in menu selections if necessary to spend the committed funds on food and drink, rather than to spend it on attrition fees
