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Full Description
Marketing Destinations and Venues for Conferences, Conventions and Business Events covers key areas in marketing and promotion, such as:* Trends and issues in destination and venue marketing* Strategic marketing planning, ROI and strategy evaluation* Destination and venue selling strategies* Future challenges, opportunities and supply-side developments
Contents
ForewordPrefaceList of Case Studies1. The Role of Marketing and Selling in the Business Events SectorIntroductionThe history of the conference industryThe products of the conference marketThe stakeholders operating in the conference marketThe role of marketing in the conference industryThe impacts of the conference industry on the economy, the environment and the culture ofthe destinationSummaryReview and discussion questionsSources2. THE MARKETING ENVIRONMENT FOR DESTINATIONSIntroductionDisintermediationDestination marketing or destination management?Product development and investmentFundingAccessibility and disabilityCrisis communications and issues managementSummaryReview and discussion questionsSources3. THE MARKETING ENVIRONMENT FOR VENUESIntroductionThe growth in the supply of conference venuesThe changing design of conference venuesConference venues' use of technologyConference venues and the environmentSummaryReview and discussion questionsSources4. MARKETING PLANNING FOR DESTINATIONS AND VENUES: PRINCIPLES AND THEORIESIntroductionThe purpose of marketing plansThe use of marketing researchMarket segmentationThe positioning and branding of productsThe marketing mixThe need for evaluation and monitoring of marketing plansSummaryReview and discussion questionsSources5. MARKETING COMMUNICATIONS FOR DESTINATIONS AND VENUES: PRINCIPLES AND THEORIESIntroductionThe communications processThe messages to be communicated to the marketCustomer relationship managementDirect marketingPublicationsExhibiting at trade showsThe role of advertisingThe characteristics and role of public relationsThe objectives of ambassador programmesSummaryReview and discussion questionsSources6. MARKETING COMMUNICATIONS FOR DESTINATIONS AND VENUES I: PRACTICEIntroductionEffective use of publications, including web sites and electronic brochuresEffective PREffective advertisingSummaryReview and discussion questions7. MARKETING COMMUNICATIONS FOR DESTINATIONS AND VENUES II: PRACTICEIntroductionExhibiting at trade showsOrganising workshops and roadshowsRunning familiarisation trips and educationalsOrganising effective ambassador programmesSummaryReview and discussion questionsSources8. SALES STRATEGIES FOR DESTINATIONS AND VENUES: PRINCIPLES AND THEORIESIntroductionThe role of personal sellingThe uses of sales promotionThe management of a sales forceYield managementSummaryReview and discussion questionsSources9. SALES STRATEGIES FOR DESTINATIONS AND VENUES: PRACTICEIntroductionDestination and venue selling strategiesHandling enquiries effectivelySubmitting professional bids and sales proposalsManaging site inspections and showroundsNegotiation skillsMaximising impact through cross-selling (business extenders)SummaryReview and discussion questionsSources10. BUILDING EFFECTIVE MARKETING PARTNERSHIPSIntroductionThe role of CVBs in forging partnerships at the destination levelMembership recruitment and retention for DMOsWorking with marketing consortiaMaximising the benefits of membership of trade associationsHarnessing political support through effective lobbyingSummaryReview and discussion questionsSourcesSECTORIntroductionResearch and market intelligenceTerminologyEducation and trainingQuality standards SummaryReview and discussion questionsSources12. FUTURE TRENDS AND CHALLENGES FOR THE CONFERENCES, CONVENTIONS AND BUSINESS EVENTS SECTORIntroductionFuture political, economic and social trendsFuture challenges and opportunities presented by ICTEmerging marketsSummaryReview and discussion questionsSources
