Date post: | 01-Nov-2014 |
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“How to Attract Conventions When You Are Not the Center
of their Universe” Dan O’Connell,
CAE President
Fort Wayne, IN CVB
Selling Against Geography
Dan O’Connell, CAE, President • Why I’m qualified to speak on this subject?
– St. Cloud, MN – small city, small CVB
– Springfield, IL – not Chicago, southern IL
– Fort Wayne, IN – northeast corner of IN
Audience’s Qualifications?
• What is your CVB’s primary market?
• Executive or Sales Director? – Conventions or Tourism?
• What level of experience? – Freshman? Sophomore? Jr.? Senior?
Session Goals • Learn 3 things you should be doing for “A” groups
• Learn 6 strategies to attract conventions
• Incorporate 1 new idea into your marketing plan
What are the characteristics of not being the center of their universe?
• Not geographic center • Being too small • Being too far away • Being non-urban • Others?
How to attract conventions when you ARE the center of their
universe! • What’s makes us unique?
• Figure out why. Why are they coming? – Geography? Activity? Unique facility? – 80/20 Rule
• Then ask yourself, who needs it?
“A” groups
• Befriend them • Good for testimonials • Ask them to host the
‘next level up’ • Ask them to host or
invite their affinity groups
When you are NOT the center of their universe
• 6 strategies to book conventions
#1 - Work with Locals – or the ‘Local Clout’ strategy
• Most common • Most successful • Partnership –
– CVB helps bid – Local hosts convention
• Perception is realty – CVB seen as sales people. – Locals seen as members.
– One asks, the other tells
• CVB should convey confidence & ability to assist locals to win bid
• Encourage local people to use their clout.
• Spend more time than $ • Accomplish sales thru
partnerships & persuasion, not thru politics and pressure
Techniques to Encourage Locals
• Mayor memo to department heads
• Civic leader featured in business article encouraging others to host conventions
• Host “President’s Reception” – reception
for fraternal and social club presidents – Use prospect cards for leads; contacts
Program to Encourage Locals
• “Hometown Hero” program – Honor civic organization leaders of local organizations
for their volunteer work that makes your city great – Hometown Hero’s – those that hosted a major
convention – Get special recognition from CVB (Mayor) – Educate attendees on CVB sales assistance – Ask others for their leadership to hosting meetings. – Publicize in newspaper, CVB or Chamber newsletter
or Business magazine the names of honorees. – Create in public’s eye that your city IS a destination,
thanks to these Hometown Heroes
# 2 - Accentuate the differences - the ‘Un-cola’ strategy
• Emphasize the fact you are different • Convey how ‘difference’ benefits
planners • ‘We are not . . .’ ‘We are close to ...
– the woods, the lakes, the casinos • Emphasize you’re good at __ meetings …
– Small, religious, agriculture, youth, etc
# 3 – Better Service strategy or the ‘Personal touch’
• You will provide more personal attention to their planner, delegates and convention.
• Emphasize that they are the ‘big fish’ in your small pond
• Then do it! - give more service, do special things, go the extra mile
# 3 – the Better Service strategy or the ‘Personal touch’ cont.
• Many planners have ‘been there, done that’. Be creative, use your city.
• Promote your professional experience. Convey that you are especially good with volunteers & inexperienced planners.
“Personal touch” requires making personal relationships
• People to people business
• Form partnership based on your personality, as well as your capabilities of your city.
• Dale Carnegie stuff works – get to know your planner,
personally
• Invest the time to get to know their association’s issues, problems, concerns.
• Are you ready to make • a commitment?
Tips for Selling Your City, personally
• Host planners when your city looks good – During festivals, sports tournaments,
concerts, golf, major events & milestones
• Sell your city’s vitality, excitement, fun – Sell the sizzle, not the steak
• Match dates of convention groups with
your city’s ethnic festivals, etc.
# 4 – The Co-op strategy or the ‘Conspiracy Theory’
• Share convention specs with other CVBs for State business
• Hold Sales Director meetings. Share information about needs
• Bidding War? Suggest ’share’ – “You take 02, we’ll take 03”
• Play the ‘sympathy card’ – “You haven’t met here
since xxxx, its our turn”
# 5 – Large Group strategy or the ‘Big Bang’ theory
• Hotels & Conv. Centers believe CVB’s should. . . – book new business – get multiple hotel business – find business when they
need it most
• Why go for the Big Bang?
– It helps elected officials and community see that you’re ‘doing your job’
– Demonstrates to your city folk you actual are a destination for conventions
– Because ‘super-sized’ groups are more visible, news worthy, more $$$ too
‘Big Bang’ theory cont.
• Examples – St. Cloud - State Fireman’s Convention 2000 – Springfield – Intl. Pork Producers - 10,000 – Fort Wayne - Gold Wing Road Riders - 13,750
• Will require significant amount of CVB staff time and money to implement this strategy
# 6 – The Buy Business strategy or the “Daddy Warbucks” strategy
• Goes far beyond the traditional CVB sales activities
• $$$ - Subsidies,
incentives, hosting expenses, awards, underwriting, co-hosting expenses
‘Daddy Warbucks’ cont • Most don’t like to admit it - money talks. • CVBs are changing their attitudes towards this strategy • Examples – CVB pays for
* convention center rent * bus transportation * opening receptions * evening entertainment/bands * tournament expenses * housing for referees, staff * bidding fees * hosting fees * others?
• Downside? – Once its starts, very hard to stop. Can get very expensive. – Trick of the Trade - use others $$ to pay for underwriting costs
Sports Marketing - the non-traditional convention market
• Emerging trend last ten years. Professional, collegiate, minor leagues, recreational, etc
• Every community has sports facilities.
• Communities can become ‘unique’ very quickly
Sports Market’s Major difference: CVB becomes partner, not broker
• Traditional sale – Seller - Broker - Buyer – Facility - CVB - Group
• Sports market requires CVB to be sponsor or to find sponsors
• Must assume some risk
CVB required to help do tasks traditionally done by planner
– Housing – Funding and Finance – Welcoming/Opening
Ceremonies – Banquets – Many other requests
Summary . . . Did you ….
• Learn 3 things you to do for your “A” groups
• Learn about 6 strategies to book conventions
• Incorporate 1 idea into your CVB convention sales marketing