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Marketing Destinations and Venues for Conferences, Conventions and Business Events
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Table of Contents

Foreword Preface List of Case Studies 1. The Role of Marketing and Selling in the Business Events Sector Introduction The history of the conference industry The products of the conference market The stakeholders operating in the conference market The role of marketing in the conference industry The impacts of the conference industry on the economy, the environment and the culture of the destination Summary Review and discussion questions Sources 2. THE MARKETING ENVIRONMENT FOR DESTINATIONS Introduction Disintermediation Destination marketing or destination management? Product development and investment Funding Accessibility and disability Crisis communications and issues management Summary Review and discussion questions Sources 3. THE MARKETING ENVIRONMENT FOR VENUES Introduction The growth in the supply of conference venues The changing design of conference venues Conference venues' use of technology Conference venues and the environment Summary Review and discussion questions Sources 4. MARKETING PLANNING FOR DESTINATIONS AND VENUES: PRINCIPLES AND THEORIES Introduction The purpose of marketing plans The use of marketing research Market segmentation The positioning and branding of products The marketing mix The need for evaluation and monitoring of marketing plans Summary Review and discussion questions Sources 5. MARKETING COMMUNICATIONS FOR DESTINATIONS AND VENUES: PRINCIPLES AND THEORIES Introduction The communications process The messages to be communicated to the market Customer relationship management Direct marketing Publications Exhibiting at trade shows The role of advertising The characteristics and role of public relations The objectives of ambassador programmes Summary Review and discussion questions Sources 6. MARKETING COMMUNICATIONS FOR DESTINATIONS AND VENUES I: PRACTICE Introduction Effective use of publications, including web sites and electronic brochures Effective PR Effective advertising Summary Review and discussion questions 7. MARKETING COMMUNICATIONS FOR DESTINATIONS AND VENUES II: PRACTICE Introduction Exhibiting at trade shows Organising workshops and roadshows Running familiarisation trips and educationals Organising effective ambassador programmes Summary Review and discussion questions Sources 8. SALES STRATEGIES FOR DESTINATIONS AND VENUES: PRINCIPLES AND THEORIES Introduction The role of personal selling The uses of sales promotion The management of a sales force Yield management Summary Review and discussion questions Sources 9. SALES STRATEGIES FOR DESTINATIONS AND VENUES: PRACTICE Introduction Destination and venue selling strategies Handling enquiries effectively Submitting professional bids and sales proposals Managing site inspections and showrounds Negotiation skills Maximising impact through cross-selling (business extenders) Summary Review and discussion questions Sources 10. BUILDING EFFECTIVE MARKETING PARTNERSHIPS Introduction The role of CVBs in forging partnerships at the destination level Membership recruitment and retention for DMOs Working with marketing consortia Maximising the benefits of membership of trade associations Harnessing political support through effective lobbying Summary Review and discussion questions Sources 11. CURRENT INITIATIVES IN THE CONFERENCES, CONVENTIONS AND BUSINESS EVENTS SECTOR Introduction Research and market intelligence Terminology Education and training Quality standards Summary Review and discussion questions Sources 12. FUTURE TRENDS AND CHALLENGES FOR THE CONFERENCES, CONVENTIONS AND BUSINESS EVENTS SECTOR Introduction Future political, economic and social trends Future challenges and opportunities presented by ICT Emerging markets Summary Review and discussion questions Sources

About the Author

Tony Rogers is the Executive Director of two British conference industry associations: the British Association of Conference Destinations (a post he has held since 1989), and the Association of British Professional Conference Organisers (since 2000). He chairs the Research Working Group of the (UK) Business Tourism Partnership, and regularly writes articles on the conference industry for a range of industry publications.

Reviews

"an excellent example of co-operation between education and industry and of knowledge transfer." - Geoffrey Copland, Vice Chancellor, University of Westminster, UK "It mixes an academic appreciation of the conference landscape with a practical outlook that venue and destination managers could find useful on a day-to-day basis." - Conference & Incentive Travel, July/August 2006

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