11 Things for the Meetings Industry to Look Forward to in 2011

As we say goodbye to 2010, here are the top 11 things we are
looking forward to in 2011:

1. Return to Healthier Business Levels – 2011 won’t be a banner year but most economic indicators point to a recovery.  According to latest MPI Business Barometer Report and the IMEX Global Insights Report, organizers are reporting increasing demand with the number of meetings and their associated budgets on the rise.  Hoteliers such as Marriott and IHG started to benefit in the latter part of 2010 with rising revPAR. 
2. Changing Mindset – With business improving we also look forward to mindsets shifting from the negative “bunker mentality” of the last 2 ½ years.  But let’s ensure we remember the lesson the recession should have taught us: Never take business for granted!  Nurture and appreciate existing client relationships, but fill your pipeline with plenty new opportunities… just in case.  If you’re looking for ideas on how to do that, check out the resources at Engage Selling Solutions – we’ve hired Colleen Francis to coach our team!
3. More Intelligent Marketing – Regardless of the economic rebound, the marketplace will continue to fragment.  One-size-fits-all, mass marketing no longer works.  More innovative and intelligent marketing practices will be required of meetings industry suppliers.  Increased focus on measuring social media ROI.  More customized, permission-based conversations with prospective clients.  We look forward to the implementation of marketing automation tools that will deliver higher-quality, sales-ready meeting and convention leads.  It’s been done extensively in the IT sector and we’re looking forward to seeing this applied to sales & marketing for the meetings industry.  To learn more, check out DemandGen Report.
4. Better Mobile Applications – Whether it’s planners looking to attract attendees or suppliers touting their services, we look forward to the increasing shift to mobile applications.  According to fellow MPI member and social media consultant Cameron Toth:  “The most important thing that happened this year is the increased connectivity and speed of mobile technology.  From this moment on if we are looking to promote we must consider the mobile device user in our marketing plans.  From mobile friendly websites to event apps we are now looking at engaging our audiences differently and better than ever before.  New contracts will talk about cell phone reception and wi-fi.  If they don’t the attendees will.”
5. Hybridization of Meetings – 2010 was notorious for significant disruptions to travel (see our 2010 Top 10 Events List).  But with increasingly sophisticated infrastructure, we look forward to improved virtual meeting experiences in 2011.  Click here to learn more about hybrid meetings. 
6. Better Quantification of the Value of F2F Meetings – If the recession taught this industry one thing, it should be that we must do a better job of proving the value of face-to-face interaction.  We look forward to better quantification of how in-person meetings help establish the trust necessary for all sorts of human activity, from successful peace accords and major economic programming to  ground-breaking research.
7. New Marketplace Opportunities – The North American meetings industry has been suffering from a dysfunctional business exchange model: the tradeshow. With IMEX and AIBTM making their debut in the USA, along with a host of other regional events by the likes of Elite Meetings and Meetings4You, we look forward to rejuvenated interactions between planners and suppliers.
8. Rebounding Employment Levels – Cynics have said that the latest downturn was needed to cool an overheated market where younger employees were being too demanding.  We look forward to rebounding employment opportunities for all meetings industry professionals and the continuing dialogue between generations!
9. Increased International Travel – We look forward to increased diversification of our meetings industry, with attendance from higher-growth countries such as Brasil, Russia, India and China (a.k.a. the “BRIC Countries”) as well as other developing countries.  More diverse cultural input and dialogue is what our world needs to solve its problems…
10. The Release of the APEX/ASTM Environmentally Sustainable Meeting Standards – They’ve been long in coming, but finally, in 2011, we should have universally accepted standards for meeting professionals to produce more sustainable events.  According to the Convention Industry Council, “The standards have completed the APEX consensus process and are now being balloted through the ASTM International consensus process, granting the standards recognition through an ANSI-accredited international standards setting organization.” For more information, click here.
11. The New Ottawa Convention Centre – Yes, we admit it.  This is a bit biased.  But we’re looking forward to the re-opening of our Canadian capital’s convention facility, right here in our own backyard.  Under re-construction since September 2008, the redesigned and expanded venue will re-open April 2011.

What are you looking forward to in 2011?  Share your views with us!

Top 10 Events That Affected the Meetings Industry in 2010

This list started with my jotting a few events that stood out for me as industry-altering.  Then I reached out to colleagues and clients through LinkedIN.  The economy was at the top of everyone’s list but beyond the obvious, what other issues stood out?

The 40+ responses (thank you all!) I received reflect widely diverse views on events and the shifts in the way we may be doing business in the future.  Here is a summary of the most notable:

1. Spotlight on Vancouver: Following Vancouver’s Winter  Olympics event producers around the world know it’s OK to be human after show maestro David Atkins redeemed his opener’s failed cauldron lighting with a funny mime routine during the closing ceremony.  In July, the city also hosted MPI’s World Education Congress, dazzling attendees with natural beauty and expert logistics.  Will the “Olympic Effect” continue to shine on Vancouver in 2011?
2. Volcano Ash: In April, an enormous cloud from the Eyjafjallajökull volcano in Iceland caused the worst travel disruptions since 9/11, stranding travelers on six continents.  Meeting and travel professionals were once again reminded of the need for contingency planning.
3. Gulf of Mexico Oil Spill: Days after the volcanic eruption, BP’s Deepwater Horizon oil rig exploded, sending oil gushing into the Gulf of Mexico.  Groups steered clear of Gulf state destinations, prompting tourism promoters and businesses to apply for financial compensation.  Will BP’s experience prompt more to seek corporate reparations from environmental disasters?
4. Nashville Floods: Overshadowed by the oil spill, torrential rains and floods devastated Nashville.  The Opryland Hotel was under 10+ feet of water, forcing many to relocate their conventions.  At least one planner reported to Greenfield using a virtual tour because she had no time to fly to the new convention hotel.  Could this be the start of a new way to conduct site inspections? The Opryland re-opened in November.
5. Meeting Boycotts: Headaches and relocations continued as the meetings industry became a political pawn with U.S. Congressman Raul Grijalva urging groups not to schedule conventions or conferences in Arizona to protest the state’s new immigration bill, S.B. 1070.   While more controversial aspects of the legislation were struck down in July, one study pegged the damage at $141 million in lost revenue.
6. The Rise of Mega Hybrid Meetings: MPI’s 2010-2011 Chairman Eric Rozenberg nominated SAP’s SapphireNow as an industry-shifting event which simultaneously connected 5,500 people in Frankfurt (Germany), 10,500 people in Orlando and 35,000 people on the web.  While this is not the only larger-scale live-virtual event that took place in 2010, few would deny that this new type of meeting is a game changer.  Will hybrid events help mitigate natural and man-made disruptions?
7. G8 & G20 Meetings: Canada was abuzz with international attention again in late June as Huntsville, ON and Toronto, ON respectively hosted the G8 and the G20 gatherings. Combined these events represented the most expensive security operation in Canadian history, reported at almost $1 billion.  How will this demand on public coffers sour taxpayers’ views of international meetings?
8. Mexico’s Annus Horribilis: Mexico started 2010 under the spectre of the H1N1 flu pandemic, and continued to struggle with gang violence.  While drug wars centred mostly in non-touristic areas, the country’s biggest industry staggered under the bad publicity.  Will our Mexican friends finally be able to focus on more positive developments, such as the United Nations Climate Change Conference which just concluded with an accord in Cancun?
9. European Financial Crisis: First Greece, then Ireland and now perhaps Spain.  Europe is struggling under colossal debt.  In 2010 the Euro has plunged, making European travel and meetings more attractive.  Will North American incentive planners take advantage or shy away from the potential political unrest?
10. TSA Security Crackdown: Just in time for holiday travel, the Transportation Security Administration stepped up inspections, prompting an outcry from travelers, civil libertarians and travel industry officials.   Will this added intrusion fade as just one more aggravation to put up with for the sake of getting to one’s destination?  Will some meetings stay away from U.S. destinations to spare attendees the humiliation?

Some contributions did not make it in to our top 10 either because they were local events or could be considered trends rather than specific events.  We’ll post those next week.

What were your top events in 2010?   Please share them with us.

In closing, let’s hope for more positive developments to make their way into our list next year.  Until then, may you enjoy peace, health and prosperity!

Getting connected…

Talking on the phone for a living is not everyone’s cup of tea. Sure it sounds easy, just about anyone can pick up the phone. But how do they sound? Would you be nervous? Would you get tongue tied?

It’s true I have a call outline for every project I work on. But you can’t follow a script when you’re talking to real people.

What happens if the contact asks a question that isn’t rehearsed? And if I wrote something that sounds natural coming out of my mouth that doesn’t mean that ten other people could say it fluidly. That’s why I like a call outline that gives me the flexibility to make it my own.

But my job is more than that. I have to be able to pick out the most important things while weeding out the extra bits. I have to be able to jump from one line of questioning to another because that’s just how the conversation makes sense. And I have to make it sound like I’m not checking off boxes as I ask each question.

Not only do I have to connect with the contact, but with the person they are. Rapport is a big part of what I do every day. Sometimes you connect through humour other times it might be empathizing with a struggle the planner is having, which in turn could give you an opportunity to help them.

You have to be good at dealing with all types of personalities and knowing the differences between them. For example if you’re speaking with someone who is very laid back and has a lot of time to go into detail, you have to be ready to take the time. On the other hand if you’re speaking to someone who is reluctant, you have to be accepting of that and help them to elaborate in a way that isn’t offensive.

Something I like to do is research each project I’m working on to have a better understanding of what I’m promoting. This makes it easier for me to speak comfortably on the phone. But at the same time I have to be willing to admit my shortcomings and know when to say, “I just don’t know, but let me find out and get back to you with that answer.”

The important thing to remember is; you’re not just talking on the phone. You’re building relationships.

Strategies for Doing Business in a Challenging Marketplace

Last Tuesday I had the pleasure of facilitating a workshop at Convivium 2010, the biennial conference of the Montréal-Québec Chapter of Meeting Professionals International (MPI).  The learning objectives of the sessions were to share market research, brainstorm and exchange field-tested advice and start participants on their own business growth action plan.

The session was attended by a total of 24 MPI members and guests.  The first order of business was a group discussion of the factors that have changed the meetings industry marketplace in the last two years.  The recession and the price/value consciousness of customers were of course at the top of everybody's list.  Other reported factors were not necessarily related to the economy.  These included:

• Airport security concerns & passport requirements
• Short-term group bookings
• Smaller meetings: less revenue, same work
• Doing the same/more with fewer resources
• The impact of social media (Facebook, LinkedIn, Twitter)
• Virtual meetings (Go to Meeting, etc.)
• The "Expedia Effect": planners & attendees expecting same/lower rates than online, not understanding yield management
• Access to information/customers being better informed
• Planners' service expectations: there are no second chance
• Planners' increased demands for concessions and contract flexibility
• The need for relationship building with customers
• Strategic Meeting Management (SMM)

We also discussed three main research papers of major consumer trends:

• Buyers taking fewer risks in tougher times (CSO Insights)
• The erosion of trust (Nielsen Research, July 2009)
• Buyers are qualifying vendors first (DemandGen Report, June 2010)

The discussion then turned to how changing trends and adverse market conditions should spur innovation.  Participants were challenged to brainstorm and come up with tactics that they could implement in their own business.  I shared 10 of the most effective tactics we have used at Greenfield to grow our business and our clients' business:

1. Web presence not an option: with customers looking for more and better information online, businesses must invest in their online presence through Search Engine Optimization and client-focused content.
2. Work your existing clients:  since tougher times make clients less inclined to try new suppliers, make sure you make the most of your existing customer base.  Ask for referrals and use client testimonials to build trust with new customers.
3. Go out & network: rise to the challenge and go see customers in person!
4. Build your social media profile: this tactic is especially important for sales reps within larger chains who do not have any say in their company's web content.  Build your professional exposure with a 100% complete LinkedIn profile!
5. Offer value upfront: in this age of open source, rise above being "just a supplier" by providing customers with advice on how to do their job better.  They will love you for it!
6. Know your numbers & get a coach: professional athletes and many entertainers have coaches and people to help them improve their performance.  My coach is Colleen Francis of Engage Selling.  She's held me accountable with my annual sales goal, breaking it down to "chewable chunks".  In my opinion, all salespeople should have a coach!
7. Communicate every 30 days: another one of my coach's valuable advice.  If you don't communicate with your customers at least once ever month, you risk losing a minimum 10% of their awareness of your hotel/service.  The key is to vary the ways you touch customers each month.  A phone call, a personal note, a visit to their office, an email newsletter, an invitation to an event... Be creative!
8. Create alliances:  participants at this session agreed readily that alliances should be forged not only with people who can refer you business, but even competitors.  One independent hotel sales rep mentioned how he has landed business by reaching out to his larger chain competitor around the corner.  And how else do you create alliances except by networking?  (see #2)
9. Show gratitude: we can never do it enough.  Say thank you in a personal way.  Not by email.  Express yourself with a hand-written note, preferably on nice stationery or blank card.  You don't have to splurge for a gift, but if the matter was considerable, then by all means send flowers, chocolates or other choice item.  Just make sure the person is allowed to accept a gift, and that it is as personal as possible.
10. Avoid the feast or famine cycle: prospect all the time!  I'm a living example of this practice.  Ensure you grow your business by keeping your funnel as full as possible.  This also helps when a client cancels unexpectedly or tries to negotiate a little too aggressively.

This was my first Convivium, and the first MPI Montreal event I had attended in quite some time.  I enjoyed myself so much that I need to reconnect with my new colleagues soon!

Objections? Overruled!

Can we possibly anticipate every objection? No, we can’t, but we can at least be prepared. Start with what you know. I ask myself “What would I object to?”  By being able to answer my own questions, I have a head start. I also take note of the objections I hear and work out an answer after I get off the phone.  That way I have a good response on hand for the next time it comes up.

What ever the objection, there is nothing wrong with asking for clarity. Let’s say you get a flat out refusal that they could never consider your property. There is no shame in asking why. So many times I’ve had calls completely turn around just because I asked, “may I ask why?”

A good example of this would be a call I had the other day. I was working on a project for a hotel group, and the person I was speaking with thought I was referring to one particular property. The objection turned out to be a misunderstanding!

Remember, objections aren’t always founded. Perhaps the planner only plans one event per year or their meetings are fairly small. Assure them, all events are important regardless of size and frequency. How can you go wrong by making your prospective client feel important?

Then there are the times when the meeting planner is “just blowing you off” because they’re not taking you seriously. Be prepared to prove you have credibility. I like to know something obscure or unique about the property I’m talking about, and often that helps me pique a planner’s interest.

There are also times when even though you’ve asked for permission and it’s been granted, you can hear impatience in the person’s voice. This might be a good time to ask what the most important things are they look for when considering a venue. I’ve had success with this as it gave the planner a chance to elaborate on what they look for and me the chance to prove my interest as well as their importance.

Not every objection can be overturned, but you can’t know that unless you’ve addressed them.

What's on the Meetings Industry Horizon for 2011?

In the last few weeks I have been speaking with many hospitality and CVB sales & marketing executives about how 2010 was for them, and how they foresee 2011.  Here's what I have been hearing:

1. Demand is improving. Since most hotels had severely downgraded their expectations going into the year, most managers are telling me they will either meet or slightly exceed their budget this year.  Regions across North America are reporting modest increases in demand, especially in the latter part of 2010.  This trend is reported by a recent Starcite e-newsletter and the U.S. Travel Association.
   
   
2. Rates stay flat, at least for first half of 2011.  During most of 2010 meeting & event planners were able to drive a hard bargain and in most areas, they got what they wanted.  While suppliers in the Northeast and Canada are still cautious for the first quarter of 2011, many have told me they will be pushing up rates for the second half of 2011 or sooner if they can.
   
   
3. Fewer concessions. What seems to be taken off the table already are the concessions.  In our Benchmarking Study this fall, planners were reporting getting fewer value-added perks.  Most affected seemed to be those who have higher meeting-space-to-bedroom ratios.  Throughout 2009 and most of 2010, they were able to find suitable space for their groups.  Now many hotels are holding the line and refusing to give up precious meeting rooms for small blocks.  For those planners, finding suitable space has replaced budget as their primary concern.
   
   
4. Will planners still be able to pull things out of the hat? As the market shifts to a sellers' market and occupancy is tightening up, several meetings industry pundits were wondering recently how planners' ability to "pull things out of the hat" during the recession might come back to haunt them.  In the last few years senior executives were able to call last minute meetings, often for fairly large groups.  Planners would scramble, but usually succeeded in finding suitable space and at good rates.  One Helms-Briscoe Director I spoke to last week admitted that he hopes his meeting planner clients don't suffer their corporate bosses' wrath when space is either unavaible or at much higher prices.

What are YOU seeing on the horizon for 2011 and beyond?  Let us know what you think!

Database Management Tips for Meetings Industry Suppliers

With the dozens of data cleansing projects we do for hotels, CVBs and other meeting industry suppliers, I am often asked for tips on how to manage a sales database. Here are a few best practices:

1. Reduce the number of accounts your sales reps are responsible for: We did a LinkedIN poll last year and found the majority of salespeople who responded had more than 250, some even 500+ accounts under their initials in their company’s CRM. That is way more than anyone can effectively manage. CSO Insights reports that 100 accounts is probably the maximum number of actively managed accounts a rep can handle PER YEAR. If you want your data to be better maintained, cut back on the number of records assigned to each person.
   
   
2. Size should not matter: Do not allow a sales manager to earn a badge of honor for entering a ton of business cards after a tradeshow or event. Choose quality over quantity. Before ANY record is entered, make sure it is qualified; interest does not mean the ability to buy.
   
   
3. Have a mechanism to track & flush: If your CRM is also used to send out regular communication to prospects and you must enter the data before it is fully qualified, make sure you assign a source code and date. That way you can easily send dedicated follow-up messages (e.g. Thank you for stopping at our booth…). This also allows you to query your CRM to assess response to any campaign, organize a follow-up call campaign and eventually delete the data if there is no response.
   
   
4. Make sure to nurture: Communicate with your clients and prospects often and through varied media (not just email; snail mail too!). How often? At least every 30 days (click here for a great article about this). Maybe that big planner who was interested in your hotel for their annual incentive next year just got let go. How would you know unless you call as soon as you find out her email bounced? Make it the responsibility of one admin person in your office to call and update any undeliverable email record or address. (Do NOT assign this to the salesperson. You pay them to close.) When you do this monthly the task is less overwhelming.
   
   
5. With your regular communication, offer incentives to self-update: Ensure all your eblasts offer an opportunity to update their information online. Publicly thank people who have updated (e.g. “Congratulations to Planning Office XYZ on their recent office move, and thank you Sally for updating your information. There’s a Starbucks card in the mail for your efforts!).

Keeping a database current is not a complicated thing to do. Unfortunately it is often the simplest things that don’t get done… If you are looking to organize a larger-scale clean up effort, check out our data cleansing tips. To ensure success, do the basics regularly and keep your database CLEAN.