The Future of Meetings

Recently Meeting Professionals International sent me a request to participate in a survey regarding the future of the meetings industry. Funded by the MPI Foundation this initiative is featured as part of a series of Thought Leadership Initiatives to help planners succeed today and tomorrow.

We all get lots of requests to complete surveys but for some reason this one drew my attention.  It came with a warning that this wouldn’t be a boring, multiple-choice questionnaire; it required essay-type answers and original thought!  It took me almost two hours for me to complete (good grief!).

But half-way through I realized that instead of just sending my answers to the Maritz researchers, I should copy them for our own blog.  If you haven’t had a chance to take the survey, read on.

What do you think is the future of the meetings and events industry? How do you see the meeting industry evolving? In other words, what significant changes are you seeing?

Because of rising prices, I see the meetings industry becoming more elitist. Airlines have applied strict yielding strategies, making some travel increasingly unaffordable. Hotel management companies are also under pressure from their ownership to increase returns. I think this will cause organizations to "regionalize" some meetings, especially for lower to middle managers.  It'll be too expensive to send them away, so they'll keep them closer to home.

This is already happening.  As opposed to one national meeting, companies are having 2-3 smaller regional meetings, where a number of attendees can drive.  By doing this companies also are reducing the length of meetings.

The more distant destinations will attract only senior executives who have the budgets for more expensive travel. I believe this has serious implications for destinations such as Hawaii -- demand overall will be significantly lower.  Incidentally all of these developments will be exacerbated by rising oil prices.

On the more positive side, the above will give rise to more virtual and hybrid events, creating a whole new set of jobs and businesses. Just look at the number of consultants who now specialize in social media strategies for meetings!

Because of the cost of meeting face-to-face is increasing, I believe the value of such meetings will increase in the eyes of participants. Whereas in the past participants would see their association's annual convention as "just another convention", in the future this may be viewed with more respect -- their ONLY opportunity to connect with colleagues.

As a side note I see companies increasing their individual travel budget for sales purposes. Bringing reps together with buyers in one-on-one meetings more often is becoming a “new old tool” in the arsenal of customer loyalty management.

How are you preparing for those changes in your business?

For one thing we are stepping up individual travel so we can meet with clients one-on-one more often. Because we have flexibility in scheduling, this allows us to book during shoulder periods, etc.

We are also developing new expertise to help our clients develop new business in creative ways. We've launching into marketing automation, content creation and social media so we can help facilitate their activities.

Lastly we're advising clients to develop stronger relationships with their local/regional markets as a more effective way of spending their marketing and sales dollars.

What do you see staying the same?

Does anything EVER stay the same? :-)  Let's see: the role of hotel brand Global/National Sales Offices and Convention & Visitor Bureaus in the meeting sales process I believe will remain relatively stable.

I think we will continue to have to fight to get the meetings industry recognized as such, and the value meeting professionals bring to the table. Our "right" to the seat at the table will continue to be difficult to articulate and quantify.  I'm saying this because I don't think we moved the needle in this last recession... The world still doesn't understand what we do (everybody was happy to bash the meetings industry, including the U.S. President!). We were caught unprepared. Shame on us.

The above is an excerpt of the questions and my answers.  So what are your thoughts on the Future of Meetings? Share your thoughts and comments below!

Prospecting: How a Die Hard Fan Finds Her Man!

When making group lead generation calls, what should you do when your contact is no longer there?

This happened to me the other day: I was trying to reach one of my meeting planner contacts but her name was no longer in the auto directory. There was no way to reach a live person without a proper name. What was I going to do? How do I get to the receptionist? Is there a receptionist?

I went to the website to see if I could find a name for anyone within the company. I thought if I could get a name, any name I may at least be able to reach a voicemail hit "0" and hopefully speak to a real live person.

Luck was on my side; on the website was a listing of Executives. Not that I had high expectations that any of these names were of people who were involved with planning offsite meetings and events. I decided on the name of the Vice President of something or other.

So I called the number again, dialed # for the directory and punched in the numbers that corresponded with the letters of his name. To my surprise a voice came on the line saying “John speaking” I began by introducing myself and the hotel I was representing and then explained my dilemma. I told him about going to the website and finding his name and thinking, “Hey if John McLane can’t help me, who can?” after we both chuckled, I said, “I bet you get that a lot.” To which he admitted he did but it broke the ice. I went from talking to the VP of can’t remember what, to speaking with John. (For those of you who don’t know, John McLean is the name of Bruce Willis’ character in Die Hard!)

And just as I had hoped, he came to my rescue. Giving me some details of the meetings that he oversees and let me know when they would be ready to look at planning for 2011. He recommended I call back him back at a later date and offered to introduce me to the person who handles the logistics at that time.

It’s such a great feeling to make a real connection. This is the kind of call I like to keep in my pocket so that when I’m having a slow or frustrating day, I can pull it out and smile.
Yippee-ki-yay…

10 Tips to Increase your Sales and Marketing Productivity

Over the holidays I was in Germany, enjoying time with my husband’s family.  One thing that never ceases to amaze me about Europeans is the number of days they have off compared to North Americans.

A number of HR studies have supported this observation. According to a 2007 study by Mercer Consulting, the average European gets 30+ of paid vacation and statutory holidays per year, whereas Americans and Canadians get barely 20.

Another study reported that Americans work an average 1,804 hours versus 1,436 hours in Germany – the equivalent of nine extra 40-hour workweeks per year. I’m sure these numbers didn’t improve with the recession, when many workers felt pressured not to take time off for fear of repercussions.

But experts maintain taking time off has important benefits including improved health, productivity and creativity. And when are many of us often most productive? Just before leaving on vacation! So maybe this is a new win-win formula for 2011? Get productive, take time off, come back rested and be even more productive?

As a business owner I’ve had great difficulty to make myself take time off (almost as difficult as keeping my weight down, but that’s another story…). After spending thousands on seminars, books, and coaches, here are my top 10 recommendations:

1. Time block: Colleen, my sales coach, advised me to do this. While it is one of the most difficult things to do, it is also the most effective. Use time blocking to make client follow-up calls. Shut your door, put your phone on do-not-disturb, and start calling. I never get to the 20 people I need to reach in a day, but I usually talk to 4-5. Hopefully my voice mail message will also help me stay top-of-mind with the other 15-16 clients. (See also tips on leaving voice mails).

2. Take a break: I’m sure you’ve experienced this. You’ve been in meetings, on the phone, sending emails between calls, and being interrupted by staff asking for input on something. After 2-3 hours of non-stop activity you reach a saturation point and can’t seem to be able to make one more move. You need a break! What works best for me is to step out for a walk. Getting fresh air is apparently a way to boost your brainpower!

3. Limit your social media time: OK, you may not be guilty of this, but I certainly fell into this trap a few times… Social media is a great way to connect with people, but it can also be a huge time waster. Now I limit my time on Twitter and LinkedIn to ½ hour each, twice per week.

4. Turn off emails: Many salespeople have ADHD. We find it hard to resist checking emails when doing paperwork. But that pesky little window won’t tempt you if you turn it off. You can finish that proposal quicker, and then get back online!

5. Automate your client contact: Salespeople will always have more people to talk to than they can ever manage to do in one day. But for those times when you really fall behind in your client contact, automating your client contact is a great way to increase productivity. E-newsletters are a great way to keep yourself in front of a client, without having to be involved personally. Make sure your message offers value, and that you make time for personal interaction with your most important clients. If you need help with this, see information about our Funnel Activator.

6. Hire a coach: Nothing will make you more productive than having to account to someone else for progress; that’s why professional athletes hire coaches and programs like Weight Watchers work! See our list of training & coaching resources).

7. Reward yourself: Remember when mom would say if you finish dinner then you can have ice cream? We’re all still kids at heart. Your reward doesn’t have to be full of calories either; the reward I’ve promised myself this month is another Pandora bead for a bracelet I got at Christmas… Be good to yourself!

8. Don’t keep it in your head: Do you find yourself remembering things to do, people to call and other ideas any day of the week, at all hours of the day (or night). Productivity expert David Allen advises to keep a book and write all those things down. Then go back to doing whatever you were doing. Try it; it works!

9. Make the most of no-service time: When I’m flying and can’t use my BlackBerry, I find it’s a great time to write personal notes or catching up on my business reading. I pack personal note cards and a few magazines for the trip. What do you do to take advantage of your time offline?

10. Outsource: Preaching for my parish here … If you’re too busy to get a list qualified, or a portion of your database updated, hire someone to do it. Whether you choose to call Greenfield, or hire a student, just do it! Having an updated contact list will make you a more productive (and hopefully successful) salesperson.

Want more ideas? Check out:

• Productive to the Max
• Sales Coaching Habits
• The Personal Excellence Blog
• Engage Selling

Do you have a productivity tip to share?  Please leave us a comment!

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!