Marketing Destinations and Venues for Conferences, Conventions and Business Events book cover

Marketing Destinations and Venues for Conferences, Conventions and Business Events

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

Audience
Levels 3 and above Events Management degree courses and related options; Masters students on conversion courses; Practitioners.

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Published: April 2006

Imprint: Butterworth Heinemann

ISBN: 978-0-7506-6700-5

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. The book expertly dissects the marketplace, explaining how its components and players interact, and provides updates on some of the ways the market is changing, noting how trends such as disintermediation and demands for environmental impact assessments are shaping the sector. Each section is well signposted with a summary of chapter contents and learning outcomes, with a list of follow-up reading and some case studies at the end. These are of particular interest because they cover a range of challenges different venues or destinations have faced, from Toronto's response to SARS, to Edinburgh's ambassador programme. Although the tone of the book sometimes betrays the fact that it is also aimed at students, experienced practitioners will find plenty of food for thought." - Conference & Incentive Travel, July/August 2006 "This book offers a valuable insight into the marketing of destinations and venues. It is as much at home within an academic library as it is within a destination and venue marketing practitioner's office. Each chapter states clear and concise learning outcomes. These are followed by structured chapters which provide a clear and thought provoking review of relevant literature that offers both students and industry professionals logical development of the subject matter. This book is ideal to assist any structured learning process, be it undergraduate, postgraduate or professional development, through its use of review and discussion questions at the end of each chapter. It will appeal to an international audience as it uses extended case studies from around the world, including Australia , USA , UK , Italy , Cambodia , Canada and China , which highlight the increasing complexities and dynamics of the conference sector on a global scale. These case studies build on the theoretical development of the subject matter to enhance the learning process, while identify linkages and disparities between reality and theory. Overall, this book is ideal for both those wishing to gain a comprehensive introduction into the marketing of destinations and venues for conference, convention and business events, whilst also providing detailed analysis for those wishing to develop their knowledge further." -Dr. Julie Whitfield, Events Management Lecturer, Bournemouth University

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 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 Sources4. 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 Sources5. 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 showsThe role of advertising The characteristics and role of public relations The objectives of ambassador programmes Summary Review and discussion questions Sources6. MARKETING COMMUNICATIONS FOR DESTINATIONS AND VENUES I: PRACTICE IntroductionEffective 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 THEORIES Introduction The role of personal sellingThe uses of sales promotionThe management of a sales forceYield management Summary Review and discussion questions Sources9. 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 questionsSources11. CURRENT INITIATIVES IN THE CONFERENCES, CONVENTIONS AND BUSINESS EVENTS SECTORIntroductionResearch and market intelligenceTerminologyEducation and trainingQuality standards SummaryReview and discussion questionsSources12. 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

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