MARKETING DESTINATIONS AND VENUES FOR CONFERENCES, CONVENTIONS AND BUSINESS EVENTS
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By Tony Rogers, Chief Executive, British Association of Conference Destinations (BACD) and Executive Director of the Association of British Professional Conference Organisers (ABPCO) Rob Davidson, Senior Lecturer in Business Travel & Tourism, University of Westminster, UK
Description 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.
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
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