Archive for the 'Marketing' Category

05
May
15

20 reasons to book within the official group block

PS_Hotel_KingRoom_newWith unprecedented access to vacation rentals through websites like airbnb and VRBO, as well as the availability of discount hotel stays through websites like Priceline and Orbitz, it’s no wonder organizations are having difficulty filling their group room blocks during in-person meetings, conventions and exhibitions.

A quick survey of industry professionals via ASAE’s Collaborate turned up the following 20 reasons (in no particular order) for booking within the official group block. Consider customizing this list and sharing it with your members and attendees via marketing materials (e.g., brochure, website and social media) prior to your next big event.

  1. Official hotels are inspected by the organization prior to your arrival.
  2. Greater informal networking opportunities exist in hotels within the group block (as this is where a majority of attendees are staying and frequenting).
  3. It will take you less time to travel from the meeting to your hotel room, making it easier for you to adjourn to your room to nap or work during down time.
  4. The important announcements and information the organization may need to share with attendees when they check-in are provided only at those hotels within the group block.
  5. Any room drops arranged by the organization or its exhibitors are only available to those staying at hotels within the group block.
  6. The organization is able to conduct high-quality meetings at desirable sites for a reasonable registration fee because a significant block of hotel rooms is reserved for meeting attendees.
  7. Friendly booking terms (e.g., no full pre-payment) are negotiated as part of the organization’s hotel contract.
  8. Meeting attendees receive a reduced rate (negotiated by the organization) for their sleeping rooms.
  9. Low group rates are guaranteed prior to the established cut-off date and are usually extended three days pre- and post-event.
  10. Attendees receive the negotiated benefits and amenities contracted for the group room block (e.g., fitness center or bottled water).
  11. Reservations within the group block are protected from hotel relocation (also known as walking).
  12. Complimentary shuttle service may be provided (e.g., to/from the airport, conference center or local attractions).
  13. The size of the official room block determines priority status for function space. By booking rooms outside the block, the organization may not get its preferred dates/function space on a first option basis.
  14. green_moneyIn exchange for filling the required number of sleeping rooms, the organization is permitted to use the hotel’s meeting space at no/reduced cost.
  15. The organization is penalized financially for not filling a minimum number of contracted sleeping rooms.
  16. Securing a smaller room block makes it more difficult for the organization to gain favorable hotel services, concessions and function space both this year and in future years at new/different properties.
  17. The hotel provides certain concessions to the organization based on filling the group room block (which help to offset registration rates).
  18. Helping the organization meet its room block obligation allows the event to earn reductions toward the overall master bill (e.g., comp rooms, commissions or rebates.)
  19. Future housing and registration rates can remain low when a majority of attendees book within the official group block.
  20. Booking within the group block is the right thing to do both to support the organization and to ensure the event remains financially viable.

Tell us in the comments what other reasons for booking within the official group block you would add to this list.

09
Mar
15

The public is listening and associations are spending

bigstock-Public-Relations-Concept-in-th-17050577As a public relations professional, imagine my excitement when I stumbled across a new report that found associations are spending an unprecedented amount of money to sway public opinion.

No, I’m not excited that associations are shelling out big bucks, but it’s validation.

It’s true that we’re spin doctors, but we’re there when you need us. It’s our job to help you sort through the clutter of public confusion, misinformation and media madness.

Last month, the Center for Public Integrity released a report on the PR spending of Washington, D.C.-based trade associations.

“It’s been well-publicized how much industry spends on lobbying the government, but little is known about how much money goes toward influencing the public,” the center says. “In an effort to find out more, Center for Public Integrity reporters examined the tax returns for trade associations that spent more than $1 million on lobbying in 2012. The IRS requires the groups to report their top five contractors.”

The report found that from 2008 to 2012, 144 trade groups spent $1.2 billion – 37 percent of the total amount spent on contracts – on PR and marketing. By industry sector, energy and natural resources associations were the big spenders. Business associations came in second, spending more than $200 million on public relations, marketing and ad services. And, perhaps of special interest to our readers: The food and beverage association ranked No. 4 in PR spending.

At one time, associations earmarked thousands of dollars for lobbyists. But that’s slowly shrinking, thanks to the advent of social media, blogs and citizen journalism. Whereas lobbying engages policy makers, public relations engages a public platform devoid of class, gender, race and socioeconomic divisions.

So why the shift to public relations?

“They certainly want to influence the general public because the general public will then influence the politicians, the lawmakers or the regulators in that particular industry,” said Steve Barrett, editor-in-chief of trade magazine PR Week.

154067314-about-us1And it seems Edelman is thriving. The nation’s largest public relations firm, which employs 5,000 people, netted the most revenue. According to the report, associations paid Edelman nearly $350 million, with the American Petroleum Institute carrying most of the load.

It’s important to note that the report measured only the most politically active associations in Washington, D.C., so some key players could have been left out of the analysis.

However, “the contractor information provides an inside look at the way trade associations use PR and advertising to ply the American mind,” the Center for Public Integrity says. “Trade groups determined to fight regulations and boost profits of their members have spent heavily to influence how the public perceives policies that affect everything from the air we breathe to the beverages we drink.”

A word of caution: Transparency is important. If you budget for public relations efforts, make sure your members know where your association stands.

So, all this said….what do we do?

prtopnewsimageEssentially, PR pros are message makers. In a sticky situation, it’s our job to help clients maintain their integrity. But we’re also storytellers. Earned media (or non-paid media coverage) is key to reputation building, especially in a market in which PR pros outnumber journalists.

Is your association setting a trend? Does your association have an awesome success story to share, i.e. outreach or community service? Do you have a member organization that’s doing something incredible? That’s where PR can help. For starters, check out Public Relations Society of America, which includes a directory of PR firms and service providers.

I’d love to hear your thoughts on this. Feel free to reach out to me at Kristen@eventgarde.com.

01
Mar
15

Bonus content: Event Garde e-news – March edition

Q & A with Peggy Hoffman, President, Mariner Management and Marketing

 A tribute to the Academy Awards!

Peggy Hoffman

Peggy Hoffman, president of Mariner Management and Marketing, LLC

Q: If you had to walk the Red Carpet, what would your dress look like?
A: I’m a classic type and my best features are my legs and arms. So my selection would be either a classically sexy black dress, either short or long, with two side slits. Add an interesting off-the-shoulder sweetheart neckline to show off an incredible onyx, ruby and diamond necklace.

Q: The award for the “Best ____ ” goes to Peggy Hoffman.
A: Wow, this one is tough because I’m not generally going for one best thing but a best package. I’d like to shine as a friend, listener, supporter. The best compliment I ever got was my son saying to another,  “My mom is strong.”

Q: In your thank you speech, whom would you thank, and why?
A: The list is long – really – because I’ve gained so much from so many different people, largely because people see me in so many different lights. The list would start with two people: my husband, Peter, and my Mom, Louise. It would definitely include my three sons and two dance mentors, two athletic mentors, two awesome friends and two sisters. (Wow! Sounds like I’m filling an ark!)

Q: Now, let’s pretend you were at the awards show in Hollywood. Which actor or actress would you most like to meet that night?
A: There isn’t one who comes immediately to mind and that’s largely because I have this nagging doubt that none would live up to my opinion of them as an artist. But, I’d like to think that Carol Burnett might come close – so let’s say Carol.

Q: Favorite movie (regardless of whether it won on Oscar), and why?
A: So I’m approaching this question based on whether I can watch it over and over again … you know, when you’re on the treadmill and it’s the movie playing on AMC or the free movie channel. The answer then is a tie between “Italian Job” (a 2003 heist film directed by Gary Gray and starring Mark Wahlberg, Charlize Theron, Jason Statham and Edward Norton) and “True Lies” (1994 action film directed by James Cameron starring Arnold Schwarzenegger and Jamie Lee Curtis). For the record, neither are Oscar-worthy, but hey, they make being on the treadmill a delight!

24
Feb
15

Feel the love

word-of-mouthA few months ago, I was looking for a kid-friendly, clean, affordable place at which my family and I could eat during a weekend getaway.

So the first thing I did? Turned to Yelp for customer reviews. I didn’t want marketing speak, but instead the pros and cons of dining experiences.

I did the same thing a few weeks later while looking for a hotel.

The point is: Word-of-mouth is a powerful marketing tool. And it’s often overlooked.

But an e-book by WebLink spells it out for associations.

According to “3 Keys to More Referrals: Leverage Your Member Love,” engaging happy members can be a powerful member recruitment tool. Although research points to higher member conversation rates among those who’ve been referred, many associations are afraid to ask for a referral.

“When you are making your members happy with excellent customer service, it’s a perfect opportunity to ask if they know of anyone else who may have similar problems/needs that require excellent customer service,” the books says.

And although it seems logical that members want to refer others, the main reason they don’t is because no one asked, WebLink says. But when asking, make sure you offer a variety of options.

For example, some members may be comfortable submitting a testimonial, while others prefer to simply click on a rating (perhaps via your website). Or, if your association has a Facebook page, ask members to recommend you on Facebook. Simply provide them with a link to a web page, article or blog post, ask them to add a personal message and then share the link. And share their Facebook post on your page.

Of course, not all members will be willing to refer. To determine who is, conduct a survey, online or via telephone, the e-book suggests. Keep the survey short and collect contact information from those who take the survey.

question_mark_shutterstock_101783026The most essential question to ask: “On a scale of zero to 10, with 10 being extremely likely, how likely are you to recommend our association to a friend or colleague?”

Next, WebLink recommends calculating your results. Those who offer a nine or 10 in response to the above question are those who are considered “loyal referrers,” while those who reply with zero to six may actually detract members. So, focus on your loyal and happy members.

“Keeping your association’s referrals growing relies on your commitment to continually improve your relationships with your members,” WebLink writes. “A good referral program is easy to understand, lets the member know what kind of people to refer, is worth the member’s time and makes the referral process quick and easy to complete.”

But all this is moot without using touchpoints effectively, WebLink says. Touchpoints are all the ways in which you engage members, from telephone interactions to email newsletters to social media. Make a list, and then figure out the appropriate messaging based on the method of engagement.

For example, take advantage of your members’ recommendations by placing them on your website. Choose a location on your website that requires members to make a decision or take action. Example: Place a testimonial on the membership application page near the membership pricing to reinforce the idea that association membership is worth the expense.

So, the next time you’re dealing with a satisfied member, whether at a conference or over the telephone, ask for a recommendation. You’ve got nothing to lose, and you just may find that your goal of increasing membership is attainable.

04
Jan
15

Bonus content: Event Garde e-news – January edition

Heidi Brumbach

Heidi Brumbach, CEO, Technisch Creative

Q & A with Heidi Brumbach, CEO, Technisch Creative

Q: New Year resolutions – Do you make them? Why or why not?
A: I try not to make the same old resolutions like “lose weight,” “get organized,” etc. If I make a New Year resolution, it has to be specific, the timing has to be right and the goal has to be realistic, as well as measurable.

Q: What do you consider to be the most valuable thing you own: when you were a child/teenager/now?
A: This might make me sound like a soccer mom (I’m not), but I absolutely love my Town and Country minivan. I love that you can hide the seats away and have an instant cargo van!

Q: If you could have had the starring role in one film already made, which movie would you pick?
A: I love having fun on the job, so when I think about how to answer this question, I don’t think of a character I want to play, but an experience I wish I could have been a part of. There are so many great stories about the making of “Caddy Shack.” I think that would have been the most fun movie project ever.

Q: You’ve just been hired to a promotions position at Kellogg Co. What would you put in a new breakfast cereal box as a gimmick?
A: I always used to like solving problems, like Ralphie with the decoder on “A Christmas Story.” I would probably go with some kind of time-consuming mystery or puzzle so kids would be distracted from their iPhones for a while. Maybe even something that forces human interaction.

Q: If you could play any musical instrument, what would it be and why?
A: I really love percussion. I played the drums in middle school, but gave it up to dance instead. I wish the show “Stomp” had been around at the time. I would have stuck with both!




meet aaron

Association learning strategist & meetings coach. Founder & president of Event Garde. Passionate about cooking, running, blogging, old homes, unclehood & pet parenting (thanks to Lillie the pup).

meet kristen

Writer, editor, public relations professional. Digital content manager. Proud mom of three. Total word geek. Spartan for life.

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