As a result of the events of Sept. 11, America’s meeting and convention industry has found itself in a precarious situation.
Our nation’s leaders have encouraged its citizens to go about their lives as usual , working, playing and traveling as if nothing happened.
But a depressed economy, coupled with a seemingly constant threat of additional terrorist attacks, means the people of the United States aren’t really in the mood to meet and convene.
So what are our nation’s meeting and convention professionals supposed to do? Perhaps revert to tried and true slumping economy marketing techniques.
One sure-fire way to spark interest is to add value to your product. Whether you are a caterer, the owner of an upscale meeting venue or the provider of banners and balloons, there is always room to throw in some freebies.
Provide free non-alcoholic beverage service for all parties booked over the next three months. Extend complimentary limousine service to and from your venue for VIPs who commit to holding important functions at your establishment.
Offer to include American flags in all of your decoration packages , free of charge. Making consumers feel they are getting a deal is the first step toward reviving interest in what many consider fringe benefits.
– Broaden Your Target Horizons
Most meeting and convention professionals have a target audience they address when promoting their product. For some, the focus is on high-end corporate types.
For others, non-profit and minority groups are the emphasis. But during this time when all Americans must feel united, it’s important to look outside the box and extend your marketing efforts to include entities of all backgrounds and sizes.
If you have never targeted the Hispanic population, now is the perfect time to start. Invest in some good market research and then approach the citizenry, friend to friend.
If most of your business in the past has come from large out-of-state organizations, begin paying more attention to smaller regional groups. Offer a “locals only” discount to encourage neighbors to utilize your service or try your product.
It’s also important to remember that budgets are tight right now. While dot-coms over the past few years may have spent upwards of $500,000 on employee holiday parties, this year their budget may be a fraction of that number.
Be flexible when it comes to attendance and spending minimums. Keep in mind that turning away business is no way to break even, let alone turn a profit.
We all know it’s good manners to say “thank you” when someone holds open a door, or allows us to go ahead of them in the checkout line. But what many of us forget is that good manners are equally important in the world of business.
Preoccupied with sales and earnings, seasonal ad campaigns and corporate sponsorships, people quickly forget to say the two little words that help unlock the door to repeat business. Write a simple, handwritten thank you note to every person , not just a select few , that has allowed you to submit a quote over the past few months.
Begin a tradition of presenting “thank you” sporting-event tickets, company apparel or floral arrangements to those that utilize your services or product. Personally acknowledging customers of their presence and thanking them for their patronage will add that emotional element all too often lacking in the big, bad business world.
– Make Them Feel Secure
In light of the recent terrorist attacks, many Americans feel vulnerable in crowded, public venues. Since this is one of the reasons for the meeting and convention industry’s current slowdown, it’s important to address the issue at all levels.
If you are the proprietor of a meeting site, explore opportunities to increase security. These can range from adding more on-site guards, to tightening restrictions regarding the use of outside resources. For service providers, conduct thorough background checks on vendors and staff.
Whatever your role in the industry, be sensitive to your clientele’s security requests, regardless of how extreme they may be. In addition, make sure to communicate your efforts to the public.
Talking openly about your heightened security tactics will reinforce a sense of safety.
Always advantageous, Internet marketing is a particularly good option for economically lean times because it provides more benefits at lower costs. With the ability to make your product or service available for perusal 24-hours a day to a virtually unlimited market, Web-based vending does the work of the strong, tenacious sales force you obviously can’t afford to hire right now.
In addition, since successful marketing is all about fulfilling the needs of consumers, the Internet medium is exceptionally useful because it makes it easy to find out what your customers like , and dislike , about your service or product. Tracking their actions on your Web site, you can effectively and efficiently make adjustments that will ensure increased sales.
Finally, a completely automated process, online sales does the work for you. This naturally leaves you time to focus on more productive activities, like enjoying an afternoon of golf or a day at the beach.
Going out of your way to make patrons feel comfortable is the only way to counter the current cloud of insecurity. But with some motivation, dedication and the right tactics, the meeting and convention industry will triumph through these tough times.
Martinez is director of sales for On Broadway Event Center.
