© 2006, educational institute chapter 4 selling the association market convention management and...
TRANSCRIPT
© 2006, Educational Institute
Chapter 4 Selling the Association Market
Convention Management and ServiceSeventh Edition
(478CSB)
2© 2006, Educational Institute
Competencies forSelling the Association Market
1. Explain the importance of conventions to associations, and identify factors that association meeting planners consider when making a site selection.
2. Describe the different types of association meetings.
3. Identify characteristics of association meetings that are important for selling to the association market.
(continued)
3© 2006, Educational Institute
Competencies forSelling the Association Market
4. Identify who typically decides where to hold an association meeting and those who may influence that decision.
5. Describe the tools salespeople use to locate associations and to find information about the meetings associations hold.
(continued)
4© 2006, Educational Institute
The Meetings Market by Total Expenditures
Association-Sponsored Meetings: $77.97 billion (67.8%)
Corporation-Sponsored Meetings: $37.07 billion (32.2%)
Total Direct Spending: $115 Billion
5© 2006, Educational Institute
The Meetings Market by Number of Meetings
Corporate Meetings: 81%
Associations' Other Meetings: 18%
Associations' Major Conventions: 1%
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The Meetings Market by Attendance
Corporate Meetings: 64%
Associations' Other Meetings: 21%
Associations'Major Conventions: 15%
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What Association Meeting Planners Look For
Adequate meeting space (prefer to use only one property)• General sessions• Breakout sessions• Workshops and committee meetings• Food functions
(continued)
8© 2006, Educational Institute
What Association Meeting Planners Look For
Enough guestrooms
Adequate exhibit space—Should be close to housing
Attractive location• Convenient for travel• Convenient for doing other business• Resort/recreation location
(continued)
9© 2006, Educational Institute
Kinds of Association Meetings
Annual Conventions• Most held with trade shows or exhibits• Usually include general session(s) with breakout
sessions• Usually include food functions• Several hotels may host them
State and Regional Conventions• May be sponsored either by national association or
by state/regional associations
(continued)
10© 2006, Educational Institute
Kinds of Association Meetings
Conferences• Supplement the annual convention with a program
on new developments
Seminars/Workshops• For training or continuing education• Usually repeated in several locations
Board and Committee Meetings• Often held in premier properties to reward members
(continued)
11© 2006, Educational Institute
Cycle and Pattern
• Regular time cycle (annual, biennial, semiannual)
• Cycle often supplemented by regional conventions
• Usually held in Sunday–Wednesday or Thursday–Sunday pattern
• Most events held in September, October, or April–June
12© 2006, Educational Institute
Monthly Meeting Pattern of Associations
Five months with the most conventions:1. October2. May3. April4. June5. September
Five months with highest convention attendance:1. October2. September3. March4. February5. January
13© 2006, Educational Institute
Daily Meeting Pattern of Associations
Starting Day of Meeting Percentage of Total Market
Sunday 21.1%
Thursday 17.5%
Friday 16.0%
Wednesday 15.0%
Monday 12.6%
Tuesday 9.5%
Saturday 8.3%
14© 2006, Educational Institute
Geographic Restrictions,Lead Time, and Kinds of Sites
Geographic Restrictions• Groups sometimes limited to region or state by
constitution• Interests of program may further narrow location
options
Lead Time• Conventions are usually planned 2 to 5 years in
advance• The larger the convention, the longer the lead time
(continued)
15© 2006, Educational Institute
Geographic Restrictions,Lead Time, and Kinds of Sites
Kinds of Sites• Depends on group size, complexity, and
tastes and members’ affluence• Accessibility is important• Site should have a reputation as a vacation
destination
(continued)
16© 2006, Educational Institute
Voluntary Attendance,Convention Duration, and Price
Voluntary Attendance• Properties can help promote the event• Promoting spouse attendance means double-occupancy
revenues
Convention Duration• National conventions average 3 to 5 days• Smaller events last 2 to 3 days• Seminars and committee meetings last 1 to 2 days• Auxiliary events before and after conventions• When exhibits are part of convention, convention lasts at
least 3 days
(continued)
17© 2006, Educational Institute
Voluntary Attendance,Convention Duration, and Price
Price
• Guestroom rates are the planner’s main price concern
• Align prices to attendee profile
• Past attendance is key to future selections
(continued)
18© 2006, Educational Institute
Average Duration of Association Meetings
Duration of Meeting Percentage of Total Market
1 Day 4.4%
2 Days 16.5%
3 Days 36.2%
4 Days 22.6%
5 Days 12.8%
6 Days 4.5%
7 Days 2.0%
8 Days 1.0%
19© 2006, Educational Institute
Association Director and Association President/Vice President
Association Director• Screens all suggestions and solicitations• Smaller associations are often serviced by association
management firms• Meeting professionals are often employed by larger
associations• Executive director is a key person for initial screening• Site selection committee often appointed by executive
director• Convention management firms work on a fee or percentage
basis
(continued)
20© 2006, Educational Institute
Association Director and Association President/Vice President
President/Vice President
• Mostly involved in the final decision
(continued)
21© 2006, Educational Institute
Committee Chair, Board of Directors,and Local Influences
Committee Chair• Sometimes gets involved in initial suggestion/screeningBoard of Directors• Usually have power of approvalLocal Influences• Local chapters often bid for national events• Salespeople can appeal to local members’ civic pride• Hotels often cover expenses for local delegate to present bid to
national board• Emphasize hotel staff’s expertise and desire to execute meeting
properly
22© 2006, Educational Institute
Finding Associations
1. Directories
2. Databases
3. Specialized periodicals
4. Hotel records• Function book• Records of groups that did
not return to the property