Ms. McCullough

Meetings & Conventions

If You Pre-promote It, They Will Come

By Lynn McCullough, Executive Director, ACOM

Those of us who represent hotels or convention centers should know that promoting attendance for a conference, convention or tradeshow-without getting to know those you're trying to lure, is like playing poker blindfolded: You can bet all you want, but you won't win anything.

The same holds true for "pre-promoting" these events. Pre-promoting is more than just providing copies of your facility's brochure, or promoting the main attractions and sites to see in your host city. Pre-promoting is also about asking yourself the following questions: Who? Where? What? When? Why? - and How?

Below, members of the Association for Convention Operations Management (ACOM) offer some tips to help you find out the answers to these important questions and explore other ways to conduct a pre-promote to better service your meeting-planner clients.

There's No Substitute for Being There

If possible, Devon Sloan, CMP, director of events for the Hilton Tucson El Conquistador Golf and Tennis Resort, suggests actually attending the group's event the year prior. "Whether it's just to schmooze with the attendees and get to know them a little better, or to have an actual trade show booth set up in their exhibit area, we have found this to be a great attendance builder," says Sloan. "It helps attendees get to know the city and the resort because we can answer all of their questions in person-and of course, we can build excitement by doing a little sales job while we are talking. Who knows the property and the city better than those of us who live there!"

Use Cool Tools

The Internet can also be a great resource, particularly in the registration process. "It is important that the registration and housing process for an event be simple, and for this, Hilton utilizes a tool called a 'Personalized Online Group' page. This allows the organization holding the event to link directly with the Hilton website through a customized page developed for the particular group," explains Carla Policard, CMP, Director of Events/Catering for Hilton Atlanta Airport. Not only is it free to the meeting planner, but the set-up only involves a short form to be completed. "Additionally, an attendee can book a hotel room through the event website instead of having to call the hotel directly or find the particular hotel online," Policard adds. "It alleviates the problem of attendees booking at an incorrect hotel or not receiving the group rate." And of course it encourages attendees to learn more about what your hotel venue has to offer.

Of course, it is also important for the hotel to remain in constant contact with the meeting planner, updating him or her on a regular basis with guestroom pick-up reports. This assists the organization with their ongoing marketing efforts to determine where extra focus needs to be placed. The relationship between the client and the hotel should truly be a partnership, with each assisting the other to boost attendance so that both will be successful.

"We pride ourselves on being a hotel company that delivers technology tools and services that are creative, cost effective, efficient and streamlined," adds Cary Bradley, CMP, Corporate Director Event Services, of Hilton Hotels Corporation in Beverly Hills, CA.

"These tools help customers and meeting planners market their groups or programs, drive attendance and provide ease in the reservation process. It is a big selling point for us, and one that will ultimately assist our meeting planners and make their job that much easier," adds Bradley.

Along these same technology lines, many Convention & Visitors Bureaus (CVBs) are creating electronic blasts, or "eBlasts", which are sent via email and highlight their city's main attractions. These eBlasts are customizable for clients-they can add their logo, event details and contact information-and can be sent to prospective attendees with the click of a mouse. This method works well for hotels too!

Attracting the Early Bird

"Another catalyst for increased attendance is to offer your client an Early Bird Prize," advises Marie Lou Coupal, CMP, Director of Convention Services & Catering for Fairmont The Queen Elizabeth, which is based in Montreal, Canada. "Whoever books by the early registration date is automatically entered in a drawing to win a prize, which can be any number of things, such as a complimentary accommodation during their meeting, or an upgrade to an executive suite." Other prizes might include dinner for two in your facility's dining room, if applicable, or a gift certificate for one of your boutiques, such as a jewelry store.

Recommend a Unique Learning Experience

Equally important is the client's ability to increase attendee registration by developing programs that meet the needs of its stakeholders. Suggestions such as recommending a big name keynote speaker, or use of lively themes to capitalize on upcoming events can also be effective.

"While a draw for some meetings is to offer CEU credits or required coursework, the popularity of keynote speakers is also vital. You can endear yourself to the client by providing unique speaker recommendations from the region or city-speakers that have been well-received in the past and fit their budget parameters," suggests Mary German, CMP, Director of Convention Services for the Arlington Convention & Visitors Bureau. In addition to a solid keynote speaker, if planners put forth programs that speak to the "why and what's in it for me and my company" question, members or prospective members will be more inclined to attend a conference. If members and potential members see the value of attending the meeting and how it will affect or improve their personal or professional stature, they'll likely find a way to attend the conference, she adds.

Analyze This... and That

As you can see, pre-promoting events-and taking the time to find answers to the questions Who, What, When, Where and Why-are still key to an event's success. It can also be the key to a long and successful relationship with your meeting-planner clients.

However, try as we might, not all events will be as successful as the last one. There will always be reasons for declining meeting attendance. And while attendance-building programs are great, they simply serve as band-aids if the reasons for this declining attendance are not addressed accordingly. Hotels, Convention Centers and CVBs have developed a number of creative ways to increase meeting attendance, but it's also the planners' responsibility to review their program and determine if the program itself needs a boost.

Lynn McCullough was formerly Executive Director of the Association for Convention Operations Management (ACOM). Ms. McCullough was involved with the direction and management of the association, as well as membership recruitment and retention. She provided substantial direction on strategy and tactical issues, with responsibilities that included Board of Director relations, strategic development, and event planning and management including promotion, set-up and follow-up. Ms. McCullough earned her Bachelor of Journalism degree from the University of Missouri School of Journalism. Ms. McCullough can be contacted at 609-799-3712 or lmccullough@cmasolutions.com Extended Bio...

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