Editorial Board   Guest Author

Ms. McCullough

Lynn McCullough

Director of Meetings & Association Management, CMA Association Management

With 20 years of meeting planning experience, Lynn McCullough is the director of meetings and association management at CMA Association Management, where she is responsible for planning and managing association and corporate meetings worldwide. Ms. McCullough provides leadership to association clients on both a national and international scale while overseeing all meeting planning activities and service offerings, ranging from Board of Director relations, strategic development, growth programs, management of association publications and websites, and event planning and management including promotion, programming, and logistics. Ms. McCullough is also Executive Director of the Event Service Professionals Association. Prior to joining CMA, Lynn was the administrative director at an association management company based in Philadelphia, Pennsylvania, where she handled various aspects of association management for national associations. Before that, she worked as legislative coordinator for the Medical Society of New Jersey, the association of medical doctors affiliated with the American Medical Association. Accredited by the AMC Institute, CMA Association Management provides a comprehensive portfolio of association management and event planning services, including award-winning marketing communications and digital capabilities, to national and global association clients.

Ms. McCullough can be contacted at 609-297-2235 or lmccullough@cmasolutions.com

Coming up in June 2019...

Sales & Marketing: Selling Experiences

There are innumerable strategies that Hotel Sales and Marketing Directors employ to find, engage and entice guests to their property, and those strategies are constantly evolving. A breakthrough technology, pioneering platform, or even a simple algorithm update can cause new trends to emerge and upend the best laid plans. Sales and marketing departments must remain agile so they can adapt to the ever changing digital landscape. As an example, the popularity of virtual reality is on the rise, as 360 interactive technologies become more mainstream. Chatbots and artificial intelligence are also poised to become the next big things, as they take guest personalization to a whole new level. But one sales and marketing trend that is currently resulting in major benefits for hotels is experiential marketing - the effort to deliver an experience to potential guests. Mainly this is accomplished through the creative use of video and images, and by utilizing what has become known as User Generated Content. By sharing actual personal content (videos and pictures) from satisfied guests who have experienced the delights of a property, prospective guests can more easily imagine themselves having the same experience. Similarly, Hotel Generated Content is equally important. Hotels are more than beds and effective video presentations can tell a compelling story - a story about what makes the hotel appealing and unique. A video walk-through of rooms is essential, as are video tours in different areas of a hotel. The goal is to highlight what makes the property exceptional, but also to show real people having real fun - an experience that prospective guests can have too. The June Hotel Business Review will report on some of these issues and strategies, and examine how some sales and marketing professionals are integrating them into their operations.