Attracting The Multi-Billion Dollar SMERF Market
'Attracting The Multi-billion Dollar Smerf Market' Revealed in Spring Issue of HSMAI
JUNE 1, 2007. Social Media Revolution, the Future of Travel & Sales & Marketing, PR Tips and Opportunities for the Groups & Meetings Market Also Headline Quarterly Publication
The lucrative Social, Military, Educational, Religious, and Fraternal (SMERF) meetings market, insights to the future, and how to succeed in the social revolution are among the informational and educational articles presented in the spring 2007 issue of the just-released HSMAI Marketing Review.
From content-rich feature articles to case studies, trend reports, how-to editorials filled with tips and step-by-step instructions, as well as executive summaries, HSMAI Marketing Review is an information-packed resource guide for hospitality and travel sales and marketing professionals published quarterly by the Hospitality Sales & Marketing Association International (HSMAI).
'Anyone looking to expand their knowledge base and keep current on the marketplace to get that competitive edge should turn to HSMAI Marketing Review as a quarterly ritual,' states Robert A. Gilbert, CHME, CHA, president and CEO of HSMAI.
'Although it may be immeasurable, amorphous, and elusive, the SMERF market is tremendously enticing to most hotels,' explains freelance writer Beth Rogers in the magazine's cover story: 'SMERF: A Multi-Billion Dollar Market Worth Pursuing.' Her insightful article breaks down the SMERF segments and offers expert input, recommendations, and sound advice on how to penetrate this lucrative market. From targeting individual segments to reaching SMERFs online, industry experts discuss the impact of the market on their business and strategies to succeed.
In the article, Valerie Amstutz, Best Western International's director of worldwide sales operations, says the hotel chain aggressively targets the group planner market with telesales initiatives, advertising initiatives, and direct e-mail, as well as list acquisition for telesales and e-mail campaigns in order to drive business to its Web site.
Mike Fegley, vice president for global sales with InterContinental Hotels Group, who estimates that in the military sector alone his sales group does more than $400 million a year, feels that SMERF groups are more flexible: 'They love value so they're more flexible about the timing of their meetings and where they meet.'
In his popular 'The Online Marketer' column, Donald E. Bender, president of Bender Associates Marketing, offers 'Fifteen Ways to Enhance Marketing in the Social Media Revolution.' Veteran hospitality industry writer Harvey Chipkin offers insightful 'Success Stories' featuring impressive case studies including: 'Surf City, USA,' 'Passport Included,' 'Taste Washington,' 'Art Car Parade,' the 'Art Gallery,' 'Hotel, Marketing Alliances,' and 'Adventurers' Online Experiences.'
In a recap of the educational sessions presented at the 2006 World Travel Market, futurist and president and founder of Forecasting International, Marvin Cetron, PH.D, presents an inspiring and entertaining perspective with 'Insights to the Future.'
On the 'how-to' front, guest columnist John Pelligrino, senior public relations manager at VistaPrint, delivers 'Ten Tips for Small Business Public Relations Success' and Judy Colbert, author and marketing consultant, discusses 'How to Conduct Successful Media Trips.'
The findings from PhoCusWright, Inc.'s late 2006 research study published with the HSMAI Foundation on groups and meetings within the U.S are revealed in 'Groups and Meetings: Market Opportunity Redefined,' and Taryn Schneider, journalist and president of Taryn Schneider Communications, talks to 'HSMAI 25 Extraordinary Minds in Hospitality and Travel Sales and Marketing' to get their 'Take on the Future of the Profession.'
In 'The Diagnostic Process: How to Prevent 11th Hour Negotiations,' leading-edge strategist and president and CEO of Prime Resource Group, Jeff Thull advises readers how to avoid last-minute changes or disagreements, and journalist and frequent contributor Roland Leiser writes about the public and private initiative of 'Promoting Cultural and Heritage Tourism.'
With the spring 2007 issue of HSMAI Marketing Review, American Express expands its long-time support of HSMAI by becoming the magazine's first 'publishing partner.'
HSMAI Marketing Review is published quarterly by HSMAI. Subscriptions are free to HSMAI members, and cost $95 annually for non-members. For more information, visit www.hsmai.org.
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