Marketing Destinations and Venues for Conferences, Conventions and Business Events

By Rob Davidson, Tony Rogers, Rob Davidson, Tony Rogers

© 2005 – Routledge

296 pages

Purchasing Options:
Paperback: 9780750667005
pub: 2006-04-25
US Dollars$67.95
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Comp Exam Copy

About the Book

Marketing Destinations and Venues for Conferences, Conventions and Business Events covers key areas in marketing and promotion, such as:

* Trends and issues in destination and venue marketing
* Strategic marketing planning, ROI and strategy evaluation
* Destination and venue selling strategies
* Future challenges, opportunities and supply-side developments

Reviews

"an excellent example of co-operation between education and industry and of knowledge transfer."
- Geoffrey Copland, Vice Chancellor, University of Westminster, UK

"It mixes an academic appreciation of the conference landscape with a practical outlook that venue and destination managers could find useful on a day-to-day basis."
- Conference & Incentive Travel, July/August 2006

Table of Contents

Foreword
Preface
List of Case Studies

1. The Role of Marketing and Selling in the Business Events Sector

Introduction
The history of the conference industry
The products of the conference market
The stakeholders operating in the conference market
The role of marketing in the conference industry
The impacts of the conference industry on the economy, the environment and the culture of
the destination
Summary
Review and discussion questions
Sources


2. THE MARKETING ENVIRONMENT FOR DESTINATIONS

Introduction
Disintermediation
Destination marketing or destination management?
Product development and investment
Funding
Accessibility and disability
Crisis communications and issues management
Summary
Review and discussion questions
Sources

3. THE MARKETING ENVIRONMENT FOR VENUES

Introduction
The growth in the supply of conference venues
The changing design of conference venues
Conference venues’ use of technology
Conference venues and the environment
Summary
Review and discussion questions
Sources

4. MARKETING PLANNING FOR DESTINATIONS AND VENUES: PRINCIPLES AND THEORIES

Introduction
The purpose of marketing plans
The use of marketing research
Market segmentation
The positioning and branding of products
The marketing mix
The need for evaluation and monitoring of marketing plans
Summary
Review and discussion questions
Sources

5. MARKETING COMMUNICATIONS FOR DESTINATIONS AND VENUES: PRINCIPLES AND THEORIES

Introduction
The communications process
The messages to be communicated to the market
Customer relationship management
Direct marketing
Publications
Exhibiting at trade shows
The role of advertising
The characteristics and role of public relations
The objectives of ambassador programmes
Summary
Review and discussion questions
Sources

6. MARKETING COMMUNICATIONS FOR DESTINATIONS AND VENUES I: PRACTICE

Introduction
Effective use of publications, including web sites and electronic brochures
Effective PR
Effective advertising
Summary
Review and discussion questions

7. MARKETING COMMUNICATIONS FOR DESTINATIONS AND VENUES II: PRACTICE

Introduction
Exhibiting at trade shows
Organising workshops and roadshows
Running familiarisation trips and educationals
Organising effective ambassador programmes
Summary
Review and discussion questions
Sources

8. SALES STRATEGIES FOR DESTINATIONS AND VENUES: PRINCIPLES AND THEORIES

Introduction
The role of personal selling
The uses of sales promotion
The management of a sales force
Yield management
Summary
Review and discussion questions
Sources

9. SALES STRATEGIES FOR DESTINATIONS AND VENUES: PRACTICE

Introduction
Destination and venue selling strategies
Handling enquiries effectively
Submitting professional bids and sales proposals
Managing site inspections and showrounds
Negotiation skills
Maximising impact through cross-selling (business extenders)
Summary
Review and discussion questions
Sources

10. BUILDING EFFECTIVE MARKETING PARTNERSHIPS

Introduction
The role of CVBs in forging partnerships at the destination level
Membership recruitment and retention for DMOs
Working with marketing consortia
Maximising the benefits of membership of trade associations
Harnessing political support through effective lobbying
Summary
Review and discussion questions
Sources

11. CURRENT INITIATIVES IN THE CONFERENCES, CONVENTIONS AND BUSINESS EVENTS SECTOR

Introduction
Research and market intelligence
Terminology
Education and training
Quality standards
Summary
Review and discussion questions
Sources

12. FUTURE TRENDS AND CHALLENGES FOR THE CONFERENCES, CONVENTIONS AND BUSINESS EVENTS SECTOR

Introduction
Future political, economic and social trends
Future challenges and opportunities presented by ICT
Emerging markets
Summary
Review and discussion questions
Sources

About the Series

Events Management

The events industry, including festivals, meetings, conferences, exhibitions, incentives, sports and a range of other events, is rapidly developing and makes a significant contribution to business and leisure related tourism. With increased regulation and the growth of government and corporate involvement in events, the environment has become much more complex. Event managers are now required to identify and service a wide range of stakeholders and to balance their needs and objectives. Though mainly operating at national levels, there has been significant growth of academic provision to meet the needs of events and related industries and the organisations that comprise them. The English speaking nations, together with key Northern European countries, have developed programmes of study leading to the award of diploma, undergraduate and post-graduate awards. These courses focus on providing education and training for future event professionals, and cover areas such as event planning and management, marketing, finance, human resource management and operations. Modules in events management are also included in many tourism, leisure, recreation and hospitality qualifications in universities and colleges.

Learn more…

Subject Categories

BISAC Subject Codes/Headings:
BUS041000
BUSINESS & ECONOMICS / Management
BUS081000
BUSINESS & ECONOMICS / Industries / Hospitality, Travel & Tourism