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
