© 2011, Educational Institute Chapter 6 Selling Other Markets Convention Management and Service Eighth Edition (478TXT or 478CIN)

© 2011, Educational Institute 1 Competencies for Selling Other Markets 1.Describe the nonprofit organizations market, and explain how to sell meeting services and products to it. 2.Identify SMERF organizations and explain how to sell meeting services and products to them. 3.Summarize sales considerations for selling meeting services and products to the following markets: government agencies, labor unions, incentive meetings, insurance/financial service meetings, and medical meetings.

© 2011, Educational Institute 2 Nonprofit Organizations— Structures & Leads Characteristics of Nonprofit Organizations Structured like associations Have members Formed for a common purpose Lead Sources Directories: see the National Directory of Nonprofit Organizations HSMAI's Affordable Meetings Exposition and Conference

© 2011, Educational Institute 3 Nonprofit Organizations— Sales Tactics Start with local chapters Expect short lead times (1 to 2 years) Assure planners of hotel’s assistance Point out economic benefits to community of holding national meetings locally Expect to deal with professional planners at the national level of nonprofit organizations

© 2011, Educational Institute 4

5 Characteristics of SMERF Groups “SMERF” stands for Social groups Military and other reunions Educational groups Religious groups Fraternal groups SMERF Groups Nonprofit groups Tend to be price conscious Good source of business for slow months Generally more recession-proof than other types of meetings

© 2011, Educational Institute 6

7

8 Social Groups Characteristics Local, regional, and national in scope Wide variety of interests and purposes Hold both large and small meetings Examples: chess clubs, ethnic groups, bowling leagues Decision-makers are often inexperienced in meeting planning Lead Sources Yellow pages of phone book: “Groups and Organizations” listing Property’s employees Property’s suppliers

© 2011, Educational Institute 9

10 Military Reunions May combine reunions with vacation, so family- and/or military-oriented locations are popular Military towns have an edge in marketing Price-conscious groups Double occupancy is common Meet in April–October; on weekends; hold a Saturday night banquet and memorial service; length of stay three nights Hotels with planned spouse programs have a competitive edge (continued)

© 2011, Educational Institute 11 Military Reunions Lead Sources THE Reunion Network: TRN News Reunions, The Magazine Military Reunion News (continued)

© 2011, Educational Institute 12

© 2011, Educational Institute 13 Class and Family Reunions Recreational amenities are important Cost-conscious; high level of double occupancy; meet in the summer months Length of stay: class reunions, one night; family reunions, two nights Planners are becoming increasingly knowledgeable Need less meeting space than military reunions Lead Sources familyreunionhotels.com greatreunions.com Reunions magazine National Association of Reunion Planners

© 2011, Educational Institute 14

© 2011, Educational Institute 15 Educational Groups Characteristics Fill rooms in summer months Local, regional, and national meetings Short in length Accessibility and value considered important to educational meeting planners (continued)

© 2011, Educational Institute 16 Educational Groups Lead Sources Educational Associations and Directories (pamphlet) National Directory of College Athletics Local board of education Alumni offices and divisions of continuing education at universities Administrative offices of schools Blue Book of College Athletics TEAMS Conference and Expo (continued)

© 2011, Educational Institute 17 Religious Groups Characteristics Local, regional, and national meetings Tend to choose family-oriented sites Price-conscious/double occupancy common Meetings last from 3 days to 1 week Often meet in summer months and other slow periods, including holidays and weekends Need a wide selection of meeting and convention space Lead Sources Religious Conference Management Association (RCMA) Yellow pages: Churches; Religious Organizations; Synagogues; Mosques

© 2011, Educational Institute 18

© 2011, Educational Institute 19

© 2011, Educational Institute 20 Fraternal Meetings—College and Service Groups Fraternities and Sororities National meetings: summertime Educational retreats and leadership training institutes Board and council meetings Professional and Honorary Societies and Service Groups Examples: The American Legion, Sigma Delta Chi (a professional journalism society) Some hold large annual events Hold parties for special events and fund-raisers (continued)

© 2011, Educational Institute 21 Fraternal Meetings—College and Service Groups Lead Sources Fraternity Executives Association National Interfraternity Conference National Panhellenic Conference Alumni associations, Student Activities divisions at schools Yellow pages, fraternal organizations, fraternities and sororities (continued)

© 2011, Educational Institute 22

© 2011, Educational Institute 23 Government Agencies Characteristics Price-conscious due to per diem allowances Mostly training meetings Slow to pay bills Short lead time Meeting planners look for direct flights at discounted rates Formal price submission procedures involving a Request for Proposal (RFP) or an Invitation for Bids (IFB) (continued)

© 2011, Educational Institute 24 Government Agencies Lead Sources Phone book: Blue pages or other special pages Society of Government Meeting Professionals (SGMP) Society of Government Travel Professionals (SGTP) Commerce Business Daily List property in Official Airline Guide— Government Edition (continued)

© 2011, Educational Institute 25 Capturing Government Meetings Business 1. Must become certified by FEMA 2. Must be listed with Central Contractor Registration 3. Must be able to comply with per diem rates 4. List property on government-related websites 5. Join organizations for government planners

© 2011, Educational Institute 26

© 2011, Educational Institute 27 Labor Unions Characteristics Usually hold meetings only at unionized properties Excellent opportunity for repeat business National Conventions Held every 2 years; alternate between East and West High spouse attendance, high expenditures Need lots of meeting space, sophisticated AV equipment Regional Conferences Held annually near center of region; last 2 to 3 days Attendance: 200 to 500 (continued)

© 2011, Educational Institute 28 Labor Unions Executive and Committee Meetings Up to 4 meetings per year; last 2 to 3 days Held in union’s headquarters city Hosts of these are considered for larger meetings Lead Sources National conventions: general secretary of union Executive and committee meetings: secretary- treasurer Directory of Unions and Labor Organizations Directory of Labour Organizations in Canada (continued)

© 2011, Educational Institute 29 Incentive Meetings Characteristics Offered as reward to motivate employees/clients Recreation is key value Safety and security now more important Most programs mix business and pleasure High spouse attendance, high expenditures Key industries: automobile parts and accessories, electronics, and insurance May be group or individual travel (continued)

© 2011, Educational Institute 30 Incentive Meetings Incentive Travel Houses Represent several different companies Can provide repeat business Lead Sources Society of Incentive Travel Executives (SITE): annual directory, trade show International trade shows (continued)

© 2011, Educational Institute 31

© 2011, Educational Institute 32

© 2011, Educational Institute 33

© 2011, Educational Institute 34

© 2011, Educational Institute 35 Insurance/Financial Service Meetings Characteristics Spend more on meetings than any other industry High expenditures; not as price-conscious as most segments Most programs mix business with pleasure Spouse attendance is common at largest meetings Most business comes from the life insurance segment Over 6,000 insurance companies in the United States and Canada; each holds about 20 meetings per year (continued)

© 2011, Educational Institute 36 Insurance/Financial Service Meetings Lead Sources Meeting Professionals International (MPI) Financial & Insurance Conference Planners Association Life Insurance Marketing Research Association (continued)

© 2011, Educational Institute 37

© 2011, Educational Institute 38 Medical Meetings Characteristics Medical and health care groups hold over 35,000 meetings annually Market growing rapidly Usually 200 attendees or fewer Medical groups have higher-than-average expenditures per delegate per stay than all other types of groups Meetings typically held during peak periods for hotels, and demand for function space is high relative to number of guestrooms used (continued)

© 2011, Educational Institute 39 Medical Meetings Prefer quiet premises Often use poster sessions as a space-saving technique Require sophisticated A/V technology Are security and image conscious Great potential for repeat business Reasons for Rapid Growth Changing technology and reform in health care New treatments and cures developed Continuing education requirements (continued)

© 2011, Educational Institute 40 Medical Meetings New medical areas emerging Globalization Lead Sources Professional Convention Management Association (PCMA) Medical periodicals and journals (continued)

© 2011, Educational Institute 41 Example of a Poster Session Common at Medical Meetings

© 2011, Educational Institute 42

© 2011, Educational Institute 43