“How to Attract Conventions When You Are Not the Center

of their Universe” Dan O’Connell,

CAE President

Fort Wayne, IN CVB

Selling Against Geography

Dan O’Connell, CAE, President •  Why I’m qualified to speak on this subject?

–  St. Cloud, MN – small city, small CVB

–  Springfield, IL – not Chicago, southern IL

–  Fort Wayne, IN – northeast corner of IN

Audience’s Qualifications?

•  What is your CVB’s primary market?

•  Executive or Sales Director? – Conventions or Tourism?

•  What level of experience? – Freshman? Sophomore? Jr.? Senior?

Session Goals •  Learn 3 things you should be doing for “A” groups

•  Learn 6 strategies to attract conventions

•  Incorporate 1 new idea into your marketing plan

What are the characteristics of not being the center of their universe?

•  Not geographic center •  Being too small •  Being too far away •  Being non-urban •  Others?

How to attract conventions when you ARE the center of their

universe! •  What’s makes us unique?

•  Figure out why. Why are they coming? – Geography? Activity? Unique facility? – 80/20 Rule

•  Then ask yourself, who needs it?

“A” groups

•  Befriend them •  Good for testimonials •  Ask them to host the

‘next level up’ •  Ask them to host or

invite their affinity groups

When you are NOT the center of their universe

•  6 strategies to book conventions

#1 - Work with Locals – or the ‘Local Clout’ strategy

•  Most common •  Most successful •  Partnership –

–  CVB helps bid –  Local hosts convention

•  Perception is realty –  CVB seen as sales people. –  Locals seen as members.

–  One asks, the other tells

•  CVB should convey confidence & ability to assist locals to win bid

•  Encourage local people to use their clout.

•  Spend more time than $ •  Accomplish sales thru

partnerships & persuasion, not thru politics and pressure

Techniques to Encourage Locals

•  Mayor memo to department heads

•  Civic leader featured in business article encouraging others to host conventions

•  Host “President’s Reception” – reception

for fraternal and social club presidents – Use prospect cards for leads; contacts

Program to Encourage Locals

•  “Hometown Hero” program –  Honor civic organization leaders of local organizations

for their volunteer work that makes your city great –  Hometown Hero’s – those that hosted a major

convention –  Get special recognition from CVB (Mayor) –  Educate attendees on CVB sales assistance –  Ask others for their leadership to hosting meetings. –  Publicize in newspaper, CVB or Chamber newsletter

or Business magazine the names of honorees. –  Create in public’s eye that your city IS a destination,

thanks to these Hometown Heroes

# 2 - Accentuate the differences - the ‘Un-cola’ strategy

•  Emphasize the fact you are different •  Convey how ‘difference’ benefits

planners •  ‘We are not . . .’ ‘We are close to ...

–  the woods, the lakes, the casinos •  Emphasize you’re good at __ meetings …

– Small, religious, agriculture, youth, etc

# 3 – Better Service strategy or the ‘Personal touch’

•  You will provide more personal attention to their planner, delegates and convention.

•  Emphasize that they are the ‘big fish’ in your small pond

•  Then do it! - give more service, do special things, go the extra mile

# 3 – the Better Service strategy or the ‘Personal touch’ cont.

•  Many planners have ‘been there, done that’. Be creative, use your city.

•  Promote your professional experience. Convey that you are especially good with volunteers & inexperienced planners.

“Personal touch” requires making personal relationships

•  People to people business

•  Form partnership based on your personality, as well as your capabilities of your city.

•  Dale Carnegie stuff works –  get to know your planner,

personally

•  Invest the time to get to know their association’s issues, problems, concerns.

• Are you ready to make • a commitment?

Tips for Selling Your City, personally

•  Host planners when your city looks good – During festivals, sports tournaments,

concerts, golf, major events & milestones

•  Sell your city’s vitality, excitement, fun – Sell the sizzle, not the steak

•  Match dates of convention groups with

your city’s ethnic festivals, etc.

# 4 – The Co-op strategy or the ‘Conspiracy Theory’

•  Share convention specs with other CVBs for State business

•  Hold Sales Director meetings. Share information about needs

•  Bidding War? Suggest ’share’ –  “You take 02, we’ll take 03”

•  Play the ‘sympathy card’ –  “You haven’t met here

since xxxx, its our turn”

# 5 – Large Group strategy or the ‘Big Bang’ theory

•  Hotels & Conv. Centers believe CVB’s should. . . –  book new business –  get multiple hotel business –  find business when they

need it most

•  Why go for the Big Bang?

–  It helps elected officials and community see that you’re ‘doing your job’

–  Demonstrates to your city folk you actual are a destination for conventions

–  Because ‘super-sized’ groups are more visible, news worthy, more $$$ too

‘Big Bang’ theory cont.

•  Examples – St. Cloud - State Fireman’s Convention 2000 – Springfield – Intl. Pork Producers - 10,000 – Fort Wayne - Gold Wing Road Riders - 13,750

•  Will require significant amount of CVB staff time and money to implement this strategy

# 6 – The Buy Business strategy or the “Daddy Warbucks” strategy

•  Goes far beyond the traditional CVB sales activities

•  $$$ - Subsidies,

incentives, hosting expenses, awards, underwriting, co-hosting expenses

‘Daddy Warbucks’ cont •  Most don’t like to admit it - money talks. •  CVBs are changing their attitudes towards this strategy •  Examples – CVB pays for

*  convention center rent * bus transportation *  opening receptions * evening entertainment/bands *  tournament expenses * housing for referees, staff *  bidding fees * hosting fees *  others?

•  Downside? –  Once its starts, very hard to stop. Can get very expensive. –  Trick of the Trade - use others $$ to pay for underwriting costs

Sports Marketing - the non-traditional convention market

•  Emerging trend last ten years. Professional, collegiate, minor leagues, recreational, etc

•  Every community has sports facilities.

•  Communities can become ‘unique’ very quickly

Sports Market’s Major difference: CVB becomes partner, not broker

•  Traditional sale –  Seller - Broker - Buyer –  Facility - CVB - Group

•  Sports market requires CVB to be sponsor or to find sponsors

•  Must assume some risk

CVB required to help do tasks traditionally done by planner

–  Housing –  Funding and Finance –  Welcoming/Opening

Ceremonies –  Banquets –  Many other requests

Summary . . . Did you ….

•  Learn 3 things you to do for your “A” groups

•  Learn about 6 strategies to book conventions

•  Incorporate 1 idea into your CVB convention sales marketing