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Chapter 8 Advertising to the Meeting Planner

Chapter 8 Advertising to the Meeting Planner. Convention Management and Service Seventh Edition (478CSB). Competencies for Advertising to the Meeting Planner. Describe how hospitality companies use print media and technology to advertise.

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Chapter 8 Advertising to the Meeting Planner

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  1. Chapter 8 Advertising to the Meeting Planner Convention Management and ServiceSeventh Edition (478CSB)

  2. Competencies forAdvertising to the Meeting Planner • Describe how hospitality companies use print media and technology to advertise. • Identify the purpose and types of collateral materials hospitality companies use in advertising. • Explain how to conduct a direct mail campaign. • Summarize the process of planning an advertising strategy. • Describe how public relations and publicity can help a property reach meeting planners.

  3. Advantages of Print Advertising • Color print • Good reproduction • Magazines have a long reading life • Easy to focus on target markets

  4. The AIDA Principle Attention • To attract attention, make your ad stand out from the rest. Interest • To interest the reader, text should be specific and concise. Desire • To build desire, present features as benefits and show how your property is different from others. Action • To facilitate action, include a way for readers to contact you.

  5. Elements of Advertisement Design • Color • Photos • White space • Text • Position on page • Size • Frequency: single shot versus campaign

  6. The Internet and Fax Transmissions in Advertising The Internet • Growing in popularity • Text, graphics, audio, video, interaction with users • Properties can make their own Web sites • Properties can be listed in directories of travel service firms Fax Transmissions • Fax on demand—Meeting planners dial anytime • Broadcast fax—Hotels fax to many prospects at once

  7. Collateral Material Differences from Other Advertising Materials • Directed specifically at decision-maker • Brochures usually provide more details than ads do Types • Convention brochures • Video brochures • CD-ROMs • Others: fliers, maps, menus, newsletters, etc.

  8. Convention Brochures Purpose and Characteristics • Inform the decision-maker • Give the planner enough information to begin planning • Information must be detailed, clear, concise, and pertinent • Include it in a meeting planner’s kit • To develop one, get ideas from competitors

  9. Video Brochures and CD-ROMs Video Brochures • Very versatile and effective • Captures service aspect • Usually 4 to 6 minutes long • Use a professional firm for development (continued)

  10. Video Brochures and CD-ROMs (continued) CD-ROMs’ Advantages over Video Brochures • Can store more information • More durable • Cannot be erased by magnetic fields • Easily and inexpensively reproduced and mailed CD-ROM Development • Use a professional firm • Reuse Web site material to save on development costs

  11. Direct Mail—Advantages and Disadvantages Advantages • Flexible: can be used to screen prospects, follow up, or make printed sales presentations • High volume possible • Cheaper than print or broadcast advertising • Can be targeted to the most promising prospects Disadvantages • Increasing cost • Low interest (seen as junk mail) • Costly and time-consuming to maintain lists

  12. Planning Direct-Mail Campaigns Planning a Campaign and Forming Lists • Lead sources: internal records, directories and publications, circulation lists, CVBs • Plan follow-up strategy • General list and preferred list • Campaigns are more effective than one-time mailings (continued)

  13. Planning Direct-Mail Campaigns (continued) Contents • Sales letters, surveys, postcards, and visual aids • Keep sales letters personal • First letter should be an attention-getter • Next letters should creatively build on first letter’s theme

  14. Elements of an Advertising Strategy Factors to Consider • Marketing plan • Budget • Target market(s) • Choice of media • Reach • Frequency • Timing: continuous, pulsing, or flighting • Consistency (continued)

  15. Elements of an Advertising Strategy (continued) Tips • Use a media chart • Plan your follow-up strategy • Monitor and evaluate your plan Special Options • Exchange trade advertising • Cooperative advertising • Advertising agencies

  16. Public Relations and Publicity Public Relations (PR) • Communicate favorable information about property to create positive image • Plan PR and implement it properly • May use internal PR staff or external firm or both Publicity • Gratuitous mention of property in media • Communicating with media: finished pieces and press releases • Press kits

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