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The shift in world conflict from conventional warfare
has created an insidious climate of unease due to the
threat of terrorism and poses new challenges for meeting
planners faced with the task of organising international
and regional events.
In most cases, it is the perception of danger or delay
due to increased security that is dampening enthusiasm
rather than any overt threat and organising committees
need to take this into account when developing their
marketing plans.
Simply sending a pile of registration brochures to
the local committee in a particular country and hoping
that they will distribute them to the membership is
patently insufficient when there are significant disincentives
to travel.
For countries that traditionally deliver good numbers
of delegates, the formation of a sub-committee for marketing
is recommended. Delegates who have a history of travelling
are less likely to be intimidated and the added effort
in securing their participation may well be reflected
positively on the conference bottom line.
The internet provides an inexpensive and immediate
marketing opportunity and the avenues it provides need
to be diligently worked. Any inquiries generated through
the website should be followed up and communication
via email should continue after registration - perhaps
in the form of a "countdown" to the conference and snippets
of news about the business, scientific, social or touring
program. This has the potential to "virus" market the
event through recommendations from already signed up
delegates to their friends as well as "upselling" the
various revenue-generating elements of the event.
Exhibitors also need to have a sense of "ownership"
about the meeting and should be encouraged at every
opportunity to help build enthusiasm about the event
with their client base. Ongoing communication with exhibitors
on marketing matters is essential throughout the lead
up to the event. If exhibitors are confident about the
trade exhibition, this enthusiasm will find its way
through to their clients.
The cost of registration is a relatively minor element
in the decision-making process of delegates and it behoves
the organiser to ensure the business and social programs
are of such a calibre they provide a powerful inducement
to any would-be delegate.
The reluctance of some to travel long haul to international
meetings provides the incentive for the development
of strong national and regional meetings and it is the
responsibility of association executives, corporate
meeting planners, destinations and venue operators to
make their events irresistible to the wavering delegate.
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