Speaker: Mark David Thompson, Vice President Of Marketing - Irving Texas CVB Email: mthompson@irvingtexas.com
30-45 minutes This session is designed to familiarize sales professionals not familiar with advertising and media buys with an overview of those elements. In addition to examining the importance and value of advertising, the session will include suggestions for determining ideal media outlets and highlights of best practices that illustrate how to effectively include these plans in your sales strategies. Includes recommendations for print, broadcast, and digital platforms.
Speaker: Maureen Callahan, Vice President Of Marketing - Destination Hotels & Resorts Email: mcallahan@destinationhotels.com
How to develop a concise positioning statement and a comprehensive, targeted, strategic sales & marketing plan to build and leverage your independent brand into a successful, profitable, customer-centric model.
Speaker: David Atkins, Principal, Digital DNA Infusion - Your Digital Experts Network Email: david@digitaldnainfusion.com
The nuts and bolts of distribution in a Web 2.0 world and beyond
A Case Study
Speaker: Frank Fredericks, Managing Director, Wild Dunes Resort Email: ffredericks@wilddunes.com
From email capture to banner advertising, discuss the tools and resources necessary to create a comprehensive online marketing strategy.
Speaker: Flo Lugli, Executive Vice President, Marketing Email: Wyndham Hotel Group
Understand how the electronic distribution landscape works. Who are the players, what are the trends, how do I best position my hotel?
Speaker: Bob Gilbert, CHME, CHA, President and CEO, HSMAI Email: bgilbert@hsmai.org
This will summarize the common threads found in recent HSMAI Best Practice reports. Strategies regarding CRM, Internet Marketing, Ancillary Revenue, Leveraging Your Destination, ROI in Sales & Marketing Campaigns will be reviewed. Also, the results of our HSMAI member surveys to identify recession initiatives and what is being done to 'add value' will be summarized.
Speaker: Fran Brasseux, Executive Vice President, HSMAI Email: fbrasseux@hsmai.org
Each year HSMAI conducts and in depth survey to all of its members. From this survey, the top ten challenges facing our members are pulled from the data received. This top ten list has evolved through the years to be a much anticipated chapter program because it is relevant to a broad range of membership type categories. One of the great advantages of this program is that when the top 10 list is identified it is shared with the America Board members to find solutions and recommendations for overcoming the challenges identified. Not surprising, through most of these solutions are found by use of the HSMAI resources, programs and publications. So this program provides both current information and a dotted line to HSMAI member value propositions. This is a 30 to 40 minute presentation and requires an LCD and screen.
Speaker: Margie Sheffer, CHME, CHA, Director of Chapter Relations, HSMAI Email: msheffer@hsmai.org
This topic is not a “static” product. When presented it provides the most current additions to HSMAI resources, programs and publications. It is of particular value to chapters who specify what area of “benefit” they would like to have highlighted for their members. The program is maximized when an internet connection is used to do a “show and tell” of the benefits. Audiences continued to be “wowed” by the resources they are privy to but do not utilize. It usually generates calls for more instruction and this is good, because the more your members combine HSMAI headquarter resources with chapter resources their value proposition climbs accordingly, almost insuring the type of retention you try to achieve. This is a 30 to 40 minute presentation that requires an LCD, screen, and internet.
Media planning and buying in the digital space- how to do it inhouse or partner with your agencies to make the most of your limited team and budgets.
Understand some of the challenges in marketing in today's world. Whar are the tends, where are the dollars being spent, and why? How do you engage with customers?
How to integrate a digital mindset, what to consider, ancillary revenue opportunities to consider.
Speaker: Brenda Fields, Founder, Fields & Company Email: brenda@fieldsandcompany.net
The advancement of technology has made the world a smaller place. Movies, television, and now the Internet have created a world which has fostered a better understanding of and access to different cultures. Teenagers in remote areas of the world dress and speak like teenagers in the most urban areas of the world based on their journeys thru the Internet. And a rural homemaker has access to shopping at Saks Fifth Avenue in New York City just by logging onto the Internet. But, does this familiarity and exposure lessen cultural characteristics or nuances? Is it correct to assume that this familiarity creates instant purchases of your product? And does this also ensure that your product will be selected over your competition in these markets? There are key components to consider when planning and implementing global marketing campaigns or initiatives or in just reaching specific international markets. Understanding the key elements of marketing combined with a campaign that is tailored to an in-depth understanding of the targeted markets will guarantee the most effective return on investment. Whether you are McDonalds, The Gap, or a small bed and breakfast on Cape Cod, Massachusetts, there are basic tools to apply and areas to address to ensure that you capture the desired international business.
Discover ways to increase guest ancillary spend including golf, tennis, spa, retail and family activities through both pre-arrival and onsite communication, guest interaction and promotion.
Consumers purchase differently and integrated campaigns seek to address different ways in which consumers book hotels and resorts. This session demonstrates a successful integrated campaign and how to plan and implement the campaign.
How to develop a targeted and integrated marketing communication effort utilizing sales, marketing, public relations, and online initiatives to leverage and optimize your marketing opportunities, resources and expense dollars.
30-45 minutes Not everyone has the budget or resources for splashy ad campaigns, extensive direct mail pieces, or teams of staff to sell their destination or venue. This session identifies ways to increase awareness of your property with limited funds, including a review of specific examples and applications to immediately begin using. Applicable for companies both small and large and for attendees with varying levels of marketing expertise.
Who would not agree that a well thought out and well executed strategic plan is the basis for ensuring the best results? But how many times do we go off course when the results aren’t there or when the results aren’t there when we expect them? And how many times to we take short cuts in the planning process and are disappointed in the results? All of the planning goes out the window and we seize on any idea that may generate business. We look for that quick fix and more often than not, go deeper into the hole! This seminar will address the key components to establish a plan; how to effectively evaluate its effectiveness; and how and when to change course.
How to engage with them, market to them, their profile and habits
How to build an effective loyalty and retention program utilizing data driven technology, web 2.0 initiatives, value-driven pricing and packaging, promotions and opportunistic partnerships.
Speaker: Eric Brey, Assistant Professor & Director, Center for Resort & Hospitality Business, University of Memphis Email: ericbrey@memphis.edu
The hospitality industry is quickly embracing the experience economy where quality service and amenities are no longer enough to attract and satisfy guests. In order to successfully market experiences that attract customers, it is important to move beyond relationship management into building, selling and marketing customer focused experiences. In this 30-45 minute presentation, attendees will receive relevant and applicable information that can be immediately applied to their business by focusing on the details to elicit emotions that create memorable experiences and ultimately drive revenue through loyalty.
30-45 minutes In good times and in bad, it’s critical that the staff of a destination’s CVB and hotel properties work closely together to target ideal business and increase sales and revenue. Identifying ways to improve communication and to develop strong relationships, this session will provide concrete examples you can begin implementing immediately. Content will include recommendations from various industry perspectives, including CVB/DMO, hotel, and meeting professional.
Speaker: Barbara Bowden, Corp Director Of Revenue Management/Assistant General Manager, The Peabody Orlando Email: barb.bowden@peabodyhotels.com
Fundamentals of Revenue Management using HSMAI Special Report
· Critical Issues · Trends · Data Challenges · RMS limitations · Displacement Analysis · Modeling/Forecasting
What does it mean in today's environment, what are some key best practices, how does digital paly into this, whar are the key levers and touch points to consider.
The Sales Department represents a significant (almost 50%) portion of a property’s marketing budget. Therefore, it is important for the Sales and Marketing Director to ensure that each sales person is performing to his or her maximum ability. There are fundamental practices that can be implemented to ensure that the Sales and Marketing Director leads productively and cost-effectively, resulting in a top-performing department.
The basics of blocking and tackling in the internet.
How to integrate a digital mindset, what to consider, ancillary revenue opportunities to consider
Understanding the social media landscape and how to develop a social media strategy.
And how to think about using it to benefit your business and meet your objectives.
