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Convention Management And Service 9th Edition James Abbey - Solutions
What are the advantages and disadvantages of negotiating multiple-meetings contracts?
What are standardized contracts? What types of properties typically use them? What are the pros and cons of using standardized contracts?
What is the Convention Industry Council? What groups make up its member- ship and what is their role in the convention industry?
What is a damage clause? An attrition clause? What is the difference between a termination clause and a cancellation clause? How extensively are each of these clauses used?
What is the master account? In what ways is this account billed?
What elements should be considered when developing a contract?
Distinguish between a proposal letter and a letter of agreement (contract).
What information is the hotel required to provide in the post-meeting report?
How much slippage does the contract allow before attrition charges are assessed?
What clauses were developed to ensure the organization is getting the lowest group rate?
Explain the effect of contract standardization and multiple- meetings contracts on the meetings and convention industry. (pp. 339-343)
Identify the elements of a letter of agreement, or contract, for meeting and convention sales. (pp. 314-339)
Describe how hospitality salespeople prepare to negotiate with meeting planners. (pp. 310-314)
What is the difference between public relations and publicity? How can each be used to enhance the property's advertising efforts?
Why do some properties use advertising agencies? What factors should a property consider when selecting an advertising agency?
What are exchange trade and cooperative advertising? What are the advan- tages and disadvantages of each?
Why is it necessary to plan an advertising strategy? What factors should be considered?
Why is direct mail an effective tool for reaching meeting planners? What are the elements involved in an effective direct mail campaign? Advertising to the Meeting Planner 307
Why is the convention brochure an important sales tool for the meetings mar- ket? What information should be included in a convention brochure?
What is print advertising? What elements should always be included in print ads? Where can print ads be placed to effectively reach meeting planners?
Review the current news releases from each of these sites. Identify releases directed to the meetings market.
Are both high- and low-resolution photographs available for downloading by the media for use in news stories?
How thorough are the press kits of each hotel? Do their press kits cover all of the areas mentioned in the introduction to this Internet Exercise?
How will costs be handled? Is the agency willing to work within the property's budget?
Who will be assigned to your account? How much time can he or she spend learning about your property and its needs? In the event "your" account person is not available, who will be assigned to handle your account?
What services can the agency provide? Does it offer full creative services? market re- search? media placement?
Does the agency represent competitors? If so, how will this affect the handling of your ac- count?
How long has the agency been in business? Does it have a proven track record in the hospitality industry?
Do you think these brochures could substitute for a printed convention brochure?
Evaluate each brochure based on the checklist titled "Basic Convention Brochure Informa- tion" provided earlier in the chapter.
Compare the three brochures. Which is "long on facts and short on pictures"? Which do you think is most useful to meeting planners?
Which sites offer links to social networks such as Facebook and Twitter?
Identify the sites that provide testimonials from past clients and guests.
Which websites explain their program for sustaining a natural environment and their "green" policies?
Which sites offer a link to the bios and achievements of key meeting staff members?
Which sites provide a virtual tour of the property's meeting rooms?
Which hotels offer "e-mmediate response" to meeting inquiries, promising instant group dateand rate availability?
Which sites offer the option of e-mailing a request for proposal (RFP)?
Describe how public relations and publicity can help a property reach meeting planners. (pp. 301-303)
Summarize the process of planning an advertising strategy. (pp. 294-300)
Explain how to conduct a direct mail campaign. (pp. 292-294)
Identify the purpose and types of collateral materials hospitality companies use in advertising. (pp. 286-292)
Describe how hospitality companies use print media and technology to advertise. (pp. 268-286)
What is a fam tour? What steps should a property take to ensure that a fam tour is successful?
What are the advantages of working with a convention and visitors bureau to secure business?
What is a trade show? How can a property make the most of its trade show exhibit?
What is a sales blitz? Why can a sales blitz be a cost-effective sales tool?
In what other ways is the telephone used to sell to and service customers?
What are the steps in making a telephone appointment call? Why is follow-up especially important after making telephone contact? What kind of follow-up can be done?
What are the steps in making a personal sales call? Why is each important?
Search the Internet and find other hotels or convention centers that offer virtual tours on their websites. What features do you find most appealing and why? If you could design a virtual site inspection, what features would you include?
What considerations important to event planners cannot be shown in a virtual site inspec- tion?
Do you think virtual site tours can replace physical site inspections?
DMAI maintains the Meeting Information Network (MINT), an online database that contains profiles of more than 40,000 events conducted by more than 20,000 organizations. How can this extensive database help hotels to garner leads and qualify prospects?
What resources and benefits are available for student members of this organization?
If convention bureaus don't charge for their services, how do they make money?
How do convention bureaus help meeting planners?
Describe the convention and meeting sales techniques of sales blitz selling trade show selling, selling with convention and visitors bureaus, site inspection selling, and familiarization tours. (pp. 250-263)
Explain how to conduct telephone selling effectively in meeting and convention sales. (pp. 243-249)
Explain the steps in making a personal sales call. (pp. 230-243)
Who are the key decision-makers for each of the segments discussed in this chapter? How can each type of meeting planner most effectively be reached?
Why is the medical meetings market segment likely to grow?
What are the characteristics of insurance/financial meetings? What types of hotels might be most attractive to this type of business?
What makes the incentive market different from the corporate market in gen- eral? What types of properties are best-suited to handle this market segment? What types of amenities would you stress if you were trying to attract the incentive market?
What types of meetings do labor unions typically hold? What factors are important to planners booking labor union meetings?
How does dealing with government agencies differ from dealing with other meetings groups? What types of hotels are best-suited for the various types of government meetings?
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. (pp. 209-224)
Identify SMERF organizations and explain how to sell meeting services and products to them. (pp. 194-208)
Describe the nonprofit organizations market and explain how to sell meeting services and products to it. (pp. 192-194)
List the major sources for finding corporate meetings and tell how each is used to develop a client base.
Discuss how hotels are upgrading guestrooms with extra services and "perks" to meet specific business traveler needs.
What role do local chapters or business offices of regional, national, or inter- national corporations play in the determination of meeting sites?
Finding the key decision-maker within a corporation is of utmost importance. Why is this problem so acute in the corporate meetings market? List probable decision-makers within the corporate structure.
Discuss the multi-booking potential of corporate meetings.
Company meetings come in many sizes and shapes. If you were the sales manager of a small property with limited meeting facilities, what types of company meetings would you target?
There are many similarities between association meetings and corporate meetings, but there are also clear distinctions. Contrast the two considering lead time, attendance, and kind of site required.
Which site offers a reader board service to assist hotels in lead generation?
"Insight: Lead Generation for Group Business" is a landing page on which site?
Which sites offer a solution section for hotels and for procurement managers?
In your opinion, which of these three sites would meeting planners find to be the most user- friendly?
Which site requires members to pay a listing fee to be included on the site?
Which site offers the greatest number of facility listings for meeting planners to consider?
How are each of these companies paid-by the meeting planner, or are they paid a com- mission by hotels for booking business?
What are the benefits for hotels that partner with these firms?
What services do each of these companies offer?
Describe the tools salespeople use to locate corporations and to find information about the meetings they hold. (pp. 182-187)
Identify who typically decides where to hold a corporate meeting. (pp. 175-182)
Identify characteristics of corporate meetings that are important for selling to the corporate market. (pp. 165-175)
Describe the different types of corporate meetings. (pp. 159-165)
Identify factors that corporate meeting planners consider when making a site selection. (pp. 152-159)
What are some sources for locating associations?
What individuals in the association make the site selection decision?
How important is price to association executives? What implications does this have on a hotel's sales efforts?
What are the monthly and daily meeting patterns of association meetings?
How do state and regional association meetings differ from the national asso- ciation meetings?
What kinds of meetings do associations hold? What type of facilities are best suited to each?
Why are conventions extremely important to associations for financial rea- sons?
Are hotels allowed to join the orga- nization as associate members?
What specific services does the AMC Institute offer to its members?
What is a multiple-association man- agement company and who do these companies serve?
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