AGENDA

Meeting Marketing: The Meeting Professional suggests the "5 P's"

Statistics show time is the one thing, that most people need more of in today's busy corporate world. This means that executives and managers are more selective in the meetings and corporate functions they attend. Meeting planners are constantly on the lookout for more creative ways of enticing delegates to their meetings and functions. Consider the "5 P's" when planning your next meeting.

Product: Think of a meeting as a product and target it the same way you would any other product at a specific audience. Always consider the needs of your audience, and add a few extra benefits such as a mentoring or networking session. Don't be afraid to use surveys, phone interviews or focus groups as a way to gauge your audience's needs at the planning stage.

Price: Creative pricing strategies are a key way to increase attendance. Try an all-inclusive registration package or discounts for first time attendees. Remember to capitalize on new technology and offer Internet registration.

Promotion: Your campaign should centre on the benefits of attending, but be creative. Everyone is tired of the same old packaging, so try something different to grab your potential attendee's attention. Teaser postcards, theme specific involvement devices and testimonial e-mails, all let the attendee know that they can expect an exceptional meeting.

Persistence: Try something new, and let the idea sit with the delegates. It sometimes takes a little while for delegates to adjust to a new idea, but most meeting planners agree that what was once a new idea becomes a tradition very quickly.

Place: Last but not least, location, location, and location. Seek out a location that is a little out of the ordinary, and one that provides areas for working and for networking. A versatile venue combines access to a boardroom and a more casual meeting area. During the warmer weather nothing is more attractive than some green space at the meeting facility. It allows attendees a place for a breath of fresh air during the conference, and allows the meeting planner to include outdoor activities as part of the event. Meetings are an investment of time and resources, and the right location revitalizes any meeting or conference.