technology
QR Codes Can Create Greater Trade Show Impact
If you want people to read your product and service information and yet want to reduce the amount of paper you bring to a trade show, QR codes may be your answer.
Q
uick Response or QR codes are that weird looking box found in the lower right hand corner of a product label. With an app on a Smartphone or tablet, the user has instant access to company or product information. In a recent projection by US based Gartner Research, by the year 2015 the number of Smartphone’s and media tablets worldwide will exceed one billion. For the exhibitor looking to provide more information with a greater chance that it will be kept and reviewed, QR codes are the way to go. QR codes are similar in nature to bar codes that retailers use to identify the product, price, SKU, etc. The key difference is that a QR code is two dimensional which means it holds considerably more information. And the good news to exhibitors both large and small is that any business can easily generate their unique QR codes through the use of a QR generator. Creating the code is generally free. It begins with your search of the internet for a generator
such as Kaywa.com, QRstuff.com or 2d-code. co.uk or simply Google QR generator and sees the number of sites available. Once you have found a generator, customizing a QR code is a relatively simple task. Before you start, you need to consider how the QR code will be used. Do you want your customers to be directed to a certain page on your web-site, given contact information or receive a text about a specific product offerings? Now, using a generator, you can create the QR code that works in your situation. Some generators allow you to customize your QR code with colour and format. You can place your QR code on specific products, informational graphics or on your literature and business card. The more places the better. When you are engaged in a conversation with a visitor, rather than offering them a brochure, you can suggest they scan your QR code onto their electronic device. You can offer additional customer service for
By Barry Siskind
the visitor who does not have a QR code reader installed. In your pre-show invitations, let your prospects know what you will be offering at the show and that the information will be available through QR codes. Then give them the URL’s for the apps that they can download. Some of the more popular reader apps are Red Laser, Barcode scanner and i-inigma. If they have arrived at your booth without the appropriate app, then you can help them find the right download for their device in a matter of seconds. There are some who say QR codes are already passé and the marketplace is heading towards a need for more information than what QR’s can provide. While there is truth to this premise and technology continues to improve at break-neck speed, specific visual cues such as we see in a QR code remain an important means of exchanging data and linking to virtual locations. For the exhibitor looking to add value to their trade show investment, QR technology and the benefit of having an increased exposure to information, at very little cost, leaves the decision to take the plunge a no-brainer. Barry Siskind is North America’s foremost trade and consumer show expert. Visit his Web site: www.siskindtraining.com or e-mail him at: barry@siskindtraining.com.
www.theplanner.ca | February 2012 | ThePLANNER 3
The Canadian
in publication
for meeting and event planners
this
issue
6 How to have a Happy Experience
Audio Visual
Jyl Ashton Cunningham gives us her tips on dealing with audio visual suppliers.
* A Mari Usque Ad Mare
8 Greater Clarity In Choosing Hotels White paper on boutique and lifestyle hotels.
Publisher’s Note
THE 5 Ws of EXERCISING YOUR PURCHASE POWER As a planner you have a lot more influence than you know and I think you should exercise it! Let’s review the 5 Ws…
Who – It all starts with you, the event planner, making decisions for
12 Create a Meaningful and Memorable Trade Show Pitch Barry Siskind lays down some important points when dealing with potential clients at a trade show.
14 Destination Laurentians
A detailed look into the beautiful region north of Montreal.
20 Bringing Out The Best!
Would you be able to think of some teacher that supported you in some way? Sharon Worsley explains.
yourself and advising clients.
for your business and everything that you organize.
26 The Secrets of Key Events
Why – Because by being selective and buying locally, you accomplish
Routhier explains.
What – Purchase power over all the services and goods that you use
What constitutes a memorable event? Marc-André
2 goals. Firstly, you are being green. Why buy products or services that come from half-way round the world when you can find local suppliers?
PLANNER
Secondly, you are boosting the local economy. Did you know that
THE
small local business create 2 out of every 3 jobs? Also, money spent in local businesses is in turn spent locally, thereby building the tax base. That’s important because as Canadians who want to be able to retire and retain the same quality of life that we are enjoying now, we must, when possible, keep the money in Canada. Also, local businesses give more to local charities. Simply put - local businesses invest in the community they live in.
Where – Wherever you are holding your event, you should use
The Planner is distributed to professional meeting and event planners across Canada with the goal of providing reliable and timely information to make better decisions. P ublisher Michel Geoffroy, CMM mg@theplanner.ca E ditor Dana Gonciarz dgonciarz@theplanner.ca A ssociate E ditor Alice Dawlat adawlat@theplanner.ca B usiness D evelopment M anager
Valerie Petit vpetit@theplanner.ca
G raphic A rtist Matthew Riopel mriopel@theplanner.ca S ales info@theplanner.ca
your influence and request Canadian wines, beer, mineral water, AV
C irculation circulation@theplanner.ca
suppliers, etc.
When – Always. Whenever you’re holding or organizing a meeting or event. So consider that every time you buy locally, you are doing way more than just buying goods or services, you are investing in your future. I’ll buy that!
C ontributors Jyl Ashton Cunningham, Daniel Edward Craig,
Audrey Esar, Amber Jackson, Marilyn Lazar, Marc-André Routhier Barry Siskind, Sharon Worsley
A ddress
2105, de la Montagne, suite 100, Montreal, Québec H3G 1Z8 Telephone: (514) 849-6841 poste 315 Fax: (514) 284-2282 Your comments are appreciated: info@theplanner.ca
The Planner is published ten times a year.
Michel Geoffroy, CMM
Poste-publication No. 40934013
Publisher
*Canadian Coat of Arms motto “From sea to sea”
The Planner – Le Planificateur
www.theplanner.ca 4
PLANNER | February 2012 | www.theplanner.ca
The
opinions
for
Quotations about Committees & Meetings We’ve all sat on one. Are these views warranted? Please share your opinions and experiences with committees.
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To get something done, a committee should consist of no more than three people, two of whom are absent. ~Robert Copeland A committee is a group that keeps minutes and loses hours. ~Milton Berle If you had to identify, in one word, the reason why the human race has not achieved, and never will achieve, its full potential, that word would be “meetings.” ~Dave Barry, “Things That It Took Me 50 Years to Learn” Our age will be known as the age of committees. ~Ernest Benn If Columbus had an advisory committee he would probably still be at the dock. ~Arthur Goldberg A committee is an animal with four back legs. ~John le Carré, Tinker Tailor Soldier Spy A “normal” person is the sort of person that might be designed by a committee. You know, “Each person puts in a pretty color and it comes out gray.” ~Alan Sherman Football is a mistake. It combines two of the worst things about American life. It is violence punctuated by committee meetings. ~George Will
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A committee is a thing which takes a week to do what one good man can do in an hour. ~Elbert Hubbard Could Hamlet have been written by a committee, or the Mona Lisa painted by a club?... Creative ideas do not spring from groups. They spring from individuals. The divine spark leaps from the finger of God to the finger of Adam. ~Alfred Whitney Griswold We always carry out by committee anything in which any one of us alone would be too reasonable to persist. ~Frank Moore Colby I don’t believe a committee can write a book. It can, oh, govern a country, perhaps, but I don’t believe it can write a book. ~Arnold Toynbee There is no monument dedicated to the memory of a committee. ~Lester J. Pourciau Meetings are indispensable when you don’t want to do anything. ~John Kenneth Galbraith People who enjoy meetings should not be in charge of anything. ~Thomas Sowell
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Watchdog Warns TripAdvisor not to claim all reviews genuine Travel Website TripAdvisor was censured by Britain’s advertising watchdog recently and warned that it must not claim all its usergenerated reviews are from real travellers. The website carried statements such as “more than 50 million honest travel reviews and opinions from real travellers around the world” and “reviews that you can trust”, the Advertising Standards Authority said. The watchdog upheld complaints that the U.S. based company did not verify the reviews to the extent that it could guarantee they were all genuine. It said claims that all reviews on the site were from actual travellers were “misleading.” TripAdvisor said its fraud detection systems were “advanced and highly effective” but that it was “not practical” for them to screen all reviews manually.
New Writing Tool Enhances iPad Productivity Noteshelf is an iPad application that allows you to hook up to a projector during a presentation using a VGA adaptor, and writes as you speak, functioning as a whiteboard. www.fluidtouch.biz/noteshelf/
YOUR BEST MEETING EVER. AND THE EASIEST. CREATIVE. DETAILED. COST EFFICIENT. CONSISTENT.
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WWW.LUMINUX.CA
www.theplanner.ca | February 2012 | ThePLANNER 5
planner request
How to have a
Happy Audio Visual
Par Jyl Ashton Cunningham, CMP
Experience
Dallas Ballance asked us “More Q&A on AV please�, and we listened! A couple of weeks ago I was
on a site inspection at a small conference centre in western Canada. I had arranged to meet the convention
services manager to review their meeting space for an upcoming conference and
was surprised to find that the CSM had also invited their
in-house audio visual company to join the meeting, without asking me first.
I
have never experienced this before and whilst it may be considered by some venues to be acceptable practice, I felt that I was put in a difficult situation as I always put audio visual services out to RFP and by including the technician in our meeting I felt that the process could be compromised. I could have asked him to leave. Instead I addressed the issue by only asking generic questions and
6
not giving too much advance information to the in-house company, so as to be fair to the other respondents. There is an increasing number of hotels and venues that continue to use exclusive or preferred audio visual companies, for a variety of reasons some more valid than others. The planner is then left with three basic options. Select another venue; agree to the venue and in-house supplier terms in full; or negotiate a compromise. Properties that cite non-compete or exclusive supplier clauses may do so for any of the following reasons. In each case an option is given on how to work to mutual advantage for the best result.
Safety Venues and set ups that require the use of cherry pickers, rigging, installation near electrical wiring, pyrotechnics or other potential hazards, have expert and licensed staff hired specifically to work in such conditions and will require using them exclusively. Such properties could include exhibit halls and theatres, race tracks, parks and zoos, and most sports venues, unionized or not. Attempting to negotiate the use of outside staff
PLANNER | February 2012 | www.theplanner.ca
The
where safety is an issue, could result in insurance cancellation or invalidation, as well as potential liability resulting from injury to inexperienced staff. Where safety is an issue, it makes sense to agree completely with terms and conditions and also to have a clause built into contracts that release the planner and client (each named independently) from any damage or injury liability due to faulty work, carried out by in-house suppliers.
Service Some venues will argue that service is compromised when outside vendors are used at their property. This works both ways and it is up to the planner to decide whether it is more important to rely on the service of an audio visual company that they use on a regular basis, or accept that the in-house supplier can provide better service because they know the property better and have easy access to last-minute requirements. In my experience, I would prefer to use any vendor that I am completely confident will deliver on their commitment, that can anticipate my requirements and will not spring surprises on me at the last minute. One surprise I had recently in a Toronto landmark hotel was to find that our contracted AV
planner request
company was not allowed to plug their equipment into any of the meeting room outlets. I had deleted the Patch Fees from the contract, however was told at the pre-convention meeting that a special electrical connection had to be provided by the in-house AV company (at a fee for each meeting room), which our AV team could then plug into. The reason given was that the electrical supply was old and that the hotel had to make sure that the power was evenly distributed to avoid crashes. (Note to self, avoid old hotels with sub-standard electrical supplies in the future, and by the way, we didn’t pay the fees). By far the most popular response to audio visual companies when I asked them about how planners can help them serve their clients better is to book the meeting space the day before the event to allow for sufficient set up time, equipment testing and rehearsals. It never ceases to amaze me that planners still gamble with venues for set up time, in the hope of getting it free of charge, at the risk of the suppliers having to work through the night to meet the breakfast meeting deadline. Be very wary of venues that verbally promise to hold the day prior for you free of charge and make sure the contract clearly covers your expectations. The second most popular response to how we can help AV companies give better service, is to be transparent about how much money is available for audio visual. For this reason, I have started including the event budget in the RFP, with a 10% buffer for last minute additions. There is an urban myth that if the supplier knows how much he has to spend, he would spend it to the last cent, however, I believer that knowing the budget ahead of time avoids a considerable waste of time to the planner, the client and the supplier. For example, if I have $20,000 to spend and a supplier doesn’t leave his warehouse for less than a $30,000 contract, he will simply decline to bid - thus no time is wasted at any level. Consider the time wasted for all concerned had he not known my budget and had responded to the RFP, and it becomes clear that transparency is ultimately the most economic option.
Budget If a venue charges an AV company 50% com-
for your info mission to be exclusive, the chances are it will impact the final cost to the client as the AV Company has to recoup operating and inventory expenses somehow. Any charge levied on the client by the venue for not using preferred suppliers, is allegedly due to having to pay them to be on site anyway, (should the client prefer to bring their own suppliers), as the in-house vendors are the only ones allowed back-of-house. An effective way to negotiate is to offer to use some of the in-house labour whilst still being able to bring in outside vendor product, thereby reducing the penalty charges. Always ensure the name of the in-house AV company is clearly stated in the contract and request a guarantee clause to be included that the named vendor will still be under contract at the time you actually hold your event. Since so many contracts are negotiated several years in advance, it is possible that vendor contracts may expire with the property in the meantime, and you could end up with a completely different vendor than anticipated. Likewise, when a venue is still under construction, it is unreasonable to expect a client to agree to using exclusive vendors if they have not even been contracted. In conclusion, planners are under increased pressure from all sides when negotiating audio visual contracts. The client naturally wants the best service for the lowest price and the venue needs to make a reasonable profit in order to stay in business. Perhaps if there was more transparency around the relationships, financial and otherwise, between venues and preferred/ exclusive vendors, planners might be more receptive to using in-house services. It is also up to the preferred and exclusive vendors to be competitive and negotiate better terms with venues, enabling them to still provide excellent service whilst being able to make money. Many planners also feel that the higher cost of using in-house suppliers is justified by the convenience of having them close at hand. The key is to create a win-win situation for all concerned and to ensure a successful event.
Jyl Ashton Cunningham CMP is a regular contributor to The Planner. She can be reached at info@jaacevents.com and welcomes your comments on her articles.
At CSE EXPO12 It’s a Fresh Canvas & YOU are the Artist The Canadian Special Events EXPO12 is back at the Metro Toronto Convention Centre March 28-30. Whether you register for one day or immerse yourself for three, get ready to be inspired. The conference is an opportunity to be exposed to new ideas, to collaborate with fellow delegates and discover innovative ways to move your current business model to the next level. World class presenters share ideas on everything from new business communications and design to cutting edge wedding business concepts and event technology. It’s also the opportunity to mingle with hundreds of people who share your passion, your vision and your thirst for new innovative event ideas. Among professionals on the platform, CSE EXPO12 features world renowned NYC celebrity event & wedding planners like Marcy Blum and Jaclyn Bernstein; industry icon David Beahm; wedding business guru Alan Berg (former publisher of The Knot); Dianne Devitt, Professor of Design at NYU; two time winner of Canadian Event Producer of the Year Ken Kristoffersen; marketing and branding expert Lara McCulloch; international wedding planner Milena Santoro. This year canadianspecialevents.com is throwing out the template, breaking down walls and creating wide open spaces for you to learn, engage, connect and most of all create! Start with the education, then explore the interactive business to business trade show, stroll through the theme tables, mingle at this year’s Industrial Chic Opening Night Party, savor the gourmet cuisine, enjoy the entertainment and cap off your EXPO experience with the star studded allstar spectacular 15th Annual Star Awards Gala. CSE EXPO12 is designed to bring you outside the everyday, engage your mind and change the way you look at your events. For more information and to register for the conference or book exhibit space, check out the website at canadianspecialevents.com/cseme_toronto
www.theplanner.ca | February 2012 | ThePLANNER 7
planning
By Marilyn Lazar
GREATER CLARITY IN CHOOSING HOTELS
White Paper defines boutique and lifestyle hotels Planners need to know hotels inside and out when planning an event or organizing a conference. The location, the amenities and the staff are details that barely scratch the surface of a property’s personality and how suited it is for a function or meeting. Luckily there is an organization that is not only setting the bar on the service and quality offered at such properties, but actually defining categories we hear often but may not fully understand.
T
he Boutique and Lifestyle Lodging Association just released a white paper defining boutique and lifestyle lodgings as part of a movement to develop a universal standard for such lodgings. The BLLA is the first and only association dedicated to uniting the world’s boutique and lifestyle properties and the suppliers that sustain them. It offers them the opportunity to successfully compete on
“
also publishes their newsletter. She addressed the specific interests of readers of The Planner: “As an association, our mission is to lead the industry and to flesh out the real definition of boutique and lifestyle hotels so that all travelers understand what attributes to expect from a property, whether they’re travelling for business, leisure or leading a group. The research will continue and delve even deeper into this
our mission is to lead the industry and to flesh out the real
definition of boutique and lifestyle hotels so that all travelers understand what attributes to expect from a property
”
a level playing field with major hotel companies, as well as to market themselves to meet the everincreasing demand from discerning boutiqueseeking clients.
subject. This current and first White Paper is a great start, a sort of good housekeeping seal of approval, according to the criteria that matters in the industry.”
A boutique is defined by the Webster’s dictionary as “a small fashionable specialty shop or business”. According to the BLA, a boutique hotel is a term used to describe intimate, usually luxurious and sometimes quirky and upscale hotel environments for a very particular clientele. A lifestyle hotel is a property that combines living elements and activities into functional design, giving guests the opportunity to explore the experience they desire. The research goes on to formulate a list of emerging definitions such as “Architectural”, “Avante-Garde” and “Funky”, and the emotions and experiences that influence what we gravitate toward, such as “Sensual”, “Romantic” or “Social”, to name just a few.
The Boutique & Lifestyle Lodging Association (BLLA), 6520 Platt Avenue, Suite 842, West Hills, CA 91307 +1-818-883-4363, ext. 4 / mobile: 818-974-4363 Skype: frances.kiradjian Twitter: BoutiqueLodging Facebook: Boutique Lodging Association Blog: boutiquelodging.wordpress.com Awards Program Guide: www.tinyurl.com/programguide2011 For more information, or to become a member, visit: www.blla.org. Book a stay at www.realboutiquehotels.com. Read about unique destinations at www.boutiquelodgingmagazine.com.
Frances Kiradjian is Founder and Chair of the Boutique and Lifestyle Lodging Association and 8
Marilyn Lazar is a freelance writer and a regular contributor to The Planner. E-mail her at: marilyn@marilynlazar.com | marilynlazar.com
PLANNER | February 2012 | www.theplanner.ca
The
Hospitality Sector Recovery Likely to Continue in 2012 Hospitality market fundamentals look set to continue the recovery which started in 2011 in spite of continuing uncertainty and the prospect of further upheaval in the global and regional economies, according to Ernst & Young’s latest Global Hospitality Insights, a recently published report. Despite the uncertain global economic environment, hospitality indicators continue to appear positive. “The conventional wisdom suggests that key fundamentals should be on the wane, but that has not happened yet and, due to many factors, we don’t believe it will occur in 2012,” said Michael Fishbin, Ernst & Young’s leader of Global Hospitality Services. “The situation for the hotel industry is markedly different from market to market and global operators need to be on their toes and ready to react to rapidly changing conditions,” he added. Fishbin contrasted hospitality markets in developed economies, such as the US, with some developing economies such as China and Brazil, where construction has been very active. In the US, currently the largest hotel market in the world, the construction of new hotels has historically averaged around two percent per year but in recent years, and for the foreseeable future, is projected to be less than one percent per year. “Even with the uncertain economic outlook, hotel supply is not going to outpace demand any time soon, giving fundamentals such as room rates and overall occupancy a chance to further recover,” Fishbin said. Among emerging economies, Brazil could fare the best over the next decade, in part due to the impact of two mega events – the FIFA Soccer World Cup and the Summer Olympics – scheduled to take place there in 2014 and 2016, respectively. These events will attract millions of travelers to the country, and while hotel construction has been increasing in preparation for both events, officials are taking a pragmatic approach in order to avoid overbuilding. For more on Global Hospitality Insights Top Thoughts, go to www.ey.com/realestate.
for your info
3
Career Resolutions to Avoid
Planners need to be entrepreneurial and are busy setting goals and re-writing business plans this time of year. Here are some mistakes we make with the best of intentions, and concrete and positive actions to take instead. From the career experts at Robert Half International.
Avoid
Instead
1. Overly lofty resolutions that can be overwhelming (e.g., I will update all of my skills)
Establish a realistic goal, and create action steps to help you achieve it. For example, you might pick a specific skill that you would like to acquire, and vow to take an online course.
2. Vague resolution (e.g., I will network more frequently)
Be specific. For instance, you might commit to joining one new professional association or enhancing your LinkedIn profile.
3. Resolutions that are beyond your control (e.g., I will get a raise)
Choose action items that you can control. If a bigger paycheck is your goal, for example, vow to research average pay rates for your position in your city and discuss with your boss the actions needed to land a raise and/or promotion.
IACC Expands Its Mission The International Association of Conference Centres - with over 300 conference centre members around the world - has redefined its mission statement. The new mission emphasizes IACC’s aim to help clients create unique events. “Rather than simply provide first-class meeting venues, IACC members deliver more broadly conceived meeting experiences,” said IACC global president Neil Pompan. “Our new vision statement captures the wider lens of the IACC Meeting Concept.” The updated vision statement describes IACC as “a community of people and organizations with a passion for delivering innovative and exceptional meeting experiences.”
Carnival Unveils Enhanced Website For Planners Carnival Cruise Lines has launched a new version of its website for meeting and incentive planners at carnivalmeetings.com. The enhanced site features detailed information about the 23-ship Carnival fleet and product offerings such as accommodations, dining, activities, entertainment, destinations and itineraries. There also is content dedicated to meetings, incentive groups, customization options, full ship charters, individual incentives and information on Carnival’s Corporate University, a series of professional enrichment seminars offered in conjunction with the line’s corporate training department. In addition, planners can complete a request for proposal directly on the site.
www.theplanner.ca | February 2012 | ThePLANNER 9
c o m m u n i c at i o n s
UNEQUAL GLOBAL GAP GROWING Top 1% of Mobile Users Consume Half of World’s Bandwidth
The world’s congested mobile airwaves are not being shared equally, with a mere 1 percent of consumers generating half of all traffic. The top 10 percent of users, meanwhile, are consuming 90 percent of wireless bandwidth. 10
A
rieso, a company in Newbury, UK, that advises mobile operators, documented the statistical gap when it tracked 1.1 million customers of a European mobile operator during a 24-hour period in November. The gap between extreme users and the rest of the population is widening, according to Arieso. In 2009, the top 3 percent of heavy users generated 40 percent of network traffic. Now, Arieso said, these users pump out 70 percent of the traffic. The Arieso survey found that 64 percent of extreme users were on a laptop, while a third were using a smartphone and 3 percent had an iPad. Just 13.2 percent of the world’s 6.1 billion cell phones are smartphones, according to Ericsson, the leading maker of mobile network equipment, but the rate exceeds 30 percent in larger markets like the United States, Germany and Britain. Ericsson expects the volume of global mobile data to rise tenfold between 2011 and 2016. The rate is likely to accelerate as more consumers integrate the mobile Web into their daily
PLANNER | February 2012 | www.theplanner.ca
The
lives. Last year alone, 40 percent of smartphone owners in an Ericsson survey used their devices to gain access to mobile broadband connections even before getting out of bed. The heaviest users of mobile data, according to Ericsson, watched videos 40 percent of the time, surfed the Web an additional 20 percent, and used up the rest of their online time e-mailing, social networking, file sharing and downloading software. Advances in smartphones and applications technology are also driving up use. Arieso researchers, in their latest survey, found that users of Apple’s iPhone 4S downloaded 276 percent more data from an operator’s network than did people with the Apple 3G, which has been on the market since June 2008. Part of the reason for the increase in download volumes may be Apple’s Siri voice feature on the iPhone 4S, which allows consumers to dictate to the phone, thereby entering more text and data into the network more easily. The growth of cloud computing-based applications like iTunes and other cloud services, which use the mobile network to connect consumers with remote computers, could also be a factor.
for
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The Year of the Dragon... Westin focusing on ‘holistic’ fitness
In response to a well-identified need and niche market opportunity, the Four Seasons Hotel Vancouver has completed the construction of a custom-made Chinese kitchen within its banquet and special events services.
T
he kitchen is fitted with all the necessary tools and equipment-like custom made steamers and ‘Turbo Woks’ – imperative for imparting the musthave, authentic “wok flavour”. With over 400,000 ethnic Chinese living in Greater Vancouver, an opportunity to provide spot on, high-end Chinese cuisine under the umbrella of Four Seasons service has been repeatedly requested. Four Seasons Hotel Vancouver has a partnered with a Chinese restaurant group who will operate the dedicated
Chinese kitchen, providing insight on kitchen development, menus and tradition, as well as talented chefs immersed in Chinese culture to prepare meals. “The demand for thoroughly customized experiences for Vancouver’s influential Chinese community has been increasing for years,” says Robert Cima, General Manager and Regional Vice – President, Four Seasons Hotel Vancouver. “We are really excited to enhance our offerings to this important group and to meet the expectations expressed as essential for winning Chinese special events business.” This new service will be available as of midFebruary 2012. The property has already secured a number of events, including weddings and corporate events. For further information contact Chinese Senior Catering Manager, Lisa Ng.
Starwood’s Westin chain recently announced a $37 million-plus global revamp of fitness centers in all 186 locations this year. Westin found that guests want “a more well-rounded, holistic fitness experience,” the company stated, which translates to more space for stretching, yoga and fitness classes. Guests will also enjoy blue light therapy, a first for hotel fitness centers, Westin says. Blue light has been proven to positively influence well- being and optimize performance,” the press release said.
Rocky Mountaineer Wins a Prestigious World Travel Award for the Seventh Time
Rocky Mountaineer has once again won the title of “World’s Leading Travel Experience by Train” at the recent 2011 World Travel Awards. It is the sixth consecutive time the company has been acknowledged with this prestigious honour and the seventh World Travel Awards win. Last year, Rocky Mountaineer picked up two awards and was recognized for the first time as “World’s Leading Luxury Travel Product of the Year.” The 18th annual World Travel Awards gala event took place on January 11, 2012 in Doha, Qatar and was attended by hundreds of travel executives from around the world.
“We are truly honoured to be recognized with this award once again, by more than 200,000 esteemed industry professionals and travellers from across the globe,” says Randy Powell, President & Chief Executive Officer of Rocky Mountaineer. “We are flattered to be included and chosen in a category alongside many iconic trains and are committed to delivering an outstanding product and exceptional guest experience.” Fellow nominees this year included: The Blue Train, The Royal Scotsman, Venice-Simplon Orient Express, The Ghan, Rovos Rail and the Eastern & Oriental Express. Established in 1993 and described by the Wall Street Journal as the travel industry’s equivalent to the “Oscars,” the World Travel Awards recognize excellence in travel. Votes are cast globally by fellow industry professionals to acknowledge the most important aspect of the tourism industry - exemplary customer service. In addition to this award, Rocky Mountaineer was recently recognized by Travel + Leisure as one of the world’s “Best Life-Changing Trips” and also named in the Condé Nast 2011 Reader’s Choice Award for being among the “Top 5 Trains in the World.”
www.theplanner.ca | February 2012 | ThePLANNER 11
trade show
Create a Meaningful and Memorable Trade Show Pitch The Goldilocks Effect
By Barry Siskind
In the late ninety seventies one of my favourite television shows was the US sitcom WKRP in Cincinnati. The character I remember most was Herbert Ruggles (Herb) Tarlek Jr., played by actor Frank Bonner. Herb was the epitome of bad salesmanship characterized by his boorish and tasteless approaches to clients. To complete his baboonish portrait, he wore loud plaid suits, with a belt that matched his white shoes. Herb was the man you would never knowingly join on an elevator to face the consequences of his talking your ear off with information that you would have trouble relating to.
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ast forward to the second decade of the 21st century at a typical busy trade show when without warning you are approached by a modern day Herb who, while better dressed, still feels the need to overload you with information you care little about. You have just fallen victim to the greatest of exhibition sins – the poorly thought-out and executed pitch. If you are a fan of fairy tales then surely you will remember the story of “Goldilocks and the Three Bears,” written by British author Robert Southey. It’s the story a young girl named Goldilocks who finds herself in a bear’s home and searches for perfection as she works her way through porridge, chairs and beds before drifting off to sleep. Goldilocks teaches us that the
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perfect solution to things in life, like a product pitch, should not be too long, not too short, but just right. That’s the “Goldilocks Effect” that all front line staff who meets visitors at a booth should adhere to rigorously. A good presentation begins long before the exhibition. It is developed by uncovering four elements: •
The features and benefits of your product and service
•
Identifying prospects and understanding what issues are most important to them
•
Finding your own voice
•
Rehearse...rehearse...rehearse.
PLANNER | February 2012 | www.theplanner.ca
The
1. The features from the benefits There is an old adage in sales that says, you don’t go shopping to purchase a 1/8th inch drill bit, what you really want is a 1/8th inch hole. What are you really selling? Make a list of all that your product (or service) provides. For example some of the features of an automobile might include, Exhaust Heat Recovery System, 2.4 Litre, 4-Cylinder, DOHC, 16-Valve, Variable Valve Timing, Tier 2 Bin 3 Emission. Next ask yourself which items bring real value to your customer. You record your answers in a second column beside the feature. For example the Exhaust Heat Recovery System generates electric current from waste heat in your automobile to improve overall engine efficiency result-
trade show
ing with a great potential for fuel savings. What does your customer want? An Exhaust Recovery System or fuel savings?
2. Identify your prospects and understand what issues are most important to them Your customers are not one homogeneous group of people. Each has their own perspective, interests and level of knowledge, so a one-pitchfits-all approach is clearly not going to work. If you haven’t already done the exercise then create a profile of your customer in as much detail as possible. Your profile goes beyond a simple description of demographics. Go a bit deeper into what motivates these people. If you are unsure then perhaps its time to pause and conduct a bit of research. Get your front line people involved with this exercise and see if you can identify all the people they will come in contact with and identify their motivations. The next step is to compare your customer profile to the audited list of attendees provided by show management. What you will learn is that only a fraction of the potential attendees fit the profile. It also tells you that you may have many opportunities to meet people who can influence the final decision. These people may come from finance, administration, marketing, production, sales and so on. With this information in hand you can now refine your profiles to reflect all possible interactions at the show. Add this list to your list of features and benefits deciding on which benefits will be most applicable to each identified prospect. For example someone from finance may not be interested or not understand the nuances of your product’s performance capabilities, but they will understand the impact of your product on the corporate bottom-line.
3. Find your own voice Have you ever listened to a professional comedian tell a joke and thought it was the funniest thing you have ever heard? But when you try to tell the same joke to your colleagues, after the punch line they stare at you wondering what you thought was so amusing. The reason behind this is that we all have our own unique way of conveying information. Some phraseology works for some people and not for others. So the trick is to find ways of presenting information that fits your personality. You need to use words that you can say with enthusiasm, comfort and honesty.
“
b. The body. Here is where the content of the presentation is customized. If you have done your work well, and asked the right questions, you should have a good idea of your visitor’s specific interests. You now relate those interests back to the exercise you did before the show where you matched features and benefits to your various visitor profiles. Remember, you are most likely not going to make a sale now, and the best you can realistically hope for is to leave this visitor with a positive feeling about you and your products and services so that when a follow-up contact is made, there is a better than average chance the visitor will respond. The trick is to
Just as Goldilocks proclaimed - not too much, not little, just the right amount will suffice.
Fake it and you sound like the Monday morning comedian telling jokes that go flat. The way you find your voice is through practice.
4. Rehearse...rehearse...rehearse Rehearsal begins before you utter a word. Begin with the list of features and benefits that are most likely to appeal to your audience. Next, decide how you will be presenting information. Think of the pitch in three parts: The opening, the body and the close. a. The opening. At your booth you have already spent a few minutes getting to know your visitor and their perspective. Before you introduce benefits, you need to ensure that you have guessed right, so your opening may sound something like this: “Let me see if I understand your situation correctly. Your primary interest is to ensure that the installation of new equipment can be accomplished with a minimum amount of down-time. Is that correct?”
”
pick and choose those issues that will most likely impress your visitor. c. The close. You want to make sure that the few benefits you have introduced meet the visitor’s expectations. You also want to ensure that you haven’t missed anything crucial. The solution is to summarize and ask. It sounds something like this: “So you see how our product is cost effective and will result in a minimum amount of downtime to integrate into your production line. Is there anything I’ve missed?” Making effective presentations does not come easily. It requires good planning and lots of training to ensure that the people working your booth maximize those precious few minutes they have with a visitor. So, just as Goldilocks proclaimed - not too much, not little, just the right amount will suffice. Barry Siskind is North America’s foremost trade and consumer show expert. Visit his Web site: www.siskindtraining.com or e-mail him at: barry@siskindtraining.com.
for your info
Ideas for your next show Using a Cash Cube to Draw a Crowd at Your Next Tradeshow. A cash cube money machine attracts quite a crowd and generates a buzz throughout the show room. With all the tradeshow attractions to 13
PLANNER | February 2012 | www.theplanner.ca
The
choose from, you can be confident that the promise of cash and prizes is sure to draw a crowd to your next trade show exhibit. On the Web: www.cashcube.com
d e s t i n at i o n l a u r e n t i a n s
The Laurentians
The Laurentians, a vast and welcoming region just north of Montreal offers myriad attractions for event planners to choose from. The region is dedicated to corporate events. It offers: • a large variety of hotel accommodations • a multitude of meeting spaces capable of hosting up to 650 attendees • 45 reputable golf courses • assorted activities suited to all seasons With more than 6 million people visiting the Laurentians each year, a wide range of facilities have been developed to accommodate corporate events, such as resorts, trendy hotels, gourmet inns and holiday apartments. Among the hotels in the region that offer the largest number of guestrooms and meeting rooms under the 14
same roof are:
Le Manoir Saint-Sauveur • Number of guestrooms: 250 • Number of meeting rooms: 23 covering a total of 23,000 square feet • Features of the largest meeting room: 6,300 sq. ft. with 18 feet of ceiling height
Le Chantecler Hotel in Sainte-Adele • Number of guestrooms: 179 • Number of meeting rooms: 17 covering a total of 19,325 square feet • Features of the largest meeting room: 6,720 sq. ft. with 9 feet ceiling height
The Fairmont Tremblant • Number of guestrooms: 314 • Number of meeting rooms: 22 covering a total of 22,000 square feet • Features of the largest meeting room: 8,448 sq. ft. with 14 feet ceiling height The region also boasts the Tremblant Convention Center. Located in the picturesque vacation resort of Mont-Tremblant, it has 12 meeting rooms spread over 10,500 sq. ft. The largest room spans 5,015 sq. ft. with a ceiling height of 13.4 ft. The Center
PLANNER | February 2012 | www.theplanner.ca
The
also features a patio large enough to seat 150 people, a full-service business centre (secretarial, message and mail, interpretation and translation services) and state-ofthe art public address system (videoconferencing, sound, high speed internet, virtual private network). New in 2011/2012: Le Campanile restaurant at the Best Western Plus, Saint-Jerome has undergone a major refurbishment, complete with the addition of an outdoor terrace. A new page dedicated entirely to event planning has been added to the hotel’s website. The planning tool allows you to request a proposal tailored to your needs in a few easy steps. www.bwlaurentides.com/en/meeting After investing 2 million dollars in renovations and expanding the meeting space to 6,600 sq. ft., the former Bistro 70 in Mont Saint-Sauveur has reopened its doors in December 2011 as T-BAR 70. The rustic and the contemporary styles coalesce in the new décor, complemented by luxury materials and enchanting views of the slopes. Flanking Estérel Suites, Spa & Lac, a new hotel em( )tion with 105 suites will open its doors in the fall of 2012. While each
d e s t i n at i o n l a u r e n t i a n s
Houle of sEb The Culinary Artisan restaurant. The activities can take place at chef Houle’s restaurant or at any other prearranged location. www.resto-seb.com
A multitude of event spaces and function rooms can also be found on site: fully air� conditioned pavilion, press room, multimedia room and seminar and conference rooms. Team building programs offered by ICAR can be adjusted to half or full day. www.circuiticar.com
combination. The concepts created by Outeractive Experiences are adapted to the environmental and social mission of their clients, resulting in a successful marriage of experiential teambuilding with sustainable development. www.outeractive.ca
Operating for over 10 years, Outeractive Experiences has added sustainable and eco team-building activities to their service offerings. To contribute to a green project or to a charitable activity while bringing together a team is a winning
New activities for 2011/2012:
Did you know? Population: over 500,000 inhabitants Visitors: 6.6 million Tourism revenue: $800 million Number of hotels: 500 Number of restaurants: 1291 Number of events: over 300 events in 2010 with 50 or more nights translating into 50,000 room nights and direct economic spinoff of $10 million.
Conferences on creativity and on wine, molecular gastronomy workshops and demonstrations on the use of liquid nitrogen in the kitchen offered by chef Sebastian
La Maison Lavande, culture et parfumerie offers guided tours following a one kilometre trail set amidst their own lavender fields in Saint-Eustache, only 35 minute drive north of Montreal (advance booking and minimum of 15 people required). To complete the immersion, the participants can attend a 30-minute culinary workshop and discover lavender-based recipes while munching on lavender and oatmeal cookies served by the hosts. Why not conclude the visit with a picnic box lunch ordered from La Maison Lavande? The fields are open to the public from the end of May but the lavender blooming season starts at the end of June and lasts until late July. A second bloom, although more modest, may be appreciated at the end of the summer in September. www.purelavande.ca
How to get there By plane: MontTremblant International Airport with Porter Airlines flights from Toronto; Montreal Trudeau International Airport is 45 minutes away; FBO Helibellule offers helicopter service from the Mirabel Airport. By bus: with regional public transit busses of Basses-Laurentides; Groupe Galland has daily departures from Montreal. By car: easily accessible by highways 13, 15, 50 and 640 as well as highway 148. info@theplanner.ca
www.theplanner.ca | February 2012 | ThePLANNER 19
e d u c at i o n
By Sharon Worsley
Bringing Out The Best! If you were to think back to the time when you were in school, be it grade school, high school or university/ college, would you be able to think of some teacher that supported you in some way? Someone who brought out the best in you, and helped you realize something important about yourself.
I
think back, and the only teacher I can really remember is my first grade teacher Mrs. Petrie. In fact, I really can’t remember the names of any of my teachers at the moment, and as I moved around a lot as a child and young adult, there were many teachers to choose from. But what I do remember is how Mrs. Petrie took time to nurture me and who I was becoming even at such a young age – she helped bring out the best in me! What about an employer, is there a past or current boss that sought to give you extra support or helped you discover some talent you had, that maybe you had yet to identify in yourself? I remember working with Dallyce Macas about 12 or so years ago, when I was working for a large travel consortia. Some bosses are intent on keeping the glory for themselves so that they look good to their superiors, but with Dallyce it was a different story. She was intent on fully developing and supporting her staff to bring out their best. On one occasion, we were contacted by a media outlet to discuss a groundbreaking travel survey our company had developed. Instead of keeping the glory for herself, Dallyce, the Vice President, insisted that I do the interview. That experience will always be remembered! Life can be so hectic that we get caught up in living it and forget about how we impact those around us. If I were to ‘interview’ you and ask you how you have been bringing out the best in someone you interact with, what would you say, and more importantly what would they say? Where in your life, be it business or personal,
20
PLANNER | February 2012 | www.theplanner.ca
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are you earnestly seeking to bring out the best in the people around you? Is it even something that you have taken time to consider as an important effort? If you are a leader of others, have you come up with strategies to uplift and support your staff? It doesn’t have to be hard or difficult, in fact most of the time it is as simple as letting the person involved know that you have an honest concern for them. In your personal life, how can you show your support for a loved one, friend or even someone in your community? Maybe it is to support a particular project they are interested in. For instance as a parent can you become more involved in your child’s school or in a sporting team they are part of. In a personal relationship, perhaps you can encourage your partner to go out and seek a new job, to go back to school or find a new passion in a sport or other hobby. Sometimes the best way to bring out the best in someone else is to give them some of your time and attention. No one feels better than when they feel they are ‘really’ being heard and supported. So…how will you move forward and seek to bring out the best in those around you? Sharon Worsley is the author of the soon to be released book ‘The 4 Diamond Leader – How to Wake Up, Shake Up, and Show Up in Life and Business’. For ideas on how to up-level your life and business check out Sharon’s blog at www.sharonworsley.com/blog
e d u c at i o n
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Words for planners (and everyone) to live by
1. Love - Act on what you feel in your heart. It’s your window of truth.
2. Diminishing Intent
- Consider that if you don’t act on an intention within a 48 to 72 hour window, you may lose it.
3. Control - You feel positive to the extent that you feel in control. Values plus Actions will determine whether or not you are in control. Working against this formula will create stress.
4. Responsibility
- Assume responsibility
standards that you set for yourself. If you don’t set them, somebody else will set them for you. I’ll bet they don’t set them as high as you would have. The ultimate reason for setting goals is so that you become the person you need to be to achieve them.
15. Change - Disgust and resolve are two of the great mental attitudes that lead to change.
receiving.
17. Basics
- Success is neither magical nor mysterious. Success is the natural consequence of consistently applying fundamentals.
28. Ignorance - What you don’t know will
18. Persuasion - Better to understand than
ship is to be strong not rude; kind but not weak; bold but not a bully; thoughtful but not lazy; humble but not timid; proud but not arrogant. Keep humour as a key.
- Asking is the beginning of
to overstate. Let people be surprised that you deliver more than you promise.
19. Discipline - Lack of discipline starts to
5. Applied Effort
crowd our self-esteem. Discipline has within it the potential for creating miracles.
6. Overcompensation
- Always put in
more than you take out.
7. Preparation - Professionals always take more time to prepare than others do.
8. Action - The more you take on, the more efficient you become.
9. Making a choice - Nothing really happens until you make a choice.
10. Imagination
- Is what creates your
opportunities.
11. Open Mind - Be clear on your goals, but stay flexible on how you might attain them.
12. Concentration/Focus - The ability to stay on task until completed. When you are where you are, be there.
13. Rest - You must have rest. Just don’t rest too long.
14. Belief they?
- If you don’t believe, why would
something you wish for. Happiness is something you design in your life. It is a choice. Happiness is not something you postpone for the future; it is something you design for the present.
16. Asking
for your actions. - All things are amenable to hard work. However, balance is key.
27. Happiness - Is not an accident; nor is it
20. Learning - When somebody is travelling down the wrong road, they don’t need motivation to speed them up. They need education to turn them around.
hurt you.
29. Leadership - The challenge of leader-
30. Neglect
- One of the reasons many people don’t have what they want is neglect. Neglect starts out as an infection, and then becomes a disease.
31. Personal Development
- Income seldom exceeds personal development.
21. Emotions - Will either guide you toward
32. Halo Effect - Each individual must be
the goal or lead you away from it.
committed to maintaining the reputation of all. And everyone must be committed to maintaining the reputation of each individual.
22. Experience
- Take time to remember the past so you can draw from your experiences. This will allow you to reinvest in the future for a different and better outcome.
23. Fascination - Fascination is one step beyond interest. Interested people want to see if it works; fascinated people want to know how it works.
24. Fear
- If you do what you fear the most, then you control fear.
25. Sharing - Giving is better than receiving because giving starts the receiving process.
26. Goals - We all have goals, whether or not we set them. If you set your own goals, they are
33. Results
- Is the name of the game.
34. Vocabulary
- Enables us to interpret and to express. If you have a limited vocabulary, you will also have a limited vision and limited future.
35. Fighting - You must keep fighting if you want to survive. Health, happiness, and success depend upon the fighting spirit of each person. The big thing is not what happens to us if life, but what we do about it.
36. Desire
- Creates achievers and inspires them to greatness.
www.theplanner.ca | February 2012 | ThePLANNER 21
for your info
2-4 What is 2 – 4? That’s the approximate number of cups of coffee which you can drink safely each day, according to the Mayo Clinic.
How old is old? That depends on whom you ask With 40 billed as the new 30 and baby boomers redefining the perception of aging, how old is really old? while members of the Greatest Generation, who lived through the second world war, don’t think it is an applicable description until 81. “Everybody has a different opinion about what being old is, where old age starts,” said Roger Baumgart, the CEO of Home Instead Senior Care, which commissioned the telephone poll of 1,235 Americans across the U.S.
Want more grounds for daily consumption? A new study in Archives of International Medicine shows that a morning (and midday and afternoon) cup of coffee could stave off the blues: Of more than 50,000 women followed over 10 years, those who downed two to three cups a day were 15 percent less likely to get depressed, and those who consumed four cups lowered their risk by 20 percent. Truly buzz worthy.
The answer, it seems, depends on the age of the person being asked, according to a new survey of Americans. For Millenials, people born in the 1980s and 1990s, 62 is considered old, but generation Xers, whose birth year falls between 1964 to 1970, don’t think anyone is old until they reach 71, the Marist poll showed. Baby boomers suggest old is a description that fits seniors 77 and older,
As you age, your perception of aging changes. Despite thinking 62 was old, Millenials said they would like to reach their 90th birthday. The poll also uncovered a difference in age perception between the sexes, with women pushing the boundaries farther than men. Women don’t think they or men are old until 75 and 74 respectively. For men, that drops to 70 for themselves and 69 for women.
Shop locally to boost our economy When you shop locally, you invest in your community, and in yourselves. In this economic climate, the best return on investment is in local businesses. A Civic Economics study in 2007 estimated that for every dollar you spend, twice as much will be reinvested in the community by a local store than a national store.
Examples of significant contributions to the local economy: • Locally owned businesses purchase from other local businesses, service providers and more, helping the growth of other local businesses as well as the local tax base. • Most new jobs are provided by local businesses. • Local businesses are often owned by people who live in the community and are more interested in the community’s future. • Non-profit organizations receive an average of 350 percent greater support from local business owners than they do from those not locally owned.
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PLANNER | February 2012 | www.theplanner.ca
The
hotel news
New Year’s resolutions… Business travellers try to eat right and exercise while on the road, and they want a little help from their hotel to keep them on the right track, according to a survey of travellers’ on-the-road habits.
O
f the 200 travellers surveyed by KRC Research for Texas-based Omni Hotels & Resorts, 56% said they indulged in food and drinks when traveling and then regretted it. Also, 56% said they would like more low-fat options on hotel restaurant menus. When it comes to in-room snacks, 73% said they want healthy snacks and 70% want bottled water available in the rooms. Nearly one-third said they usually pack workout gear but never have the time or
Loews Corp. has named Paul Whetsell chief executive officer of its hotel unit. Mr. Whetsell, 61, has worked in the hospitality industry since college and was most recently executive director of Virgin Hotels. He joins Loews Hotels, where he also will hold the title of president, succeeding Jack Adler. “He brings a wealth of experience to Loews Hotels,” said Jonathan Tisch, co-chairman of the parent company and chairman of the hotel division. “I view his coming on board as a great opportunity for me to have a partner as we move forward and look at the challenges in today’s lodging industry.”
Congratulations to IHG, Ranked Among the 100 Best Companies to Work For by FORTUNE Magazine energy to exercise. Planners, keep this in mind when organizing incentive travel, a destination event or even a conference. Help yourself and your clients integrate healthy habits into travel situations by making good options available. Put a five minute stretch into the program. Offer nutritionally sound meals. Choose a venue that has an exercise facility. Like all New Year’s resolutions, it’s not about a one-shot deal, but maintaining goals over the long haul.
Pre-Crisis Levels Occupancy rates at U.S. hotels run by Starwood Hotels & Resorts Worldwide Inc. are back above their level before the financial crisis started, according to President Matthew Avril. “We are very bullish about the United States,” Avril said in an interview at the World Economic Forum in Davos, Switzerland. “We are back to pre-crisis level in occupancy throughout our system in North America.” Last year was the first since 2008 that the U.S. hotel industry
Loews names new CEO of hotel unit
reported occupancy of more than 60 percent and an average daily room rate above $100, Smith Travel Research Inc. of Hendersonville, Tennessee reported Jan. 23. Occupancy rose 4.4 percent in 2011 to 60.1 percent and the average rate was $101.64, a 3.7 percent increase. Starwood, owner of brands including W and St. Regis, opened 27 hotels in North America last year and plans to open 20 more in 2012, the company said in a recent statement.
The complete list and related stories will appear in the Feb. 6 issue of FORTUNE. IHG earned special recognition for being a top company with big pay for salaried and hourly employees, as well as a top company for women and minorities. FORTUNE also states, “The hotel chain has the most generous pension plan in its industry: It matches up to 6% for office employees and up to 4% for hotel staff.” “I am very proud that IHG has been named to the FORTUNE 100 Best Companies to Work For list,” said Kirk Kinsell, president, the Americas, IHG. “It is a testament to the emphasis we place on our people and ensuring we have a strong employee culture. “It’s incredibly rewarding to be recognized for the culture we are building at IHG,” said Lori Gaytan, senior vice president, Americas HR and global reward. “It’s essential to attract and develop motivated and skilled people because it’s our people who bring our brands to life and deliver high standards of service and higher revenues for our hotel owners. Globally, we are creating a workplace where people can be themselves and are valued for their contribution because we know that when people love their jobs, guest satisfaction at our hotels increases.”
www.theplanner.ca | February 2012 | ThePLANNER 23
c o m m u n i c at i o n s
Replying to E-mails Makes You Stand Out! E-mail has become the most-used communication tool in business as it’s easy, cheap, flexible and
W
hile we all have a responsibility to send relevant e-mails only, we also should be aware that people normally send us e-mails as part of a dialogue. Just like during pre-internet times, when letters and faxes were used for correspondence, today, we use e-mails to ask for appointments, book a table or a room, send business proposals, share information, etc.
even if your answer is “no”. These people have put in a lot of time and work to send you the requested information. If you do not react, they may follow-up, and follow-up, and follow-up (at last this is what they should do). If you really do not want to do business, just say so. Send an e-mail or call by phone, but do something. This way, you save a lot of time for you and for the sender.
day, many of which are
So, instead of ignoring e-mails and hoping they are gone when you re-start your computer, be respectful and friendly and send a reply to e-mails that are addressed to you personally. If you’d like to stand out from the crowd - and do some great personal marketing - why not send a little thank-you note to someone who sends out interesting articles or newsletters? You can be sure that this person will have a better day and will remember you very positively!
By the way, if someone asks you questions in an e-mail, they are interested in your answers, so at least have the courtesy to reply. They might be waiting for them in order to move on with their project or task and so might several others who are involved. Try to reply to as many e-mails as possible within an acceptable time frame. Do this especially when people are waiting for your input, have asked you questions, have invited you, need your advice, etc. Remember: you expect the same, don’t you?
irrelevant and unwanted.
When people send proposals that you requested, be honest and clear, and get back to them,
One thing is certain: if you do reply to e-mails promptly, you will stand out.
fast. The downside is that many of us receive huge numbers of messages each
f
Ride, Don’t Run Trying to run with a suitcase when you’re late for your flight is a nightmare that most of us have had to deal with. But now a firm has designed a case that could make the desperate dash across airports a breeze with a bizarre ‘commuter scooter’. The Micro-Luggage case has a built-in scooter so travelers can ride their case to the gate after dropping up to 20kilos of luggage off
24
at check-in. The new $299 bag consists of a 26-litre case and a lean-and-steer scooter. It is being marketed to frequent business flyers and people making short commutes to work. It might be just the thing for planners. The case can be detached from the scooter and wheeled around the same way as an ordinary suitcase. It’s designed by Micro Scooters UK, the Colchester-based company behind micro scooters which were popular in the early 2000s.
PLANNER | February 2012 | www.theplanner.ca
The
.y.i.
a pp o f i n t e r e s t
Keeping in-touch with your destination Oyster.com, The Hotel Tell-All, launched a new iPad hotel app which includes more than 600,000 original photos shot by Oyster’s trained hotel investigators. The app includes thousands of hotels in the worlds top 125 destinations. Now, travelers looking for a risk-free vacation can find their next hotel using the app’s powerful search and filter functions, and view hotel collections by destination or theme. Price comparison of the web’s top booking sites is also available within the app.
Oyster.com’s iPad App delivers: • No user reviews - only Oyster’s expert opinion • A simple and honest approach to hotel reviews Oyster’s proprietary pros, cons, bottom line, and pearl ratings • More than 600,000 undoctored, high-quality photos taken at the hotel by Oyster’s expert hotel investigators - see every detail, from toilets to minibars to views • Objective, expert hotel reviews, and detailed travel guides from Oyster’s editorial board • Powerful search - filter by rating, price, amenity, location and many other details • Oyster’s hotel awards for luxury, kid-friendly, value, romance and more - hand-selected by Oyster’s editorial board • Oyster’s collections of great hotels - by destination or theme • Over 2,500 hotels and counting in 100+ destinations • Highly useable interactive maps of hotels for every destination “We always say, ‘you can’t return a bad vacation’ because it’s true: There’s no fixing a vacation gone wrong, and it’s easy to get duped by the other sites out there,” said Ariel Charytan, Co-Founder and CCO of Oyster.com. “This app is the most visual and compelling way to find the perfect hotel and book it, all in one place.”
www.theplanner.ca | February 2012 | ThePLANNER 25
t r av e l
By Daniel Edward Craig
What do travelers want? Setting hotel and travel marketing priorities in 2012
The Internet and social media have placed a wealth of information at the fingertips of travelers. So we should be making better decisions, right?
I
put the theory to the test on a recent trip to Europe, when I decided to visit Lyon for the first time. My needs were simple: a decent, reasonably-priced hotel in a convenient
location. A mere 72 searches, 1103 websites and 67,321 reviews later, I had narrowed things down to the ideal hotel. Upon arrival, however, I discovered an overpriced, substandard hotel in an uninspiring location. It was under renovation, and the next morning I was jolted from sleep by power drilling. Then the power went out. As I stumbled around in the darkness, I got to wondering if I, a travel marketing consultant who knows many of the tricks of the trade, can be steered so wrong, how are other travelers faring? Not so well, judging by some of the bitter reviews I see on TripAdvisor. The online playing field has become so crowded, the information so fragmented and contradictory, we now spend more time planning trips than enjoying them. And yet we still manage to make lousy decisions. If things don’t get
26
simpler soon, we’ll all run screaming back to travel agents. And it’s not only travelers who are confused. Hoteliers and travel marketers are struggling to keep up with changes in technology and traveler behavior, and it’s distracting them from taking care of guests. To cut through the noise and determine where best to allocate scarce marketing resources, we need to think like travelers. Here are five musthaves for the modern travel shopper, along with some practical advice for fulfilling them.
Travelers want to compare offerings Online travel agencies have now surpassed bedbugs as the number one parasitical threat to the travel industry. They did this by engorging themselves on high commissions and spending millions on advertising to convince travelers they offer the best deals. Problem is, they often do. Hotels have been willful hosts, fattening them up with all-you-can eat inventory at juicy low rates. Unlike bedbugs, however, travelers love OTAs.
Travelers want helpful information
They do a brilliant job of organizing product
These days marketing is less about finding
offerings, pricing, features and packages for
customers than being found by customers. The
easy comparison and quick consumption. OTAs
Internet is the new telephone, and travelers
now command such a high market share few
are calling with questions about your business
suppliers can live without them, and they’re
and destination. You can let your competitors
expected to grow further in 2012.
answer, or you can pick up and provide helpful,
So the solution is to forge more mutually bene-
relevant information.
ficial relationships. Think long-term strategic
Fresh content and social activity are two power-
rather than short-term desperate: limit access
ful new ingredients in search rankings. Not
to inventory, negotiate more reasonable com-
only does good content increase your visibility
missions, and reduce dependency by shifting
in search and drive traffic to your website, it
resources into more profitable channels. Above
converts travelers and will be remembered and
all, never, ever allow your direct channels to be
shared.
undersold.
I don’t mean inane publicity ploys like hallway snore monitors, human bed warmers and fragrance butlers. Travelers don’t want fluff, they want practical information. Good content comes in many forms—blog posts, news, articles, stories, reviews, FAQs, photos, videos. Mix content produced by you with content curated from guests and third parties (ask permission and give credit). Optimize with tags and titles, and add icons to encourage sharing, as well as feeds from your social networks. Finally, organize everything onto a social media page on your website, like Whistler Blackcomb
PLANNER | February 2012 | www.theplanner.ca
The
does on The Movement community page.
Travelers want reassurance they’re making the right choices Memo to marketing: travelers have stopped listening to the fairytales and fantasies on your website and promotional materials. Instead, they’re turning to social networks to consult the people they trust to give them the real story: other travelers. Problem is, blindly following the advice of strangers also has its risks, especially when that stranger might be the hotel manager masquerading as a benevolent traveler. Friendsourcing trip advice has become all the rage, but just because they’re our friends doesn’t mean they have good
t r av e l
taste. Locals are often clueless about tourism
Travelers want to share experiences
reputation monitoring tool will help you man-
activities, and experts typically base reviews on
Social networks have performed abysmally as
age it.
one experience.
a sales channel, and don’t hold your breath
However, outsourcing social media updates and
So where to turn for reliable advice? Fortunately,
for that rush of Facebook bookings in 2012.
review responses to a tweet factory that has no
several travel sites allow us to tap into the col-
People go to Facebook to socialize; they go to
clue what’s going on on-property defeats the
lective wisdom of crowds, friends, locals and
TripAdvisor and online travel agencies to shop.
purpose of social networking: getting closer to
experts. We can filter out the types we typically
Rather, Facebook and Twitter have emerged
your guests. Cultivate the talent in-house.
avoid on vacation and find people like us, who
as customer service channels, where travelers
can steer us toward not just the best hotel,
go to make inquiries, share experiences and
restaurant and activity, but the best ones for us.
voice likes and dislikes before, during and after
These sites include Trivago, which aggregates
trips. Complaining to the manager is so last
and scores reviews from a variety of web-
year; today it’s all about complaining to social
sites, and Gogobot, which features detailed
networks.
reviewer profiles and rates their travel expertise.
It all comes down to expectations. Travelers
TripAdvisor and Yelp offer critical mass while at
don’t like surprises, unless upgrades and cham-
the same time featuring a Facebook interface
pagne are involved. That means less hype and
that puts our friends’ advice front and center.
more transparency in marketing: being upfront
What does this mean for travel marketers? Your
about pricing, fees, services, amenities, location
listings on review sites, directories and social
and reviews. Travelers don’t expect perfection,
networks have never been more important.
but they do expect quality and value, and that
Search for them, claim them and keep them
can come at any service level. You don’t have to
up to date and consistent with contact info,
be the best, but strive to be the best in class.
descriptions, amenities, special offers, photos
Alerts on Google, TripAdvisor and Twitter will
and videos.
help you keep track of the chatter, whereas a
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Oh, and they want all this on mobile devices The use of mobile devices is proliferating at a staggering rate, and travelers are leading the charge. You don’t need an app, you need a mobile compatible site that provides basic content travelers can navigate on a small screen: pricing, descriptions, location info, photos, deals and booking capabilities. And don’t forget a click-to-call option—some people actually use them as telephones too. Daniel Edward Craig is a former hotel general manager turned consultant specializing in social media strategy and online reputation management for the travel industry. His blog and articles attract a worldwide following, and he is a frequent speaker at industry events. Visit www.DanielEdwardCraig.com.
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www.theplanner.ca | February 2012 | ThePLANNER 27
planning
The Secrets of Key Events I’d like to talk to you today about the secrets behind memorable events. But before giving you the recipe for success, let’s
B
ut why is it so important to cre-
may include making a difference in life, making
ate memorable events now? In the
a contribution, improving one’s performance,
current economic environment, com-
enhancing one’s quality of life, personal growth
panies require productivity, perform-
while making things better for society, etc. The
ance and profitability in every aspect of their
more universal your theme, the easier it will be
operation. There is no room for extravagance
to generate enthusiasm and engage ALL your
or excessive spending that doesn’t contribute
participants.
directly to improved profitability. Transforming
2- Does the event content enrich the par-
your events into memorable ones will give you the opportunity to help increase the performance of your organization, and thus make you a key contributor to the company’s success. This will allow you to thrive in your organization.
define the very nature of such an event. What constitutes a memorable event? What is its purpose, its role? A memorable event has long-last-
dees. It transforms our day-to-day business by creating lasting change
move forward.
28
Nothing
could be more natural. After all, the company has a brand name and a corporate image to uphold. But let’s be honest. Your attendees are busy people, under pressure, with a lot to accomplish in their lives. They have no time to
and progress within a business. I have worked
waste.
in this field for over fifteen years and I have had
their interest and their future involvement. To
the opportunity to witness events which have
avoid that, use these three questions to valid-
revolutionized both the event participants and
ate your project: Will I learn anything useful?
the company for which they worked. This is why
Does the meeting spark any enthusiasm? Am I
I strongly believe that event planners have the
exposed to a vision that is more positive, more
capability to be the protagonists of change. As
motivating, and more inspiring to my work?
event planner, all you need to do is to master
Answering yes will help ensure that the people
the rules of the trade. The purpose of my nine-
will show up at your next event.
article series is to share my observations and my
3- Does the experience help recognize the
industry know-how to help you create events that generate the greatest benefits for your
Without quality content, you will lose
message? Your theme is unique and its content rich, but beyond that, how does the overall experience make the message obvious to your
The fundamental principle: a memorable event
attendees? Are you in an intimate setting that
is like a classic cinema masterpiece. Its purpose
allows for personal exchanges and close con-
is universal (it speaks to all audiences), its con-
tact? Is there human warmth that encourages
tent enriches us (I’m a better person because I
a relaxed atmosphere and opens human minds
have seen it), and the experience helps us ascer-
to the information you wish to convey? After
tain its message (I remember its moral).
you have researched the theme and content,
Are you ready for some guidelines that can help you design, organize and produce your next event?
you must ensure quality in the overall experience or else your project will fail. Here are a few benchmark points for creating and validating the experience of your next event: Does it hold my full attention and am I ready to receive
Does it touch everyone involved? An easy way
the message?
to assess the universality of the theme is by
enriched me? Was the manner of delivering the
asking a few questions. Does the subject mat-
message powerful? Am I inspired by the visions
ter address common concerns about personal
presented? Am I energized to action after the
development within the company, such as ful-
event? Have I retained the moral? These mark-
filling dreams, exceeding goals, facing adversity,
ers allow you to create your event and guide you
starting over after a setback? Other concerns
through the choice of room, mediums of com-
PLANNER | February 2012 | www.theplanner.ca
The
and impression your event makes.
one of the most powerful tools of transformation
among the participants. 1- Is the topic of my next event universal? It helps the company
ticipants? It’s normal to worry about the image
For starters, I believe that a corporate event is
organization.
ing impact on the atten-
By Marc-André Routhier
Has the information received
planning
munication, which words and the images to
Rail Link From Downtown TorontoPearson To Be Complete In 2014
use, the staging and all other aspects of your event. An engaged message is a lasting message. The same principle is used in advertising. When you succeed in creating an experience that makes an impression, your message will persist and so will the changes it creates. Before concluding, I would like to propose an exercise.
Think of the events you have
organized that have had the greatest impact and success, and answer the three questions above. Your answers will help you realize your own recipe for success.
Remember these
points when planning your next event and base it on this plan, then repeat it as often as possible. The more you do this, the more often you’ll hit the bull’s eye. Keep in mind that an event is first and foremost a communication between human beings. If your event subjects, content, and overall experience contribute to the development of people within your organization, they will be more appreciated. The more they are appreciated, the more weight they carry, and that can only bring more success to you. I’d like to hear from you. Send me your questions and I’ll answer them in my upcoming columns. Please contact me at marouthier@ imasun.com . Marc-André Routhier Consultant, coach – Video and Exhibition Producer, Studios IMASUN, www.imasun.com marouthier@imasun.com, (514) 933-0869
Ontario Premier Dalton McGuinty announced on Monday that construction of a new Air Rail Link connecting downtown Toronto to Pearson International Airport will begin in spring 2012. Contract details have been completed for a “spur-line”, which will stretch three kilometres, as well as a new passenger station. The service between Union Station and Pearson will branch off the Georgetown south GO Train corridor and connect to a new passenger station at Terminal 1. Construction of the spur line is expected to be complete by summer 2014, and service will begin in time for the 2015 Pan/Parapan Am Games. The government expects the new rail link to remove 1.2 million car trios from the province’s roads in the first year of operation alone. Travel time between Union Station in downtown Toronto and Pearson Airport is expected to be about 25 minutes on the train system. The government plans on first using diesel
locomotives before switching to electric trains down the line, as diesel operations is the only way to have the link operating in time for the Pan Am Games, McGuinty said. “Certainly what we’re about to do represents tremendous progress given the existing alternatives,” McGuinty told reporters Monday at Pearson Airport. “It’s a new option, it’s a clean option, but we think we can in fact, over the course of time and in an affordable way, move to an even cleaner option.” But residents along the rail line are not impressed with the old, dirty technology that will add to air pollution and possibly make people sick, and want the 23.3- kilometre link to be all-electric from the start. Last year, the entire new rail link between Union and Pearson was given an estimated price tag of $300 million. The government wasn’t providing an updated figure Monday, despite the fact the short spur line would eat up more than one-third of the original cost estimate.
for your info
Montreal may have $25.00 Poutine at the Pied de Cochon, but Vancouver has a $100.00 hotdog DougieDogs Hot Dogs, known for its creative all-natural hotdogs, has just added a Dragon Dog to its menu. The hotdog features a footlong bratwurst infused with hundred-year-old Louis XIII cognac, which costs more than $2,000 a bottle. The Dragon Dog also comes with Kobe beef, seared in olive and truffle oil and fresh lobster.
29
Owner and hotdog designer, Dougie Luv, said a secret picante sauce will tie the “flavours together for 12 inches of culinary decadence”. Despite costing more than 10 times as much as DougieDog’s other hotdogs, Mr. Luv said the big-ticket item is a hotdog that any hotdog lover will enjoy. The only question now is: should you have it with a glass of red wine or a Pepsi?
PLANNER | February 2012 | www.theplanner.ca
The
w a r m d e s t i n at i o n
Grand Meetings in Myrtle Beach, South Carolina
Offering variety and value in a myriad of top lodging, entertainment and attraction choices – Myrtle Beach, South Carolina is a premier destination for meeting groups in the United States.
T
he Myrtle Beach area (also known as the Grand Strand), spans 60 miles of picture-perfect coastline, welcoming meeting groups any time of the year. South Carolina’s Grand Strand is blessed with moderate temperatures annually and enjoys a mild average temperature of 23 degrees Celsius with an average of 215 sunny days a year. So whether your group gathering takes place in spring, summer, fall or winter – it can happen on the beautiful beaches of the Grand Strand. More than 20 of the area’s hotels offer dedicated meeting and function space and planners are free to choose from relaxing resorts along the Intracoastal Waterway, oceanfront high-rises, luxurious condos, tree-shaded golf villas and even plantations. The area’s total tally of guest accommodations is more than 90,000 and of these, nearly one-third are hotel rooms. The 402-room Sheraton Myrtle Beach Convention Center hotel is ideal for groups whose events are headquartered at the city center. However, more than 3,000 additional hotel rooms- the majority
30
on the oceanfront or with ocean views – are within only a mile of the convention center. The best time to plan a meeting in Myrtle Beach are in the spring and fall months with perfect weather but smaller crowds. Also, from November through February, group rates can easily cost less than half of peak season rates. Mild winters and year-round activities enable groups on tighter budgets to experience all that Myrtle Beach offers during the value season. Recent new developments in the Myrtle Beach area have added more group options. The Myrtle Beach boardwalk opened in 2010 and has been recognized as one of the nation’s top boardwalks by both National Geographic and Travel & Leisure. Also, just opened in 2011 is SkyWheel Myrtle Beach, a giant 200-foot observation wheel with sixperson glass gondolas overlooking the magnificent Atlantic Ocean. Dolly Parton set sail with her new interactive dinner show, Pirates Voyage, following an $11 Million transformation from Dixie Stampede. Guests can experience the spirit of the pirates who docked on the shores of Myrtle Beach. Wonderworks Science Center is a new shopping, dining and entertainment complex at Broadway at the Beach. The gigantic, 40,000-squarefoot, hands- on attraction allows people to feel what it’s like to be in an earthquake and hurricane, fly a NASA space shuttle or fighter jet, or ride a virtual rollercoaster. WonderWorks also features a pirate-themed outdoor zip line and ropes course which takes participants soaring 50 feet above water on a course that travels 1,000 feet between towers. The Myrtle Beach area also offers nationally acclaimed live entertainment venues with music, dance, dinner shows, celebrity concerts, comedy and more. For a more relaxed
PLANNER | February 2012 | www.theplanner.ca
The
atmosphere, visit Brookgreen Gardens – a National Historic Landmark with the largest collection of figurative sculpture in an outdoor setting by American artists in the world. For shoppers, there are outlet parks, malls, village-style shopping centers and outdoor shopping/dining/entertainment complexes. And for sports enthusiasts, more than 100 championship golf courses, many laid out on sites of former historic rice plantations. The local cuisine, known as Carolina coastal cuisine, offers the rich flavours of the southeast. Focusing on fresh, local ingredients, chefs utilize local ingredients such as Carolina rice, stone-ground grits, shrimp, blue crab, grouper and country ham, in traditional recipes handed down from the Gullah community of the southeastern coastal states. In recent years, travel from Canada to Myrtle Beach has become even easier. The Southeast’s main airline hubs of Atlanta and Charlotte are only a short flight away from Myrtle Beach. Also, Porter Airlines offers non-stop seasonal direct service to Myrtle Beach four times a week from Toronto’s Billy Bishop Toronto City Airport. Just over the border in Niagara Falls, NY and Plattsburg, NY Direct Air and Spirit Air service seasonal direct flights to Myrtle Beach as well. When planning an event or meeting, take advantage of the services offered by the nationally recognized Myrtle Beach Area Convention and Visitors Bureau group sales team. From planning to execution, the staff of the Myrtle Beach Area CVB will partner with you to match the best of the Myrtle Beach area with a groups meeting needs. Contact: Kimberly Hartley Myrtle Beach Area CVB 905-582-9252 kimberly.hartley@visitmyrtlebeach.com www.visitmyrtlebeach.ca