Issue link: https://digital.copcomm.com/i/1401511
B M & T ••• July/August 2021 ••• www.blackmeetingsandtourism.com 13 Marketing Our experts agree that social media is the way to go to get the word out about your event. "Using your company LinkedIn page is another way to save money and promote your event," Jackson confirmed. Ruff believes in the power of relationships and barter as part of an effective marketing strat- egy. "Here is where your creativity will come in handy," she related. "Where are your ideal participants? How can you talk to them? How can you exchange marketing? Can you swap email lists, articles in a newsletter, or links to the event website? Be sure to barter and help your clients monetize their events with sponsorships." Equipment and Facilities Ruff recommends, "For external equipment ven- dors, attempt to use the same ven- dor for multiple items. If they want to earn your business, they are happy to consider the extras upfront. Again, these negotiations must take place before a contract is signed." Date Flexibility For those who have a number of meetings per year, Jackson advises flexibility, "If you have recurring meetings, ask your salesperson to keep you in mind for cancellations or holes in the convention calendar where you can shift your program. "With advance notice the meeting planner may be able to change dates or shift booking patterns to take advantage of less expensive dates," he continued. "Planning off-season or closer to your event, if possible, will likely yield the best prices," noted Ruff. "There are many benefits to the off-season cycle. It is the beginning and end of the year and a great time for company retreats, sales kick- offs, and can easily work for incentives when the proper location is selected. "When planning closer to your event," she explained, "a property is in jeopardy of having the space empty, thus your offer should be valued." Food & Beverage "Negotiate your room rental sliding scale on food and beverage instead of gue- stroom pickup," Aaron stated. "With the rise in virtual/hybrid meetings, many atten- dees may choose to stay home. The differ- ence in savings may allow you to upgrade your F&B package for a more elaborate experience for those in attendance." "An additional tip is hosting events off-site from the hotel, for example doing a buy-out of a local breakfast spot nearby and having guests walk over to the venue," Ruff shared. "I have also been known to host my morning meeting in this venue," she confided, "especially if they include AV, which is added savings. When the hotel knows they are los- ing money with a couple of offsite meals they will typically turn up the value as well." Speaker and Ancillary Expenses "When possible, select a local speaker," advised Ruff. "Speaker travel and a c c o m m o d a t i o n s can save thousands. You can usually nego- tiate a lower fee if a speak- er is in town and doesn't have to travel or spend more than a couple of hours. Another tip is to select from a speak- er's current list of offerings. If they don't have to create something for you, this time savings should be reflecting in their price." "For ancillary expenses make the ask upfront," she continued. "Ask your vendors what you can do to save money. Typically, they will give you the ideal scenario for savings. I will often get quotes from several vendors on the same RFP. I am never hesitant to share a quote, if allowed. When vendors compete for your business, this is healthy." Technology and Hybrid Meetings "Now that we are in the closing stages of the COVID-19 outbreak, the stage has been set for the new era of meet- ings and events," Jackson observed. "Hybrid meetings have emerged as the platform of choice. The hybrid meeting consists of face-to-face and virtual interac- tions connecting meeting attendees. The hybrid meet- ing gives flexibility to those who are unable or unwilling to attend a live event to connect virtually. "The meeting planner benefits by removing tradi- tional constrictions (meals, housing, transportation, venue space, etc.) while maintaining cost-effective options for both the virtual and face-to-face attendee." Offices must institute the hybrid meeting into their daily operation. One in four meetings today are hybrid. "Expect budget increases as it pertains to video con- ferencing technology, cameras, mics, visualization dis- plays and the ability to share wireless content," he added. "The meeting planner benefits by removing traditional constrictions (meals, housing, transportation, venue space, etc.) while maintaining cost- effective options for both the virtual and face-to-face attendee."