the “best practices in cvb-partner relationships”webinar...
TRANSCRIPT
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The “Best Practices in CVB-Partner Relationships” webinar will begin shortly.
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“Best Practices inCVB-Partner Relationships”
Tuesday, April 4, 2006
presented by
Hospitality Sales and MarketingAssociation International (HSMAI)
and
Destination MarketingAssociation International (DMAI)
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Overview of Format and Topic
� ModeratorBarb Taylor CarpenderManaging Director, HSMAI University
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POLL QUESTION #1
How many people are participating in
this webinar in your office today?
A) 1
B) 2
C) 3
D) 4
E) 5
F) 6
G) 7
H) 8 or more
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Program Goals
� Identify the key elements of successful CVB/hotel/supplier partnerships
� Present examples of best practices in existing relationships
� Showcase opportunities for aligning sales and marketing strategies
� Provide examples of ways to improve interaction between CVBs, hotels, and industry partners
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Introduction of Panelists: Irving, Texas
� John BranciforteRegional Director of Sales and MarketingOmni Hotels of Texas
� John CycholAssistant Executive Director/SalesIrving, Texas Convention & Visitors Bureau
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Introduction of Panelists: Columbus, Ohio
� Joseph MarinelliSenior Vice President/SalesExperience Columbus
� Kathyrn Cobern, CHAGeneral Manager of Crowne Plaza Hotel, Lofts Hotel, and Max & Erma’s Columbus, Ohio
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Frame of ReferenceJohn Cychol, Irving CVBJoseph Marinelli, Experience Columbus
� Similarities and differences between the two destinations profiled today:
� Structure of the two CVBs
� Nature of each destination
� Types of business, “members”
� How this relates to relationships with
hotels and other partners
� Why selected to profile today
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Irving, Texas: Things That Have WorkedJohn Cychol, Irving CVB
� Needs Analysis Survey
� Sent to the GM and DOS of all 80
Irving hotels
� Assesses need times, feeder markets,
overall needs
� Allows to plan more effectively,
proactively, and inclusively
� Sample of survey included in this
webinar
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POLL QUESTION #2
How often do you ask (or are asked) for feedback
relative to future CVB initiatives and plans?
A) Always
B) Sometimes
C) Rarely
D) Never
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Irving, Texas: Things That Have WorkedJohn Cychol, Irving CVB
� Directors of Sales Meetings
� Meet with a group of DOS contacts each month
� Grouped by hotel segment, to ensure relevant content and programs:
� Luxury/Full-service
� Limited Service
� All-Suite
� Budget
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Irving, Texas: Things That Have WorkedJohn Cychol, Irving CVB
� Market Segment Advisory Groups
� Like the DOS meetings, but targeted to sales managers
� Meet according to sales market (corporate, association, SMERF, sports, etc.)
� Proactively address business needs, trends, product changes, and the like
� Customer Service Training
� Targeted training to front-line employees of hotels and other companies
� Financially underwritten by the bureau
� Mystery calls to assess needs and service levels
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� Information and Participation Packet
� Marketing plan
� List of all bureau activities
� Special promotions and programs
� Member participation forms
� Sales territories and contact information
� Exhibit and sales blitz schedule
� Services available
� Meet the Bureau Programs
� Quarterly programs that include networking and
educational opportunities
Irving, Texas: Things That Have WorkedJohn Cychol, Irving CVB
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� Partnership is built between people, not just entities
� It is built by things like:
� Joint sales calls in identified markets
� Joint site inspections at the hotel/venue
� Teambuilding between hotel staff and bureau
staff
� Special events – participation in FAM trips
� Showing cohesiveness to clients
� Joint entertaining off property, to showcase
benefits of the destination
Irving, Texas: Things That Have WorkedJohn Branciforte, Omni Hotels, Irving, Texas
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� Sharing information with hotel partners is essential
� Marketing plan, sales strategy
� The Irving CVB’s participation packet helps this immensely
� Year-end re-cap, performance indicators (e.g. annual meeting)
� Participating in bureau activities and outreach
� Return on Investment = Return on Involvement
� Advisory groups, networking events, related programs
� Taking part in programs/packages
Irving, Texas: Things That Have WorkedJohn Branciforte, Omni Hotels, Irving, Texas
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POLL QUESTION #3
How often do you participate in your area CVB’s
networking or educational events and activities?
A) Always
B) Sometimes
C) Rarely
D) Never
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� Programs without significant hotel participation
� Essential to a CVB program’s success
� Special rates, packages, etc.
� Destination awareness events
� While they do generate awareness and interest, have not
historically generated significant room nights for our
destination or hotels
� Influenced by business mix, nature of destination/event
Irving, Texas: Things That Haven’t WorkedJohn Cychol, Irving CVB
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� But need to work:
� Gaining the “buy-in” from member hotels on the mission of selling the city
� Training the hotels to use the bureau services earlier in the sales process
� Working together to proactively target specific types of business with enough lead time to be effective (SMERF, weekend)
� Other Considerations:
� Events without substantial participation from enough partners a key challenge
Irving, Texas: Things That Haven’t WorkedJohn Branciforte, Omni Hotels, Irving, Texas
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� Recruitment of general managers to play a key role in the sales process
� Not just sales staff, as is often the case
� The CVB has refined its communication tool for all site inspections to include thorough data
� Gives hotels and the center as much
information as possible when clients are on
property
Columbus, Ohio: Things That Have WorkedJoseph Marinelli, Experience Columbus
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� FBI Meeting (Future Business Initiatives)
� Held monthly
� Includes CVB, center, and hotel leadership
� Focused upon closing AND servicing
� Other Ideas
� Consider a joint advertising program
� Jointly exhibit at industry trade shows
� Travel together for sales calls
� Link to one another’s websites
Columbus, Ohio: Things That Have WorkedJoseph Marinelli, Experience Columbus
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POLL QUESTION #4
How often do your sales calls to outer market clients
involve traveling with your CVB or hotel partners?
A) Always
B) Sometimes
C) Rarely
D) Never
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� The presentation of a “united front” with clients
� Inclusion of bureau and hoteliers in site visits
� Bureau takes the initiative to point out key selling
points that meet and exceed the clients’ needs
� “The Columbus Experience”
� Cooperative, citywide climate of “wowing” guests
� All staff need to be educated to understand how
important their role is in creating a positive guest
experience…and return visits
Columbus, Ohio: Things That Have WorkedKathyrn Cobern, Crowne Plaza Columbus
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� Re-training hotels sales staff on citywide site inspections
� Training to sell the destination first, property
second
� Can cause tense relationships with hoteliers, but is
an important aspect of winning key pieces of
business
Columbus, Ohio: Things That Haven’t WorkedJoseph Marinelli, Experience Columbus
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Measuring the Relationship: The Hotel PerspectiveKathyrn Cobern, Crowne Plaza Columbus
How do I know if my relationship with my bureau is strong?
� Are you called upon by your bureau to be an industry expert on how travel/tourism or local community issues are impacting your industry?
� Are you called upon to help sell your city to prospective groups?
� Are you booking business as a result of your investment and/or your time investment with the bureau?
� Are you treating your CVB as one of your #1 clients? Does your sales team share in your philosophy?
� Is the CVB acutely aware of what your facility has to offer to prospective clients? Are you inviting the convention sales team to your hotel regularly to build their familiarity?
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� Measure by Involvement and Communication
� Interaction with:
� Sales
� PR/Marketing team
� Other bureau leadership
� If you don’t have it, your relationship is compromised.
Measuring the Relationship: The Hotel PerspectiveJohn Branciforte, Omni Hotels of Texas
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� Signs of weakness include:
� Hotels dropping their memberships because “we don’t get
anything from the CVB”
� Poor response/slow response for CVB leads
� Poor hotel participation in CVB-related functions
� Conversely, if you are:
� Communicating regularly and honestly
� Providing as much information as possible
…you’ll know a bond is in place between the two entities
Measuring the Relationship: The CVB PerspectiveJoseph Marinelli, Experience Columbus
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� Listen to the tone of questions raised and
the frequency
� Reaction time to leads sent
� Lost business numbers
� Ask them! “How are we doing?”
Measuring the Relationship: The CVB PerspectiveJohn Cychol, Irving CVB
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POLL QUESTION #5
Do you feel like you have a strong relationship
with your CVB or hotel partners?
A) Yes
B) No
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Maximizing Relationships with Select-Service HotelsJohn Cychol, Irving CVB
� Differences/Similarities/Importance
� Destination Advertising
� Liaison to the City
� Special Promotions/Packages/Brochures
� Special types of targeted group sales
� Religious, student/youth, sports, contract,
etc.
� It’s all about identifying what’s a match
through communication
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Additional Ways to Maximize CVB-Partner Relationships
� Have the bureau sales team meet with the key hotels in a think tank environment annually (John Branciforte)
� Avoid “flat” websites. CVB sites should draw meeting planners to them and create excitement about the destination…making it easier to get hotel participation. (John Branciforte)
� Get those GM’s involved. (Joe Marinelli)They may not like it at first. It may not be all that popular with the DOS. And nothing sends a stronger message to the customer.
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� Treat them like your best customer. Spend time with them. (Kathyrn Cobern)
� Every quarter, our hotel team either takes lunch to the bureau or invites the bureau over for lunch or cocktails. It’s about top of mind awareness.
� Get out and meet with hoteliers. Use the opportunity to ask their opinions on bureau programs and activities. (John Cychol)
� Follow the “Golden Rule” and treat your destination partners with respect. (John Cychol)
Additional Ways to Maximize CVB-Partner Relationships
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Questions and Answers
ModeratorBarb Taylor Carpender Managing Director, HSMAI University
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Upcoming Webinars in this Series
“Partnering for Success”A three-part webinar series designed to facilitate successful relationships between CVBs, hotels, and other industry partners. Future webinars include:
� Tuesday, April 18, 2006, 2:00 – 3:00 p.m. Eastern Time.
“RFPs A to Z”
� Tuesday, May 2, 2006, 2:00 – 3:00 p.m. Eastern Time.
“Managing Attrition”
For more information or to register, visit the HSMAIUniversity section of www.hsmai.org