The 20|20 Assessment™ team presents key findings from our recently analyzed pre-conference survey conducted for HSMAI’s Affordable Meetings® Mid-America conference.

20|20 Assessment™ and Hospitality Sales and Marketing Association International (HSMAI) recently conducted an online survey that asked conference attendees about their views and expectations related to the planner industry for 2010. A total of 159 attendees completed the survey.

HSMAI‘s Affordable Meetings® Mid-America is an exposition and conference addressing all aspects of technology as it relates to tradeshows, meetings, and special events. Exhibitors represent hotels and resorts, university conference centers, unique meeting sites, convention and visitor bureaus, transportation companies, trade publications, software and audio/visual businesses, and other meeting and convention suppliers. HSMAI's Affordable Meetings® is owned and presented by the Hospitality Sales & Marketing Association International Americas region and managed by J. Spargo & Associates, Inc.

MAJOR TAKEAWAYS

Conference attendees wanted practical information on how to navigate the turbulent economic waters. It is not surprising that the majority of surveyed event planners rely on technology to streamline business processes, event operations and foster marketing campaigns and networking. Site selection remains consistently motivated by overall value and specifically Size of the Meeting Space, Guest Room Cleanliness, Customer Service, Location of the Venue and lastly Price, ranked respectively by average ratings.

Timelines for booking events and the responsiveness of suppliers remains consistent with past years. It may seem counterintuitive in light of the increased competitive nature of the market and industry, but interestingly the respondents indicated that formal credentials of suppliers are not significantly factors in their selection process. That said, for those that did care about credentials, well-known industry certifications were not cited any more often as informal credentials such as testimonials, clientele lists and proven knowledge of service and market.

The respondents were interested in the trend for pre-arranged conference meetings with vendors, and nine personal and operational incentives were identified that aim to increase the likelihood that these appointments will be kept. These are outlined below. Lastly, one trend that was not well received was the consolidation of sales forces from property-level representation to regional representation. The respondents overwhelmingly agreed that meetings booked through regional agents do not involve better execution, better service or increased levels of responsiveness on the agent’s part. The lack of significantly better outcomes is important to note, given that event planners are increasingly concerned with outcome metrics. Almost half the sample indicated an increased pressure to provide such metrics, and respondents identified three general outcomes as most meaningful: event satisfaction rates, attendance-repeat attendance rates and metrics related to net revenue.

MAIN FINDINGS:

  • Most respondents (83.7%) rely on current technology to run their businesses. The common uses are online registrations, social networking, eRFPs, email blasts and marketing and blogs. Respondents also report such technologies typically make their job easier. However, 57% of respondents reported that the incorporation of technology is not making their jobs easier. Open-ended comments suggest that technology lessens the quantity of phone calls and hard mail, while at the same time streamlining business processes, organizing information and allowing a database of legacy data to be built.
  • Interestingly given the challenging economic climate, price was not the strongest driver in the site selection process. Specifically, the top five reasons planners selected specific venues for events were (in descending order by average rating): Size of the Meeting Space, Guest Room Cleanliness, Customer Service, Location of the Venue and lastly Price.
  • The survey respondents did not perceive any clear value to the trend for sales agents to move from property-level to a regional level representation. In particular, 67% of respondents indicated that regional sales agents are not more responsive than property agents, 78% indicated that meetings booked via regional agents are not better executed and 77% noted that regional sales agents do not provide better service.
  • ROI and outcome measurement is a topical subject in the industry, and almost half of the sample (48%) indicated that they feel increased pressure to show metrics/statistics to attest to the success of events. The specific outcomes requested by meeting planners include: event evaluations/satisfaction surveys, net revenue, attendance size, room night count, sponsorships, ability to stay within budget, rate of repeat attendance, level of responsiveness to client needs and increased service per attendee per dollars spent.
  • 56% of the respondents indicated that the timelines for booking meetings is about the same as recent years, and the majority (48%) felt that suppliers tend to show the same levels of responsiveness as in recent years.
  • With respect to suppliers, respondents overwhelmingly agreed (89.6%) that credentials do not significantly impact the selection decision. The formal credentials preferred by the survey respondents include industry certifications like CMM, CMP, CASE, MBA and CSEP. However, informal credentials were cited just as frequently and focused on alliances with and approvals from high profile clients, clear sense that the supplier was knowledgeable and knowing that a supplier had no lawsuits.
  • Pre-scheduled vendor appointments are another topical trend for conferences, and respondents identified nine general incentives aimed to increase attendance at these meetings. These incentives speak to both motivational issues and operational issues: (1). Tangibles like discounts, raffles, samples or point system; (2). Networking lunch with vendor; (3). Re-scheduling fee for missed appointments; (4). Pre-meeting conversations with vendors to set expectations; (5). Convenient meeting times that do not conflict with popular seminars or other events; (6). Notifications or reminders via email or text one hour prior to the appointment; (7). Creation of integrated schedule of events for attendees at time of registration; (8). Centralized layout for the meetings so it is easy and quick for attendees to locate and visit and (9). Ensure that vendors prepare succinct and targeted presentations so time is not wasted.

MORE INFORMATION: For questions or clarifications about this study or its findings, contact: James Houran, Ph.D., President of 20|20 Assessment™, +1 516 248-8828 ext 264 or [email protected]

Related