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Public RelationsStrategies and Tactics

Tenth Edition

Dennis L. WilcoxGlen T. Cameron

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Chapter 16

Meetings and Events

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Chapter 16 Objectives Know the logistics of organizing a meeting Plan a banquet, reception, or cocktail party Organize an open house, exhibit, or plant tour Understand the multiple aspects of organizing a

convention Recognize the basic elements of a trade show Creatively think about promotional events that

will attract attention

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A World Filled With Events

“Events deliver face time between consumers and brands. They also introduce customers to new products”

The U.S. face-to-face meetings industry directly supports ◦ 1.7 million jobs◦ $263 billion in spending◦ $106 billion contribution to GDP◦ $60 billion in labor revenue◦ $14.3 billion in federal tax revenue◦ $11.3 billion in state and local tax revenue. 

With the country looking for effective ways to work its way out of a recession, the meetings industry plays a critical role in supporting jobs in communities across America, creating environments that foster innovation and business success.

Economic Impact

Types of Events

Trade Shows Expos Festivals Sporting Incentive Meetings Conventions Educational Religious

Social

Fundraising

Marketing

Entertainment

Arts/Culture

Commercial

Promotional

Political

Is the event a good idea? Do we have the necessary skills to plan & run

the event? Is the host community supportive? Do we have the infrastructure in the community? Can we get a venue at a price we can afford? Will the event attract an audience? Media? Is it financially viable? Are the success criteria reasonable?

Keys to Success (Ernst & Young)

Are used to determine the “success” of the event in the evaluation process.◦ i.e. size of audience, demographics of the audience,

average expenditure of guests, sponsor recognition levels, sales of sponsor products, economic impact of event, profit.

SMART (specific, measurable, achievable {action-oriented}, realistic and time-related).◦ To achieve attendance of at least 150 guests at the

national Education conference on 31 March 2014 by sending a promotional email to all relevant Education Professionals within Australia by 30 November 2013.

Objectives

Internal Owners Management Employees Members Unions

External Vendors Sponsors Attendees &

Exhibitors Media Community

Target Markets

TimingSeasonDay of weekTime of dayDuration

Timeline

Timing and Timelines

Developing a Theme Select a title and or theme before program

content Link program, food, décor and

entertainment to one central motifShould ideally appeal to all senses (tactile,

visual, auditory)Should be linked to the purposeShould be compatible with guest needs and

consistent in all respectsMust be supported by décor, entertainment,

lighting sound and special effects. (Guest costumes)

Room Design

Décor What is already in the space? Plants and flowers Props Fabrics and linens Special effects Balloons Interactive Tents, chairs, tables How does it look in person vs. on film?

EntertainmentIs it appropriate to the event?

Research the history of the event to determine if music and/or entertainment was used in the pastInterview event stakeholders for tastesDetermine how it will be used to further the goals of the eventAnalyze the budget to determine available resources Review time frame for planning and production to determine if there is sufficient time for incorporating these elements into the event

Speakers Well-prepared speakers rank #1 among

attendees on the list of key meeting success factors

Speakers rank #2 in the factors as to whether to attend a convention

Types of speakersProfessional (fee) – subject expert & expert

speakerVolunteer – could be a member

Speakers’ Bureau

Cost of décor, sound, lighting, labor

Condition (rennovations) Logistics of setting up Food & beverage

facilities Sustainability Size (Fire code) Branding opportunities Technical support &

facilities (WiFi) Venue management Exclusive/Preferred

Vendors Storage/Back of the

house

Potential to fulfill the purpose

Ambience Time/dates available Access by public

transportation Parking Seating capacity Features (such as

stage) Proximity to

accommodations & attractions

Safety Permits Accessibility (ADA, load

in)

Factors in Selecting a Venue

Overall selection strategy should be for the best possible fit with the client’s and audience’s needs at the lowest possible cost.

What is there and what has to be brought in? Temper selection with rational decision

making Check the venue web site Deal with the decision maker Your value to the property

Considerations

Theaters Amusement park Park Zoo Warehouse Airport hangar

Parking lot Tunnel Museums Research facilities Orchard/vineyard Aquarium

Unconventional Venues

Power Restrooms Lighting Sound Layout Rentals Kitchen Facilities

Challenges of Unconventional Venues

Convention/Conference center Hotels Meeting facilities Banquet halls

Facilities with meeting rooms and/or banquet halls

Conventional Venues

Ballroom accommodates up to 175 seated guests or 350 guests for non-seated event

Hourly or flat rates Any extras Taxes, gratuities Permits Vendors Upsells

Costs

To be flexibleDatesVendors

To be specificYour criteria

When history mattersAlternating coastsType of venue

To get multiple bids

Know When…..

Exclusive use of a multi-room facility Disclosure of who else will be in-house Disclosure of who will be near-by Run of the house

Do you need ….

Indoor lighting (flexibility to adjust/dim sections).

Ability to control natural light.

Limited noise distractions in hallways/behind walls.

Event room away from kitchen.

Nearby restroom access. Nearby medical access.

Condition of the grounds and parking.

Condition of carpet, paint, and decor.

Condition and appropriately sized draperies/skirting.

Adequate room size and capacity to hold event.

Flexibility to adjust room layout/tables.

No visual obstructions within room.

So pay close attention to

Attrition Cancellation Comp room policies Union facilities Credit and payment policies Security deposits How the room should be left

And be sure to read the fine print in the contract.

Food & Beverage Consider

1. Why is the event being held? Business, networking, social

2. Will the event have a theme?3. What are the demographics of the

attendees? VIPs?4. Will the event be formal or casual?5. What type of service is preferred? (buffet,

table service etc.)6. Will entertainment or presentations take

place during the event?7. Will other scheduled activities precede or

follow the event?8. What is the event budget?

Meal Functions Breakfast

Continental breakfastFull breakfast buffetEnglish breakfastFull, served breakfast

Refreshment breaksMid-morning, mid-afternoon30 minutes minimumCan be beverages onlyMorning may be a substitute for breakfastPer person, on consumption, bulk

Meal Functions

LuncheonsTakes 75 to 90 minutes otherwise pre-setLuncheon buffets can include deli setups for

boardrooms to hot buffets with a variety of options

ReceptionsAlone or preceding dinnerSeating for 20-25%Guests will average 7 HDOs in 1st hourGroups of women or seniors eat less

Cost Saving Ideas Ganging menus Small servings of high-end items Limit portion size Pass the food Box lunches Buffets do not necessarily save money

Special touchesNapkin folds & linenChina & silverMusicLighting

Gratuities

Tip is voluntary & given at the time of service. May be given in addition to gratuity or service charge

Gratuity is voluntary and added to a bill. Go entirely to staff.

Service charge is mandatory and an automatic amount added to bill to defray costs. House keeps a portion (taxable)

Bar Options Cash or No-Host Bar (tickets)

Consumption tends to be lowerGratuity may or may not be included

Premium, Call, House Open or Hosted Bar

2-2.5 drinks for the 1st hour, 3-3.5 for 1.5Pay per person, by the drink, by the bottle,

limited consumption

Tray pass and/or Signature drinkWill people arrive all at once or trickle in?

Audio Visual

A/V has become more sophisticated and is rapidly evolving

Visual component is important because people learn better from graphics & text than from text alone

Audio Equipment

The audience needs to hear the information

Walk-in music can make a great first impression

Microphones Speaker Systems Recording Equipment

Types of Suppliers Airlines Audio/Visual

Companies Convention Centers General Service

Contractor Golf Courses Hotels Resorts Photographers Security Printers Phone/Internet

Services

Attractions Convention/Visitors

Bureaus Cruise Lines Facilitator/Speakers Ground

Transportation Companies

Intermediary/3rd Party Planners

Destination Management Companies

…And More!

Supplier Selection

Contractual agreements will delineate specific services, timelines, terms of delivery and payment

Quality of service provided will be determined by the working relationship and ongoing communications

Begin with request for proposal (RFP) which outlines specific requirement for the meeting or event

Proposal would demonstrate how the supplier will fulfill those requirements

Have candidates submit sample contracts

Types of Relationships In-House Contractors

There may be a surcharge or fee for bringing in outside vendors but at least get two other bids to compare rates

Exclusive ContractorsDesignated by the facility as the only one authorized to provide serviceFor example: catering, electrical, exhibitor servicesDiscuss flexibility and possible addendums

General Service Contractor (GSC) Provides services for the trade show and

exhibitors Savings to the planner can mean

increased cost to the exhibitor Clarify all services to be provided

Floor plansExhibit service kitBooth drapery & ID signsAdditional drapery for eventAisle carpet & cleaningRegistration area for trade showDrayage (material handling)Storage of exhibit materialsLabor for show services

GraphicsLaborAisle signsDirectional signageDécor & propsLounge areaHardwall for officeFurnitureOn-site service desk

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Group Meetings

PlanningThe size and

purpose of the meeting dictate the plan

LocationSeatingFacilitiesInvitations

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Group Meetings cont…

RegistrationGreetingName tags

ProgramSpeakersMeals

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Planning Banquets

Food Room rental Bartenders Decorations and

centerpieces Audiovisual

requirements

Speaker fees Entertainment Photographers Invitations Tickets Marketing and

promotion

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Planning Banquets cont…

Working with catering managers

Logistics and timing

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Receptions and Cocktail Parties

Can precede luncheon or dinner

Can be part of a reception

Cost-effective way to celebrate achievements

Format: Lasts up to 2 hours Large room where

most will stand and move freely

Appetizers and nonalcoholic beverages should also be served

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Open Houses and Plant Tours

Major factors to consider

Day/hourGuestsPublicityVehiclesReceptionFocal PointRestrooms

SafetyRoutingGuidesExplanationHousekeeping

and attireEmergencies

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Program Recreation and

Exhibits Attendance Administration

Planning Timing Location Facilities Exhibits

ConventionsConventions

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Trade Shows

Exhibit booths

Hospitality suites

Pressroom and media relations

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Promotional Events

Using celebrities to attract attendance Planning and logistics

Traffic flowAdequate restroomsSignageSecurityLiability insurance