Marketing a Successful Meeting

Give yourself plenty of time to promote your event and explain attendance benefits to your audience.

• For large meetings, like an Annual Conference, establish a theme and carry it throughout all mailings, registration forms, programs, signage, etc.
• Begin marketing at least 8-10 months out for a large meeting and 4-6 months out for a small meeting.
• Plan your marketing so you can leverage other mailings for no extra fee.
• Use your magazine or newsletter to promote your meeting, culminating in an issue highlighting the meeting.
• Raise excitement for the meeting by using "teasers" focusing on different events.
• Offer an early registration fee discount.
• Advertise the meeting to sponsors and vendors first, and then use them to help advertise to your members.
• Make sure that the advertising for the meeting is clean and professional. The promotional materials reflect the meeting.
• Target market certain programs to certain groups of people.
• Offer one-day registrations to increase attendance.
• Price the meeting as a "package." Highlight everything included in the registration fee on the registration form.
• The success of your last meeting is a great marketing tool for your next meeting. Use testimonials.

Provide Louisville Convention and Visitors Bureau promotional materials including tour guides and maps.

Questions for Your Decorator

• Is the decorator equipped to meet my requirements?
• Does the decorator operate regularly in the convention city?
• What portion of the decorating work would the decorator subcontract?
• How many other jobs, and what type of jobs, has the decorator already scheduled near the dates of your meeting?
• What ancillary services can the decorator provide?
• Is the decorator willing to provide a breakdown of all costs?
• Does the decorator have fleet equipment sufficient to ship my materials?
• Does the decorator have access to storage holding areas in the convention city?
• Will the decorator be bringing his/her own key staff, or will they hire local support staff?
• Will the decorator include accommodations and subsistence charges the service package, or will my association be expected to cover those costs?
• Does the decorator have good access to suppliers of special material and equipment?
• Does the decorator understand the mission of the convention, the type of attendees, the limits of my budget?
• Is the decorator responsible for getting plans and materials approved by local officials, i.e. fire marshal, facilities management?
• Is the decorator innovative and imaginative?
• Will the decorator guarantee the quality and condition of materials used?
• Will the decorator agree to attend staff meetings and rehearsals?
• Will the decorator assume responsibility for exhibitor kits?
• Who has the decorator worked for in the recent past?
• Is the decorator fully insured and a member in good standing of the business community?
• What is the relationship between the decorator and other suppliers?

Adapted from American Society of Association Executives (Washington, D.C.)

Planning Fabulous Functions and Parties

Once the guests show up, they'll more than likely attend a meal function over the course of your meeting. The details in planning receptions, luncheons and coffee breaks can seem overwhelming. The following guidelines will help you review everything you need to consider.

• Has the menu been double-checked?
• Are table setting for 8, 9 or 10?
• Are there any reserved tables?
• Are tickets to be collected at head table?
• Can single tickets be purchased?
• Where can single tickets be purchased?
• What is the price of a single ticket?
• Is there an invocation?
• Has the hotel been notified of an invocation?
• Is there music at the event?
• Will the National Anthem be played at the start of the event?
• How many are seated at head table? Is it on risers?
• Where will head table guests assemble?
• Who will seat them?
• Are there lighting cues?
• How many microphones are needed?
• Who will open the doors when the program ends?
• Who will close the doors when the invocation begins?
• Where is the script for the event - at the podium or in the emcee's hands?
• Where is the heating/air-conditioning control?
• After the dessert, who gives the cue to the emcee to start the program?
• What is the color of the table linen?
• Are there centerpieces?
• Should there be material on the tables?
• Is there a press table?
• Are there any audio-visuals?
• Are there any last minute announcements that must get into the emcee's hands?
• Who escorts the guest speaker out of the room following the program?
• Who signs the luncheon check for the property?
• Has the check been properly identified?
• Who is responsible for return of audio-visual equipment?
• Who is in charge of name tags?
• Will table numbers be needed?
• Will anyone have special dietary needs?
• Table favors? Who will put them out?

Making Breaks More Memorable

Variations on a morning coffee break:

• Pita pockets with egg and cheese
• Sliced pound cake and fruit breads
• Bagels and cream cheese
• Pre-sweetened dry cereals, in paper cups
• Breakfast pizza
• Mini-Quiche
• Fresh yogurt with toppings

Variations for afternoon snacks:

• Marinated cheeses and cold cuts served antipasto style
• Strips or cubes of melon (cantaloupe, honeydew, pineapple, papaya, watermelon)
• Fruit kabobs
• Flavored iced teas or regular iced tea with pineapple spears instead of lemon
• Different sodas - orange, root beer, Dr. Pepper, etc.
• Frozen yogurt with various toppings
• Ice cream novelties
• Several flavors of sherbet
• Dry snacks ... Everything but potato chips and pretzels.
• Popcorn, possibly in small bags (best if warm) or flavored.
• M&M's and candy bars (try them frozen for a cool twist)
• Animal crackers
• Sunrise cocktail (blend yogurt, orange juice and honey), served in large wine glass with slice of orange and wheat germ sprinkled on top
• Pina Colada or Bloody Mary without the alcohol
• Ice cream floats - 16 oz. glasses with two scoops vanilla ice cream. Let guests pour in their choice of soda - orange, root beer, cola, etc.

Lowering Costs at Cocktail Parties

These cost-cutting tips will reduce cocktail party consumption and keep costs under control.

• Place hors d'oeuvre stations against the walls.
• Offer fewer stations (but larger).
• Do not offer plates.
• Pass hors d'oeuvres on silver trays.
• Offer a less expensive item along with the more expensive ones.

Determining the number of hors d' oeuvres per person:

• If cost is a factor, use the techniques described above and allow 6 pieces per person.
• If cost is not a factor, split stations and float tables in the room. Still don't offer plates and allow 8 pieces per person.
• If you add plates to the set-up, allow 10-12 pieces per person.

Dress for a Success

Although Louisville experiences four distinct seasons, summer tends to come early, fall lasts longer, and the relatively short winters bring more rain than snow. May is usually the wettest month, October the driest. Whatever season finds you visiting the city; the trip will be made better by packing the right things to wear.

• Spring can have warm days but cool nights can linger. To stay warm, long sleeve shirts or light sweaters are suggested. An umbrella, raincoat and light jacket may also come in handy.
• Summer can be very hot and humid. Light clothing is a must.
• Fall, like spring, can bring fluctuating temperatures between day and night, so pack sweaters or light jackets.
• Layering is the key to the winter months. Long sleeves, sweaters, medium to heavy coats, hat and gloves should be included if traveling to the city in winter.

Any time of the year, there are some things that will make your stay even better. Don't forget to bring a comfortable pair of shoes for visiting Louisville's many attractions, sunscreen to protect yourself when you’re out enjoying the sites, and any allergy medications you may need, especially during spring and fall.

Annual Climate