Plan Your Meetings

Meeting professional Eli Gorin, of gMeetings and Train 2 Meet, spearheaded our educational session at our “choose your own adventure”-style PYM LIVE Miami on April 29 at The National Hotel South Beach. Based on the 2010 PYM Big Book of Answers, he moderated a discussion, addressing pressing industry concerns and proposing creative solutions.

Here’s a Twitter transcript of what was discussed (start from the bottom and read up):

PYMLive I second that emotion! RT @PYMVanessa: Thank you to our wonderful planners & partners for being a part of @PYMLive Miami! #PYM2010 -6:21 PM Apr 29th, 2010

PYMVanessa Thank you to our wonderful planners & partners for being a part of @PYMLive Miami! #pym2010 -6:19 PM Apr 29th, 2010

PYMLive @LisaKraus Don’t forget to send Twitpic pictures so we can see how beautiful the National is! Thanks 4 gr8 conversation @EliGorin! #PYM2010 -6:15 PM Apr 29th, 2010

LisaKraus Time for food & cocktails at the beautiful National Hotel South Beach (love it here) #PYM2010 -6:14 PM Apr 29th, 2010

PYMVanessa RT @LisaKraus: @EliGorin says prevent the “yeah, but” fees by having a lawyer review your event contracts. #PYM2010 -6:14 PM Apr 29th, 2010

LisaKraus @EliGorin There is no stupid question & you can never have too much information. (so true!) #PYM2010 -6:06 PM Apr 29th, 2010

PYMLive @LisaKraus @EliGorin There’s a gr8 PYM Knowledge Series video on bldg planner/supplier relationship @ http://ht.ly/1EV9P #PYM2010 -6:03 PM Apr 29th, 2010

PYMLive Contract negotiation best practices Part I http://ht.ly/1EV6h & Part II http://ht.ly/1EV7k from PYM.com #PYM2010 -6:02 PM Apr 29th, 2010

LisaKraus There is no rivalry betwen planners & suppliers. Adapt the “you are my best friend” approach. Good advice from @EliGorin #PYM2010 -6:01 PM Apr 29th, 2010

LisaKraus I agree! RT @PYMLive: @LisaKraus Everyone on the PYM team is on the same page … psychically! #PYM2010 -6:00 PM Apr 29th, 2010

PYMLive @LisaKraus Everyone on the PYM team is on the same page … psychically! #PYM2010 -6:00 PM Apr 29th, 2010

LisaKraus @EliGorin says prevent the “yeah, but” fees by having a lawyer review your event contracts. #PYM2010 -6:00 PM Apr 29th, 2010

LisaKraus @PYMLive That is CRAZY! I was talking about the event transcript at the same time you tweeted it. #weird #PYM2010 -5:59 PM Apr 29th, 2010

PYMLive Check http://ht.ly/1EUYM tomorrow for a twitter transcript of notes from this educational session … #PYM2010 -5:56 PM Apr 29th, 2010

PYMLive Innovative ways to attract sponsors and exhibitors to your event: http://ht.ly/1EUV6 #PYM2010 -5:54 PM Apr 29th, 2010

PYMLive Tips for attracting event sponsors from PYM: Part I http://ht.ly/1EUUu Part II http://ht.ly/1EUUI #PYM2010 -5:53 PM Apr 29th, 2010

LisaKraus Show your ROI and true exposure in your sponsorship packages. @EliGorin #PYM2010 -5:53 PM Apr 29th, 2010

LisaKraus @EliGorin : There is a strategy in obtaining sponsorships. Assign one person to work on it in your company. #PYM2010 -5:52 PM Apr 29th, 2010

PYMVanessa Reminder: By attending any @PYMLive event, you can earn your CEUs for CMP/CSEP designations #pym2010 -5:52 PM Apr 29th, 2010

PYMLive @LisaKraus A lot of speakers will trade their services for exposure, esp. if you pre-purchase books/DVDs from them #PYM2010 -5:51 PM Apr 29th, 2010

LisaKraus If @EliGorin gets any more “exposure” he’ll be arrested for indecency. LOL @PYMLive is giving him tons of exposure! #PYM2010 -5:49 PM Apr 29th, 2010

LisaKraus Negotiating pro bono speakers and attracting event sponsors helps offset hard costs. #PYM2010 -5:48 PM Apr 29th, 2010

PYMLive @PYMVanessa @LisaKraus & Sharnell Jackson – Believe it or not, a lot of planners still rely on Excel Spreadsheets & Outlook #PYM2010 -5:45 PM Apr 29th, 2010

PYMLive @LisaKraus & J. Camilo Yibirin: Intro to Strategic Meeting Mgt article also exists online at http://ht.ly/1EUEd #PYM2010 -5:43 PM Apr 29th, 2010

LisaKraus Your PYM takeawy thumb drive contains great info on Strategic Meetings Management #PYM2010 -5:41 PM Apr 29th, 2010
PYMVanessa RT @LisaKraus: Sharnell Jackson of JM Lexus is seeking all-inclusive software that will help her juggle the multiple events she plans. #PYM2010 -5:41 PM Apr 29th, 2010
LisaKraus J. Camilo Yibirin of Nova Southeastern University wants to know more about Strategic Meetings Management Programs. (thumb drive) #PYM2010 -5:41 PM Apr 29th, 2010
PYMLive RT @LisaKraus: Economic impact of the meetings industry in the United States is $122 billion! per @EliGorin (wow) #PYM2010 -5:39 PM Apr 29th, 2010

LisaKraus Cvent offers several comprehensive and easy to understand systems and great post-event reports. #PYM2010 -5:38 PM Apr 29th, 2010

LisaKraus RegOnline offers one set price for your online registration needs (no matter how many conferences). #PYM2010 -5:37 PM Apr 29th, 2010

PYMLive RT @LisaKraus: Economic impact of the meetings industry in the United States is $122 billion! per @EliGorin (wow) #PYM2010 -5:39 PM Apr 29th, 2010

LisaKraus Cvent offers several comprehensive and easy to understand systems and great post-event reports. #PYM2010 -5:38 PM Apr 29th, 2010

LisaKraus RegOnline offers one set price for your online registration needs (no matter how many conferences). #PYM2010 -5:37 PM Apr 29th, 2010

LisaKraus I also recommend @JeffRasco and Attendee Management, Inc for all of your tech needs. #PYM2010 -5:36 PM Apr 29th, 2010

LisaKraus @EliGorin recommends CorbinBall.com for tech links and recommendations. #PYM2010 -5:35 PM Apr 29th, 2010

PYMVanessa RT @LisaKraus: @eliGorin has a passion for education in the meeting industry. That is why we <3 him #PYM2010 -5:34 PM Apr 29th, 2010

LisaKraus Sharnell Jackson of JM Lexus is seeking all-inclusive software that will help her juggle the multiple events she plans. #PYM2010 -5:33 PM Apr 29th, 2010

LisaKraus We (meeting planners) are one of the most profound economic contributers of the world. @EliGorin #PYM2010 -5:32 PM Apr 29th, 2010

LisaKraus Economic impact of the meetings industry in the United States is $122 billion! per @EliGorin (wow) #PYM2010 -5:30 PM Apr 29th, 2010

LisaKraus @eliGorin has a passion for education in the meeting industry. That is why we <3 him #PYM2010 -5:29 PM Apr 29th, 2010

PYMVanessa The @PYMLive Miami event at The National Hotel South Beach has officially started! #pym2010 -4:05 PM Apr 29th, 2010

LisaKraus Great day for @PYMLive Miami at The National Hotel South Beach. Meeting planners join us 4pm-7pm w/ @EliGorin #PYM2010 -3:20 PM Apr 29th, 2010

twchat RT @PYMVanessa: follow today’s @PYMLive Miami Educational Breakout w/ @EliGorin, CMP. Today 5pm EST #PYM2010 http://twebevent.com/PYMLive -2:30 PM Apr 29th, 2010

MeetingPlanning RT @PYMConnect: You can follow today’s Educational Breakout Session @PYMLive Miami. Today @ 5pm EST #PYM2010 http://twebevent.com/PYMLive -1:11 PM Apr 29th, 2010

PYMVanessa You can follow today’s @PYMLive Miami Educational Breakout Session w/ @EliGorin, CMP. Today @ 5pm EST #PYM2010 http://twebevent.com/PYMLive -12:30 PM Apr 29th, 2010

PYMConnect You can follow today’s Educational Breakout Session @PYMLive Miami. Today @ 5pm EST #PYM2010 http://twebevent.com/PYMLive -12:30 PM Apr 29th, 2010

PYMLive @LisaKraus @EliGorin Have a great time at #pym2010 today! Looking forward to following the tweets from the educational session later 2day -10:27 AM Apr 29th, 2010

twchat I found a web event page hosted by @PYMLive for #PYM2010 http://twebevent.com/PYMLive -9:55 AM Apr 29th, 2010

KristiCasey @LisaKraus Be sure 2 tell us cool things @ the National South Beach & event. Take pics and send them to http://ht.ly/1EpXK tagged #pym2010 -5:27 PM Apr 28th, 2010

PYMConnect Gearing up for tomorrow’s @PYMLive Miami! Unable to attend? Follow #PYM2010 for highlights http://twebevent.com/PYMLive -2:26 PM Apr 28th, 2010

PYMLive RT @LisaKraus: Send us ??? for @EliGorin at @PYMLive Miami Event. #eventprofs can follow tweets w/ #pym2010 http://twebevent.com/PYMLive -11:06 AM Apr 28th, 2010

PYMVanessa RT @LisaKraus I found a web event page hosted by @PYMLive for #PYM2010 http://twebevent.com/PYMLive -11:05 AM Apr 27th, 2010

PYMConnect RT @LisaKraus I found a web event page hosted by @PYMLive for #PYM2010 http://twebevent.com/PYMLive -11:05 AM Apr 27th, 2010

PYMVanessa RT @LisaKraus: Send us your questions for @EliGorin at @PYMLive Miami Event. #eventprofs can follow questions w/ #pym2010 http://twebevent.com/PYMLive -10:25 AM Apr 27th, 2010

LisaKraus Send us your questions for @EliGorin at @PYMLive Miami Event. #eventprofs can follow questions w/ #pym2010 http://twebevent.com/PYMLive -10:04 AM Apr 27th, 2010

LisaKraus I found a web event page hosted by @PYMLive for #PYM2010 http://twebevent.com/PYMLive -10:03 AM Apr 27th, 2010

Current and emerging trends, professional designations, pricing structures and social media best practices were among the topics of discussion at the 2010 PYM LIVE Atlanta II, held at the Hilton Atlanta Marietta Hotel & Conference Center from 2-5 p.m on April 20.

Top planners Terry Singleton, CSEP (@CCPEvents), Qualena Odom-Royes, CSEP, CMP (@EventEssentials) and Claudette Bouton (cebouton@comcast.net) moderated a town hall-style educational session inspired by our 2010 Big Book of Answers — a keepsake guide filled with meeting planner challenges and solutions. To get your free copy, subscribe to PYM.

In case you weren’t able to join us, here’s a transcription of the online conversation, which was channeled through Twebevent.com, a real-time search engine/chat room that let real and virtual attendees ask questions and post comments about the LIVE Event as it was happening via Twitter.

EventEssentials Loved the experience at PYM Live today! Thanks Plan Your Meetings and welcome to our new FB Fans!! #PYM2010 for… http://bit.ly/c1V6zJ -10:43 PM Apr 20th, 2010

LisaKraus @Eventessentials Great & affordable ways to earn CEUs toward your CMP: attend @PYMLive, Meetings Quest, webinars , ISES , MPI #pym2010 -5:24 PM Apr 20th, 2010

LisaKraus YouSendIt is a free way to send large files and presentations #pym2010 -5:22 PM Apr 20th, 2010

LisaKraus Answer clients goals & objections in your presentation per @CCPEvents #pym2010 -5:17 PM Apr 20th, 2010

LisaKraus @CCPEvents Make winning client presentations by describing how you’re going to enhance the client’s vision #pym2010 -5:15 PM Apr 20th, 2010

LisaKraus Claudette Bouton says always have an initial interview with boss or client before beginning to plan the event. #pym2010 -5:10 PM Apr 20th, 2010

LisaKraus @Eventessentials measures ROI based on the client’s satisfaction and if she stays within budget #pym2010 -5:08 PM Apr 20th, 2010

LisaKraus Never pay for services for key word searches. Good advice from @CCPEvents #pym2010 -5:02 PM Apr 20th, 2010

LisaKraus @CCPEvents Market your business with little to no capital through social networking and partnerships #pym2010 -5:00 PM Apr 20th, 2010

LisaKraus Use conversational tones on social networks for best results. Forget the buzzwords #pym2010 #pym2010 -4:55 PM Apr 20th, 2010

PYMVanessa Technology: hate to love it & love to hate it! #pym2010 -4:54 PM Apr 20th, 2010

LisaKraus Green events are here to stay. Educate yourselves and embrace it. Education offered by ISES & @GMICAtlanta #pym2010 -4:46 PM Apr 20th, 2010

PYMVanessa RT @LisaKraus: @EventEssentials uses the William Host pricing structure to calculate fees for independent planners #pym2010 -4:46 PM Apr 20th, 2010

LisaKraus @CCPEvents tie in your company’s branding into your events. #pym2010 -4:46 PM Apr 20th, 2010

LisaKraus @CCPEvents Emerging trends: Less is more #pym2010 -4:44 PM Apr 20th, 2010

PYMVanessa RT @PYMLive: Thanks. RT @LisaKraus: @PYMLive @eventessentials recommends event insurance #pym2010 -4:38 PM Apr 20th, 2010

PYMLive @twebevent Tweets tagged with #pym2010 not showing up. Anything we can do on our end? -4:36 PM Apr 20th, 2010

PYMVanessa RT @LisaKraus: @CCPEvents uses “financial parameters” instead of the word “budget.” Love it! #pym2010 -4:35 PM Apr 20th, 2010

LisaKraus @CCPEvents uses “financial parameters” instead of the word “budget.” Love it! #pym2010 -4:31 PM Apr 20th, 2010

PYMLive Thanks. RT @LisaKraus: @PYMLive @eventessentials recommends event insurance #pym2010 -4:23 PM Apr 20th, 2010

LisaKraus @EventEssentials uses the William Host pricing structure to calculate fees for independent planners #pym2010 -4:22 PM Apr 20th, 2010

LisaKraus @CCPEvents Passports are required for all international travel #pym2010 #pym2010 -4:20 PM Apr 20th, 2010

LisaKraus @CCPEvents Airline industry is requiring full name and DOB for travel. Make sure your attendees are aware. #pym2010 #pym2010 -4:19 PM Apr 20th, 2010

LisaKraus Current trends with regards to negotiations: Don’t be afraid to ask for concessions. Take advantage! #pym2010 #pym2010 -4:18 PM Apr 20th, 2010

LisaKraus @PYMLive @eventessentials recommends event insurance #pym2010 -4:11 PM Apr 20th, 2010

LisaKraus @HiltonMarietta was built in 1852! Wow! #pym2010 #pym2010 -4:11 PM Apr 20th, 2010

PYMLive @eventessentials @CCPEvents @LisaKraus: How do u prep 4 situation like Iceland volcano, which has stranded attendees 4 many events? #pym2010 -3:40 PM Apr 20th, 2010

LisaKraus Exhibitors are getting set up. Going to be a great day for #pym2010 @HiltonMarietta #pym2010 -12:41 PM Apr 20th, 2010

GMICAtlanta RT @TunicaMS: Getting ready for #pym2010! Stop by the Tunica booth to say hello! #pym2010 -12:39 PM Apr 20th, 2010

PYMConnect @EventEssentials So excited that you’re apart of our Live Atlanta event today! #pym2010 -12:35 PM Apr 20th, 2010

TunicaMS Getting ready for #pym2010! Stop by the Tunica booth to say hello! -11:15 AM Apr 20th, 2010

PYMVanessa RT @PYMLive: Attn #eventprofs panel at @PYMLive ATL will answer ?? @ planning meetings and events from 4-5 ET label yours w/ #pym2010 http://ow.ly/1AHP3 -9:37 AM Apr 20th, 2010

PYMVanessa Looking forward to all the tweets from @PYMLive Atlanta today! #pym2010 -9:34 AM Apr 20th, 2010

PYMLive Attn #eventprofs panel at @PYMLive ATL will answer ?? @ planning meetings and events from 4-5 ET label yours w/ #pym2010 http://ow.ly/1AHP3 -9:32 AM Apr 20th, 2010

LisaKraus RT @EventEssentials: I’m speaking tomorrow @PYMLive #pym2010 Everything u always wanted 2 know @ meeting/event planning, but never had t … -7:31 PM Apr 19th, 2010

LisaKraus I found a web event page hosted by @PYMLive for #pym2010 http://twebevent.com/pymatl2 -3:00 PM Apr 19th, 2010

PlannerWire RT @PYMConnect: Attending the @PYMLive Atlanta event tomorrow @HiltonMarietta? Remember to follow your tweets with #pym2010 -10:26 AM Apr 19th, 2010

PYMConnect Attending the @PYMLive Atlanta event tomorrow @HiltonMarietta? Remember to follow your tweets with #pym2010 -9:59 AM Apr 19th, 2010

twebevent RT @PYMLive: @pymvanessa @lisakraus I set up a page for the @PYMLive Miami event April 29 here #PYM2010 http://twebevent.com/PYMLive -10:10 AM Apr 15th, 2010

PYMVanessa Join @EventEssentials, @CCPEvents & Claudette Bouton discuss the mtg industry; @PYMLive in Atlanta, April 20 #pym2010 http://ow.ly/1ykmK -4:50 PM Apr 14th, 2010

PYMLive @pymconnect @pymvanessa @lisakraus I set up a page for the @PYMLive Miami event April 29 here #PYM2010 http://twebevent.com/PYMLive -3:06 PM Apr 14th, 2010

This morning I was horrified to read about how hotels overseas were price-gauging passengers stuck in cities due to the Icelandic volcano eruption. It’s bad enough being stranded and kept from working, but imagine watching the price of your emergency hotel room skyrocket by hundreds of dollars within a matter of minutes. Where’s the hospitality in that?

That’s why I thought it was so cool that Visit St. Petersburg/Clearwater (the St. Petersburg/Clearwater Area Convention and Visitors Bureau) sent this message out to meeting industry partners:

April 19, 2010

Dear Industry Partner:

The eruption of a massive volcano in Iceland last week has resulted in major disruptions, grounding air travel to much of the world. With international travelers at the mercy of airport closures, we understand that you may have guests that are stranded. If Visit St. Pete/Clearwater can help in any way, please do not hesitate to contact me at DT@VisitSPC.com. We have already begun assisting groups from the United Kingdom and Ireland.

It’s imperative that we rally together as an industry to lend a hand to these visitors. In light of the recent events, our friends at SeaWorld Parks & Entertainment will offer free one-day admission to any United Kingdom, Irish or Continental European tourist stranded in Florida. Details on that offer can be found here. If other area accommodations, attractions or restaurants have a special offer, please let us know by contacting Josh@VisitSPC.com.

Regards,
DT

DT Minich, CDME
Executive Director
Visit St. Petersburg/Clearwater

Now THAT’s what I call hospitality. Kudos to Visit St. Petersburg/Clearwater and all other organizations out there working to help the people and groups stranded by this natural disaster.

Jeff Rasco, CMP, is a multi-honored, veteran meeting professional with over 25 years of experience. Currently, Jeff is the president of Attendee Management Inc., which provides online registration solutions and housing, as well as travel and e-marketing services. As an educator and speaker on how technology impacts meetings and benefits those who plan and support them, Jeff’s goal is to increase the quality of meetings, and elevate the strategic value of meeting professionals through the intelligent use of technology. This month, I peered into his background and industry insights. — Lisa Kraus

How did you get started in meeting planning?

Growing up, my parents had their own business, a public relations firm. So, I always wanted to be in PR and advertising; that was what I studied in school. For a time, I owned my own advertising firm, and worked for several others. I always considered myself an entrepreneur in public relations. Then, I was hired as the advertising manager for a large real estate firm in Austin in the early ’80s. But, that job didn’t last long because the real estate market was tanking. So, I moved my family to Houston (my children were young at the time) [to] be closer to where my parents lived. It was there that I was offered the job of associate coordinator of conference services at the University of Texas MD Anderson Cancer Center. I never had considered meeting planning as a career, so I took the job thinking it would just be temporary until something else came along. I started just a couple weeks before the largest conference and research symposium they’d ever put on. I just hit the ground running, and I loved it. I got to use all of my advertising and PR skills, plus I learned new skills in management and hospitality. I ended up working there for 15 years, and eventually became the director of the department, which had grown significantly. Several other responsibilities had been added to the department; besides planning the conferences, we handled classroom scheduling, audio/visual, medical graphics and medical photography. I left MD Anderson in 1997 and started consulting in meetings technology. I eventually moved to Wimberley, Texas, and after working with several clients, and building an established reputation, I started Attendee Management Inc. in 2002.

What was it like starting a business? What services does Attendee Management Inc. provide, and who are your target clients?

Like most businesses, I started by working out of my home office, and my first full-time employee was my daughter, Christina. She was just out of college, looking for a real job, and I needed help. So I suggested she work for me while waiting for the real job, and well, she never left. We always thought our clients would be independent planners or smaller corporate planning departments or associations. Basically, we targeted smaller meetings that weren’t really being served by larger registration software companies. The concept was to get smaller clients and aggregate them so we could negotiate with the larger software companies on lower rates, so that the planners/companies wouldn’t be paying any more than if they were licensing the product themselves, thus making us more of a service company instead of a technology company. We are not another software company trying to sell a program. We are providing a service to our clients so that they can take advantage of the best technology out there without having to pay full price in not only fixed costs, but opportunity costs, which comes from time spent in learning and managing the products. That was the concept and what brought the majority of our clients in the beginning. Eventually, we grew our staff and moved into office space. The main reason for the growth stemmed from our discovery that large companies wanted our services, too. We started doing service work for large corporations who had already purchased software, but needed an extra set of hands to manage it. We also added a call center to provide support to our clients. We provide a personal service. What we do from beginning to end is work on the design of the conference Web site and construct it for the planners. We build all of the forms that support the registration and organize and design the event reports the clients need. We also offer credit card processing, financial processing, Web site housing support, confirmation templates, any conference updates and reminders, as well as webinars. Every client has different needs. We take on the tactical piece of the meetings puzzle for them, which frees them to take on the more strategic side of the event.

What is your favorite thing about the meetings and events industry?

Definitely, it’s the people. There is a spirit in the meetings industry – from the day you step into the field you’re told this is a relationship business. And, it’s true. A huge percentage of my friends are in this industry. Something just draws people to hospitality. I guess it’s, I don’t know, hospitality! People really work hard to make the relationships good. Everyone in this business is just NICE. Other businesses are not like that. There are some absolutely stellar people in this industry. I think we are one of those “best-kept secrets.” Oh, and it’s fun.

When did you earn your CMP, and why would you recommend that other planners pursue this accreditation?

I earned the CMP (Certified Meeting Professional) in 1986. Back then, MPI (Meeting Professional International) was very behind this certification, so it was almost considered an MPI thing. Remember, at the time I was working in a medical and scientific environment (MD Anderson is one of the Top 3 cancer researchers in the world), so many in that industry were nutty about having letters after their names. The people I was dealing with at that time, the conference chairs, were all MDs, PHDs, etc. I wanted to show these people that I knew what I was talking about. I needed credibility with them. Having CMP after my name shows I have earned certification in meetings management; and it helped me gain the respect I was seeking. It does help give you a little more panache in the industry. It says “this person took the extra time it takes to demonstrate his/her skills.” It’s perfectly fine not to have it; but a lot of meeting professionals find themselves wanting to get that proverbial seat at the table. This helps them attain it. There are so many specialized certifications out there. I consider these to be the PHDs of the meetings industry. They’re all good. They all take a little different approach, depending on the specialty. But, all of them help raise the profession to something other than the misconceived “party planner.” I think it demands a great deal of respect. I highly recommend it.

You’ve won many awards in the meeting planning industry. Tell us about those honors.

Early on in my career, I got involved in he Houston chapter of MPI. At that time, I didn’t even know there was an organization like this that supported my career. It started with a hotelier buying my membership. I went to a couple of meetings and before too long, I was on the program and education committee. Then I became the vice president, which then led to me becoming the president of the Houston chapter and their Meeting Planner of the Year in 1987. I served on multiple local boards and international boards for MPI. In 1994, I won Chapter Leader of the Year in their international awards. I took a great deal of pride in my involvement in my chapter. This award was a very humbling experience. In 1996, they awarded me with Planner of the Year. Again, that was quite overwhelming. And, much to my surprise, in 2005, the Texas Hill Country MPI chapter awarded me Supplier of the Year. I was totally surprised! I didn’t even know I was nominated. The recognition is heartwarming.

What advice can you share with other meeting professionals?

Work hard. Treat people well. Have integrity. Put the limelight on someone else. And, get involved. There are so many opportunities in this industry. Write, submit columns, blog, tweet, post on Facebook, join committees or get on editorial boards, This industry needs good thinkers and proactive people. Everybody can do it. Get active in MPI or PCMA chapters. Get involved in speaking and educating.

That’s great advice, Jeff. Thank you for sharing. How can planners get in touch with you?

Well, if you’re in the San Antonio area, you should definitely come to my educational session at the PYM LIVE Event on May 20. Also, e-mail me at jrasco@attendeenet.com, call 512-847-1122, or connect with me on Twitter and Facebook.

Mona Petersen, Director of Sales, Promote Your Message

Describe what Promote Your Message does?

With all the resources that Plan Your Meetings currently offers, we now offer access to the promotional product industry, with one-stop shopping when you’re organizing your event or creating marketing plans for your destinations. We can provide anything that you can put a logo on.

How many promotional products does Promote Your Message carry/brand?

We have access to over 500,000 unique items that can all be branded with your company or event logo. We are constantly attending industry trade shows and hosting vendor marketplaces at our office to stay on top of the newest items, trends and sales.

How can planners incorporate Promote Your Message into their event planning?

They can utilize our 25 years of industry experience, attention to detail, and stress-free ordering when organizing [their] next event. We can come up with great marketing solutions for each event. We also can provide free samples to show clients, allowing [them] to deliver a complete package covering all of the details of the event.

What are some benefits of investing in promotional products?

In a recent industry survey, we found that the cost per impression of promotional products is a fraction of a cent. Also, the return on investment is very high because people who receive promotional items or incentive products keep them for an average of seven months. Promotional products work and should be a powerful part of everyone’s marketing mix for 2010.

What’s the biggest challenge you face?

The biggest challenge is to do our part to remind our planners and partners that we are here for them. Creating partnerships takes time. [It's] also educating our clients to think of promotional products when they are considering how to spend their marketing dollars.

What is the weirdest promotional item someone has ever asked you about?

With 16+ years in the industry, I have heard it all. I was recently able to put a spin on a customer request. They were looking for an unusual item that was eco-friendly. We found a line of notepads and memo books made out of elephant waste. It is collected from elephant conservation parks, 100 percent recycled and completely odorless. Totally eco-chic.

What’s the best part about your job?

I have the greatest job in the world. I am blessed with a great sales, marketing and support team, and a great boss. Searching out that perfect item and marketing tool that will deliver the greatest impact … It’s like shopping everyday! [But] the biggest reward is delivering the finished product to a happy customer and forming relationships that will last a lifetime.

::
Need some cool ideas for trade show items, promos or corporate gifts? Check out this short video from Promote Your Message’s Lorenda Foster, sharing some of her favorite promotional items.

I remember a time, when the economy was more stable, when we’d get inundated with Top-10 lists for next year’s trends the fall and winter before the New Year. Perhaps, then, it’s a fitting sign of the times that Benchmark Hospitality International’s waited until the end of March 2010 to announce their “Top 10 Meeting Trends for 2010.” After all, 2008 and 2009 were mighty unpredictable.

But I still can’t shake the feeling that it takes the science out of forecasting if you wait until you’ve already completed a quarter of the year before making a prediction. Or maybe I’m just disappointed because Benchmark’s list of “trends” seem so obvious.

On their Top-10 list are such no-brainers as “today’s planner is a fierce price negotiator” and “meeting groups are smaller … and carving a day off their stay.” If you’re interested in reading the rest of their list, you can find it here.

But I’m interested in something that doesn’t make me go “duh.” Let’s get past the obvious “short booking windows” and “maximum connectivity needed” to create hybrid virtual events. Come on, planners, knock my socks off! What are your real, honest to goodness, risk-taking predictions for the next couple of years?

Last month, I led a session called “Making Cents: Cost-Saving Measures to Improve Your Meeting’s Bottom Line” at MPI’s Cascadia Educational Conference (MPI-CEC) in Tulalip, Wash. During the course of the session, we tackled many challenges the meeting professionals in attendance were facing. Here are their questions along with some of the solutions we found.

Planning challenges

How can you find venues that welcome small groups that don’t need hotel rooms, especially when it’s less than 30 days out?

• Look at special facilities, tourist attractions and college campuses. They’re not tied to selling rooms the way hotels are, so they tend to be friendlier to small groups.
• Sometimes neighborhood restaurants will give you free meeting space if you’re buying food and beverage.
• Many hospitals and non-profit organizations also have unusual (and high-tech) meeting rooms that won’t cost an arm and a leg.

My association needs to find a database for registering our event. Also, 25 percent of our attendees register on-site. How can we find one that will work?

• Talk to the local CVB – some can help with setting up and hosting online housing and registration systems as well as providing on-site volunteers who can help register attendees at no additional cost to you.
• There are several online providers, too, so you may want to ask your peers on social networks/industry associations for referrals/testimonials. Depending on your needs, you may want a flat-rate solution rather than a per-registrant fee, or an annual contract vs. lifetime arrangement, so shop your bid around and read what customers have said about the companies you’re considering. You may do a Google search and discover that the group you thought was a great choice has thousands of pages of customer complaints and a horrible service reputation.

I put out a lot of pre-conference communication to my attendees, but they don’t seem to read their e-mails. I keep getting bombarded with phone calls, with them asking me questions. How do I make them stop and read what I’m sending?

First of all, create a barrier so they can’t call you directly, whether that’s a digitized “frequently asked questions” (FAQ) hotline (push 1 for directions, push 2 for registration, etc.) or a voicemail that goes over commonly asked questions or directs them to an online page with common questions and answers. Let them contact you only if their question isn’t answered there first. If they’re really not very tech-savvy, you may want to fax or mail hard copies of your FAQs to each attendee.

Attrition

What do I do when the hotel rate I negotiated years ago is now much higher than what my attendees can find online? I can prove that several people who bought rooms at the discount rate are with my group, but the hotel will not count them towards my block, and I’m facing steep attrition as a result.

• Any hotel that cares about your business and having a relationship with you would realize the economic realities of the situation and let you do an audit and count all your attendees against your block. Many of the hotel representatives that PYM has spoken to over the past 18 months have allowed planners to renegotiate their contracted hotel rate so that this kind of situation could be avoided. But, of course, you have to remember that before the contract is signed, you’re asking; after the contract is signed, you’re begging and at the mercy of the property. It sounds like the hotel you’re dealing with probably is having some major cash flow issues and they’re going to hold out for whatever cash or fees they can rake in, which is unfortunate, because it’s a little short-sighted and it’s going to guarantee that this is the last time you’ll ever want to work with them again. In that case, really the only thing you can do is have an honest conversation about what their needs are, what your needs are and try to work out some kind of compromise.
• If, after all that, they’re still trying to stick you with paying full attrition for rooms that you can document your people have paid for, the only recourse you have is to make your grievances very public, using social media and spreading the word among your peers about how you were treated unfairly.
• Next time, before the contract is signed, insert a clause that guarantees your group the lowest market rate for the rooms. And you may want to insert a clause that defines what kind of documentation you need to present to the hotel to prove that people who bought “outside the block” are actually with your group and when/how they should be counted towards your totals. You also can stipulate that you will only pay attrition on lost revenue on the room, not on the full agreed upon rate, because if they are able to resell the room, they’re actually making money if you’re paying full attrition.

I’m with a non-profit association and last-minute registration is a big problem. I have a little bit of history to go by, but I can never guarantee that the room will be big enough or that I’ll have enough food. How can I make my attendees register in advance?

• If early bird discounts and other incentives haven’t worked, try being honest about the negative impact last-minute registrations have on the association. One planner printed up a sheet that showed members how much money they were losing because of the fees she was having to pay and how much benefit there was to early registration. Every month, she sent an update to the membership, educating her audience about the dangers of attrition, and it worked.
• In your contract, you can write in the right to have review dates at 90, 60 and 30 days, after which you can choose to release rooms from your block without penalty. The drawback is that you could get stuck short. But it’s better to have to scramble and enlist the aid of the hotel and the local CVB to help you find additional rooms than to get stuck with huge attrition.
• Surveys can also help you with your estimates: Survey the people who didn’t come about why they didn’t; survey the people who register late about why they don’t register earlier and what might compel them to do so; and ask why people want to come to your event. Do a post-event survey asking when people registered for the event. List a number of incentives and ask which of the incentives would encourage attendees to register sooner — let them tell you what’s important to them and what would motivate them to register earlier.
• Also think about the event as being a year-long conversation where you’re constantly engaging your audience through social networks. Contract with the speakers to create mini-webinars in the months prior to the event so attendees can get excited about what will be offered and who they can network with at the event. Do video profiles of people who will be in attendance and post those on social networks, reminding people to register early (so they can be spotlighted, too). Identify what your members need and have gotten out of past conferences and create ways for them to tell that story in a compelling way. Create ways for attendees to start conversations in advance through networks like Pathable.com and Crowdvine.com, so networking can begin for early registrants well before the event happens.
• Don’t allow last-minute registration, or charge attendees a penalty fee for registering late.

Generating revenue from events

How can my organization bring in more revenue? Traditionally, we rely on registration fees to offset costs, but our attendance has been down.

• Consider putting on a hybrid event where you can offer remote access to people who aren’t necessarily in the room; charge a reduced admission fee.
• Archive educational sessions online and charge an access fee to view them.
• If half your audience is virtual and half are live, that will save you F&B costs.
• Most speakers will reduce their fee if they are speaking virtually and don’t have to travel to your event. Beaming in presenters also can save you money on their transportation, meals and miscellaneous expenses.
• Sell sponsorships to reach your live and virtual attendees (and subsidize production costs to offer the virtual event free of charge, if you want). Check out these cheap and easy ways to livestream/broadcast content (including technologies used at EventCamp 2010, Twebevent, etc.).
• Hybrid events help expand your audience by allowing you to include people who can’t afford the attendance fee, get away from work or leave their families to travel. These technologies allow you to engage people who can’t attend in person, and it also makes them hungry for the social interactions they are missing at the face-to-face meeting, which makes it more likely that they will attend in person next year.
• Cadmium CD can livestream and archive your educational content and employ a revenue-sharing model so that the planners don’t have to invest money up-front. They can sell sponsorships or DVDs to attendees to cover the production costs, and then anything after the costs are covered are shared as profits between Cadmium CD and the event organizer. From this content, they can help you create webinars and CEU modules that you can password protect and repurpose/sell access to in order to keep members engaged year-round.

I’m considered a non-revenue producing department; my events are considered line item costs. How can I generate/save money that can contribute to my company’s bottom line?

This is a pretty common misperception about our industry. The truth is that meetings and events help organizations achieve their goals, they help drive sales, they educate employees in ways that save the company time and money, and they do contribute to the bottom line in ways that are both tangible and intangible. But in order to communicate that, you have to look at what you do a little differently and integrate metrics into your planning process that keep track of how your events generate return on investment, return on objective and measure how much business impact they’ve had in terms of benefits and costs. You can watch this short (43-minute) presentation on how to prove your worth as a meeting planner.  And here’s an article I’ve also written on the topic. They will explain a step-by-step method of proving the worth of your work. You’ll never look at what you do as a non-revenue producing line item again.

I wrote the zero budget for our association a year ago, but revenues from our membership dues are not as strong as we wanted. Attendance at our events is pretty strong, but our sponsorships are down. How can I keep our budget balanced with events by the end of my fiscal year?

• Try inviting non-members to events, at a slightly higher registration fee.
• Also think about creative ways you can sell sponsors that will get them in front of your audience: Instead of just being on a bag or making a five-minute speech, think about letting them give pre- or post-event tours, sending your audience an e-blast with one of their videos embedded, or letting them sponsor an educational webcast previewing who will be speaking at your next event.
• Co-locating events also can help defray costs. Look for a group in your city that has some overlap in membership, for example PCMA and MPI or HSMAI, and approach them about sharing the costs to consolidate a few monthly membership events this year.
• Talk to your venues’ sales staff to find out what other groups are going to be using the space directly before and/or after you. Talk with that event’s organizer to see if you can cut costs by “piggybacking” and sharing the cost on what they are going to be using for A/V, room sets, décor and even menus, speakers and entertainment. If a room doesn’t have to be flipped, that will save both the venue and you money in labor fees, and if the venue can order food in bulk, they can pass on those cost-savings to you.
• Apply for grant funding, if available.
• Use Facebook and other free online platforms as a marketing/communication channel.
• Partner with local colleges with fields of study/social groups that have a similar interest or specialty as your core audience and offer discounted student rates to your event. It’s not unusual for professors who like what professional associations are programming to bring 20+ students to events that offer excellent educational and networking opportunities for the students. That’s also a great way to create a pipeline for young members to join your organization.

Contract negotiations & communication strategies

What can you/can you not ask for during contract negotiations?

It’s about communication. Ask for everything you need, and that will help you start the discussion with your sales contact about what they can offer and what concessions may need to be made, based on your priorities.

Why do suppliers always ask me what my budget is? Why can’t they just tell me what their pricing is first?

Many planners think that if they share their budget, the supplier will then try and spend every penny of it. That’s not what their intention is. They want you to say, “I only have $X per person and that has to include a, b and c,” because then they know what direction to take you in and how they can help you make the most of the budget you have. It also can help them know if they need to refer you to another supplier who may be a better fit for your program. Details provided by the planner on the front end are so important and so appreciated by the suppliers, because it helps them understand what your vision for the event is. If you sincerely don’t know what your budget is, then sharing what is important to you can help suppliers help you make the decisions you need to make to get the biggest bang for your buck and find creative cost-saving solutions.

Do you have tips on communicating expenses to your clients?

• Communicate with the client to discover what the real vision for their programming is; where they want to spend money and where they don’t.
• Compare and share with them pricing quotes.
• Look at how they measure ROI and use that to relate the value of the program you’ve negotiated.

Do you have any F&B negotiation tips for new planners?

• Know your budget and attendance history at meal functions.
• Ask for menus during your site visit and negotiate them and any fees before the hotel contract is signed.
• Don’t go by menu prices; share what your budget is and see what is available to you within that framework. You can work directly with the chef to create meals.
• Include budget parameters for F&B in your RFPs.
• Ask peers your questions and seek their advice in learning the ins and outs of the proposal process and negotiations.
• Above all, be honest with your supplier.
• Check out other tips in the Plan Your Meetings whitepaper Making Cents: 152+ Ways to Save.

Finding work

How can you break back into the market as an independent meeting planner?

Consider getting involved in MPI or other industry associations, becoming a third-party planner through something like Conference Direct and/or volunteering for industry association committees to make new contacts.

What advice do you have for people currently looking for a job?

• Know what value you offer to potential employers.
• Be able to tell him/her why they should hire you in one or two sentences.
• Ditch the “objective” statement on your resume and focus on what you achieved at your prior jobs.
• Be realistic.
• Add a job title headline.
• Avoid overkill/repetition. You want people to get a sense of who you are and what you can bring to the company, not every single little task you may have managed.

Questions from suppliers

How can you communicate with planners that space limitations are really limitations they need to abide by?

Explain that if they try to fit 300 people in a room that’s meant for 200, it’s going to make the attendees unhappy and everyone look bad. Just because they think it looks like it could hold that many people, they may not be accounting for the space a stage or set-ups would need.

I just opened a brand new four-star hotel and I know it’s impossible to get our high-rate, but how do we discover who our niche audience is and maintain rate integrity?

With the dollar being what it is, you may want to focus on trying to attract international business, because the U.S. is currently a value destination. Also, you may want to offset corporate business with leisure trade and social/emotional events like weddings and bar mitzvahs. Incentive business has started to pick up a little, too. And take a look at PYM’s Town Hall reports, because a lot of other properties have been dealing with the same issues, and you can read about all the solutions they’ve discovered since July 2008 on that site.

How can I correct misperceptions about my destination?

• Educate your audience through social networks and other marketing/branding efforts.
• Bring in qualified planners with tangible pieces of business for FAM trips to see what you offer in person.

Other helpful links:

• Download “Making Cents: 152+ Ways to Save Money at Your Next Event.”
• Read the findings from the “Making Cents” session at PCMA’s Convening Leaders Conference.
• Learn industry best practices, find the latest news, trends, tips and destination information at PlanYourMeetings.com.
• Join our network of planners and get “The Practical Guide to Meeting Planning,” invitations to our educational events and “The Big Book of Answers” free of charge.
• Watch short (and free) PYM Knowledge Series conversations between industry experts on a variety of topics.
• Check out some of my other presentations on SlideShare.net.
• Free presentation tools include online presentation creator Prezi.com and broadcast tool Skype.com, which in the Mac version allows you to share your desktop with the audience.