Chapter+2+Questions

Chapter 2 Questions:

-   What are the conference organizers offering to increase attendance the last day of the event to avoid early departures (ex. honors, awards, keynote speaker, some type of competition, community service event) ·  $10,000 prize drawing-for buyers only ·  A Spectacular Farewell-Miami Arts & Culture show case -   5 W’s of marketing : ·  Who: Professional International and Domestic exhibitors and buyers from travel organizations around the world ·  What: Travel Organizations from around the world can gather together and do business to generate over 3 billion dollars that otherwise would have had to been done through extensive travel ·  Where: Miami, Florida-Miami Beach Convention Center ·  When: May 16-20 ·  Why: interact and do business with travel organizations to help increase USA travel. Will be able to have many advertising and promotion opportunities. This event will help promote the United States as a travel destination -   These next few questions will be further explored in Chapter 5 and Chapter 7 but they need to be addressed in this chapter for now – not as detailed as Chapter 5 and Chapter 7 will be: o  What promotional and advertising material can you find about your event? Consider doing an Internet search to see if the results show that there are articles from newspapers or magazines written about it, or if there is an ad on another organizations’ Website. Do they have PDF’s of a brochure available on their Web site to download (if so, you should include it) – or, do they give you an option to receive a hard copy of their brochure in the mail (if so, request one now so you can have it by the time the project is due). ·  Orientation Manual available on the website ·  Label pins-great way to remember the event! Can purchase a 2009 label pin for $3 or purchase a 2008 and 2009 label pin for $5 o  Knowing the results of the above question, what other advertising opportunities should you consider when promoting and advertising your event (ex. direct mail – to who? TV ads – which stations? Etc.) ·  Direct Mail to pre-qualified international and domestic buyers and travel organizations that may be interested in promoting attractions/destinations and selling travel products (have to be U.S travel products) -   Specialty Advertising Items – you must find examples of two giveaways for your event. A cheaper giveaway that you would include for everyone that attends the conference – something that would fit in a bag given out at registration. The second item must be more expensive that you would only give out to board members, committee members, VIPs – (so the quantity would be reduced significantly and you can spend more money on it). For the cheaper of the two items, real samples would be wonderful. You would need to request samples now in order to receive them by the time the project is due. For the more expensive item, a photo is sufficient. If you cannot request a sample (which you should be able to do), a photo is sufficient, but the real product sample would be much better. For these two items, you must provide the quantity that you feel you would need to order and completely price it out according to the specialty advertising company’s requirements – ex. is there a layout fee? Is there a production fee? Are your logo colors standard or do you need to pay extra for the PMS color? How much is delivery. You do not need to factor in tax for this question. ·  Power Clip/Sanitizer on a clip/or Aloe Up Lip Balm ·  Travel back pack or draw string bag ·  Quantity – 5,500 cheap giveaways ·  Price? -   Provide a press kit in a folder (prefer the color of the folder to fit your conference colors – if they have conference colors). Print a logo out and affix it to the front of the folder. Include another copy of your press release (because you had to provide a copy of the release in chapter 1), photo’s of speakers, the venue (whatever you think would get the attention of the media), a photo of your specialty advertising item (you normally would include the real thing), and an invitation, postcard or tickets at no charge inviting them to attend the event. You may also include any other literature that you think may entice or interest the media in coming to the event.