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Ben Gray of Crickleaze House 03/10/2007 [0]

Web Metrics Key to Measuring Marketing Success

In this incredible and fast moving age of technology, I am amazed that time and again I come across people in the events industry who remain suspicious of the web and fail to grasp or exploit its potential to the full. They fail to realise that, pound-per-pound, the web remains one of the most cost-effective ways to acquire new business.

However, having the right technology to deliver much sought after new leads to then be converted into new business is an ever changing beast. It can be hard to stay at the top of the game and move with the times whilst staying truly accountable for web based marketing initiatives. This is something very close to my heart at chooseyourevent.com and chooseyourvenue.com. Having optimised searching on Google and Yahoo is just one important aspect. I have come across many portals and agencies which are not only expensive, and seemingly offer the world but in reality the clients receive little in return in terms of valuable enquiries. Yet promises are made to deliver more marketing in return for more fees! Funny that!

There needs to be a way of measuring success and allowing clients to see exactly how their e-marketing efforts have been received and indeed the outcome. Measuring success online using metrics such as number of visitors to a websites, cost-per-click all tell their own story and are a guaranteed way to measure marketing success, and allows clients to stay in touch with their campaigns. They are never fobbed off with more marketing speak.

So it’s time for us web marketers to stand up and be counted. If you really are adding value to your clients, then don’t hide behind fluffy, qualitative terminology… of course it still may be valid but what clients really want to know is how much it actually costs them to acquire each new client. If you’re delivering great service, then web metrics can only serve to further underline success.
Ben Gray chooseyourevent.com & chooseyourvenue.com



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Sarah Palmer of Nacco Materials Handling Group 13/09/2007 [2]

Ethnic Majority Meals?

Why do so many venues and caterers use Halal meat? Is it economy or inability to cook traditionally killed meat properly? I resent being forced to become a vegetarian rather than eat meat from an animal which hasn't been stunned prior to be bled to death.

The last conference I organised was for 200 people of which only 5 were vegetarians, 2 of which were on religious grounds. Nonetheless the remaining 195 delegates were provided with meat from animals who were killed in a way specific to a religion that they didn't follow.

If the event hadn't been such a nightmare to organise I could have cheerfully conducted a one woman protest campaign outside the kitchen doors!

It really makes me so cross, especially when we have so many good traditional British butchers and farmers who would be delighted to win a venue or catering contract. If anybody has got a list of non-Halal meat conference venues please share them.

Jo Neville of Lindley Catering Ltd 01/10/2007

At Lindley Catering Ltd we operate in over 60 stadiums throughout the UK. We are keen to ensure that every client gets exactly what they request. If a client advises us that there are 2 Halal meals required, that is what they get. We do not provide all delegates with that one dietary request.
Sarah, I am more than happy to forward a group directory to you which lists all venues that we currently operate contracts within.

Tim Waygood 03/10/2007

Totally agree.



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David Buse of Destinations Unlimited 06/09/2007 [1]

David Buse - destinations UNLIMITED

It’s good to see something written at last on mailbag. I was beginning to think the new log-in procedure had finished off what has been in the past a funny, serious, crusading and at times a little non PC look at our industry.

I do hope however that the new log-in procedure doesn’t exclude the participation of the likes of Hugo Ponsonby-Smythe, Seymour Places and Trevor Matters, especially now Santiago Fotheringil is no longer contributing to the M & I T magazine. They may have all been irreverent at times, but not in my opinion not totally irrelevant and they did prick the pomposity of some of the more parsimonious contributors.

John Keenan of CAT Publications Ltd 07/09/2007

Santiago Fothergill is very much alive and kicking. His latest piece is published in M&IT this month.



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Peter Moss of Greater Miami CVB 05/09/2007 [0]

Expect attitude improvement from US immigration

I was interested to read your Trends & Spends Survey results (M&IT, July/August).
UK travellers are continuing to visit the good old USA in large numbers. The first six months of this year show a three per cent increase on the same period last year. I am delighted to read that the UK events organisers and their clients are making a very positive contribution to these numbers.
You mention “increasingly bureaucratic visa requirements”. In fact UK passport holders travel under the visa waiver scheme, as do most European travellers, negating the need for a visa. And the days of the “surly” immigration office are over buster! Homeland Security is making sure officers receive training in customer service, even hiring Disney people to do the training in some cases.
You also make comment on the foreign policy of the USA. I do not read too much negative comment about other destinations whose human rights record towards their own populations leaves a lot to be desired.



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John Keenan of CAT Publications Ltd 05/09/2007 [2]

How much do you really value your agencies?


In this month’s issue of M&IT, Martin Lines of Nestlé argues that paying pitch fees shows that corporates are serious about agencies’ worth. Here is his piece in full:



Value! Possibly the most over used and yet least understood word in current circulation. Having spent 20 years in various corporate marketing jobs (big and small) and almost four years on the events agency side, I feel I can speak a little for both camps. I admit I do not have many answers… other than what it means for me in the events I now run.
I fail to understand why so many corporate event buyers still expect four to five agencies to pitch for their business; ask them to invest days (even weeks) of valuable time researching and pulling together that “we want something unique” solution, maybe spend some hard cash on putting together a video sting which sells the concept to “show us how different you are”; pull it all together in a highly visual, nicely-bound presentation – and then say “Oh! We don’t pay pitch fees, we expect you to do it for free." What sort of business model is that?
I know how much effort goes into winning a pitch (having won and lost many), but surely if we value the work our agencies do, we should show them that and not be afraid to invest a grand or two in pitch fees. The good agencies will absolutely invest more than their time cost in getting it right, because they see you want to build a partnership. This surely works to our benefit in the long run.
Someone once said to me “a client doesn’t value what he doesn’t pay for.” So if we want our agencies to be more strategic and add value, then start at the beginning and invest in them. Or am I alone in this odd way of thinking?




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Clive Parrish of Conference Coordinator Spain 12/11/2007

Oh the discussions we have had about this...

Peter Turnbull of Corperactive Event Business 29/03/2008

Rest assured, companies that do not charge to pitch build these costs into their fees. That is normal business practice. Everyone knows it. So pay up front or pay later - just choose. From our point of view, the customer always gets a more superior and effective end product if they pay for the pitch/development up front.

Peter Turnbull
Corperactive Event Business



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John Gallery of Great Potential Limited 22/08/2007 [355]

Online Meetings Bookings

The conclusion of the HBI Forum that buyers will not book large meetings online is out-of-date and out-of-step with reality.

Agencies and clients either already know the venues they want, or have confidence in predictable brand standards and so find it no longer sensible to spend possibly days travelling and checking facilities. Our own system makes it easy for revenue managers to adjust prices regularly to maximise yield whilst an exchange of emails prior to contract solves the issue of booking complexity.

Making rservations via the internet saves time, and hassle (all those
voicemails!) and offers 24/7 functionality from all parts of the world. The web also directs buyers towards the mid-week discounts that are available without forcing them to book days of the week they don't really want.

Today's efficiency-conscious generation of computer-focused executives actually prefer hands-on control of their planning rather than leave it to 'phone calls, face-to-face visits, or intermediaries still operating in slow and old-fashioned ways.

Agencies benefiting from commission-protecting online booking services are more likely to prosper than 'Canutes' who think the internet is a passing fad.

John Gallery
Director
LateMeetings.com
York
Tel: 07967 032623
johngallery@latemeetings.com



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