GREAT CLIENT ADVISORY BOARDS Terri Breining, CMP, CMM Global Marketing Services Breining Group LLC USA 1
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GREAT CLIENTADVISORYBOARDS
Terri Breining, CMP, CMM
Global Marketing Services
Breining Group LLC
USA
1
THE PLAN
How many have a board currently?How many are thinking about developing one?Most important questions you’d like answered?
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WATKINSSTUDY
67%
1995
Today
Biennial survey642 planners70% with 10+ years experience
67% - importance of creating evangelists for destinations1995 – Most important elements for a destinationToday – What makes a great destination today? Listening to clients – Great relationships(hotels, centres, bureau, suppliers)
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CONVENTION 2020CONCLUSIONS
Demand will hold upInnovation required in formats, business models, capability and technologyFocus on ‘enabling business’Personalisation is key‘Total sustainability’ agenda
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WHY HAVE ACLIENT ADVISORYBOARD?
WhyObjectivity - talking to ourselves about ourselves
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Looking Toward the Horizon
Don’t just react or panic when new trends, challenges hit – plan ahead
Building support within the community for new projects/systems/structures – if theclient says something is important, it makes it harder to ignore
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ThinkTank
smart ppl, feeling smart
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Depth ofDiscussion
Depth of discussion you don’t get from a single focus group
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Why would we have an advisory board?
WHO
Who should be on your board?
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Current
Clients
Prospective
Clients
13
Respected &Influential
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Clear and HonestCommunication.
Not Combative.
Limited Host
Representatives
Must have commitment and participation from the very top of the organization
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Why would we have an advisory board?
Who would you include?
WHAT TOPICS?
What topics to include at the meetings?
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Clear Objectives
Advisory Board
Each Session
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What’s possibleBest practices in other destinations
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IssuesIssues
Personalizing
the meeting
experience
Industrytrends –
impact onmeetings
Pricing&
packaging
Newvenues
Issues for the host and the advisory board members
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Marketing
MarketingMarketing materialsBrand messages
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Why would we have an advisory board?
Who would you include?
What issues do you want feedback on?
HOW TO CONDUCTTHE BOARDMEETINGS
Facilitator
ObjectivityGuide the discussionTransition board members on and off the boardBoard members will be more candid than hosts
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As the Host, do not… Dominate the discussion
Explain
Defend
Sell
Not a glorified fam
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Keep your promisesDon’t make promises you can’t keep
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Networking
Networking – make it fun, include the local hosts, dignitaries, celebrities
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FOLLOW UP
Minutes
Interim communication
Actions from previousmeetings
Why would we have an advisory board?
Who would you include?
What issues do you want feedback on?
Your ideas, questions, comments
REVIEW
How many have a board currently?How many are thinking about developing one?Most important questions you’d like answered?
32
GREAT CLIENTADVISORYBOARDS
Terri Breining, CMP, CMM
Global Marketing Services
Breining Group LLC
USA
33
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