We’ll give a recap after we return next week, but in the meantime here’s a little eye candy — literally, she’s painted in chocolate — that shows some of the creativity and innovation of this year’s IMEX exhibitors. Scott and Jeff made friends with Sweets Company, a Belgian company specializing in Chocolate Events and teambuilding.

This has never been more true than with the seemingly contentious issue of business travel and meeting spending. Travel budgets were first up on the chopping block for lots of companies, and the results haven’t been pretty. We’ve long been proponents of the importance of face-to-face meetings and the value they bring, and obviously the meetings and events industry has thrived for a long time adhering to the tenets of personal interaction driving productivity. Now, recent studies show not only did companies that spent more on business travel during the recession fare better, but also companies that continue to devote more resources to travel expenses have rebounded faster and better from the economic downturn.

It’s yet another case of finding value, and history has shown time and again there is a lot of value packed into each minute of face time. It may seem extravagant or expensive to send employees around the world, but it’s merely the cost of doing business. So before you think about cutting out some travel expenses, assess the likely ramifications, and look for other ways to control your budget. Paying to get people fact-to-face in the same room together pays for itself quickly and goes a long way towards achieving your business objectives.

The significant takeaway here is you must distinguish between planners seeking value vs. being cheap. Travelers still want luxury, convenience, and generally pleasant experiences; they just demand to see a decent ROI so people from the finance department don’t jump out of their chairs wielding slide rules like sabers. One way planners are responding to these demands is by setting up Strategic Meetings Management Programs (SMMPs). SMMPs help planners see where money is going during meetings and events, where it is being effective, and where it is being wasted. SMMPs are being used by planners across the board, not just for tracking massive corporate events. Planners aren’t simply cutting corners in the name of frugality, but instead want to see where it is wise to spend their money. So it’s important to familiarize yourself with SMMPs and how planners are using them. Here is a very useful article on how planners might set up a successful SMMP that will help you get an idea of how SMMPs are being used.

Smarter spending by clients isn’t necessarily bad news for DMCs and other providers. Providers need to be aware of how people are behaving in the business, but not at the expense of what they do best. Understand that planners and travelers increasingly demand a customer centric experience, so be responsive to their needs and wants. If someone wants to put together an entire program for $30, it’s probably not a client DMCs need to worry about keeping. However, DMCs need to be aware of providing value, and that may mean offering more options or packages to choose from. If it means people aren’t going to splurge for the platinum level package with crystal and diamond everything, be sure to have some more modestly priced arrangements available. Also DMCs need to do research to show where their higher-level offerings are bringing value. If DMCs can articulate a tangible return to a client, clients will be far more likely to choose a higher-level package. It’s not enough to say, “The platinum package is the best. It has the most sparkles.” What about the platinum package adds value to the attendees’ experience? Get creative, put yourself in your clients’ shoes, and ask the question “Do I believe in the ROI for the platinum package?”

Don’t fear the future. Adapt to it and be ready to give clients what they are looking for. If you are able to accommodate what people really want, you will win more business. Not everyone needs the Rolls Royce, so have a fleet of Cadillacs waiting. But show people the tangible return on the Rolls, and there’s no reason for them not to live like royalty for a day.

Do you ever feel left out? Getting down on yourself because it seems like people don’t need you anymore? Some nefarious practices seem to be swirling about the destination and events industry as people are trying to bypass DMCs to save a few pennies. It’s beginning to feel like someone asked you for Cheryl’s number to invite her to the party, but your Evite to the party got lost on the way to your inbox.

More and more planners are trying to go direct these days, but some are still trying to dupe DMCs into giving up the names and contact information of their trusted suppliers and vendors. There is one elementary and fundamental way to stop this from happening: stop giving out the names of your vendors. If it means you have to work harder creating explanations of venues and services to sell clients on an experience, so be it. Don’t feel bad about it either; when someone asks for your recommendations and goes around you, it amounts to a theft of services.

Not to mention, planners won’t get the same quality of services without the help of a DMC, even if they cherry pick vendors.

In a recent post we touched on the importance of proving your value to customers. Below is what we deem a pretty excellent list — if we do say so ourselves — of concrete ways you can quantify the value of a DMC to customer.

Established relationships save money beyond the fixed rate.

DMCs work locally. They are repeat customers. They bring massive amounts of volume sales to local vendors. Vendors trust DMCs and are always willing to go to the extra mile to ensure a good relationship. To put it frankly, when planners book directly, vendors view them as a one hit wonder at best or someone to take advantage of at worst.

DMCs can leverage those relationships. If planners book 20 people on an event and a last minute change means only 12 are coming, vendors will still charge for 20. Not so with a DMC. Vendors won’t risk that valuable relationship because DMCs will be back. Vendors will likely go after every penny they can from planners because the likelihood of them returning in a meaningful timeframe is pretty minimal.

Insider knowledge you can’t get on Google.

DMCs are a vault of knowledge. They know more than just the lodging, catering, and recreational activities. They are local insiders who can tell you everything from how traffic patterns may affect getting to and from venues to how the weather is likely to impact an event. That’s not stuff you can find out by searching the web. DMCs know all the ancillary planning factors that are often the difference between a successful program or a complete failure, which serves to eliminate costly errors in decision making and programming.

Eliminate lost opportunity costs.

At what point is mediocre service no longer sufficient? Is it when ten percent of guests are unsatisfied? Five percent? Two percent? Likely any number of unsatisfied people is too many. It reflects poorly on everybody involved, from vendors to planners. If a vendor has to answer to a DMC, again a repeat customer not a one-timer like a planner, they will know that a single unsatisfied client is one too many.

Sometimes scouring for a cheap deal leads to what looks like a cost savings opportunity, but more often than not cutting corners to save a few pennies up front means losing at least a few dollars on the back end. Blindly cutting costs consistently leads to exponentially diminishing returns. Excellence will always have a higher ROI than frugality and mediocrity. DMCs ensure excellence; it is their mission to deliver it.

Time is money.

It can be talked about ad nauseam, but time is the most valuable resource there is. Whether it’s a professional planner who has 100 events on his/her plate or an executive assistant charged with planning an event, time spent organizing the fine details of an event is time not spent doing the various other tasks they are faced with.

Without a DMC to help, planners are forced to double check venues, confirm transportation options, rearrange reservations as numbers change, and make emergency modifications to itineraries. Needless to say, that’s a daunting task. DMCs are there to do the heavy lifting and keep track of all the seemingly mundane tasks and details so you don’t have to. Planners should invest their time where it’s most valuable while letting DMCs invest time where they are experts.

Exclusivity, opportunity, and premium level service.

DMCs have access to exclusive opportunities including unadvertised pricing structures and programming options that aren’t available to people who plan directly. Many of these exclusive opportunities aren’t public knowledge, and they certainly can’t be found with a vague search query on the web.

DMCs are the key to every hidden opportunity to find the perfect option for an event. With all the return service DMCs bring, vendors are willing to pull out all the stops for platinum level, premium service and options that aren’t normally available. DMCs provide the knowledge and peace of mind that comes with knowing no opportunity will pass by.

Now that we’ve outlined some of the concrete ways DMCs can quantify their value, it’s up to you to prove it to your client.

Like we said in a recent post, prove your worth and the business will come. Put together some marketing materials that you can give directly to your client. Whether it’s an email detailing what you can do, or a section you include in a proposal, be ready to truly show clients how you bring value and worth to the table. Don’t expect that clients will keep doing business as usual, give them a reason to choose you.

MPI Uncovers ‘Significant Shifts’ in the Meetings IndustryPast Business Barometers recorded the struggle of meeting professionals who have had to change their business models to be proactive. Meeting professionals now report that their efforts to improve the overall quality of planning and execution are paying off.

Significant challenges like budget shortfalls and diminishing lead times created an environment where quality assurance in all aspects of the industry was essential to limit any wasteful spending or loss of potential business. Many people have recognized — as we wholeheartedly support — emergent needs for technology to provide time saving, and ultimately cost saving aid in addition to helping meet modern expectations for engaging, useful technology at events.

We have always felt that quality is the most important factor in any event; the rewards for delivering top-shelf service far outweigh the return from trying to hide a few pennies in the piggybank. Author Matt Alderton stated, “quality control has become ‘embedded’ in meeting planning, as have risk management and technology,” which strongly mirrors our own assertion that these days we all need to be “better, faster, and cheaper.” Just remember that while being faster and cheaper, make sure to emphasize being better.

Now that you’re a big shot at a big time (or small time) DMC you may think those days are behind you, but it’s all the same game. You have a skill that can help people, but you can’t expect them to know that. Many of the people who could use your services aren’t full-time event planners, meaning they either haven’t heard of DMCs, or aren’t quite sure what DMCs do.

Many planners these days think DMCs are overkill for their needs, but that’s because they don’t understand that DMCs cater to whatever requirements they may have. You have the ability to negotiate the client’s needs with local vendors through your well-established relationships — you generally do things that your client can’t. You are in the know about new local events and specials that may not be public or “Googleable” knowledge yet. By working with a DMC, clients won’t only be saving money, but they’ll get far better service and likely create a much better event. But lots of potential clients aren’t aware of that.

The proliferation of the search engine has given rise to terrifying legions of pseudo-experts who think they can do anything, but planning group travel events can be daunting, and, quite frankly, it’s easy to unwittingly organize a dud or disaster. It’s up to you as an expert to save these people from themselves while simultaneously winning yourself some business.

Make sure meeting planners, even those who are merely moonlighting, are explicitly aware your expertise is the gateway to organizing the perfect group travel event unencumbered from the avalanche of dead end search results that come from typing something vague like “fly fishing in Colorado.”

The only way to achieve this is by being proactive. DMCs and industry professionals need to reach out to people in new markets through any tactic at their disposal. Social media isn’t just for posting pictures of your dog wearing sunglasses or discreetly keeping tabs on your high school crush, it’s an invaluable tactic for reaching people directly and getting your voice into conversations with the people who need to hear it. Go make a presence at important industry conferences so you can network. Growing your list of connections will increase your value as an asset to your clients.

Take advantage of your best referral resource: the hotel salesperson. These folks can be your ticket to success if you play your cards right. Make sure they are well aware of what sets you apart from the competition. Find some common ground with them and gain their trust by showcasing what you have to offer. This is best accomplished by taking a “field trip” – get them out of the office for a few hours and let them take part in an exclusive experience that only you can provide to clients.

When you speak to potential clients, don’t assume they know the advantages of working with you. Wow them, have a presentation ready, get them a better price, and assure them you aren’t merely working from a list of stock options that you are trying to squeeze their group into. Cater to each client’s individual, specific needs while going above and beyond to show you value customer input and insight to provide a flawless destination and event experience. Make it clear you will help everything run seamlessly and take over the heavy lifting.

DMCs will thrive as long as we continue to offer a better experience for clients. Sometimes it’s easy to rest on our laurels, reputations, or our condescending insider knowledge while assuming people know they need our services. But remember to make the rounds and hang your phone number on some telephone poles now and again. Don’t let people go it alone when organizing group travel events. Let them know we are here to help them, even if they weren’t aware they needed assistance in the first place. Reach out and show clients exactly how DMCs can be their partner for planning the best group travel options. It’s just like succeeding at your first job: you have to consistently prove your worth.

Enormous proposals convey to clients that you don’t care about their time, and they tend to dilute the client’s perception of your expertise. Why further cloud what is often an overwhelmingly complex landscape for potential clients to navigate? Don’t go and offer 15 different mediocre catering options when you can tell them about three exceptional ones that best fit their needs. You are an expert, so your recommendations should reflect that.

In addition to being time consuming to develop, delivering and sharing long, written proposals is no piece of cake. Many email programs choke on large attachments and considering today’s “save-the-environment” mentality, no one wants to be the one to click “print” on a 100-page document. When a client receives your monster proposal and immediately thinks “I need to run out to Staples for a fresh ream of paper” or “I’ll look at this proposal tomorrow when my email program finishes downloading it,” you can be sure your precious first impression has taken a hit.

Get more mileage from each part of your proposal, and make efficient use of your time. Focus on selling the activities, events, and products that you think are best suited to your client, instead of providing general information on everything but the kitchen sink. Technology solutions (*cough, cough Viper) already exist that are helping businesses display easy-to-digest material that gives potential clients all the information they need to make decisions, and the material is presented in a far more efficient and professional looking package. Add to that the convenience of sharing on web-based platforms, and it becomes clear that proposals delivered using new technology are reaching audiences faster and more effectively.

Undoubtedly these trends are already helping DMCs and other proposal-centric companies win more business. Clients are hiring you for your local knowledge and experience, so flex your “expert muscle” and provide more value to them with more meaningful recommendations and less words. Even if you are already using a web based proposal platform and proposals do not have to fit into email inboxes, that’s no excuse to suggest every offering that you think has a cool picture.

Many Destination Management Companies exist on an island. It can be hard to find and connect with colleagues who are not direct competitors, and that simple fact alone can make it very difficult to operate collaboratively, ask legitimate questions, evaluate best practices, or even take the general temperature of the industry.

The good news is you can find a cooperative environment filled with thoroughly qualified and experienced colleagues by joining a DMC association.  For example, the Association of Destination Management Executives International, ADMEI, has a membership base filled with experienced professionals who were once in your same position, but collaboration and information sharing flourishes between ADMEI members because they can easily connect with colleagues that do not compete for the same business. Formed in 1995, ADMEI is the only non-profit association for DMC executives and their staffs and is a powerful advocate for the DMC industry.

ADMEI is not a lead-generating organization or marketing consortium – it is a member driven organization of like-minded individuals and comprises the greatest vault of industry knowledge and experience. Membership comes with a great deal of credibility because ADMEI allows your organization to become an accredited DMC. It is a powerful tool to legitimize your business and appeal to potential clients who appreciate accredited DMCs that follow industry standards.

Several VIPER team members who previously worked within DMCs can easily recall ADMEI benefits. For instance, the ADMEI approved contract can save you countless legal headaches. It has been thoroughly vetted for legal credibility with the time, money, and resources to ensure it will stand up to the powerful legal teams your clients may employ. At VIPER, we strongly encourage our DMC clients to use the ADMEI contract; it’s what the best in the industry use to save time and money.

As mentioned before, ADMEI is all about networking and sharing industry knowledge. We just recently returned from the annual ADMEI conference where you get to meet face to face with fellow industry professionals. There, colleagues can share war stories and best practices while getting a general sense of what is going on in the industry. Since it is not a competitive environment, it is a fun, relaxed way for attendees to work together for the betterment of the DMC industry. Awards are given to recognize industry related achievements and unique programs, and it’s a great opportunity to gather creative program ideas for the next year. Attendees are afforded the chance to see what colleagues are actually experiencing in the real world, as well as how they operate, adapt, and continue to succeed.

After hearing all the benefits, you may still be thinking “ADMEI is just another membership fee that is hard to justify…” Quite the contrary, an ADMEI membership has an impressive ROI. Not only are you putting money directly towards a non-profit association strengthening the DMC industry, but the annual membership fee is a minor investment that will provide invaluable industry knowledge, market exposure, and networking opportunities for you and your DMC.

ADMEI – Association of Destination Management Executives Internationalhttp://adme.org/dmp/default.asp

The annual ADMEI conference consistently provides one of the best venues for professionals from all aspects of our business to get together for a focused discussion of important topics surrounding the Destination Management Industry, and the gathering in Montreal was no different. Some of the notable trends that emerged at the conference surrounded the modernization of the industry. There is a marked increase in technology awareness and a pull towards technology that is fueled by our need to do things better and more efficiently.

It was also great to see the influx of young professionals at the conference bringing newfound ambition and passion to the industry. Undoubtedly this new energy helped usher in progressive ideas about program sustainability and positive community relations. The continued influence of modern thinkers on the industry is a certainty, and the ADMEI conference is the preeminent place to share, listen, collaborate, and grow from the experiences of other industry professionals. It’s truly a hotbed of ideas that attendees can learn from and build upon. Attendees can learn about and assess successful business plans, emerging industry trends, and even innovative program designs and concepts from award winning programs.

The conference wasn’t only about informative, serious business, but it was also full of exciting events designed to bring the whole group together.

We would also like to congratulate all the 2013 ADMEI Achievement Award Winners, particularly our partners Padraic Gilligan and Nicole Marsh. Padraic, who has worked in destination management since 1998 and is a DMCP with Ovation Global in Dublin, Ireland, was named the Destination Management Professional of the Year. Nicole Marsh is the owner of Arrangers DMC, which won awards for Best Recreational Activity, Best Teambuilding Activity, and Best Overall Program.

The 2013 ADMEI Annual Conference proved to be an excellent venue for taking the pulse of the DMC Industry; seeing the current trends as well as the developing trends of the future is always exciting. We’re looking forward to the 2014 conference in Washington D.C.!

1. Don’t act like they’ve already chosen you. If you get a site inspection, you should win the business. But you haven’t yet done so; don’t act like the business is yours. Put on your best presentation and continue to impress the customer.
2. Don’t be married to your ideas. Let customers know they cannot offend you. Remind them you are an expert, and though you believe in your recommendations, you value customer input above all else. Ensure them you are flexible and want to provide them with the perfect event.
3. Listen, ask questions, be flexible, and listen more. Don’t forget to stop talking and listen. Make customers acutely aware that you are always listening and putting their needs first.
4. Be an expert. Don’t overwhelm customers with too many options; show them the best ones that will fulfill their needs. If there are three outstanding venue options, show those three. Taking customers on an endless tour through mediocre venues and options will only befuddle and exhaust them while making their choices far more difficult.
5. Provide food and drinks. You can never offer too much food and water. Have it available when clients need and want it. Give them options to eat and drink now or eat and drink later. Well-fed customers are happy customers, and happy customers will like you better.
6. Establish common ground. People want to work with people they like. Find some common ground and build a relationship. Whether it’s dogs, skiing, favorite foods, gardening, or boats, find a commonality and build rapport. If they like you, you are far more likely to be awarded their business.
7. Anticipate. Always be one step ahead. Anticipate what customers will be asking for next, like revisions to proposals and costings, and have it ready for them in a timely manner.
8. Follow–up. Be sure to stand out from your competition by setting aside some time for thorough follow-up conversations.
9. Ask for the business. This is almost always overlooked. Let customers know how much you value their business, and assure them you will exceed their expectations. If you have done your job leading up to this point, it will be easier than you think.
10. Thank you. Hand written thank you cards are a great way to show appreciation in this fast paced electronic world. Don’t overlook this simple way of communicating your gratitude.

We hope incorporating these suggestions into your next site inspection proves valuable. Also, please feel free to contribute your additional site inspection tips via the comments section below.