GREAT CLIENTADVISORYBOARDS

Terri Breining, CMP, CMM

Global Marketing Services

Breining Group LLC

USA

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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

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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?

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GREAT CLIENTADVISORYBOARDS

Terri Breining, CMP, CMM

Global Marketing Services

Breining Group LLC

USA

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