Planning and management of meetings, expositions, events and conventions 9780132610438, 1292071745, 9781292071749, 0132610434

Table of contents :
Cover......Page 1
Hafltitle ......Page 2
Title......Page 4
Copyright......Page 5
Contents......Page 10
Preface......Page 14
Acknowledgments......Page 16
About the Author......Page 18
1.1 Planning and Management of Meetings, Expositions, Events, and Conventions......Page 20
1.2.1 Components or Elements......Page 21
1.2.2 Definitions......Page 22
1.2.5 Evolution and Maturation of the MEEC Industry......Page 23
1.2.6 MBECS......Page 24
1.2.9 Uses for the Academic Community......Page 25
1.3 Planning and Managing Meetings, Expositions, Events, and Conventions......Page 26
About the Chapter Contributor......Page 27
2 Strategic Planning in Meetings, Expositions, Events, and Conventions......Page 28
2.2 What is Strategic Planning?......Page 29
2.2.1 Strategic Planning Process......Page 30
2.3 STEP 1: Where are we now?—Situation and Feasibility Analysis......Page 31
2.3.2 PESTELI Trends Analysis......Page 32
2.3.3 Benchmarking......Page 33
2.4.1 Goals......Page 34
2.5 STEP 3: How are we going to get there?—Concept Development......Page 35
2.5.3 Planning Cycle......Page 37
2.6 STEP 4: How will we know when we have gotten there?—Monitoring and Measuring Value or Success of Meeting/Event......Page 38
Key Words, Acronyms, and Phrases......Page 39
Reference......Page 40
About the Chapter Contributor......Page 41
3.1 Introduction to Project Management......Page 42
3.1.3 PM Life cycle......Page 43
3.1.4 PM Techniques and Processes......Page 47
Summary......Page 53
References......Page 54
Links......Page 55
4.1 Risk Management Defined......Page 56
4.3 Creating a Risk Team......Page 57
4.3.1 Risk Team......Page 58
4.4.2 Risk Analysis—Which Risks Must We Plan For?......Page 60
4.5 Developing a Risk Management Plan......Page 63
4.6.2 Insurance and Contracts......Page 64
4.7 Security......Page 66
4.8 Implementing the Risk Plan......Page 68
Summary......Page 69
References......Page 70
About the Chapter Contributor......Page 71
5 Stakeholder Management......Page 72
5.1.3 Stakeholders’ Interest in Event Planning......Page 73
5.1.4 Opportunities and Challenges Stakeholders Present......Page 74
5.2.2 Power......Page 76
5.2.4 Sponsors......Page 77
5.2.5 Vendors......Page 79
5.2.6 Attendees......Page 80
5.2.7 Developing Plans for Alliances......Page 81
5.4 Planning Stakeholders Programs and Activities......Page 82
5.4.2 Plan Activities that Meet the Needs of Stakeholders......Page 83
5.4.6 Interaction with Stakeholders......Page 84
Summary......Page 85
References......Page 86
About the Chapter Contributor......Page 87
6 Accounting and Financial Planning......Page 88
6.1.1 Essential Terminology......Page 89
6.1.2 Undertake Financial Management......Page 91
6.1.3 Allocate Expenses for Meetings, Conventions, and Other Events......Page 92
6.2 Developing the Budget: What to Include......Page 94
6.2.3 Setting Registration and Exhibit Fees......Page 95
6.2.5 Calculating Exhibit Space Fees......Page 96
6.2.6 Establishing Sponsorship, Advertising, and Promotional Fees......Page 97
6.3 Types of Budgets......Page 98
6.4 Budget Approval Process......Page 99
6.5.1 Return on Investment......Page 101
6.7 The Master Account and Establishing Credit......Page 103
6.8 Payment Methods and Currency Considerations......Page 104
Summary......Page 105
Activities: Financial Planning Chapter......Page 106
7.1 Plan Program Components and Elements......Page 108
7.1.1 Pre-Event Research......Page 111
7.1.2 Innovating Events......Page 114
7.1.3 Legal Aspects of Events......Page 115
7.2 Event Program......Page 118
7.3 Integration of Additional Marketing Activities Within the Event......Page 122
Review and Discussion Questions......Page 124
About the Chapter Contributors......Page 125
8 Planning and Designing the Environment......Page 126
8.1 Introduction......Page 127
8.3 The Event Location......Page 128
8.4 Determining Speakers......Page 129
8.5 Contracts and Agreements......Page 131
8.6 Staging and Technical Requirements......Page 133
8.7 Crowd Management Strategies......Page 134
8.8 Managing Event Risk......Page 136
Keywords and Terms......Page 138
About the Chapter Contributor......Page 139
9.1 Introduction......Page 140
9.2.1 Budget......Page 141
9.2.2 Profile and Image......Page 142
9.2.5 Expected Attendance......Page 143
9.2.7 Accessibility......Page 144
9.3.1 Develop Site Selection Criteria......Page 145
9.3.2 Conduct Site Inspections......Page 146
9.3.4 Select the Site......Page 147
9.4.2 Structures......Page 148
9.4.3 Utilities......Page 149
9.4.8 Signage......Page 150
9.4.9 Service Contractors......Page 151
Summary......Page 152
About the Chapter Contributor......Page 153
10 Food and Beverage Planning......Page 154
10.3 Labor......Page 155
10.5 Staffing......Page 156
10.7.1 Liquor Laws......Page 157
10.8.1 Special Diets......Page 158
10.8.2 Planning the Menu......Page 159
10.11 Determining Quantities of Food and Beverage......Page 160
10.12 Beverages......Page 161
10.13 Styles of Table Service......Page 162
10.14 Room Setups......Page 164
10.14.1 Space Planning......Page 165
Key Words and Terms......Page 169
About the Chapter Contributor......Page 170
11.1 Introduction......Page 171
11.2 What Is Marketing?......Page 172
11.3 Identifying Target Markets......Page 173
11.4 Locating the Target Market......Page 174
11.6.1 Direct Marketing......Page 175
11.6.2 Indirect Marketing......Page 177
11.7 Effective Marketing Communications......Page 181
11.7.3 Photograph Resolution and Printing......Page 182
11.8 Event Marketing Strategy......Page 183
11.8.3 Web Analytics in Marketing......Page 185
Key Words and Terms......Page 186
About the Chapter Contributor......Page 187
12.1 Promotions......Page 188
12.1.2 Message Objectives......Page 190
12.1.4 Promotion Plan......Page 191
12.1.7 Sponsorship......Page 192
12.1.8 Partnership Opportunities......Page 193
12.1.10 Consumer Decision-Making......Page 194
12.3 Advertising......Page 197
12.3.2 Social Media Outlets......Page 198
12.4 Public Relations (PR)......Page 199
Summary......Page 200
Develop Sequence of Event Activities......Page 201
Key Words and Terms......Page 203
About the Chapter Contributors......Page 204
13.1 Two Types of Sales Initiatives......Page 205
13.1.1 Primary Sales Initiatives......Page 206
13.1.2 Secondary Sales Initiatives......Page 216
Summary......Page 221
About the Chapter Contributors......Page 222
14.2 Content Areas in This Book......Page 224
14.2.1 MBECS......Page 226
About the Chapter Contributor......Page 228
Index......Page 230