Attracting the Destination Wedding Market | Q & A

We have had a lot of requests for a reprint of this Q&A session we did awhile back on one of our Webinars.  It's a great topic and the questions and answers are always timely.  Enjoy.

Webinar Q&A: Attracting the Destination Wedding Market
Our webinar on "Attracting the Destination Wedding Market" inspired some GREAT questions, so I thought I would share all the Q&A! The webinar, in it's recorded version, is available for viewing on our website at BeverlyClarkTraining.com, in the "learning center". Keep those questions and comments coming!
Q: What do you consider as examples of "inspiration boards"?
A: In the special events industry, we are always looking for the trendiest new everything - we need inspiration! Funny thing is, the brides and our clients are looking at the same thing, and with the incredible amount of info on the internet waves, brides get tons of great ideas, then it's the job of the industry professionals to bring it all together and make it all happen! Brides rarely know what all those great "looks" will cost them, though, so it is our job to also be an educator as well as someone who can help them prioritize. And remember what I always say - "trends = upsells"! Think about how every trend can translate into an upsell for your business or service.

Inspiration boards come in many different forms, but most commonly refer to a theme or idea that is played out in pictorial format to "inspire" the reader to duplicate the same type of look. I'm often asked about my favorite blogs, or where I think brides are getting all these wild and wonderful ideas...wow...there is no lack of great blogs, but here are a few of my "faves" where I always see great inspiration boards...
StyleMePretty.com
JuneBugWeddings.com/blogs/what_junebug_loves
GreenWeddingShoes.blogspot.com
JulianneSmith.wordpress.com
iLoveLolliblog.com

Q: What do you consider as examples of "inspiration boards"?
Our most recent webinar on "Attracting the Destination Wedding Market" inspired some GREAT questions, so I thought I would share all the Q&A! The webinar, in it's recorded version, is available for viewing on our website at BeverlyClarkTraining.com, in the "learning center". Keep those questions and comments coming!
Q: We have a new venue in Mexico and I would like to create a theme wedding named "Mercado Theme Wedding". Where and with who should I advertise in order to target this special market. It is a Mexican hacienda theme designed wedding.
A: For destination weddings, any theme that showcases the local area and surroundings will be a popular choice because brides choose a destination, they want their wedding and their guests' experience to reflect the local culture. As for advertising, nothing new is needed to showcase your new themed packages - make the information readily available on your website and in materials that are emailed out. When sending a proposal, you can use that theme as a "sample". Most brides and wedding planners appreciate the inclusive, themed packages for simplicity of costs involved as well as the ease of planning.

Q: We are located in Mexico. Do you think that charity donations are a good idea even if brides will be donating to Mexican Foundations?
A: If a bride is choosing to donate to a charity in place of favors or some other aspect of her wedding, supporting a local charity that will benefit the area in which she hosted her wedding is a wonderful idea. Some brides, however, may have a favorite charity that they prefer to donate to. Being ready with helpful suggestions is always great, should your brides inquire.
Q: How do we get access to the survey results you mentioned?
A:There are two different surveys that I referred to - The Wedding Report is a great source for all industry vendors (www.theweddingreport.com). The surveys conducted by Beverly Clark are available free of charge to our advertising clients. For more information on advertising your location, product or service on one of the Beverly Clark websites, please contact 800.933.3434
Q: Can you please send us the list of the destination wedding activities you came up with...pub crawl, wine tasting, snorkel outing etc
A:Alison Hotchkiss was the resource for these fun activities for the guests to enjoy during a multi-day wedding event. MOST important is being clear about what is "included" (hosted) by the bride & groom and what is an additional charge. For events that only a select few are invited to, such as a bridesmaids' luncheon, you'll want to send separate invitations, send an e-mail, or invite guests personally. Events that everyone is invited to can be listed on the RSVP card. If you include an event on the invitation, you're saying that you're the host--in other words, you're paying for it. If it's an event that you're just organizing but not hosting, you can either add a price--like "Snorkeling expedition, $60 per person"--or just put that information on the Web site with a note in the invitation saying, "Check our Web site for additional wedding week activities." Great activities to consider include: Hiking, museum visit, breakfast, yoga, golfing, local tours, wine tasting, horseback riding, fishing, high tea, frisbee golf, spa day, kayaking, picnic, ping-pong tournament, sightseeing tour, garden tour, snorkeling, beach volleyball, barbecue, surfing lessons, trolley tour, boat trip, pub crawl, cooking class...be creative and take advantage of local culture and activities.
Q: Can you please send us the names of the top destination wedding planners?
A:First, let me be clear that this list is in NO WAY inclusive! Our industry boasts some of the most ridiculously talented people I have ever seen! The ones I mentioned in the webinar include: Michelle Rago, NY; Marcy Blum, NY; Alison Hotchkiss, San Francisco; Lisa Light of Destination Bride; Mindy Weiss, Los Angeles; Beth Helmstetter, Los Angeles; Todd Avery, Texas.

An Ounce of Image is Worth a Pound of Performance | Top 4 Tips for Website Design

They say an ounce of image is worth a pound of performance.  While certainly the quality of one's performance is what ultimately grasps and maintains the customer, the fact is, that initial impression to even grasp the customer's attention up front will make or break a business or brand.  Below are top 4 tips for helping to make sure that first "image" is grabbing your future customer's attention and by doing so, giving the impression that they will be receiving the quality of that "pound of performance" that your image suggests they will:

1.  Identify and Express Your Brand
What are the distinct attributes of your brand?  What makes you and your product unique?  The visual elements of your Website should convey a look and feel that is consistent with your brand.

2.  Fonts for Maximizing Marketing
Fonts have a distinct personality and feel and you will want to make sure the font matches the personality of your brand and Website feel.    If your business is a hotel that is very traditional and well-established, you may use a traditional type face with serifs to convey a traditional and relaxed impression.  The other item to consider is legibility.  How easy will it be for your visitors to read the font? In most cases, super fancy fonts are better in very large sizes to display a link but are not ideal for the content of a site.

3.  Use Pictures & Video
Photographic images on a Website used to be a considered a novelty many years ago. Now they are a necessity.  Often a client will book a service based on the quality of images on the site.  And triply so with the bridal market.  As one bride said, "If the images on a Website of a wedding vendor are non-existent or dated or limited, I will not inquire on their service, no matter how highly they are recommended.  Their Website is their chance to put their best foot forward."

Images should be plentiful, current and show a wide variety of styles of events and colors.  Certainly larger images take longer to download, so consider this when building your Website and Gallery.

Now almost all leading event businesses have a short "commercial" or video clip on their homepage for viewers to see, either touring the wedding site or showcasing various events or providing a personal interview with the wedding vendor.  It's a great way to add life to showcasing your services and personality and brand.

4.  Colors
Background colors of Websites range from pure white to pure black and every color in between.  There is no "one" color that is automatically better than another.  It is the overall "feel", including the font, color, style  and type of images used that determine the best Websites.  Always remember your product and image.  For example, a corporate hotel chain or transportation company (train or airline) may use a pure white background while a destination wedding location in the Caribbean may use a more relaxed font, lots of explosive colors, etc. 

By really honing in on what your brand is and what you want to convey first, this will help as you tie together the most effective Website design to match your product. 

The Key to Success in the Special Events Market: Training | Part Two

If you missed Part One of this post, please see October 9th of our BLOG with some of the critical elements leading up to this continuation.

We talked about communication and thinking of every member of your entire team as in sales. 

3.  "Certify" your special events and catering specialists with continued education.  There are many organizations out there which offer continued education to improve your staff's knowledge.  Knowledge is power and being educated in the latest trends, professional standards, technology and service levels will allow you to take your business to the next level.  Additionally, many programs like the Beverly Clark Online Hospitality Training Program offer certification upon successful completion.  Once "graduated", students can use their new titles and logos in all marketing materials, therefore making them stand out even more against the competition.  If time is a consideration, look for a training program that is offered online that your staff can take at their convenience and in their own time. 

4.  Finally, the only way to ensure success for all is to have an informed and "trained" client.  "Train" your clients.  It is your job to set up the client for success by making sure that there are no surprises.  Specializing in events means creating a dream experience for clients and making them look good to their guests.  Explain everything up front.  Educate them in person, on the phone, in writing about your deposit policies, terms and conditions, limitations, deadline dates for counts, service charges, taxes and more.  Be mindful not to use industry jargon and acronyms such as "F&B" and "BEO" , etc.  When a client is set up for success by being educated and "trained", everyone benefits.

Today the special events markets is one of the most lucrative niches in the hospitality industry.  By approaching that market with trained staff that understands it, you will give your business a major boost. 

Sneak Peek at the 2013 Forecast for Wedding Trends!

Our next Webinar on November 7, 11am PST:  Sneak Peek at the 2013 Weddings Trends and Tips!

Get a head start on 2013 with the "inside scoop" on what's to come! Sr. Vice President Lynne LaFond DeLuca meets budget-planning for next year head-on with some great ideas to help you jumpstart the year before it's even begun.


Topics to include:

o All the latest, shiniest, awe-inspiring trends to make you swoon!
o A look at the changing profile of today’s bride
o How trends can be revenue opportunities

o Positioning yourself as the local “go-to” expert for the latest in event trends

Can't join us at that time and date?  Purchase the Webinar and view it at your time , at your leisure.

The Key To Success In the Special Events Market : Training | Part One



Photo Courtesy of Partnership Training in a Box

 The key to success in the private special events market is and always has been investing in training for members of your team.  While we offer an online wedding hospitality training program for special event professionals as well as in-person training and train and certify wedding professionals world-wide, there are also other reputable professional training programs in which to invest as well.

In addition to training programs, there are some things you can do right now with your team. We have taken a few minor highlights from our online training program to share with you here below:

1.  Every department at your business needs to be in sales. 
What does this mean?  If you are a venue, from your front desk staff, restaurant hostess , banquet staff, housekeeping and maintenance, every single member of your staff must recognize the value of the customer/guest.   Every contact with a client or prospective client is a presentation.  This could range from a company policy of greeting everyone who passes by to everyone checking in and being introduced to the Bell Captain by name.  From the minute the client arrives at your business, every member of your staff should be courteous, considerate and eager to make them feel special.

One historic hotel in California implemented a mini training program for key front line departments such as front desk, concierge, restaurant hostess and banquet staff.  The objective was for them to become more familiar with the menus their hotel offered for private events as well as the previously successful events at the hotel.  They were given a walk-through and orientation of events spaces, several fantastic tastings of the Chef's menus,  and each department was stocked with sales brochures, wedding packets and business cards in the event the Director of Catering was unable to meet with walk-in customers, the other departments were able to provide the walk-in with valuable information and help mitigate the chance of losing a potential sale due to no one knowledgeable being around.  Of course, no other department is expected to check availability, negotiate pricing and policies nor are they expected to know the entire details the sales department does, but the very fact that the "front line" staff were "baptized" on a basic level into some of the basics, they could speak from the heart and support sales efforts.

2. Communication, Communication, Communication
Re-evaluate your event contracts and BEO's to create one comprehensive sheet of paper that can be recognized and understood by all team members.  Having a contract, which is viewed and agreed to by everyone , including the client, will enable the most important thing: the customer to receive stellar service. This same piece of paper can include general hotel booking information, any special check-in requirements for this party/event, comps, upgrades, menu, room set up, etc.  Since the client has viewed it and signed it as well, the staff can look at it and see what the client agreed to and then deliver the service that was promised...and hopefully go a little above and beyond.

To Be Continued in Part Two .....

Autumn Inspiration

With peak engagement season coming up, 2013 strategic budget planning, we thought it would be fun to take a little break with some Autumnly -inspired events.  One of my favorite things about autumn and harvest is the fact that nature is on fire with color and can (and should ) be included in all the decor of an Autumnal wedding or celebration.  Check out the simple showcase centerpiece/runner below where it rotates candles and apples and other natural elements- simple, inexpensive and packs an original punch.

We hope you enjoy this pictoral BLOG.


Photo Courtesy of W Flowers.com





Photo Courtesy of CA Chic Design



Photo Courtesy ModernBride



Photo Courtesy of Bride.net



Photo Courtesy of Candi's Floral Creations



Photo Courtesy Ruffled Blog





Sales Strategies | Learn from the Past; Work in the Present, Plan for the Future: Make it Happen!

As we are approaching the end of 2012 and looking forward to 2013, we are probably doing a lot of thinking about how this year went and what we'd like to see next year in our sales strategies.

In planning for your future, it is always wise to take some time to think about past history and what we can learn from it in order to more fully enjoy and maximize our present position - personally and professionally - and not repeat past mistakes. Also, taking time to think about what we want our future to look like allows us to put plans in action NOW in order to achieve those goals. Here are some good questions/lessons to think about. . .


What We Can Learn From The Past:

1. Where were our most rewarding prospecting efforts focused?

2. Always fine tune our communication skills - both verbal and written!

3. Finish one task before you start another.

4. Have our hand in all market segments in case one or the other falls off.



What We Want Our Future to Look Like (create your own goals here - here's an example!):

1. Own the Hospitality Industry - Be the Benchmark - Create the Trends

2. Make our personal financial goals.

3. Make exceeding our customer's satisfaction a primary goal so they become our biggest fans and sources for referral business.

4. Work smarter, not harder!



What We Will Do in the Present to Make it All Happen:

1. Market to who is spending money now

2. Connect with all aspects of your business - Target all markets

3. Build on current business to accommodate their expanding needs

4. Increase prices if appropriate and timely

5. Work your marketing plan!

6. Have a balanced life. . .

Article by Lynne LaFond DeLuca, Sr. Vice President

Event Ethics | Adhering to a Code of Ethics Especially in Tough Economic Times

In tougher economic climates, we see a huge challenge in the events industry:  a major decline in a code of ethics.  It's called "survival" and it can bring out the worst in people who are losing their homes, businesses and doing "whatever it takes" to bring in money.  Sometimes the breach of ethics is not intentional and often times it is a blatant, deliberate and utter disregard for the very core of what is right with the hope that they won't "get caught".   Sticky situations are always being presented to us in the events industry and it can be tough navigating the uncharted waters of what to do and if you do the wrong thing, having it blow up in your face , compromising your personal reputation, that of your company and potentially affecting future business.

The number one ethical  issue still facing event professionals today is that of the kick-back or incentive.  Ethical event planning companies want to make sure that their employees are above reproach and that their decisions are not motivated by receiving personal favors or kick backs from event vendors.  Employees want to make sure that they are not perceived as having alliances with vendors/venues who purchase them meals, gifts or mini personal vacations.  It needs to be crystal clear that the service/venue chosen for the event client was chosen strictly on what was best for the client's budget and vision and not because of the greatest "kick back" or incentive offered to the planner by a venue or vendor.

There is a difference between negotiating terms and pricing in advance and flat out violating ethics.  Example:  one large event company asked their employee to lie and cover up the fact that a $100,000 mistake had been made in budgeting an event.  The person who originally did the budget planning forgot to factor in union labor costs for a highly elaborate move in, set up, rehearsal, tear down and move out as well as meals for the labor.  The event company asked their employee to call the client and blame the sudden surprise revised $100k invoice on the venue, thereby removing any responsibility from the event planning company.  The employee said "no", preferring to walk away from a company who did not engage in ethics. 

The ultimate issue is one of humanity.  Who will your decision affect?  Would you want it to be done to you?  What is the ultimate cost if you choose to do something unethical or violate another person's dignity and reputation to preserve your own?  What is the actual cost in future business when word gets out about your or your company's lack of ethics?

Not sure if you are in a potential ethical pickle?  Ask colleagues, join organizations like ISES or NACE or those who have an Ethics Committee as well as highly regarded ethical mentors in the events industry.

One of the best tools for staying on track is creating a preferred list of vendors and clients who have clearly identified and demonstrated strong ethical behavior and lead the industry by continually raising the bar and working with this list and insisting clients work from it as well.

By: Kerry Lee Dickey, VP Hospitality and Training

First ISES Greater Los Angeles Educational Symposium

VP Training and Marketing Kerry Lee Dickey

One of the highlights of my career was speaking at the ISES (International Special Events Society) Greater Los Angeles Educational Symposium yesterday held at the London West Hollywood.

To say I was dazzled by the service of The London West Hollywood would be an understatement. I've traveled the world, lived in Paris for awhile and seen service at every level and I'm telling you: this hotel has it nailed. The moment I pulled up, the valet was highly organized and they were expecting me. They knew where my event was, and when I mentioned I had materials I needed assistance carrying, had a Bell Captain to my car to unload for me in no time.

The lobby was warm and inviting and the front desk staff knew exactly where to direct me - back to elevators that not only had life-size photo images of British people on the doors, but an Elevator Attendant to get me to my correct floor. Everyone was warm and hospitable and the hotel was immaculately elegant and upscale without being pretentious.


The only thing that rivaled the hotel's hospitality was the incredible graciousness of the ISES Greater Los Angeles Board who were there on time (in fact, early) to welcome me, ask me how they could help, and personally escort me where I needed to be, tending to every detail. This fine group of professionals, including and especially ISES LA President Gerry Rothschild of The Gerry Rothschild Band and Melissa Navarro of Lawry's Catering Beverly Hills were on top of their game and worked together as a team not only getting me set up, but tending to the other speaker's needs who were following my presentation as well.

ISES Greater LA knows how to do it right. You don't just "check in" for your educational seminars. You are treated to refreshments and networking at Hampton Court at the London West Hollywood rooftop setting with prime views of the city with Pinkberry providing a yummy yogurt bar while you are checking in. It was an "experience".

The London West Hollywood is a leader in hospitality and event service. Once I arrived to my ballroom (which was set up completely when I arrived and in fact, early) , I was introduced to Kyle, who headed up the Audio Visual Department and Kristen, who was assisting him. They had their tech table already set up in the back and quickly took care of integrating my technical materials with theirs. Their service standards insist that they be in the room manning the a/v the entire time. And honestly, there should never be any other standard but this at any event. They did more than just throw a mic up and check it. They did more than just plug my flashdrive into their master laptops and fiddle with it on the screen. Perfection was their middle name and they tweaked and sound-checked things that perhaps only a dog could hear. Their professionalism and trained ears and eyes caught things I never would have noticed. So, if I looked good and my presentation did, I must say that it is the result of a team of professionals who know how to make it work and know what is needed.

This was the first Educational Symposium for ISES Greater LA and I opened their session as the Keynote Speaker on "How to Generate Immediate Revenue in the Next 30 Days". Following this opening session, there were several other breakout sessions attendees could go to: All You Ever Wanted to Know About Permits, Current Food Trends, Global Event Planning, Marketing for Event Professionals and Event Waste Management - each presentation given by an expert in their field and it was an honor to be in the company of these distinguished professionals.


The event concluded with a fabulous party rooftop overlooking the bright lights of the city with special lighting effects on the wall fountain cascading by the pool, uplit palm trees, a gorgeous fire tray with live guitarist playing right behind it and my personal favorite: private little cabanas with lounge furniture to sit and enjoy intimate conversation while taking in the views of the city. Guests enjoyed Wild Mushroom Risotto, Fish and Chip, Scones and Accompaniments, Finger Sandwiches with English Summer Tea Station and Desserts provided by Butter End Cakery. With a crescent moon and stars above, a warm evening and great company, I can think of no better way to end an already successful event.

This was perhaps one of the best industry events I have attended (or participated in) and think that ISES Greater Los Angeles is going to have a tradition and leave a legacy of service that will raise the bar for other educational events and organizations going forward.

-Kerry Lee Dickey, VP Training and Marketing

Nathaniel, Owner of JW Catering - Winner of the Raffle Prize: One Beverly Clark Online Wedding Certification Training Program!  Congratulations, Nathaniel!

NACE Los Angeles/Orange County Educational Seminar a Huge Hit

Kerry Lee here (VP for Hospitality Training and Marketing) and I was so delighted to participate by presenting to the NACE Los Angeles/Orange County group last week!  Alica Crosby from NACE national headquarters flew out and worked so hard to make sure this was a successful event for everyone.

The staff at the Crowne Plaza Anaheim shone and in particular their Catering Sales Manager, Kit, was warm, gracious, welcoming and on top of her game despite a very busy day.  Both she and Alicia Crosby reminded me of why we are in this business:  we love people, we care and we are creative problem solvers.

My topic, How to Catch Their Eye with a Marketing Plan to Attract Corporate and Charity Events brought in a nice range of event professionals from the Southern California area.  While most were venues, locations and caterers, there were several vendors there as well.

Some of the highlights included some industry secrets to tap into these two niche markets, the hottest and most booming industries right now, some fun, interactive exercises and then attendees got the chance to actually start the beginning process of a marketing plan by determining their USP (Unique Selling Proposition).  We talked in depth about what makes a USP and how to get there in finding out what yours is.

The attendees were such a pleasure and we all had a great time.  My favorite part was at the end when we had a fantastic Q&A session that resulted in a collaboration from all the guests and some great dialogue.

Thank you NACE Los Angeles/Orange County, NACE National and the Crowne Plaza Anaheim for having me!   

Learn From the Past, Work in the Present, Plan for the Future and Make It Happen | Sales Inspiration

In planning for your future, it is always wise to take some time to think about past history and what we can learn from it in order to more fully enjoy and maximize our present position - personally and professionally - and not repeat past mistakes. Also, taking time to think about what we want our future to look like allows us to put plans in action NOW in order to achieve those goals. Here are some good questions/lessons to think about. . .

What We Can Learn From The Past:

1. Where were our most rewarding prospecting efforts focused?

2. Always fine tune our communication skills - both verbal and written!

3. Finish one task before you start another.

4. Have our hand in all market segments in case one or the other falls off.



What We Want Our Future to Look Like (create your own goals here - here's an example!):

1. Own the Hospitality Industry - Be the Benchmark - Create the Trends

2. Make our personal financial goals.

3. Make exceeding our customer's satisfaction a primary goal so they become our biggest fans and sources for referral business.

4. Work smarter, not harder!



What We Will Do in the Present to Make it All Happen:

1. Market to who is spending money now

2. Connect with all aspects of your business - Target all markets

3. Build on current business to accommodate their expanding needs

4. Increase prices if appropriate and timely

5. Work your marketing plan!

6. Have a balanced life. . .

Article by Lynne LaFond DeLuca

A Lesson in Teamwork : From Deep in the Chilean Mines

While this is an old news story, the lesson gained from it is timeless.

Who would have thought that deep in the Chilean mines there would lay a lesson in teamwork applicable to the world? It's being called a miracle. . . after 69 days trapped in a collapsed mine, all 33 Chilean miners and their rescuers were pulled to safety amid the cheering and tears from family and friends standing by waiting to catch a glimpse of their loved ones.


How in the world did they do it? How were they able to survive? As the stories continue to unfold and probably will for years, we will undoubtedly continue to see stories of undeniable courage, faith, tenacity, inner strength and sheer will to live. What we do know now, is that for the first 17 days, the miners were completely cut off from the world above ground, and they did not know that anyone knew they were still alive. How they survived those 17 days on food and water that should have lasted them 2 days is in itself a miracle. The men were exhausted, terrified and unsure what would happen next. They started fighting amongst themselves. This could have been a disaster all in itself, then something incredible happened. The team foreman stepped up to the plate, as he had many times before with his team, recognized the downward spiral that they were on, and started organizing the men. He separated them into groups, assigned them tasks, gave them each a purpose. The men then began to feel some hope. Especially on the 17th day when a drill broke into the cavern where they were trapped and they knew they had been found.


The human spirit and will is amazing and capable of incredible things when faced with adversity. In fact, it may be when we are our very best. There is a huge lesson in this for all of us, that these 33 men have taught us, and I could not help but think about our special events industry and the difficult road that many of our vendors, service providers and locations have endured these past couple of years. Here are a few lessons we can take away from this ultimate challenging situation:

People can operate, and operate at an optimum level, under extreme conditions. It is during these adverse times that we challenge ourselves to be more creative, step up, make a change.

Teamwork is everything. Without each other and the support that we can provide each other, the outcomes can be altered dramatically. When you need help, ask for it. Go to your team. Create answers together. You will all be collectively stronger than any one of you alone.

Step up as a leader. If you are fortunate to work under a strong, determined, open-minded leader, then learn from that and let that example teach you how to treat other people. If you do not have this example, then decide how you can be that example for other people. Great leaders surround themselves with the best people possible and make their people into better people and even great leaders as well.

Emotion is always part of it. The tears, hope, singing, inspiration and love that was shown by people all over the world drew the world closer together. Business is not just about business. Business is about people, and people relate on an emotional level.

Article by Lynne LaFond DeLuca, Sr. Vice President

Los Angeles / Orange County NACE Chapter | Special Event News

Have you heard about the new Los Angeles  / Orange County NACE (National Association for Catering and Events) chapter? In keeping up with the times and demands of an ever-evolving industry and triply so one in Southern California, where if your local chapter is located in the next "city", it can take up to 2 or 3 hours to commute, NACE decided to make their Southern California chapters broken down into smaller groups. The results have been fantastic!

NACE had a greater Los Angeles Chapter for years, but because of the expanse of the area, it was difficult to maintain a consistent interest in the educational programs NACE had to offer.  Due to a small group of dedicated NACE members, they worked tirelessly to bring a comprehensive NACE experience back for the Los Angeles area members. While they welcome members from any area, the NACELos Angeles and Orange County events and programs will be hosted at locations in the Los Angeles to Orange County/Anaheim areas.

 According to Alicia Crosby, the Membership and Chapter Relations Manager for NACE (national), the Los Angeles/Orange County chapter of NACE's goal is to provide a true taste of what NACE is all about and offer professional "top notch education" and trail-blazing events.  "The chapter will continue the momentum by hosting monthly programs for members and non-members in October," Ms. Crosby says.  "Each program will be at a different venue with a different educational topic each month."  Details for each upcoming program will be announced soon, she says.

In the meantime, check out their Website (being built):  www.laocnace.org and join us on Wednesday, September 12 at the Crowne Plaza Anaheim where our Vice President of Training and Marketing Kerry Lee Dickey will be speaking at Los Angeles Orange County NACE on "Are You Catching Their Eye? How to Create the Perfect Marketing Plan to Attract Corporate, Charity and Special Events".  To make your reservation, click here.

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eSales Strategies | Email's "Reach" & Rules for Building Your Database

eSales strategies through email marketing campaigns seem like a fabulous way to reach lots of clients easily, inexpensively and in a timely way with current information. It is important to know what your expected outcome is from any marketing program so you can gauge your results and not be disappointed when numbers fall short of high expectations. So, let's explore some factors to creating effective marketing campaigns.


First of all, you must know your "email's reach". What is "email reach"? Email reach is a function of:

How many client/customer email addresses are collected

How many of the collected emails are put into your database

How many of those emails are error-free

How many clients/customers successfully receive the email

How many clients/customers OPEN the email
For example, if you have a client base of 1,000 people and are trying to build your database of
emails for marketing purposes, you:

Collect addresses from 50% - 500

Enter 95% into database - 475

94% are correct - 447

98% receive the email - 438

33% open the email - 144

That's a total of 14.4% of your total client base that will actually see your email. Just see it. Depending on the content, sense of urgency, relevance and timeliness of the email, this number will further decrease. If you get a 10% response rate when you send out a "call to action" type of email, you now have about 14 clients out of a client base of 1,000 actually responding to you from an email.

So, what does this tell us? It tells us that the quality and depth of our email database is paramount in actually seeing results from an email campaign. Let's look at some rules for accomplishing the first step – increasing the number of emails you collect.


Collecting Addresses

Have Standard Procedures for email collection

Brainstorm with your team on creative ways to collect new emails

Define WHO does what and HOW

Rehearse a "pitch" and response to refusal

Define who puts the addresses into the database and how often

Regularly Request UPDATED Information

Add a note to the bottom of every email:

Changing jobs or email addresses? Remember to let us know of any email address changes!

Annual "Update Your Info" Campaign

Know which Clients have bad email addresses

View "Permanent Failures" when sending out an email

Follow up with those clients to get updated addresses

Update database with "auto-reply" responses that give you information on a new contact


Content must be kept professional, brief and to the point. Clients DO appreciate emails that have RELEVANT, timely information that will help them. Include a table of contents when necessary, and organize information logically. It's ok, and preferable, to link to a website for more information. And please - don't forget the "unsubscribe" language.

Article by Lynne LaFond DeLuca, Sr. Vice President

Planning for Catering Sales Success in 2013 | Maximizing Your Space and Revenue

There could be no better time to start planning for catering sales success than right now. Budget planning is done for the new year, and now we just need the action items and programs to make it happen. By creating a comprehensive marketing plan, you are ensuring that everything you want to accomplish and all the target markets you need to address are covered. Marketing plans can be as simple as you want to make them, but it is important to include some key aspects. Here is a guideline of what every good marketing plan should include:

Quantifiable Goals
Your goals outline exactly what you want to do and should be quantifiable (have a dollar amount of percentage increase represented). For example: "Increase wedding business by 10 weddings in 2013"; or "Increase weddings by 15% in 2013". There should be a goal for every market segment you wish to impact such as corporate events, charitable events, golf tournaments, schools, etc. You can also break down the corporate market into specific segments such as medical (hospitals, pharmaceuticals); or real estate and mortgage companies, etc., if a particular segment has a strong presence in your marketplace.

Action Items with Descriptions
This describes exactly what you will do to accomplish your stated goals. How will you increase your wedding business? Will you build new relationships with wedding planners? Start to target an ethnic or cultural wedding group that you have not focused on in the past? (This is an awesome way to add a new revenue stream to your wedding market, by the way!) List all the activities and action items you have to do in order to reach your goal.


Anticipated Revenue
We have to know if a certain program or action item is time-worthy and will contribute appropriately to achieving our goals, so estimate what you think you will generate in revenue from each activity or action item. When you total up all of the revenue associated with the programs and action items, you should be over your financial goal. If you are not, you need more programming or better execution!


Assignment of Responsibilities
Do not assume that someone else will be doing a certain action item. Assign responsibility to every single item so there are clearly defined "to-do" lists.


Timeline
Your marketing plan should be easy to use and execute, so by applying a timeline as to when each program and action item should be happening creates a very easy system for you to follow as you work through the year.


Expected Expenses
We should always be aware of any related expenses that are associated with the action items or programs. Spending your dollars wisely is key to getting the appropriate return!

Really challenge yourself and your team this year to create an exciting "new" marketing plan. The temptation is always there to "copy and paste" from years past, but now is the time for creativity and a clever marketing approach. Not only does it yield better results, but it keeps your team engaged and motivated. Every year, try to incorporate one brand new market segment into your marketing plan - who have you NOT focused on in the past?


And, just a reminder, before launching into the New Year, refresh your Competitive Analysis and take the time to complete an SFSWOT (Successes, Failures, Strengths, Weaknesses, Opportunities and Threats) analysis - they both provide you with great information to fine tune your marketing plan and make it even more effective.   Our online hospitality training program offers a full marketing template, SFSWOT and Competitive Analysis - all tools to help you realize success in 2013.

Article by Lynne Lafond DeLuca, Sr. Vice President

Special Events Sales Strategies | Going from "Amazing" to "P-h-e-n-o-m-e-n-a-l"!



Photo Courtesy of Glamour

While speaking at a conference, I had a moment to translate what was happening into a pertinent lesson in special event sales strategies.  When I looked out into the audience and it struck me just how amazing the individuals were that were sitting there listening intently. Many faces I recognized as industry "veterans" and others were brand new. That is one thing I just love about this industry – we constantly have a great mix of experienced professionals and fresh-faced newcomers. Everyone who sat there was looking in some way to better themselves and their business. Taking away just one incredible morsel of information can totally change your sales approach, your perspective, your life, your future! Although we all strive to get better every single day, I wondered how many people in the audience were on the brink of something even bigger. Some people were looking to go from "nervous" to "comfortable", some from "good" to "great" and some were on the brink of going from "amazing" to "p-h-e-n-o-m-e-n-a-l"! A tingle of excitement ran through my spine. What would it take for each person to get there? Well, as we know, for each person it is different, depending on where they currently are and what they are willing to do to get there.
I then thought about a story I had read recently about that "one extra degree" from 211 degrees to 212 degrees*. The point was that at 211 degrees, water is extremely hot, but at 212 degrees, water BOILS. Boiling water creates steam and steam can power a locomotive. What a difference that one degree can make! I realized that each of us can be just one small degree away from something incredible. Just a small "tweak" here and there can change our lives. So, what are some of those "tweaks" that could change our sales performance? Here's a few of them to think about. . .

With a fresh eye, take a look at your website, your photos, your verbiage, your marketing collateral, even your business cards. What do you think? If you just thought, "boring", well what must your client be thinking? Do things need some "freshening up"? Clients have access online to incredible images, inspiration boards and blogs. The vendors they select will reflect this up-to-date image that they have in their mind. If your "visual triggers" make you look dated, your client will not have confidence in your ability to produce a modern, fresh look.

Take a look at your client profile – your very best clients – the ones who LOVE you. What if you doubled the amount of clients you had like that and eliminated the ones who took up all of your time and then ended up not booking with you? How can you find more of those? Spend your time, your marketing dollars and your energy focusing on the RIGHT type of clients and increasing your qualified leads. Having lots of leads is amazing. Having lots of the RIGHT leads is phenomenal!

Once you have all the RIGHT leads, how can you convert more of them into sales? If you are not closing 80-90% of your leads, think about freshening up your "sales speak". How can you make it more personal, more engaging? Can you listen more and talk less? Can you find common ground to build the relationship? Can you increase your knowledge about your product and services and about your competition?

Lastly, always look for those small differentiating factors between you and your competition. Are you well-known and well-respected in the industry? Are you considered an expert? Does your attitude reflect just how amazing you are? Being a "stand-out" in the industry and putting your personal stamp on your events and sales approach can be incredibly memorable for your clients and rewarding for you. Be your best person every single day.

So. . . when and how will you go from being "amazing" to "p-h-e-n-o-m-e-n-a-l"? Sometimes, it's only one degree away. . .

Article by Lynne LaFond Deluca, Sr. Vice President

*From the book 212 – The Extra Degree

Special Event Sales Strategies | 'Tis the Season of the Upsell



Photo By Amber Medley

Well, the year may be almost half over, but contrary to popular belief, the wedding selling season is not and it is always the season for upselling! Typically, the time to book the bulk of your current year's weddings is immediately after Thanksgiving and New Year's Eve, and then again after Valentine's Day (popular times to "pop" the question!)
Depending on where your business falls in the bride's "booking process", most of the weddings for the year may be already booked. For example, if you are a jeweler, bridal shop or location venue, the bride will book you as soon as she is engaged. So, you will be contacted earlier in the year. If you are a bakery, florist or photographer, it will be a little later. In either case, just because we are half way through the year doesn't mean your job as a sales person is over. Far from it! Now is the season of the "upsell". Basically, there are two ways to grow your wedding revenues:

1.  Book more weddings
2.  Increase the per-event revenue (upsells!)

Depending on your specific business, you have to have creative ways of increasing the services you provide or increasing the "experiential factor" of what you offer in order to have an enticing upsell offering. Venues have lots of opportunities for upsells with food (don't just think salad, entree, and dessert), beverage, linens, china, glass & silverware, and many partnerships with various vendors. You can even take the popular format of a bridal show, and create an evening of "Extra Special Touches" showcase. Invite all of your booked and tentative brides to an evening that showcases every possible (well, almost!) upsell you could offer, and provide her with a clip board and "order form" as she walks in. Beautiful table linens with over the top centerpieces, upgraded wines and hors d'oeuvres, late-evening snack ideas, entertainment options such as lighting and dancers, etc. Ask each vendor who participates what their ultimate upsell would be and showcase it! Usually, sometimes the "sell" is as easy as making the suggestion...


Whatever your industry, you now have the opportunity to go back to the bride now that she is further along in her planning and has seen and heard many more things, and offer the "extras" that will increase her wedding experience for not only her and her groom, but all the guests in attendance. She just may be looking for that personal touch to add something extra special to her day. You, as the expert in your industry, are in the best possible position to offer it to her.


Article by Lynne LaFond DeLuca, Sr. Vice President Beverly Clark Hospitality Training

Hospitality Sales Tips | Generating More Qualified Leads at Trade Shows

We are often asked about maximizing the trade show experience and gathering good qualified leads.  Here are are top recommendations for getting the most out of your sales strategy at trade shows both pre-trade show, during the show and after the show:

Pre-Trade Show

• Set attainable goals.
• Put your goal and plan in writing.
• Create a primary message for your display/exhibit.
• Create an inviting and open booth/exhibit.
• Identify key prospects and invite them.
• Market your trade show participation on all marketing materials and social media ("come see us at booth # ____").
• Train the team working the booth on new products, special rates, etc. way in advance of the show date.
• Create a lead form that includes pre-qualifying questions for inquiries which will determine the urgency of their needs, if they are the key decision -maker, etc.

Day of the Trade Show

• Develop a unique and consistent look for booth staff's attire.  Matching shirts, blazers or even something more catchy and casual- but make sure everyone is similar and tied together.
• Offer samples of your work or trials.
• Always include a live or digital presentation to showcase your product.
• Be consistent about everyone working the booth logging in any and all prospects on the lead form created.

After the Trade Show

• Contact all prospects immediately - send out requested information.
• If you didn't offer them a trial or sample of your product at the trade show, offer to do so now.
• Use phone and email for follow up.  Everyone has different schedules and work styles. Using both means of communication will help you determine which communication style works best for the prospect.
• Track all your prospects all the way to the sale to show management your work but also to determine what the conversion rate is and the overall success of that particular trade show.
• Meet with your entire team and evaluate the trade show to determine what worked, what didn't , and what opportunities you have to do things differently next time.

By Kerry Lee Dickey

Special Event Sales Strategy | Is Your Influence Working For You?

Do you think that you are an influential person? Regardless of how you answer that question, one thing is absolutely true - you are or you have the potential to be a highly influential person and this in turn can affect your success in sales.

Influence comes into play during many stages of event booking and planning. If you have ever asked for and received a referral from a current client, then you know that you have had a positive influence on that person - enough so that they feel willing to share a referral with you. And as we know, booking referral business is infinitely easier than booking a "cold" lead.


Influence also comes into play when interacting with clientele during the initial phases of booking. You inevitably come to the part of the sale where decisions have to be made. You have to close the sale. Depending on the relationship you have build throughout the sales process, your positive influence can be the difference between closing the sale and watching it walk out the door.


So, what are the best ways to build and use your positive influence in order to move your sales forward? First, remember that influence works best with people you know and who know you. Constantly try to build your "circle of influence" or client base. This does not just mean loading names and emails into a database, but actually creating a connection which leads to building a relationship with a client. Go to your best clients and vendors you work with. Ask each one for just one more lead to another client or referral to another great vendor. You have just doubled your connections. Second, it is all in the way you ask or try to influence. Asking a client who already likes you for some help in building your client base is possible when a relationship exists. People like to help other people and usually have a hard time saying "no" to this type of request. Relationships first. . . business will follow!



By: Lynne LaFond DeLuca, Sr. Vice President

Focus on Special Events Business | Returning to Basics

The special events business and hospitality industry is constantly changing - blink, and you may miss a hairpin turn and continue straight, right off the cliff, so to speak.  However, with technology and strategies all changing at lightning speed , there are still some basics that stay the same and will never change.  In all our years of consulting and ever more so in the recent years of economic challenge, we encourage businesses to return to basics.  What does this mean and how do you do it?

Returning to Basics
1.  Know your market and strengths and focus on this exclusively.
2.  Stop doing what is not bringing in revenue.
3.  Invest in areas where customers want it.  Hint: Use your social media to help get a feel for who your customers are and what they want.
4.  Whatever you decide 1-3  above is for you, stick to it and become known as being reliable for it and giving a consistent experience.

To Discount or Not to Discount?
One of the most common questions in a hard or recovering economy is  whether or not to discount your product or service.  The second most-common question is how much to discount, how long the discounting should take place or should be used. 

Discounts are no longer a point of reference for .  If all you do is compete on price alone, you will never be able to win.  While low rates may initially attract consumers to a product, indiscriminate discounting can isolate current clients as it decreases perceived quality.  But further, it does not guarantee that new customers will become long-term , loyal customers.  To help ensure this does not happen, the following are recommendations:

1.  Have a knowledge of who you want to target.  This is focused discounting to a specific market for a specific service or product and time. 

2.  Carefully watch your competitor's actions.  In the Beverly Clark OnLine Wedding Hospitalty Training Program, there is a dedicated exercise in the Final Exam to help you do just that.

3.  Find your USP - your Unique Selling Proposition - to see how you are different from the competition other than monetarily.  Go beyond to find out where there needs that are not being fulfilled and then fill those niches and make that your differential. The Beverly Clark OnLine Wedding Hospitality Training Program walks you through other ways to help determine your USP as well.

Tying all of this together is a matter of drawing from your history - the strengths, failures, opportunities - and involving your team as well as balancing the feedback of your customers.  Social media has proven an invaluable tool for this in helping to create custom products and packages based on the demand. 

One major airline "returned to basics" with three simple things they decided to focus on:  1.  Baggage that arrives with the plane   2.  A clean plane    and   3.  Friendly customer service.  They forgot all the other "bells and whistles" because they were not bringing in revenue and decided to focus exclusively on those three areas. 

If you focus on the basics - whatever those are for you - and provide service and a product without confusion or irregularities for the customer, you have the potential to increase your revenue the best way possible:  simply.

By Kerry Lee Dickey

Hospitality Sales Strategies | Using Internet Prospecting to Drive Revenue

The hospitality industry has evolved and so have sales strategies.  The Internet has become a staple in the business world today - advertising, research, competitive analysis and prospecting. Locating appropriate prospecting groups via the Internet (and having prospects find you) can be challenging, to say the least. As with most marketing tactics, there are numerous ways to approach internet prospecting, and the right way is the one that works for you and your business or service. Experimentation is key – don't get "stuck" doing the same thing over and over if you are not getting the results you want – change it up and track your success!

Here are a few things you can do to start the process in determining how Internet prospecting will work

best for you:

Search key words on Google, Yahoo, etc. for leads you are looking for (local charities, financial companies, schools, businesses, whoever your target market is). This becomes your "call list" for daily prospecting. How you are communicating with these leads is critical! Read on for more on communication. . .

Search key words that prospects use to find you (weddings, catered events, business meetings, golf tournaments, reception, auctions, charity events, etc., and include the city in which you are located). This is what your prospects are seeing when they are searching for you – are you well represented? Can you find yourself? If you can't, the prospects can't either.

Lead Lists – many companies offer (sell) lead lists based on demographics, industry type, size of company, buying patterns, even if they host events throughout the year. Do your homework to ensure the company you choose specializes in the types of leads you are looking for, and that their databases are updated frequently otherwise the information will be outdated. Also, it is helpful when the leads come with phone numbers, not just email addresses, so that follow-up can be accomplished more effectively. Companies like WeddingLocation.com offer support of pre-qualified leads and lists of those who register trying to make contact with wedding locations world-wide.

The How, What and Why of Communication

Once you have identified a lead list and are ready to prospect, how are you communicating with your prospects? More often than not, the first communication is an e-blast to an entire prospecting group. Why do we love email so much? It's cheap, it's easy, it's fast and it reaches many people at once. Recipients are accustomed to getting information via email, so many people scan their emails quickly and delete more than they read. So, the rule of thumb for sending an email is this - be brief, be brilliant, be gone!
Proper follow-up consists of a phone call if you have the phone number, and 3-4 more emails about the same subject. You do not want to be a pest, but you cannot give up too easy, either. It sometimes takes a prospect 4-5 times of seeing something in order for it to sink in.

To increase your chance of getting more "opens":

1. Avoid "spammy" subject lines containing ALL CAPS, exclamation points, words like "special", "price", "deal" and "save".

2. Send on Tuesday or Wednesday. Avoid weekends.

3.  DON'T OVERSEND. 3-4 times for the same subject max!

4.  Stick to once per week at the most and preferably on the same day each week.

5.  Make the email "from" your business name, not your own name

6.  Think about your subject line – make it count!

7.  Provide VALUABLE CONTENT EVERY TIME

8.  Content – Keep it Professional!

You are not typing an email to a friend, so keep your content professional, short and to the point. Include a table of contents when necessary, and organize information logically. It's ok, and preferable, to link to a website for more information. And please - don't forget the UNSUBSCRIBE language!!

Track Your Success!

The calls and emails are now pouring in. . . how are you tracking the results? Don't drop the ball by not tracking which of your advertising/marketing ventures is yielding you the most success. You want to know what to repeat. And, what to NOT do again! Evaluate your results on a regular basis and compare print media versus internet marketing.

By: Lynne LaFond DeLuca, Sr. Vice President, Beverly Clark Hospitality Training Program

Sales & Marketing Inspiration | Team Marketing for Event Professionals

Creating an effective sales and marketing plan appropriate to your marketplace and your specific property is somewhat of an art and requires some inspiration. If you are a seasoned catering and event professional who has been in your marketplace for a substantial period of time, you probably have a very good "temperature read" of what programming you should be doing and when. Old ideas can always need a fresh twist, though, or maybe a slight adjustment in order to gain more prospects from the same program. Utilizing your other department heads for a brainstorming session is a great way to gain a new perspective on how you can increase the revenues in your department. Some of the benefits to implementing weekly (or monthly, whatever is appropriate for your property) brainstorming sessions with your other departments include:

• Creating specific action plans geared at revenue enhancements
• A proactive, energetic approach to achieving goals vs. crisis management

• A system to monitor performance versus goals which will allow for better accountability and increased revenues

• Enable each team member to increase their personal effectiveness

By using your team in the brainstorming process, you are increasing your "brain power" to include all the members of your team, and any other group you wish to include. Marketing ideas get easier and easier with a group approach.

Once appropriate ideas have been turned into marketing programs, stay on top of your activities that are necessary in order to carry out a successful marketing plan. FOLLOW THROUGH on all steps of your marketing program, including tracking your results. That way, when you go to implement the same idea again next year, you will have a mechanism for remembering what about the program was successful and what you need to change. Soon, you will find the marketing plan process a creative outlet that guarantees financial success rather than a necessary evil!

By Lynne LaFond DeLuca, Sr. Vice President, Beverly Clark Hospitality Training

Closing and Losing Sales | A Closer Look As We Prepare for 2013

As we delve into Summer with Fall right around the corner, it is a good time to take a look back  in order to look forward, plan appropriately and make good decisions regarding our sales efforts. Although we are seeing some positive movement in special event sales, we have to remain sharp with a clear sales strategy and be smart about our position moving forward.

A great start to this type of thinking is to take a two-pronged approach. First, look at all of the sales you closed (or booked) in 2012 (so far). See where they came from, the length of time it took to close, if it was a result of a current relationship or as a result of some type of advertising or pro-active promotion you generated. Keep great records of all sources of business and associated costs. Focus on the advertising and activities that produced the greatest results (magnify these efforts for best results) and improve upon or eliminate the ones that did not produce. Ensure that your advertising is targeting the correct market that you are looking to attract.

Next, take a look at all the business you did not close in 2012 - the ones that got away. Do you know exactly why someone chose a competitor over you? Keeping good, meticulous "lost business" records can teach you a lot going forward about how to close more business. Reasons varying from "better product", "product or service did not suit our needs", "felt more comfortable with the competitor's sales person", "better customer service", "better pricing" or "more professional sales person" can help you to spot trends, make adjustments to products, services and presentation styles. Knowing what your competition offers and does not offer affords you the opportunity to market yourself on how you stand out from the rest. Keep current tabs on your competition and your lost business and you will start to unlock the key to keeping and closing more business.

Most importantly, take the time to analyze all of the information you have collected. Use it to create future marketing programming, decisions on where to spend advertising dollars and decisions on how to invest your capital dollars (what should you be spending money on that will produce the best return on investment). Being proactive in this approach will ensure that you are actively managing your business, not just reacting to a changing market.


Article by: Lynne LaFond DeLuca, Sr. Vice President Beverly Clark Hospitality Training Program