The first step in tapping into the SMERF market would – of course – be understanding exactly what the SMERF market is. This particular travel, meeting and event market consists of social, military, education, religious and fraternal organizations, hence the SMERF acronym. This growing market of potential clients is the bread and butter of some event planners who have chosen to specialize in organizing events and meetings for these particular groups, and with good reason.
Most corporate meeting and event planners who do not have experience with the SMERF market do not realize that their needs and wants vary greatly from corporate clients, which makes many planners ill-equipped to meet the unique challenges associated with SMERF event planning. This has opened the way for savvy planners who are well-versed in working with SMERF clients to tap into this lucrative market and make a name for themselves as an expert in this niche.
At first glance, it may appear that there is less money to be made when working with SMERF clients. It is true that these groups may not have the per person spending power of profitable corporations, and it is also true that events for these groups can be absolutely huge, including such challenges as booking 1,000 rooms for a single event. However, SMERF groups also tend to have a higher level of loyalty than corporate clients, which means that putting together a single successful event for a SMERF client could result in repeat business from a loyal client for life.
Finding fun, interesting entertainment options is often the most enjoyable part of planning corporate events; however, once you have exhausted your list of local entertainers and spent the majority of your entertainment budget on one or two well-known acts, it can sometimes be a challenge to come up with additional entertainment options that will appeal to your attendees. Most people enjoy comedy acts and it is always a plus if you can provide an evening of relaxation and laughter to your participants, making booking a comedian an enticing option.
The thing about booking a comedy act is that it can go really well, or very wrong – and the outcome can directly affect your reputation. If it goes well, people will be talking about your event long after it concludes and attendees will remember that you provided a lighthearted evening of entertainment that was thoroughly enjoyable. If it goes wrong, they will also be talking about it – and you – long after the event is over, but the things they will be saying will not be nearly as flattering.
You can avoid a not-so-comedic disaster by taking the time to thoroughly vet potential comedians before booking them for your event. To do this, you can look for reviews online, inquire about how many corporate events they have done and either attend one of their shows, or request a DVD of their show if they are not local.
As an event or meeting planner that works with a variety of clients, you are bound to come across some who are more difficult to please or with whom you simply have a personality conflict. This can be a frustrating experience for both you and the client, but handling these situations with style, class and grace will assist you in getting through the planning process and will help you keep your good name and reputation, regardless of your client’s behavior or demands.
The most important thing to remember is that communication is the key component in any business relationship and that conflicts often occur due to miscommunication or a breakdown in communication. Knowing this, you can often avoid problems by implementing appropriate, thorough communication right from the start. Of course, this will not always resolve issues immediately, but it can diffuse many sticky situations and, if nothing else, will ensure that you did your part in maintaining your professionalism and attempting to meet your client’s needs.
It is also important to remember that, as long as you are completing your responsibilities properly and in a timely fashion, you are holding up your end of the bargain and are maintaining your professional integrity. In order to help you get through the planning process without going crazy, it is also helpful to keep in mind that this is your business and you choose who you do business with. Once you get through this particular job, you can always choose to not work with this particular client in the future.
If you work as a meeting and event planner for a corporation, there are very likely hiring policies and procedures in place that make the process of hiring new staff members clear and simple; however, if you are a self-employed planner looking to expand your staff, it may feel like more of a challenge to determine how best to acquire new talent. Fortunately, there are always folks looking for work; therefore, the task is simply to find someone with the skills, experience and personality to be a good fit for you and your meeting or event planning business.
Starting with people you know is usually a good first step. This does not necessarily mean hiring friends or family members, as this is sometimes a good idea and sometimes not. But, it does mean that you should keep an eye out for potential candidates at networking socials and events you attend, as well as letting people you work with know that you are looking to hire.
A great place to start can be the folks that work as event staff, such as servers, bartenders, check-in staff or security guards. Some of these people may have taken these jobs as a way to get into the event planning field and begin to make connections, or to cover expenses while they complete their college degrees.
By its very nature, incentive travel should have an air of luxury and absolutely must be enticing in order for it to function as an incentive. It simply cannot be a run-of-the-mill trip that the potential participants could easily throw together themselves. Incentive travel packages must be memorable, meaningful, perfectly planned and expertly executed. That being said, incentive travel planners are under increasing pressure to cut costs and deliver travel packages that fit into new, reduced travel budgets. As they struggle to meet the demands of their supervisors or client companies, while staying within budget, incentive travel planners are now constantly looking for ways to lower travel expenses. The trick is to find ways to cut costs without cutting corners.
Here are some ways that travel planners are adapting to the changes that have come with this economic downturn:
1. Opting for all-inclusive incentive cruise 2. Choosing lower-cost domestic and international destinations 3. Opting for lower-cost food, beverage and hotel choices 4. Planning more free time into the travel schedule, as opposed to offering multiple planned activities 5. Reducing the number and cost of pillow gifts, or cutting them out completely
When determining the best way for you to cut costs without cutting corners, keep in mind that a lower-cost destination choice coupled with upscale pillow gifts and luxury amenities will deliver a more memorable, enjoyable trip, as compared to opting for a stripped down travel package at a high-end destination.
The simple answer is yes and no. Of course, you already know that you do not have to be certified to enter the field of meeting and incentive travel planning. While some employers might require a certification in order to qualify for positions with that particular firm, there are plenty of uncertified incentive travel and meeting planners doing quite well in the industry. That being said, industry certifications are almost always a good idea, regardless of your field. Meeting planning is no different.
When you become certified, you will receive recognition of your skills and professionalism from your peers and the meeting and incentive travel planning industry, and will also enhance the first impression potential clients receive when you hand them your business card or they visit your website. People love to see letters after any professionals name when they are considering procuring their services. This alone could be reason enough to seek certification. On top of increased recognition and an improved perception of your abilities, industry research carried out by Meeting Professionals International shows that certified planners earn more than their uncertified counterparts.
Industry certifications include:
• Certified Meeting Professional (CMP) offered through the Convention Industry Council • Global Certification for Meeting Management (CMM) offered by Meeting Professionals International • Certified Incentive Travel Executive (CITE) offered by the Society of Incentive & Travel Executives • Certified Special Event Professional (CSEP) offered by the International Special Events Society • Destination Management Certified Professional (DMCP) offered by the Association of Destination Management Executives • Certified Destination Management Executive (CDME) offered by the Destination Marketing Association International
Whether you run your own meeting planning company or are a meeting planning professional employed by a major corporation, self-promotion should be considered an integral part of your job. Many meeting planners avoid self-promotion for one reason or another, but if you do not have the confidence in your skills and the motivation to get out there and get your name known, others will likely pick up on this and may not have complete confidence in your meeting planning skills.
Self-promotion is, of course, absolutely imperative for self-employed meeting planners and is a key component in landing new clients and sparking interest in your services. Making yourself available as a speaker, writing articles for trade publications, maintaining a blog and billing yourself as an expert are all excellent forms of self-promotion that will increase awareness of your meeting planning services and will instill confidence in potential clients considering using you for their meeting planning needs.
For planners currently working for corporations or non-profit organizations, self-promotion is also important. Participating in the abovementioned activities, such as blogging about event and meeting planning, offering your expertise to partner organizations or writing articles, can increase exposure for your current employer, while also positioning you for stepping out on your own at some point or increasing your marketability to potential future employers.
There are several reasons why a plated lunch is preferable over a lunch buffet or dinner. When you are planning a meeting or event that will include at least one presentation or speaking engagement that incorporates a meal, opting for a plated lunch has several benefits, including the possibility of significant cost savings. Dinners always cost more than lunches and happen at the end of the day when attendees are likely tired and just want to have some free time; therefore, they are not likely to be as attentive and present during the speaking engagement or presentation. Additionally, people generally prefer to have free evenings and to have the opportunity to take off with a few friends to try out local eateries, have a drink and wind down from a day filled with meetings.
Attendees also will generally prefer enjoying a catered lunch during a required presentation, rather than having to hurry in the middle of the day to find a close place to grab a quick lunch before heading back for afternoon meetings and a dinner presentation at the end of the day. As for choosing between plated and buffet lunches, plated lunches will always hold court as the option that looks better organized, more professional and more stylish. Aside from appearances, buffets may offer more options, but they also can cost up to twice as much per person, significantly raising expenses.
As you well know, many clients need their meeting planners to pay particular attention to expenses these days. With tighter budgets and fewer event planning dollars, meeting planners must get creative in order to meet and exceed their clients’ expectations while keeping a close eye on expenditures.
With current and potential clients concerned about budgets, it is also just a good all around idea to find creative ways to keep costs down, which will certainly get people talking about you and how you can plan a stellar event for a fraction of the expected cost.
When it comes to saving money on event entertainment, you don’t have to rely only on low-budget acts or free attractions. For cost-saving ways to entertain your attendees, simply follow these five tips:
1. Look for group discounts on tickets to local museums and attractions. 2. Seek out entertainers who will be performing in the same city during your event. Oftentimes, entertainers are happy to add another gig to their schedule for a discounted price. 3. Plan your meeting in a city that offers numerous entertainment options within close proximity to your meeting location. This way, you can simply schedule free time and allow the attendees to entertain themselves. 4. Contact local entertainers or the music department of a local college or university to find low-cost options. 5. Many museums and similar attractions include monthly free admission days. Check local events calendars to see if these days coincide with your event.
Trade shows and conventions are ideal places to promote your meeting planning services, and are a great way to come in contact with large numbers of potential clients in a cost-effective, efficient manner. While there are many ways to advertise your business, few allow you to enjoy face-to-face contact with prospects like conventions and trade shows. As an added benefit, if you select events that are related to business, meeting planning, travel, event planning and related topics, the prospects with which you will come in contact have an increased likelihood of being members of your target audience.
This type of targeted marketing allows you to increase awareness of your services and expand your business, while staying withing your set marketing budget and avoiding incurring unnecessary costs. Advertising can be expensive, but you can rein in these costs by opting for tabling at events that focus on your market. If you plan to table at multiple events, it is well worth the initial investment to purchase a creative, professional display that is easy to put up and take down, and convenient to transport. This will cut down on your set up and break down time, and will keep your table looking organized and professional, allowing you to focus on meeting prospects and introducing them to your brand.
