After many challenging months in the press and political arena for the meetings, conventions, incentive and exhibition industry, the US Travel Association launched the Meetings Mean Business Campaign to turn the tide of negative publicity. The Meetings Mean Business effort has done a great job of speaking to the economic and business case for meetings and events. But we all need to do a better job with our own members, constituencies and stakeholders on the VALUE of Face to Face events: why they are important to our business or organizational objectives.
The articulation of that human value is what the FACE TIME: It Matters effort is all about. It is the combination of the human value with the business value that builds the case for live events in any format. Read the press release that launched the grassroots effort. Our goal is not to create a new marketing campaign, rather to provide you with the tools to use FACE TIME: It Matters within your own organization to educate your members and stakeholders. Use this, use the tools on Meetings Mean Business, but start talking about our industry and the VALUE we bring to the enterprise
So what can you do?
We’d like you to begin using the FACE TIME: It Matters graphic and the messages when you talk about your own face to face events with your members and other stakeholders. They need to hear a consistent message from all of us, reverberating throughout our field and the extended fields of our members, about why these events are important to your organization and the attendees.
Yes, we are all needing to relook at our budgets and the rationale for our meetings and events. It’s not a war between virtual and face to face. It’s an understanding of the merits and limitations of each and then articulating why you have chosen a particular vehicle to further your objectives. Virtual can and does enhance face to face and vice versa.
- Put the graphics on your email signatures,on your electronic letterhead, on your websites, in your electronic or hard copy communications
- Talk about why your events are important in both the business and human terms.
- Use the data from US Travel Association’s Meetings Mean Business.
- Use the messaging bullets in this campaign.
- Be creative – do your own viral messaging or video!
We will be adding more tools and other concepts as we, as an industry, better build the case for face to face events.
At the same time, we are working on solid data for what our industry represents in terms of economic significance for the US economy. We will then need your help to better tell our story locally, on the state level and nationally.
We welcome your ideas! Feel free to contact us with comments and other ideas on how we can better articulate the value of meeting FACE to FACE and why It Matters!!
Contact us at: email@example.com