The Direct Mail Piece.
Who designs these mailers anyway and how much thought actually goes into its design? Lose the PR or communications firm and think "aggressive marketing." Identify your objective. What do you want the reader to do? Visit your booth? Provide you with meeting information? Visit your web site? Request more information?

You have about two seconds; what message do you want to convey to the reader? Lead with your ace, your strongest benefit. Bloomington does it with the Mall of America; Annapolis & Anne Arundel County do it with a sailboat, steamed crabs, and water; and Denver and Orlando do it with photos of its major attractions. Consider the use of color. Be bold. Mauve and teal remain the hot colors. The word "free" works wonders whether used with free gift, free trip, or better yet, try the phrase, "Free Money!" which gets everyone's attention.

Your destination is not for everyone. Go after your best vertical market segments. If you're a second or third tiered city, go for the smaller meeting, board meeting, or retreat. If you're a family destination, market it as such in that more groups are encouraging the whole family to come along. If you're a golf destination, show your prettiest green.

The City Blitz.
Many destinations and CVBs follow up with potential clients by coming to Washington and other major markets with their dog and pony show luncheon. Each property hands out its materials and is given a few minutes to showcase its fine points. And of course, door prizes. If you've ever sat through one of these - usually boring - presentations, you've probably thought to yourself, "A small price to pay for a free lunch."

CVBs often ask me, "Are there other more creative ways to showcase our destination?" I often recommend education. Attack the personal "greed" factor of the people you want to attend and offer a half-day of some form of personal development. For example, a seminar entitled, "How To Better Market Your Annual Meeting," "The Competitive Edge: Critical Skills to Your Organization's Excellence and Your Own Survival," or "How To Work Smarter,Not Harder" will attract the person with possibly more decision-making authority such as the executive director and the meeting planner. They are committing three hours for personal training and improvement of themselves and their organization.

With an educational program, you now have a captive audience. Hang your posters on the wall behind the presenter so you have your audience looking at them for three hours. Open with a welcoming that highlights your destination. Consult with your educational presenter to "work in" subtle "infomercials" throughout the presentation. Close with a thank you for attending along with even more information. Few people are going to walk out.

Consider your savings and the return on your investment. No need to spring for lunch. Rent the hotel room for the day with a morning and afternoon educational session. You serve coffee, fruit, and danish in the morning and cookies and soft drinks in the afternoon.

Relationship Marketing.
After the trade show, the phone rings with those follow up calls soliciting your business: "Are you planning any upcoming meetings in Timbuktu?" When will destinations and properties first learn how to establish a relationship with the meeting planner? If you're an upscale property, then discuss whether a particular (i.e. board meeting) meeting lends itself to high-end luxury. If you're a destination that can offer numerous hotels in the under $100 a day price range, then open with that carrot.

We tend to do business with people we like. How do you get a potential client to like you? Establish a relationship. Discuss what specifically will make that decision-maker look good to the membership and to the boss. For example, if you find out that the executive director is a fanatic golfer and you've got a premier golf course nearby, then you have a better chance at a sale. If you can get a feel for the membership and discover that they like to party, shop, or soak up culture, then push your nightlife, outlet shopping, or museums, respectively.

Most vendors lack chutzpa (the Yiddish word for guts, nerve) to ask, "What will it take for you to bring a meeting to us?" or "What will it take for us to do business with one another?" You immediately cut to the chase and discover if you 're talking to a viable potential client or simply spinning your wheels.

Trade Show Training
Walk the floor of any trade show and you will hear, "How are you today?" "Would you like to register to win a free trip?" or "Do you ever get to Timbuktu?" Who trains these people? No one! Open with aces: major attractions, low cost housing, first class luxury and pampering, culture, shopping. Get the picture. Say something that will pique the person's attention, "Do your members like to eat?" "Would your members like a free continental breakfast each morning?" "Would your boss look good to your membership if you booked a meeting in a location with some of the lowest airfares anywhere?" Get the picture?

Years ago I had a client who was a first timer at a large trade show. He asked what he should give away at his booth. I said. "Absolutely nothing, and I guarantee I will have everybody at the show visit your booth." He asked what I was going to do. I said, "Rent a baby elephant." He said the president would never approve it. I said, "Ask him." The next morning at 9:00 am the phone rang and the director of marketing said, "The president said to rent the elephant." I rented a baby elephant that was four feet tall so even the shortest person was looking down at him. And true to my word everybody stopped by to see the elephant. The best news was that the elephant did not go to the bathroom the whole day.