By Ameen Ahsan
Convention centers are faced with stronger competition than in past years because of an increased number of venues and meeting space. In addition, as the event industry is part of an ongoing globalization process, the traditional marketplace is expanding to include international competition.
A further challenge for convention centers identified is that meeting professionals are asking for more space for less money. This is because meeting planners are required to be more innovative in the way they produce events, which often requires more space than traditionally has been requested and accounted for in budgets. Further challenges include a trend towards strategic meeting management, the need for meeting planners to be cost efficient and increasingly conscious of the value of reporting on return on investment (ROI).
Convention center marketing teams aim to maximize center occupancy and revenue by persuading meeting organizers to select their venue for events. Advertising plays an important role in the marketing program by raising awareness of the convention center’s facilities and helping organizers to attract higher numbers of delegates.
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