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Positioning Your Brand

As the meeting, event and incentive industry continues to make a comeback this year, it’s been interesting to read the hotel announcements and advertisements in the media, as the properties jockey to attract clients from their competitors.


As the meeting, event and incentive industry continues to make a comeback this year, it’s been interesting to read the hotel announcements and advertisements in the media, as the properties jockey to attract clients from their competitors.

Not only have the recent new openings of many hotels and convention centres across Canada garnered attention, but a large number of existing hotels have completed extensive renovations or undergone refurbishment.

Why the flurry of activity in the hotel industry this year?

It’s all related to the need for chains and individual properties to differentiate themselves from their competitors in the marketplace – and that has required some dedicated financial and resource investment in times when business was not as good as it could have been.

The real focus is about brand – the properties know that in a highly competitive marketplace, they need an amazing reputation to attract and keep clientele.

I think that the smart planners should be taking a cue from the hospitality industry right now.

In these times of increased activity, we should be reviewing our own image and critically looking at what our “brand” says about us.

Whether you sell your services to external clients, or you are a corporate planner who works with your own associates, does your image say you are truly knowledgeable and professional?

What are you doing to ‘refurbish’ your brand image?

Can you guide your clients, not just in selecting the best venue, but in designing their programmes to generate the maximum return on investment?

We all know our industry is changing, and changing quickly.

Now’s the time to change ourselves.

There is an endless number of webinars, courses, and media resources available to help you develop new skills and knowledge.

Take advantage of these opportunities, and be an active participant in an industry association.

The time you will spend in training or networking is really an investment in your own professionalism and brand.

The time to make that investment in yourself is when things are good and you are busy.

Look at your brand and ensure it says you are the best in the marketplace.



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