Convention '10 Seminar Audio
Convention '10 was jam-packed with educational sessions that covered important business topics like social media, industry trends and research, marketing, crisis management and more.
Convention '10 attendees: In case you missed a session or wanted to hear one again, all 18 session recordings are free for you to download. (We sent you an e-mail with the login instructions. If you missed the e-mail, contact NTA.)
If you missed Convention '10: You can still purchase all 18 audio recordings from Convention '10 for only $49. Complete and fax to us this order form. Then, we'll e-mail you the password.
Contact Jason Terwilliger with questions regarding the recordings.
Session Descriptions
Trends and Insights on the Inbound Chinese Traveler
Berkely Risk Management
Capitalizing on the Power of Social Media Marketing
Developing Product to Attract the Inbound Chinese Traveler
Understanding the Hispanic Travel Market
Managing Your Cyber and Data Risk
Using NTA's Visit USA Center as a Marketing Resource
Stand Out!
Crisis Management 101
Marketing Makeover
Inspired Teamwork & Leadership
How to Succeed at Business ... and Still Have a LIFE!
Twitter & Blogging: Strategy and Integration
Brand Positioning For Tourism Marketing
Building the Business Case for Sustainable Tourism
The Top Markets for International Visitation to the U.S.-Yesterday, Today and Tomorrow
Social Media Success Stories and Best Practices
Creating PR Messages That Reach Your Dream Media Destinations
Trends and Insights on the Inbound Chinese Traveler
Ron Erdmann, U.S. Department of Commerce
Scott Johnson, Travel Market Insights
Xiang (Robert) Li, Ph.D., University of South Carolina
Understanding the behavior of the inbound Chinese traveler is the first step to developing product that will attract groups and grow your bottom line. Where are they coming from, what do they spend, what do they most want to do once they're at your destination? These are just some of the questions our panel of research experts will help you answer about this very important and growing market. Additionally, this session will set the stage for understanding how to develop the product and successfully market to the influx of Chinese travelers coming our way.
Berkely Risk Management
Greg Takehara, CTC, Senior Vice President, Claims, Berkely Agency
Peter Maidhof, Assistant Vice President, Underwriting, Berkely Agency
The seminar will offer practical content on managing risk. Attendees at this session will:
- Receive information on tour operator claims
- Learn how to avoid or minimize liability claims utilizing risk management techniques
- Develop a plan on steps to take when a lawsuit occurs
- Learn how to incorporate a crisis management plan into your business
**NOTE: A 10 percent premium credit was awarded to those who attended the session in Montreal.
Capitalizing on the Power of Social Media Marketing
Catherine Heeg, Customized Management Solutions
Social media has proven to be the break-through communication medium for the tourism and hospitality industry. Are you getting your fair share of exposure and revenue from this new form of business generation?
In this session you'll discover why social media marketing will help you cost-effectively build your brand while also staying on top of what your clients and guests are saying about your product and service. You'll quickly move through social media basics to learn how to capitalize on the power of Twitter, Facebook, LinkedIn, YouTube and blogging. In addition, we'll study managing and planning tools to demystify the social media craze. You'll take away key elements that were not available at the 2009 Convention in Reno or at Montage in Seville such as social media managing tools and mobile applications.
You will want to listen to this session if you are a social media novice or if you need a refresher on the basics.
Developing Product to Attract the Inbound Chinese Traveler
Ted Bravos, CTP, International Tour Management Institute
Harry Chen, Joy Holiday
Fred Dixon, NYC & Company
Phil Sheldon, Hanns Ebensten Travel/Alyson Adventures
You've heard the statistics and understand some of the psychographics and behaviors of the inbound Chinese tourist. Now, how do you develop the product that will appeal to these travelers? Join this panel of experts as they discuss the ins and outs of developing product that will get you noticed by the inbound Chinese traveler.
Understanding the Hispanic Travel Market
Jorge Cazenave, Cazenave Artentina
Maria Gross, Travel Industry Sales & Marketing
Olga Ramudo, Express Travel
The Hispanic population is one of the fastest-growing demographics today and one that NTA tour operators should be including in their marketing plans. Let our panel of experts provide you with insights on the wants and needs of the Hispanic traveler in the U.S. and Canada as well as providing tips on how to more effectively reach this market. We'll also share some top line trends on inbound travel from Latin America.
In this audio session you'll learn:
- Hispanic market trends: who's buying travel and where?
- Inbound and outbound markets
- How to find Hispanic travelers in the U.S. and Canada
- Which states/provinces are the most seasonally active
- How and where to advertise your services
- Understanding the social traditions and business etiquette
Managing Your Cyber and Data Risk
Jeremy Ong, Divisional VP for Technology and Cyber Risk Insurance, Great American Insurance Company (Alternative Markets Division)
Cyber and Data risk management may be new to many but it is something that, in today's world, should be addressed. Join Jeremy Ong from Great American Insurance as he helps you understand:
- Data breach statistics and trends
- Applicable regulatory laws
- Financial impact of a data breach
- Managing your risk
Using NTA's Visit USA Center as a Marketing Resource
Haybina Hao, NTA Director of International Development
NTA just opened the NTA Visit USA Center in Shanghai November 20, 2010. The Center gives U.S.-based tour operators, suppliers and DMOs an invaluable marketing tool for reaching this lucrative and expanding market. Join Haybina Hao, NTA's director of international development, as she describes the many opportunities you'll have to utilize the NTA Visit USA Center as an outlet for creating higher demand for your product and bigger bottom line profits.
Stand Out!
Larry Mersereau, CTC, PromoPower LLC
Why should I choose you? Whether you represent an operator, destination or other industry supplier, you know your prospects have easy access to information from dozens, maybe hundreds of competing options. If you want their business, you'd better stand out from the crowd and give them a clear reason to choose you. This program is about differentiation in a crowded marketplace-positioning your brand to be the first one they think about and the only one they need to know when it's time to buy.
Crisis Management 101
Kathleen Fieweger, Edelman
As the popular adage "Murphy's Law" goes: Anything that can go wrong, will go wrong. In today's era of rapid information flow, any organization or company that deals with the public on a regular basis should understand its own vulnerabilities, plan for a crisis and update protocols regularly. This seminar will discuss the importance of having a crisis plan in place, how to create such a plan and how to use it when Murphy's Law kicks in at your organization, along with several cases studies on how this works in actual practice.
Marketing Makeover
Larry Mersereau, CTC, PromoPower LLC
Looking for measurable return on investment from your marketing communications? In this hands-on session, you'll participate in the rewrite and redesign of real-world materials we got in advance from some of your fellow NTA members. Web pages, ads, mailers, e-mails ... anything is fair game. You'll learn and apply Larry's Magic Formula for Persuasion, in a simple process for writing compelling promotional copy. Plus learn graphic design techniques that will help you grab your prospects' attention, keep it, and demand RESPONSE. Podcast Preview
Inspired Teamwork & Leadership
Paul Vitale, Vital Communications
The strength of a team is centered around the individuals who comprise the group; the strength of a leader begins with the team. During this multi-media presentation Paul Vitale illustrates the importance of uniting people for a common cause, understanding and respecting diversity and encouraging individuals through positive actions. Strengthen your leadership skills as Paul touches on topics like daring to dream courageously, establishing a course of action, empowering others to imagine, uniting a common bond and being resilient like none other -- incredible skills that can translate to both your work and personal life!
How to Succeed at Business ... and Still Have a LIFE!
Larry Mersereau, CTC, PromoPower LLC
It's one dog-eat-dog world out there. But somebody's going to get ahead, and it might as well be you. Wouldn't it be nice to enjoy good health, a great home life, time for recreation ... all of the things that really matter along with that success? In this session, Larry shares his Three Dimensions of Success, and shows you how you can use them to define and pursue your own prosperous and fulfilling future. You'll take home real-world success tools that you can use every day to grow your business or career and bring satisfaction and balance to your life at the same time.
Twitter & Blogging: Strategy and Integration
Catherine Heeg, Customized Management Solutions
Strengthen your strategy and "how to" knowledge of these two popular means to attract and engage tourism and hospitality clients. Take the next step in your social media marketing strategy and solidify your Twitter involvement by learning:
- How to engage followers
- Search conversations
- The value of re-tweeting
Blogging is a powerful means to develop content that will draw new clients and continually engage existing clients. Take away killer ideas on how to develop actionable content while not spending all your time writing. Join your colleagues for break-through methods to enhance your marketing plan. This intermediate session assumes that you have taken one or more of Catherines' past sessions or have related social media experience.
Brand Positioning For Tourism Marketing
(Sponsored by South Dakota)
Mark Shipley, Wanderlust
There are too many places to go out there. There are tens of thousands of destinations (from cities to museums to attractions to resorts), all fighting to get the consumer's attention. What separates the wheat from the chaff in this crowded category is a strong and clearly articulated brand position.
The words "brand" and "branding" have been completely overused in these times of measurement and metrics. This session will cut straight to why those two words are still important to travel marketers--without a position, it is almost impossible to achieve a meaningful and sustainable point of differentiation. A unique, ownable position gives a destination gravitas. It has pull. It makes people want to get up off the couch, pack their bags, and go.
Join Mark Shipley, president of Wanderlust as he discusses the key steps to defining a unique position for your destination, and shows you how uncovering the truth is the key to finding a position that will be meaningful, different, and ownable over the long term.
Building the Business Case for Sustainable Tourism
Brian Mullis, Sustainable Travel International, Moderator
Scott Hartcorn, Shilo Inns Suites Hotels
Teresa O'Neill, Travel Oregon
Tracie Wingo, Globus Family of Brands
Join NTA strategic partner Sustainable Travel International and a panel of your NTA colleagues to explore the ways in which "sustainable tourism" strategies can save you time and money. This interactive workshop with highlight case studies from tour operators, suppliers and DMOs who are seeing great business results from their commitment to sustainable tourism. Topics will include best practices, financial considerations, and the benefits and challenges of implementing green business practices.
The Top Markets for International Visitation to the U.S.-Yesterday, Today and Tomorrow
(Sponsored by Go West Summit)
Scott Johnson, Travel Market Insights
The U.S. receives nearly three quarters (72%) of its international visitation from five markets- Canada, Mexico, the UK, Japan and Germany. Scott Johnson, president of Travel Market Insights and producer of the Travel Trade Barometers for all five of these top markets, will be on hand to give you an in-depth look at the international inbound traveler.
The session will review 2009 inbound numbers, including traveler spending, distribution and interests. Scott will also give you an idea of the short-term motivators and barriers for travel to the U.S. today as well as a sneak peek at what 2010 numbers are looking like. Finally, he'll share insights and predictions about the inbound visitor of the future. Hint ... there are some changes on the way so this is not a session to be missed!
Social Media Success Stories and Best Practices
Catherine Heeg, Customized Management Solutions, Moderator
Brian Butterworth, The Red Lion Inn
Teresa O'Neill, Travel Oregon
Aaron Wasserman, Tauck
This moderated panel discussion will provide up-to-the-minute i
nformation from your NTA colleagues who are successfully gaining exposure and revenue with their social media marketing strategy. We'll discuss successes, recommendations, myths and what really doesn't work. You'll listen to the questions from the attendees and answers from the different sectors-DMOs, tour operators and suppliers.
Creating PR Messages That Reach Your Dream Media Destinations
Peter Kerr, Asbury College
In an age of cutbacks, this seminar focuses on how you can do more PR with less resources. Packed with practical tips from a media-savvy expert, you'll learn how to make effective pitches and press releases, develop creative ideas that attract the media, and deliver messages in a way that will not only penetrate the media but also lodge in the minds of your viewers and listeners