SMPS National CEO Ron Worth, Secretary-Treasurer Pete Kienle, Judy Kienle, and I were among the speakers for this event held at the Kalahari Resort in the Wisconsin Dells. The Kalahari prides itself on being the state’s largest convention center, a family-friendly destination, and boasts the world’s largest indoor water park. From such a diverse mix of amenities, several unexpected marketing lessons emerged.

Driving to the Dells in the middle of winter, I had no idea what to expect. It had been 20 years since I had been there, and I remembered it as a busy summer resort offering fishing, boating, and outside recreational activities. Imagine my surprise when I pulled off the highway to see a safari oasis amidst the rolling hills of Wisconsin.

As the regional conference began, the hotel became a convenient laboratory for observing services marketing. During a half-day session called “The Marketing Apprentice,” facilitated by David Stone and using the theme of the popular TV show, we were sent out to make observations and recommendations for improving the resort’s marketing. Amazingly, we found the executives of the hotel readily accessible, eager to talk, always on message about their facility, and open to the sharing of our ideas. This proved another good lesson for us to bring home: Be easily available to your customers and know your company’s story well. As marketers and communicators, we have a responsibility to make sure our firms know their market messages and are consistent in the delivery of them.

We also did a quick study of the resort’s branding, its applications, and major market tactics. What is instructional about the hotel industry is how quickly hotels are able to make midcourse adjustments and try other options when they need to. For instance, when a big event is canceled, the Kalahari goes to a list of its best customers and calls to offer them special room rates for those dates. This supply-and-demand approach is akin to keeping the workload constant in our business. What if A/E firms tried that approach when a major project got pushed back as a way to reward steady customers who keep the pipeline filled? This idea yielded a third lesson to contemplate: Be nimble to marketplace demands and consider innovative ways to reward your best customers.

The Midwest Regional Conference was filled with these unexpected opportunities for learning, both formally and informally, and resulted in a successful event. Having time to contemplate on the drive home, I thought it would be helpful to share how the SMPS National Team can support chapters planning regional conferences.

As chapters begin the process, the National Team can recommend speakers. National Board members can provide topics, and the National Office maintains a growing database of recommended speakers chapters can use to research options. If desired, the National Staff can work with the regional planning committee, participating in meetings via conference call, offering advice on logistics and resources.

Once an event is scheduled, the National Office can assist with various marketing efforts. These include conducting a call campaign to members in the region, offering complimentary advertising space in Marketer and SMPS News, and linking the event to the national web site’s Calendar of Events. In addition, the National Office can provide books and promotional items for drawings to help promote attendance.

If desired, a National Staff person can come to the regional conference to offer on-site assistance with registration, setup, speaker support, etc. If the CPSM exam is offered, they can administer the exam and proctor it. They can bring the SMPS membership booth with collateral materials and sell related books from the SMPS National Bookstore. Display boards from the Marketing Communications Awards Program can be brought to promote this important program and showcase examples of award-winning marketing vehicles for the benefit of attendees.

Lastly, by being there, the National Board and Team members can help chapters address the value of membership for nonmember attendees, as well as reinforce it for members. It is often through these events that chapters draw interest in membership, and seeing the value in action can help an individual make a membership decision.

Interest in holding regional conferences is experiencing a renewal in our association. These events are valuable opportunities to build the bonds of friendship with fellow SMPS members, network for business, and learn at the same time. The National Team and Board want to assist chapters in delivering the best types of programs for these events. As chapters leaders begin planning for next year, think about a regional retreat as part of the year’s programming. As experienced by the Chicago and Wisconsin chapters, both large and small chapters can work together to benefit from these regional conferences. And sometimes the unexpected pairings, like the lion cubs and an indoor water park in the Dells, can bring some exciting marketing results!