EXAM 2 Study Guide - EXAM#2 HRIMD 463 Chapter 4 Accomodating the Audience 1 moment of truth anytime a customer comes in contact with any part of

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HRIMD 463 Chapter 4 : Accomodating the Audience 1. moment of truth : anytime a customer comes in contact with any part of your organization 2. Customer Relation Marketing a. CRM: gain customer interest, retain customer loyalty 3. Collateral materials a. Purpose is to create interest and provide information about the event, focus on benefits of attending—CREATE INTEREST, INFORM, INVEST i. Ex: agenda, brochure, CD-ROM, flyer, invitation, poster—printing process can take up to 8 weeks or more b. Invitations i. No glitter, sprinkles or powdery substances ii. Offer incentives for booking online 4. welcome the guest i. no eating or drinking at the registration table ii. keep area clean and neat iii. use pipe and drape iv. most important factor affecting customer satisfaction is how long customers must wait—make sure it is interesting, shows the approximate waiting time or integrate history of the show into waiting, walk-around entertainers, sell refreshments 1. snake system: best 2. compression mode 3. linear mode 5. staff i. training vital 6. Admissions 1. trickle mode: for festival or other lengthy event, guests arrive and depart sporadically through duration of event 2. dump mode: specific start and end time to event 3. “accreditation” is the admission into an event, includes registration and distribution ii. zone of need: restricted areas at an event that must have controlled access iii. seating and ushering plans based on purpose of event, politics, pricing, protocol, proximity; ushers as ambassadors 1. theater style 2. classroom 3. banquet iv. attendee services 1. concierge services, cybercafés, smoking lounges, child- friendly, traveler anomie 2. protocol: code of conduct Chapter 5
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This note was uploaded on 04/12/2008 for the course HRIMD 463 taught by Professor Barrett during the Fall '07 term at Kansas State University.

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EXAM 2 Study Guide - EXAM#2 HRIMD 463 Chapter 4 Accomodating the Audience 1 moment of truth anytime a customer comes in contact with any part of

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