RESEARCH  -  TIPS & TRICKS  TO DELIVER BUSINESS SUCCESS! Presented by: ROCHELLE UECHTRITZ CONVENTION MARKETING  ‘ turning ...
<ul><li>RESEARCH – TIP + TRICKS </li></ul><ul><li>WHY DO WE NEED RESEARCH? </li></ul><ul><li>Research cannot be under esti...
<ul><li>RESEARCH – TIP + TRICKS </li></ul><ul><li>UNDERSTANDING THE PROCESS </li></ul><ul><li>Develop a research strategy ...
<ul><li>RESEARCH – TIP + TRICKS </li></ul><ul><li>IMPORTANCE OF QUALIFICATION </li></ul><ul><li>Cold calling is so yesterd...
<ul><li>RESEARCH – TIP + TRICKS </li></ul><ul><li>RESEARCH IS AN INVESTMENT </li></ul><ul><li>Purchasing lists – know what...
<ul><li>RESEARCH – TIP + TRICKS </li></ul><ul><li>HOW TO MAKE IT HAPPEN </li></ul><ul><li>Directory of Australian Associat...
RESEARCH – TIP + TRICKS USE THE DATA EFFECTIVELY HO
RESEARCH – TIP + TRICKS HOW
RESEARCH – TIP + TRICKS
RESEARCH – TIP + TRICKS
<ul><li>RESEARCH – TIP + TRICKS </li></ul><ul><li>NATIONAL CONVENTIONS + EVENTS </li></ul><ul><li>Why display confirmed an...
Adelaide Convention Centre Public Health Association Australia 12th National Immunisation Conference CONVENTION CENTRE  EX...
<ul><li>CONVENTION CENTRE  </li></ul><ul><li>EXAMPLE </li></ul><ul><li>Click on home page </li></ul><ul><li>To research fu...
<ul><li>CONVENTION CENTRE  </li></ul><ul><li>EXAMPLE </li></ul><ul><li>Select Annual Conference for more details </li></ul...
<ul><li>CONVENTION CENTRE  </li></ul><ul><li>EXAMPLE </li></ul><ul><li>Record list of all events and history </li></ul><ul...
CONVENTION BUREAU EXAMPLE Business Events Sydney Business Events Calendar
<ul><li>CONVENTION BUREAU EXAMPLE </li></ul><ul><li>Need to be a Business Events Sydney </li></ul><ul><li>stakeholder to s...
Arinex Arinex Current Events 2010 PCO EXAMPLE
<ul><li>www.arinex.com.au </li></ul><ul><li>Displays all future events per year  </li></ul><ul><li>Features all past event...
<ul><li>RESEARCH – TIP + TRICKS </li></ul><ul><li>GOVERNMENT – national </li></ul><ul><li>NATIONAL GUIDE TO GOVERNMENT  – ...
 
<ul><li>RESEARCH – TIP + TRICKS </li></ul><ul><li>MICE.NET, MICEASIA.NET and MICENZnet  www.mice.net </li></ul><ul><li>Rea...
<ul><li>RESEARCH – TIP + TRICKS </li></ul><ul><li>CIM MAGAZINE  www.cimmagazine.com </li></ul><ul><li>Readership by market...
<ul><li>RESEARCH – TIP + TRICKS </li></ul><ul><li>PUBLICATIONS – way more than placing ads! </li></ul><ul><li>Seek for joi...
<ul><li>RESEARCH – TIPS + TRICKS  </li></ul><ul><li>PUBLICATIONS </li></ul><ul><li>MICE.NET, MICEASIA.NET and MICENZnet  w...
 
<ul><li>RESEARCH – TIP + TRICKS </li></ul><ul><li>ASSOCIATIONS – international </li></ul><ul><li>ICCA – INTERNATIONAL CONV...
<ul><li>RESEARCH – TIP + TRICKS </li></ul><ul><li>ICCA – INTERNATIONAL CONGRESS + CONVENTION ASSOCIATION </li></ul><ul><li...
‘ <ul><li>search by size </li></ul><ul><li>search by industry </li></ul><ul><li>search last time held in Australia </li></...
‘
‘
‘ www.iccaworld.com
‘ www.iccaworld.com
‘ ICCA DESTINATION COMPARISON REPORT
‘ ICCA DESTINATION COMPARISON REPORT
<ul><li>RESEARCH – TIPS + TRICKS </li></ul><ul><li>OTHER OPPORTUNITIES </li></ul><ul><li>What do you do with tradeshow lis...
<ul><li>RESEARCH – TIPS + TRICKS </li></ul><ul><li>MAKE IT HAPPEN </li></ul><ul><li>Invisage –  www.invisage.net </li></ul...
RESEARCH – TIP + TRICKS TO DELIVER BUSINESS SUCCESS! QUESTIONS? ROCHELLE UECHTRITZ CONVENTION MARKETING  ‘ turning ideas i...
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MEA 2010 Rochelle Uechtritz - Research presentation final

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Research - Tips and Tricks to Deliver Business Leads!
Want to look like a star? Want to find new business opportunities? Want to expand your potential client base? Aimed at individuals or companies wishing to pursue business proactively. This session will focus on the importance of research, targeting your audience, the qualifying process, and delivering results. A few simple tips and tricks, will lead the way to winning new business!

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  • Research is the difference between reactive and proactive marketing Research is the difference between taking what comes and targeted business with the greatest potential to achieve your objectives/targets Research is being one step ahead of your competitors Research means business Research means results
  • Develop a research strategy.. If you don’t know where you are heading how do you know what to expect to achieve For the cost of one full page ad you could achieve XXX business leads from outsourcing a project Or hire a researcher in-house for 3 months
  • Research is the difference between reactive and proactive marketing Research is the difference between taking what comes and targeted business with the greatest potential to achieve your objectives/targets Research is being one step ahead of your competitors Research means business Research means results
  • My life-long career goal is to develop an Australia Association database with the power and integration of the ICCA database, detailing the events, sizes, history, rotation etc. If I did that who would be interested in purchasing subscribing? No doubt I will do it one day! In the meantime, if you are researching from scratch and want to develop a complete database the DAA is a useful resources but not 100% ideal in its navigation and filtering properties If you don’t wish to build your database from scratch and want more of an effective, productive way to target business, I will go into these after this exercise
  • Cross check information is still current on website – why? record names of events – why? Look for history – why? Look for delegates numbers – why? Look at where events have been held – why? Also record the lead source – why? ROI and ROO – when you win all the business need to know where it came from, showcase success from research
  • Cross check information is still current on website – why? record names of events – why? Look for history – why? Look for delegates numbers – why? Look at where events have been held – why? Also record the lead source – why? ROI and ROO – when you win all the business need to know where it came from, showcase success from research
  • Cross check information is still current on website – why? record names of events – why? Look for history – why? Look for delegates numbers – why? Look at where events have been held – why? Also record the lead source – why? ROI and ROO – when you win all the business need to know where it came from, showcase success from research
  • Cross check information is still current on website – why? record names of events – why? Look for history – why? Look for delegates numbers – why? Look at where events have been held – why? Also record the lead source – why? ROI and ROO – when you win all the business need to know where it came from, showcase success from research
  • Why use as a research tool - Consistent annual events with budgets to use venues and organisers Great opportunity to expand your business opportunities
  • Premier of Queensland appointed world leading solar energy technology expert to the premiers Council of Climate Change “illustrating the Bligh Governments commitment to solar energy” “ Professor Meredith joins prominent science, business and industry leaders from across the country” &amp;quot;The Premier&apos;s Council on Climate Change meets three times each year, with the next meeting to be held on 7 April 2010. Opportunity to research what solar energy technology conferences could be held in Queensland to coincide to support their quest.
  • Readership 55,272 Dedicated database administrator – call who has replaced position Online updates every two weeks Tradeshow participation Destination Famils E-newsletter E-surveys
  • Readership 55,272 Dedicated database administrator – call who has replaced position Online updates every two weeks Tradeshow participation Destination Famils E-newsletter E-surveys
  • Publishing Houses, Publications, you all think they are sales hounds wanting you to ‘stick in an ad!’ with no way to really quantify the ROI and ROO What Publishing House and Publications are really useful for, is working in partnership to utilize their greatest strength of all – their potential business database. Here is one example, MICE.net has 16,000 contacts from PCO’s,DMC’s over 46% corporates (the hardest of all to identify) A survey is set up to respond asking whatever questions you wish to further qualify their business potential You choose the buyers you want to invite Entire package cost $5,900 plus gst value over $12k What would be the first thing you would do to see if it works? Use your industry networks, call NT, Fiji or cairns, if you don’t know anyone, ask the publisher for contacts. Better still find one of the team from CVB’s here at MEA today, what a great introduction to increase your network
  • Building your database is the first step, the business will not happen overnight, simply because you have a strong database of potential client. Making contact is the next, keeping in regular contact is step two (without hounding!) , once you have developed a strong relationship the opportunities are endless
  • Building your database is the first step, the business will not happen overnight, simply because you have a strong database of potential client. Making contact is the next, keeping in regular contact is step two (without hounding!) , once you have developed a strong relationship the opportunities are endless
  • More than 107,000 meetings since 1873! Hot leads, business leads exchange Creating your own networks
  • More than 107,000 meetings since 1873! Hot leads, business leads exchange Creating your own networks
  • More than 107,000 meetings since 1873! Hot leads, business leads exchange Creating your own networks
  • More than 107,000 meetings since 1873! Hot leads, business leads exchange Creating your own networks
  • More than 107,000 meetings since 1873! Hot leads, business leads exchange Creating your own networks
  • More than 107,000 meetings since 1873! Hot leads, business leads exchange Creating your own networks
  • More than 107,000 meetings since 1873! Hot leads, business leads exchange Creating your own networks
  • More than 107,000 meetings since 1873! Hot leads, business leads exchange Creating your own networks
  • More than 107,000 meetings since 1873! Hot leads, business leads exchange Creating your own networks
  • Used Darren for 3 years and my own company can assist with creating objectives, design concepts and copywriting
  • Transcript of "MEA 2010 Rochelle Uechtritz - Research presentation final"

    1. 1. RESEARCH - TIPS & TRICKS TO DELIVER BUSINESS SUCCESS! Presented by: ROCHELLE UECHTRITZ CONVENTION MARKETING ‘ turning ideas into business’ www.conventionmarketing.com.au
    2. 2. <ul><li>RESEARCH – TIP + TRICKS </li></ul><ul><li>WHY DO WE NEED RESEARCH? </li></ul><ul><li>Research cannot be under estimated </li></ul><ul><li>Why is research the most important role in business development? </li></ul><ul><li>Ever been in the office when sales team are on a conference? </li></ul><ul><li>Be one step ahead of your competitors </li></ul><ul><li>How do you find the time? </li></ul>
    3. 3. <ul><li>RESEARCH – TIP + TRICKS </li></ul><ul><li>UNDERSTANDING THE PROCESS </li></ul><ul><li>Develop a research strategy </li></ul><ul><li>Identify your target audience and target markets </li></ul><ul><li>What are the specialised industries in your region? </li></ul><ul><li>Make it a priority to assign resources </li></ul><ul><li>Impress your boss on how you can track and monitor your activities </li></ul>
    4. 4. <ul><li>RESEARCH – TIP + TRICKS </li></ul><ul><li>IMPORTANCE OF QUALIFICATION </li></ul><ul><li>Cold calling is so yesterday </li></ul><ul><li>Do you know how much a sales call costs? </li></ul><ul><li>80% of business from 20% of clients </li></ul><ul><li>Maximise existing client relationships </li></ul><ul><li>Never get end a discussion without asking for other opportunities </li></ul>
    5. 5. <ul><li>RESEARCH – TIP + TRICKS </li></ul><ul><li>RESEARCH IS AN INVESTMENT </li></ul><ul><li>Purchasing lists – know what questions to ask </li></ul><ul><li>How can you filter the various fields to achieve your goals? </li></ul><ul><li>When was the data last used and by whom? </li></ul><ul><li>Ask for guarantee on returns policy </li></ul><ul><li>Calculate “Return on Investment” ROI </li></ul>
    6. 6. <ul><li>RESEARCH – TIP + TRICKS </li></ul><ul><li>HOW TO MAKE IT HAPPEN </li></ul><ul><li>Directory of Australian Associations </li></ul><ul><li>4,300 organisations, 9,500 key personnel </li></ul><ul><li>Filter by name </li></ul><ul><li>Target State, Regional or National Organisations </li></ul><ul><li>Filter by type of organisation </li></ul>
    7. 7. RESEARCH – TIP + TRICKS USE THE DATA EFFECTIVELY HO
    8. 8. RESEARCH – TIP + TRICKS HOW
    9. 9. RESEARCH – TIP + TRICKS
    10. 10. RESEARCH – TIP + TRICKS
    11. 11. <ul><li>RESEARCH – TIP + TRICKS </li></ul><ul><li>NATIONAL CONVENTIONS + EVENTS </li></ul><ul><li>Why display confirmed and past events? </li></ul><ul><li>Convention Centres – credibility statement </li></ul><ul><li>Convention Bureaux - membership benefit </li></ul><ul><li>PCO’s – credibility, increase attendance and </li></ul><ul><li>promote services </li></ul><ul><li>Why and how to use as a research tool </li></ul>
    12. 12. Adelaide Convention Centre Public Health Association Australia 12th National Immunisation Conference CONVENTION CENTRE EXAMPLE
    13. 13. <ul><li>CONVENTION CENTRE </li></ul><ul><li>EXAMPLE </li></ul><ul><li>Click on home page </li></ul><ul><li>To research full events and key contacts </li></ul>
    14. 14. <ul><li>CONVENTION CENTRE </li></ul><ul><li>EXAMPLE </li></ul><ul><li>Select Annual Conference for more details </li></ul><ul><li>Choose Events for full range of events </li></ul>
    15. 15. <ul><li>CONVENTION CENTRE </li></ul><ul><li>EXAMPLE </li></ul><ul><li>Record list of all events and history </li></ul><ul><li>Identify decision makers </li></ul><ul><li>Search for Executive Committee, Board </li></ul><ul><li>Directors or Annual Reports </li></ul>
    16. 16. CONVENTION BUREAU EXAMPLE Business Events Sydney Business Events Calendar
    17. 17. <ul><li>CONVENTION BUREAU EXAMPLE </li></ul><ul><li>Need to be a Business Events Sydney </li></ul><ul><li>stakeholder to share information </li></ul><ul><li>Good example of membership benefit </li></ul><ul><li>Value-add proposition for suppliers </li></ul><ul><li>Bad news for researchers! </li></ul>
    18. 18. Arinex Arinex Current Events 2010 PCO EXAMPLE
    19. 19. <ul><li>www.arinex.com.au </li></ul><ul><li>Displays all future events per year </li></ul><ul><li>Features all past events </li></ul><ul><li>Thumbs up for researchers! </li></ul>PCO EXAMPLE
    20. 20. <ul><li>RESEARCH – TIP + TRICKS </li></ul><ul><li>GOVERNMENT – national </li></ul><ul><li>NATIONAL GUIDE TO GOVERNMENT – FEDERAL AND STATE </li></ul><ul><li>Over 1,600 government departments and bodies </li></ul><ul><li>FEDERAL + STATE GOVERNMENT WEBSITES – no charge </li></ul><ul><li>Select Government Departments or industries relevant to region </li></ul><ul><li>Subscribe to media releases and announcements </li></ul>
    21. 22. <ul><li>RESEARCH – TIP + TRICKS </li></ul><ul><li>MICE.NET, MICEASIA.NET and MICENZnet www.mice.net </li></ul><ul><li>Readership by market segment 15,792 distribution </li></ul><ul><ul><li>Corporate in-house planners 46% </li></ul></ul><ul><ul><li>Event Managers, Professional Conference & Exhibition Organisers/Incentive Houses 25% </li></ul></ul><ul><ul><li>Associations 10% </li></ul></ul><ul><ul><li>Government/Educational Institutions 8% </li></ul></ul><ul><ul><li>DMCs/Corporate Travel Agents 9% </li></ul></ul><ul><ul><li>Media/PR Agencies 2% </li></ul></ul><ul><li>1.9% undeliverable rate </li></ul><ul><li> </li></ul>
    22. 23. <ul><li>RESEARCH – TIP + TRICKS </li></ul><ul><li>CIM MAGAZINE www.cimmagazine.com </li></ul><ul><li>Readership by market segment 15,360 distribution </li></ul><ul><ul><li>Corporates - 10,048 </li></ul></ul><ul><ul><li>Professional Conference, incentive and event organisers - 974 </li></ul></ul><ul><ul><li>Associations - 3,330 </li></ul></ul><ul><ul><li>Government Bodies - 591 </li></ul></ul><ul><ul><li>Travel Agencies or Bureaux - 297 </li></ul></ul><ul><ul><li>Universities and TAFE Colleges - 120 </li></ul></ul><ul><li>Dedicated Subscription Manager for daily updates </li></ul>
    23. 24. <ul><li>RESEARCH – TIP + TRICKS </li></ul><ul><li>PUBLICATIONS – way more than placing ads! </li></ul><ul><li>Seek for joint partnership opportunities </li></ul><ul><li>Target clients from qualified database </li></ul><ul><li>Attract clients with business for your region </li></ul><ul><li>Journalist accompanies and writes destination feature </li></ul><ul><li>Successful events held in Auckland, Cairns, Fiji, Hong Kong, </li></ul><ul><li>Northern Territory and Whitsundays </li></ul>
    24. 25. <ul><li>RESEARCH – TIPS + TRICKS </li></ul><ul><li>PUBLICATIONS </li></ul><ul><li>MICE.NET, MICEASIA.NET and MICENZnet www.mice.net </li></ul><ul><li>CIM Magazine, CIM Germany, Successful Meetings USA, Meetings NZ, Meetings Review www.cimmagazine.com </li></ul><ul><li>CEI Asia and Conference + Incentive Travel www.haymarketasiadirect.com </li></ul><ul><li>Association Meetings International (AMI) and Meetings + Incentive Travel (M+IT) www.cat-publications.com </li></ul><ul><li>Conference + Meeting World, Exhibition World, Conference News and Exhibition News www.mashmedia.net </li></ul>
    25. 27. <ul><li>RESEARCH – TIP + TRICKS </li></ul><ul><li>ASSOCIATIONS – international </li></ul><ul><li>ICCA – INTERNATIONAL CONVENTION + CONGRESS ASSOCIATION </li></ul><ul><li>1,438 identified Australian members of International Associations </li></ul><ul><li>9,372 profiles of rotating international meetings </li></ul><ul><li>3,267 potential meetings in Australia </li></ul><ul><li>7,714 Association meeting planners </li></ul><ul><li>Annual investment EUR2,660 or AUD 4,000 ………..membership benefits unlimited! </li></ul><ul><li>‘ </li></ul>www.iccaworld.com
    26. 28. <ul><li>RESEARCH – TIP + TRICKS </li></ul><ul><li>ICCA – INTERNATIONAL CONGRESS + CONVENTION ASSOCIATION </li></ul><ul><li>MEMBERSHIP BENEFITS </li></ul><ul><li>Research Association Database of more than 3,267 potential meetings in Australia </li></ul><ul><li>Hot Leads, Tender Submissions, Destination Comparison Reports </li></ul><ul><li>Annual ICCA Congress </li></ul><ul><li>ICCA Asia Pacific Chapter </li></ul><ul><li>ICCA Australia Committee Education + Training </li></ul><ul><li>‘ </li></ul>www.iccaworld.com
    27. 29. ‘ <ul><li>search by size </li></ul><ul><li>search by industry </li></ul><ul><li>search last time held in Australia </li></ul><ul><li>search members in Australia </li></ul>
    28. 30.
    29. 31.
    30. 32. ‘ www.iccaworld.com
    31. 33. ‘ www.iccaworld.com
    32. 34. ‘ ICCA DESTINATION COMPARISON REPORT
    33. 35. ‘ ICCA DESTINATION COMPARISON REPORT
    34. 36. <ul><li>RESEARCH – TIPS + TRICKS </li></ul><ul><li>OTHER OPPORTUNITIES </li></ul><ul><li>What do you do with tradeshow lists? </li></ul><ul><li>Create direct mail campaign or survey to get responses </li></ul><ul><li>Promotional offers to spike interest </li></ul><ul><li>Form partnerships with Industry Associations and networks </li></ul><ul><li>Get your message across with effective newsletters or case studies </li></ul>
    35. 37. <ul><li>RESEARCH – TIPS + TRICKS </li></ul><ul><li>MAKE IT HAPPEN </li></ul><ul><li>Invisage – www.invisage.net </li></ul><ul><li>Event Campaign </li></ul><ul><li>E-broadcasts </li></ul><ul><li>E-newsletters </li></ul><ul><li>E-surveys </li></ul><ul><li>Social Media Networks </li></ul>
    36. 38. RESEARCH – TIP + TRICKS TO DELIVER BUSINESS SUCCESS! QUESTIONS? ROCHELLE UECHTRITZ CONVENTION MARKETING ‘ turning ideas into business’ www.conventionmarketing.com.au Sponsored by ICCA Australia www.iccaworld.com

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