Characteristics of the German corporate meetings market  #icca11 MONDAY 24/10/11
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Characteristics of the German corporate meetings market #icca11 MONDAY 24/10/11

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Presentation on the Characteristics of the German corporate meetings market by Johanna Fischer from tmf Dialogue Marketing. Held during the 50th ICCA Congress. #icca11 MONDAY 24/10/11

Presentation on the Characteristics of the German corporate meetings market by Johanna Fischer from tmf Dialogue Marketing. Held during the 50th ICCA Congress. #icca11 MONDAY 24/10/11

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  • Continental Europe as a market plus India Market Research on a global basis Networking partners in other major markets enable us to cover global projects
  • Basis are the 3 columns – content: researching, curating and editing what is interesting to planners and the industry – necessary also for all kinds of one-to-one events Industry relations database – challenges, data protection, building persona relationships
  • 1500 intermediaries, 1200 corporate contacts, 700 associations jeweils mit mehreren Kontakten pro Firma
  • Others: event consulting, meeting planner, event and fair organisation, event services The biggest part of our business is operated by specialists, an indicator for a very mature market. India – opposite….
  • Order as before: 1) Event agencies – purple as dominating colour, 2) incentive houses, 3) PCO, 4) Tour operator and travel agents
  • Weitere Sektoren: 6. food, beverages,tobacco; 7. communication, media; 8. trade, consumer goods; 9. cosmetic industry; 10. services: z.B.consulting/employment 11. energy supply
  • Compared to prior listing: 1) Financial Sector (Geldsack), 2) pharma, chemistry, medicine, 3) Communication, computer, IT, 4) industrial goods, 5) Automotive It is obvious that the agglomerations of corporations important for our business are not located in the new federal states
  • Being a leading supplier of destination marketing support we do our best to deliver as much research and insights as possible.
  • Challenges of research in general and specially for the German-speaking market
  • Verteilung – von ehemals reiner Incentivemarkt hin zu conferences, meetings und events
  • Not representative, just a glimpse
  • - Creative DMCs are the decisive element for successful pitching The competition in pitching processes is becoming more difficult and harder Budgets for this year´s marketing activities suffer from last year´s crisis It is the corporate compliance that reduces the business activities and not the crisis
  • These are decisive factors for future strategic plans – what will work best for marketers of MICE products…. A word wrt sales visits…..
  • We have also asked the participants of the quick survey to report about the use of virtual communication channels, but the answers/data received does not allow for a realistic picture, thus we have decided to leave out the result of the quick survey and include a chart of the mmm 2011 instead (representative study from the beginning of this year with 480 participants from the German-speaking market)
  • Kommunikation zu drei verschiedenen Blöcken ist nötig Lots of contacts are necessary to get business in the end
  • Added value für destination partners, investors etc. Sustainability in work – how can you respect and protect your business partners?
  • it is also imperative to achieve this in a cost effective and efficient way Organisations have to identify the relevant influential sites And build relationships with these sites and establish their interest
  • Added value für destination partners, investors etc. Sustainability in work – how can you respect and protect your business partners?
  • Example: Hybrid events (roadshows embeeded in virtual communities)

Characteristics of the German corporate meetings market  #icca11 MONDAY 24/10/11 Characteristics of the German corporate meetings market #icca11 MONDAY 24/10/11 Presentation Transcript

  • MICE market monitor 2010 Outbound trends in Germany, Austria and Switzerland Options for participation in the research Characteristics of the German corporate meetings market Market overview and some best practise October 24, 2011 – 9 am ICCA congress in Leipzig
    • tmf dialogue marketing & piranha press & pr
    • the German-speaking MICE market – an overview
    • mmm – MICE market monitor 2011
    • Current mood in the market – quick survey Oct 2011
    • Best practise: what works when trying to win corporate business from Germany
    INDEX
  • tmf dialogue marketing & piranha press & pr
    • Experts in dialogue marketing focusing on international meeting, incentive, congress and event markets and tourism
    • We have built a big global business relation network in MICE and tourism
    • Helping organisations with PR and marketing communication to media and buyers (corp and associations)
  • tmf dialogue marketing & piranha press & pr
    • tmf dialogue marketing & piranha press & pr
    • the German-speaking MICE market – an overview
    • mmm – MICE market monitor 2011
    • Current mood in the market – quick survey Oct 2011
    • Best practise: what works when trying to win corporate business from Germany
    INDEX
  • The German-speaking MICE market Size of the market personal contacts of tmf in the market: Total : ~ 18.700
  • The German-speaking MICE market
    • MICE agencies / intermediaries:
    • 62 % Event / advertising agencies
    • 33 % full-service incentive houses
    • 19 % PCOs
    • 15 % tour operators with incentive department
    • 5 % others
  • The German-speaking MICE market
  • The German-speaking MICE market
    • Corporate planners (top 5 sectors):
    • banking, finance, insurance
    • pharmaceutical, medical, chemical
    • electronics/IT
    • industrial goods
    • automotive sector
  • The German-speaking MICE market
    • tmf dialogue marketing & piranha press & pr
    • the German-speaking MICE market – an overview
    • mmm – MICE market monitor 2011
    • Current mood in the market – market survey Oct 2011
    • Best practise: what works when trying to win corporate business from Germany
    INDEX
  • mmm – MICE market monitor 2011 Outbound trends in Germany, Austria and Switzerland
  • mmm – MICE market monitor 2011
    • 2011: 8th edition of the annual survey of market trends in Germany
    • Since 2006 additional for outbound Austria and Switzerland
    • Participants: 480 - MICE agencies/intermediaries and corporate planners with international outbound business
    • The only ongoing representative study in this important market
    • => Unique piece of market research with essential information for destinations and suppliers of MICE products and services
  • mmm – MICE market monitor 2011 1 Introduction and sponsors 2 Methodology 3 Composition of sample 4 Results 4.1 Market development 4.1.1 Business development of the past year 4.1.2 Current business development 4.1.3 Demand for European destinations 4.1.4 Demand for long haul destinations 4.1.5 Annual outbound budget 4.2 Market structure 4.2.1 Type of events: split-up 4.2.2 Organisation of events with international participation 4.2.2.1 Destinations for same events 4.2.2.2 Continents of origin of participants 4.3 Preferred destinations in 2011 4.4 Event planning & sources of information 4.4.1 S ocial media 4.4.1.1 Use of social networks 4.4.1.2 Use of smartphone apps 4.4.2 Convention bureau services 4.4.2.1 Use of sections/services on websites 4.4.2.2 Requested services of CVB´s 4.5 Trade fairs 4.5.1 Participation in hosted buyers programs 4.5.2 Interest in new trade fairs 4.5.3 Conducting contracts at trade fairs 5 Expert panel discussion 6 Additional survey: The economic recovery in Germany and its effects on the meeting and incentive market 7 Conclusions
  • mmm – MICE market monitor 2011 Question: How will the order situation this year develop (agencies)/ How is your status of plans this year (corporates) in comparison to last year? Current business development
  • mmm – MICE market monitor 2011 Germany Austria/ Switzerland positive business development (max:10) negative business development ( min:-10) MICE agencies Corporate planners Question: How will the order situation this year develop (agencies)/ How is your status of plans this year (corporates) in comparison to last year? Current business development
  • Market structure, type of events: split-up Question: Please indicate the split up of your overall event volume into types of events. mmm – MICE market monitor 2011
    • tmf dialogue marketing & piranha press & pr
    • the German-speaking MICE market – an overview
    • mmm – MICE market monitor 2011
    • Current mood in the market – quick survey Oct 2011
    • Best practise: what works when trying to win corporate business from Germany
    INDEX
  • Current mood in the market
    • Online survey about the current mood in the market -
    • facts & figures:
    • send out to a selection of intermediaries and corporate planners
    • period: October 5 – October 11, 2011
    • number of participants in the survey: 61
  • Current mood in the market n= 61 Question: International debt crisis, weak Euro, uncertainty at the stock markets…. Does the bad mood in the euro zone directly influence your business results?
  • Current mood in the market Question: If yes, what are the effects on your business? n = 26; multiple answers were possible Others: 1 x less participants at events 1 x short-term decisions of clients
  • Current mood in the market Question: How do you personally presume the business outlook for the next months? n = 60
  • Current mood in the market n=61, multiple answers were possible Question: which personal communication channels do you preferably use?
  • Current mood in the market Source: mmm 2011 (multiple answers possible; ranked by total; others: ecademy, Imex, Infonet, InterNations, Lotus Notes, Plaxo, STB, twitter, VP.de, youtube) Question: Do you use social networks for professional purposes?
    • tmf dialogue marketing & piranha press & pr
    • the German-speaking MICE market – an overview
    • mmm – MICE market monitor 2011
    • Current mood in the market – quick survey Oct 2011
    • Best practise: what works when trying to win corporate business from Germany
    INDEX
  • Best practise
    • PR, marketing & brand communication in MICE and
    • tourism as we do it now:
      • Newsletters and information campaigns/telemarketing, press releases/mailings
      • One-to-one activities: sales calls, roadshows/events, fam trips , tradeshows/ Hosted Buyers, editorial visits, press receptions, press conferences, press trips
      • CRM / MRM (relationship management)
      • Some social media is used in the industry but opportunistic and fragmented
  • Best practise
    • What are some of the challenges for success in marketing
    • & pr?
    • How can you add value to your work?
    • Nobody has time anymore, everybody is busy
    • Too much information and projects at the same time
    • Intense competition
    • Business ethics
    • Less budgets vs more work/higher expectations
    • Sustainability vs pressure sales
    • Indecisiveness of: destinations, partners, planners, corporates leads to heavy procedures
  • Best practise
    • There is no substitute for individual relationships
    • But getting your /your partners’ stories exposure /coverage in the online media has become a necessity
    • ROI and current economic climate forces everybody to create new approach
    • With multiple content providers, and the global nature of the online media this can prove to be a challenge
    More challenges …..
  • Best practise
    • New technology enables us to distribute and publish relevant news releases and associated content in such a way the audience can easily use and share the content in their own networks
    • How can we track the resulting coverage, mentions and bookmarks?
    • All this takes a great deal of time and can limit your potential to achieve the best results
    Challenges but also opportunities!
  • Best practise
    • Conclusion:
    • A modern PR & marketing mix needs to bridge
    • the gap between increasing challenges in the
    • market, less available money/time and necessary
    • management of complex information flows
  • Best practise
    • Entering a new way by…
    • … migrating from „traditional“ pr and communication
    • methods to „new“ pr and marketing concepts integrating
    • all relevant communication and social media channels.
    • What the markets need is a combination of:
    • CRM/MRM a n d social CRM
    • Innovative one-to-one activities
    • And a new web 2.0 based news management
    • Learn more about this new concept by attending:
    • „ Being and staying on top of your news! -
    • The need to migrate from ‘traditional’ PR and marketing to new communication concepts to reach a ‘socially-connected’ audience.”
    • October 26, 2011 11 am
    • ICCA congress Leipzig
    Best practise
  • Thank you for your interest! www.tmf-gmbh.de www.tmf-forum.de @tmf_connect Johanna Fischer, Managing Director Follow me on Twitter: @johannadialogue