52nd ICCA Congress

ME08: Large corporate
meetings and their evolving
role within companies’
strategic thinking
Internatio...
Topics
•
•
•
•
•
•
•
•
•
•

interactions with decision-makers within your organisation or
outside;
budgets;
objectives and...
Speakers
Moderator:
•Mike van der Vijver

Owner, MindMeeting BV, The Netherlands:
mike@mindmeeting.org

Speakers:
•Luca Fa...
1.Interactions with decision-makers within
your organisation or outside
•

•

•
•
•

Complexity of environment and number ...
2.Budgets
•
•
•
•
•
•

Strong competition of conferences. Brand positioning/reputation
and content are key
Theme of event ...
3.Objectives and desired outcomes (may
include ROI, if applicable)
•

•
•

•
•

•
•

Challenge as agency is to get company...
4.Programme design and reflections on
delegate behaviour and how to influence it
•

•
•

•
•

Company strategy as basic gu...
5.Tenders
•

No full package but broken down into various services in order to
get the best quality at the best rates and ...
6.Delegate selection
•
•
•

Trends show that corporations invest more on proprietary events
and decrease spending on trade...
7.Delegate expectations and how to manage
them
•

•

Key aspects in putting the perfect agenda most commonly missed
out is...
8.Pre and post-meeting communications
•

•

We are moving from one event in a specific time, to multiple that
deliver a st...
9.New technologies
•
•
•
•
•

Political comms – crowd sourcing/fund raising – completely
changed landscape in field
Don’t ...
10.Outcome evaluations and their impact on
future events
•
•
•
•

Successful event assessed by number of participants and ...
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Me08 Large corporate meetings

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Me08 Large corporate meetings

  1. 1. 52nd ICCA Congress ME08: Large corporate meetings and their evolving role within companies’ strategic thinking International Congress and Convention Association . Twitter: #ICCA13
  2. 2. Topics • • • • • • • • • • interactions with decision-makers within your organisation or outside; budgets; objectives and desired outcomes (may include ROI, if applicable); programme design and reflections on delegate behaviour and how to influence it; tenders; delegate selection; delegate expectations and how to manage them; pre and post-meeting communications; new technologies; outcome evaluations and their impact on future events International Congress and Convention Association . Twitter: #ICCA13
  3. 3. Speakers Moderator: •Mike van der Vijver Owner, MindMeeting BV, The Netherlands: mike@mindmeeting.org Speakers: •Luca Favetta WW Senior Director HP Events, Hewlett-Packard International, Switzerland: Favetta@hp.com •Bruna Migliazza Marketing Manager, Hay Group, Italy: Bruna.Migliazza@haygroup.com •Peter Pecotic Managing Director, Turningpoint Solutions, Australia Peter@turningpointsolutions.com.au International Congress and Convention Association . Twitter: #ICCA13
  4. 4. 1.Interactions with decision-makers within your organisation or outside • • • • • Complexity of environment and number of stakeholders is often slowing down decision making progress. Has an impact on entire chain (vendor, venue, etc.) The most successful programs we deliver are when we have direct contact and collaboration with event owner. Agency can agree a defined/developed strategy Population of highly sophisticated mgrs who are also consultants. Managing consensus with stakeholders is the big challenge! Competition: flexibility on what you can offer. Destinations – package your venues, promote entertainment. International Congress and Convention Association . Twitter: #ICCA13
  5. 5. 2.Budgets • • • • • • Strong competition of conferences. Brand positioning/reputation and content are key Theme of event is most important and is identified by group of thought leaders. Theme must be relevant to clients and speakers Do more with less. Should be set and derived from ROI Every budget should serve the overall objective. Sales team and operation team must be aligned. Economic crisis has impacted the hospitality/service industry heavily. Loss of many sr. people. International Congress and Convention Association . Twitter: #ICCA13
  6. 6. 3.Objectives and desired outcomes (may include ROI, if applicable) • • • • • • • Challenge as agency is to get company to commit and follow through KPIs and measures of ROI. ROI measurement is key – KPI setting/measurement has become integral to planning events Objectives may vary according to type of event, and target audience. Reinforce client relationship. Events get stuck in routine. They need to add something new, different. Press clippings, public opinion, etc. can also help define especially with external stake holders. Plan overall strategy – panorama of events to last the whole year. Sometimes we don’t have the framework, but we must request beyond logistics and include objectives. We must admit when we are not the right agency/venue for event. Sustainability: we expect everyone to play a role in this area. Sometimes beyond traditional CSR – labour laws, etc. Integration and partnership between everyone involved. Using many resources within one destination. International Congress and Convention Association . Twitter: #ICCA13
  7. 7. 4.Programme design and reflections on delegate behaviour and how to influence it • • • • • Company strategy as basic guidelines. A common problem is program design goes from objective to tactics without defining strategy. To meet client expectation: hear the hottest findings on how to manage a company & how business issues have been solved The way attendees consume events has drastically changed in last year. Content must be authentic, relevant, innovative and essential. Moving from “show and tell’’ to “an experience”; from “talking at” to “talking together.” Attendees want to choose, influence and deliver contents International Congress and Convention Association . Twitter: #ICCA13
  8. 8. 5.Tenders • No full package but broken down into various services in order to get the best quality at the best rates and be able to follow through with each supplier International Congress and Convention Association . Twitter: #ICCA13
  9. 9. 6.Delegate selection • • • Trends show that corporations invest more on proprietary events and decrease spending on trade shows. IT world competition very strong Defining target audience defined by strategy International Congress and Convention Association . Twitter: #ICCA13
  10. 10. 7.Delegate expectations and how to manage them • • Key aspects in putting the perfect agenda most commonly missed out is the audience’s motivation to engage. If you don’t satisfy this you won’t get numbers, and those that do attend won’t be happy with experience Broken into 6 categories: Bragging rights; Surprise; Confrontation; New; Valuable; Emotional arousal. International Congress and Convention Association . Twitter: #ICCA13
  11. 11. 8.Pre and post-meeting communications • • We are moving from one event in a specific time, to multiple that deliver a story all year round. After an event, you have permission for future comms. People will pick up phone and give you the time of day. Social media is just a different way of doing what was done before. Traditional means, depending on kind of audience. Change in progress for younger managers International Congress and Convention Association . Twitter: #ICCA13
  12. 12. 9.New technologies • • • • • Political comms – crowd sourcing/fund raising – completely changed landscape in field Don’t worry about new technologies until content, strategy, messaging is correct. Some can be gimmicky, others very useful: audience polling, networking tools, crowd mapping, analytics. New technologies reinforce value of face to face comms. Mobility is extremely important to success. Having a good bandwidth is almost like having a washroom in a venue – it’s essential. Attendees want to spread their message with the outside world. International Congress and Convention Association . Twitter: #ICCA13
  13. 13. 10.Outcome evaluations and their impact on future events • • • • Successful event assessed by number of participants and their evaluation. On site questionnaire assessing event – asking for ideas, topics for next event Measurement is key. The time of attending events because your competition is doing it is over. If an event doesn’t produce return, it will be removed from next year planning International Congress and Convention Association . Twitter: #ICCA13
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