52nd ICCA Congress
Marketing to Chinese delegates –
Audience Motivations to Engage
Peter Pecotic
Turningpoint
Internationa...
Creating the Experience

Your
Interests

Experience

Strategy

International Congress and Convention Association
.

Twitte...
Motivation to Engage
New
Surprise
Desired Emotion
Valuable
Kudos
Confronting
International Congress and Convention Associa...
Project Western China
Objective:
Chinese Central and Provincial Govn’t to attract
international investment in IT Outsourci...
Project Western China
Tactics:
Brand Align with Major International IT Consultancy,
Leverage their database, have them dri...
EU Government Trade Mission
Objective:
To generate Export Revenue from the China Market
in the Advanced Engineering Sector...
EU Government Trade Mission
Tactics:
Have event endorsed by EU Gov’t
Led by a Trade Minister and Ambassador
Utilise Channe...
EU Government Trade Mission
Audience motivation to engage:
Kudos – Foreign Government Ministerial and
Ambassador level rep...
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Te09 China Focus – half-day mini-conference

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Te09 China Focus – half-day mini-conference

  1. 1. 52nd ICCA Congress Marketing to Chinese delegates – Audience Motivations to Engage Peter Pecotic Turningpoint International Congress and Convention Association . Twitter: #ICCA13
  2. 2. Creating the Experience Your Interests Experience Strategy International Congress and Convention Association . Twitter: #ICCA13 Audience Interests Motivation to Engage
  3. 3. Motivation to Engage New Surprise Desired Emotion Valuable Kudos Confronting International Congress and Convention Association . Twitter: #ICCA13
  4. 4. Project Western China Objective: Chinese Central and Provincial Govn’t to attract international investment in IT Outsourcing Strategy: Create a Symposium, attract an audience of International CEO and CIO Level Delegates. Raise awareness of Destination through experiential Program. Networking opportunities to make new friends with Chinese Private Sector and Government Counterparts. International Congress and Convention Association . Twitter: #ICCA13
  5. 5. Project Western China Tactics: Brand Align with Major International IT Consultancy, Leverage their database, have them drive Program Design to align with audience expectations. Make clear in invitation process “This is a C level only event – Non Transferrable” Audience motivation to engage: New – Unknown new alternative in IT Outsourcing to traditional destinations Valuable – Networking opportunity with peers Kudos – C Level only event International Congress and Convention Association . Twitter: #ICCA13
  6. 6. EU Government Trade Mission Objective: To generate Export Revenue from the China Market in the Advanced Engineering Sector. Strategy: Minister Led Trade Mission to China 1 Day Conference and Exhibition (Extremely important to attract highly qualified Chinese Delegates) International Congress and Convention Association . Twitter: #ICCA13
  7. 7. EU Government Trade Mission Tactics: Have event endorsed by EU Gov’t Led by a Trade Minister and Ambassador Utilise Channels from the China and EU based Trade Missions Research and approach relevant Chinese Associations, with the seal of the EU Ambassador to seek assistance in Chinese Delegate Acquisition. Half Day of one on one business matching International Congress and Convention Association . Twitter: #ICCA13
  8. 8. EU Government Trade Mission Audience motivation to engage: Kudos – Foreign Government Ministerial and Ambassador level representation Valuable – Networking opportunity New – Business opportunities International Congress and Convention Association . Twitter: #ICCA13
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