TE_4_Parallel Session - Using Meeting Statistics for Advocacy, Marketing, Research and Motivation
Upcoming SlideShare
Loading in...5
×
 

Like this? Share it with your network

Share

TE_4_Parallel Session - Using Meeting Statistics for Advocacy, Marketing, Research and Motivation

on

  • 184 views

 

Statistics

Views

Total Views
184
Views on SlideShare
184
Embed Views
0

Actions

Likes
0
Downloads
12
Comments
0

0 Embeds 0

No embeds

Accessibility

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment
  • Crowd searching; learn from eachother
  • Differences between marketing, advertising and PR <br /> Power of PR <br /> Guy putting himself on the market using direct communication <br />
  • Advertising is making customers aware of your product or service by paid announcements; Advertising is about repetition: <br /> Just like we all learned the multiplication tables through repetition at school, the more a consumer is exposed to an ad, the more likely they are to recall the product. Guy repeats his message and communicates it directly to his target <br />
  • The guy has impressed another girl, who is now communicating his message to his target group. <br /> Your message is communicated indirectly to your target group by a trusted third party that is convinced the message is true and the source can be trusted. <br /> Which message came across best? PR is very effective method for getting your key message and your brand across. <br /> Paid, owned, earned media. <br /> The same principle applies to social media marketing: About finding and creating online brand advocates who spread your message to their online friends and followers. <br />
  • Going back to the subject... <br /> ICCA announces the stats ranking
  • How can meeting stats can be used to your benefit. <br /> Press loves surveys and statistics! <br /> ICCA rankings: annual publication of the ICCA worldwide country and city rankings by number of meetings, published in May -right before IMEX. <br /> Note: Stats released under embargo prior to ICCA press release! <br /> Many members are effectively using the ICCA ranking as an angle to promote their destination. <br /> Three scenario’s.
  • Example of Paris using meeting stats for marketing purposes at IMEX
  • Creation of news
  • If you climbed the rankings you can also take it a step further: Istanbul shot up 10 places in ICCA rankings from 17th in 2009 to 7th in 2010 Lucky #7 Wine & Cheese party at IMEX, where you can win 7 amazing travel prizes.
  • Creation of news <br /> Examples: Vienna, Brazil, Greece
  • News release: realise the newsfact alone is not interesting enough; Newsstory with 5Ws. <br /> Journalists are interested in the news fact and a story with news value. So instead of just communicating the news fact, you should create a story around it that provides a context. This context should typically answer the 5 W’s. The releases that get the most coverage are the ones that create an interesting and newsworthy story around a news fact. Not: We have a new product – Create a story around it <br /> Some examples.
  • It all starts with defining your objectives and your key messages. <br /> Think about what you really want to get across? <br /> Identify what differentiates you from the competitors and define your brand values & USPs. <br /> Target groups: Clients in different markets; stakeholders like the local public or government which you rely on for funding. <br /> Planning: Manage your release of news, think ahead and be proactive. <br /> <br /> PR is all about creating consistent Key Messages per target group and find (news) angles to get them across; As shown, statistics can be a great angle! <br /> <br /> Story angles: <br /> Have real news <br /> Be first <br /> Be unique <br /> Local angles on national stories <br /> The Year Ahead gives you “hooks” <br /> Editorial features or supplements <br /> Ties to a trend <br /> People stories <br /> Solving a common problem <br /> <br />
  • News: Vienna dethroned by Paris in ICCA rankings
  • Vienna’s response is positive: <br /> Puts ranking into perspective: (for first time in eight years, 182 meetings) <br /> Still in top three <br /> Congratulates other destinations <br />
  • Vienna’s other releases: <br /> UIA: same position <br /> Bid won <br />
  • Greece: a light at the end of the tunnel <br /> Opening museum of contemporary art <br /> New investments/grants <br /> Record of tourists travelled to the main Greek airports <br /> 2004 olympics infrastructure benefits
  • hobby-horse: favourite topics from a journalist
  • World record of longest meeting table?
  • 48
  • Is there a way to measure your results from your research, marketing and advocacy efforts? <br /> Experience? How to measure the impact?
  • Who has used the ICCA PR Kit? ICCA Press Database <br /> Post and Tweet your release via ICCA (+ Winning Bids) <br /> Monitor your news: Digital Clipping Service <br /> PR Guidelines <br /> <br />  Research one-on-one appointments <br /> <br />
  • Next subject...
  • Advocacy: ‘Speak up’ - political process by an individual or group which aims to influence public-policy and resource allocation decisions within political, economic, and social systems and institutions. Lobbying: is a form of advocacy where a direct approach is made to legislators on an issue which plays a significant role in modern politics. <br /> <br /> Audiences: business & government <br /> Messages: value of meetings <br /> How: <br /> Join forces locally – one voice <br /> Developing value data <br /> Delivering messages – economic growth: <br /> Innovation <br /> Product development <br /> Knowledge transfer <br /> Network creation
  • Advocacy: ‘Speak up’ - political process by an individual or group which aims to influence public-policy and resource allocation decisions within political, economic, and social systems and institutions. Lobbying: is a form of advocacy where a direct approach is made to legislators on an issue which plays a significant role in modern politics.
  • Audiences: local politicians <br /> Messages: value of meetings: <br /> Economic growth (delegate expenditure, tax, exposure of destination) <br /> Innovation <br /> Product development <br /> Knowledge transfer <br /> Network creation
  • Is there a way to measure your results from your advocacy efforts? <br /> Experience? How to measure the impact? <br /> Advocacy/motivation: support from local politicians <br /> Financial support <br /> Positive attitude towards your activities <br />
  • ... But remember to watch yourself...

TE_4_Parallel Session - Using Meeting Statistics for Advocacy, Marketing, Research and Motivation Presentation Transcript

  • 1. Using meetings stats for research, advocacy, motivation and marketing Marco van Itterzon Dennis Speet
  • 2. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14 – what goes on in your destination – see the business development – create a higher acceptance of your bureau on the local market – awareness for the importance of the Meeting Industry – measure the results of marketing efforts – evaluate the economic impact Why we need statistics
  • 3. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14 – compare with other destinations – recommend new (infra)structures if needed – be one step ahead of competitors – compare with other tourism segments in the destination Why we need statistics
  • 4. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14 • look forward and anticipate changes • make predictions with some degree of confidence • assess the health of the meetings market • strengthen ICCA‘s culture of openness and business exchange Why we need statistics
  • 5. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14 – It is a MUST for each and every Convention Bureau to collect and provide statistical information – It is a MUST that the suppliers (hotels, congress centers, PCOs) provide the data to the Convention Bureau What the Convention Bureau & suppliers have to do
  • 6. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14 Steady Growth 0 2000 4000 6000 8000 10000 12000 14000 2005 2006 2007 2008 2009 2010 2011 2012 2013 5283 5838 6681 7475 8294 9120 10070 11150 11685 2542 2727 2590 2674 2130 1940 1182 185 198 361 302 607 662 802 1067 Growth of nr. of Events in Statistical year Report Growth >2012 report Growth up to 2012 report Snapshot per year
  • 7. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14 1 USA 829 2 Germany 722 3 Spain 562 4 France 527 5 UK 525 6 Italy 447 7 Japan 342 8 China-P.R. 340 9 Brazil 315 10 Netherlands 302 Number of international meetings ICCA country ranking 2013
  • 8. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14 1 Paris 204 2 Madrid 186 3 Vienna 182 4 Barcelona 179 5 Berlin 178 6 Singapore 175 7 London 166 8 Istanbul 146 9 Lisbon 125 9 Seoul 125 Number of international meetings ICCA city ranking 2013
  • 9. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14 1. Singapore 994 2. USA 799 3. Korea-Rep 635 4. Japan 588 5. Belgium 505 Spain 505 7. Germany 428 8. France 408 9. Austria 398 10. UK 349 UIA Country Ranking 2013
  • 10. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14 1. Singapore 994 2. Brussels 436 3. Vienna 318 4. Seoul 242 5. Tokyo 228 6. Barcelona 195 7. Paris 180 8. Madrid 165 9. Busan 148 10. London 144 UIA Ranking Cities 2013
  • 11. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14 ICCA & UIA Statistics compared (nr of meetings)
  • 12. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14 ICCA & UIA Statistics compared (nr of meetings)
  • 13. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14 Apples & Pears
  • 14. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14 – Exclude national meetings (tremendous impact on overnights) – Exclude religious, political, commercial, sporting events – Exclude all international meetings not qualified – Exclude the corporate market (meetings, incentives, product launches) ICCA & UIA statistics do not reflect the market
  • 15. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14 • Use them as a trendbarometer, BUT • establish your own statistics! ICCA & UIA statistics do not reflect the market
  • 16. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14 • Put statistics in correct context; ICCA stats cover one segment of market, your success in other segments reduces the amount of space available for international association meetings. • Low ranking year with fewer, longer lasting events with large number of delegates, may have a bigger economic impact than a high ranking year. Right interpretation
  • 17. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14 • Association market has the longest lead time of any market segment. The results of 2013 reflect the bookings made in the early days of marketing. • Never use ICCA statistics in isolation as they give only one side of the picture for a destination’s meetings business and relative level of success. • ICCA’s stats are genuinely significant indicators. The right context
  • 18. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14 • Where do you believe you should be • Who are your comparators • What do your hear from the clients • To stand still is to be overtaken Realism rules
  • 19. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14 Cities through the years, number of events in the respective reports
  • 20. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14 The power of hindsight
  • 21. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14 Another approach, another ranking!
  • 22. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14 ICCA: Vienna hosted 181 events in 2011 Vienna: 638 International Association Congresses 1,018 Association Congresses 3,151 Total number of Events 28.3 , 17.7 & 5.7% respectively Context is king
  • 23. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14 ICCA: Vienna hosted 80,953 participants in 2011 Vienna: 213,974 International Association 328,787 Association 475,298 delegates Total number of Events 37.8 , 24.6 & 17.0% respectively Context is king
  • 24. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14 http://www.youtube.com/watch?v=HRLIZir67pU • Are you collecting and publishing your own stats? • Let’s share best practices! London in the ICCA Rankings
  • 25. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14 Programme Statistics objectives: 1. Research 2. Marketing/PR 3. Advocacy/Motivation
  • 26. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14 Have you used your ICCA ranking for marketing, advocacy or motivation purposes? Why (not)? Questions
  • 27. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14 2. Marketing (Owned media)
  • 28. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14 Advertising (Paid media)
  • 29. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14 PR (Earned media)
  • 30. Using meetings stats for marketing/PR
  • 31. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14 PR and meetings stats
  • 32. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14 • + Hurrah! • - Argh! • = Hmmmm... PR: meetings stats scenario’s
  • 33. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14
  • 34. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14 Case 1. Your destination went up in the charts. Action? A. Hide, ignore, no action? B. React C. Pr(o)-active / create D. I do not have a clue!
  • 35. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14 1. Communication and PR objectives 2. Segment the market/audiences 3. Subject 4. Define distribution channels 5. Planning: manage your release of news 6. Evaluate ICCA’s ‘Hands-on’ PR Plan
  • 36. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14 Examples
  • 37. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14 Case 2. Your destination kept the same place in the charts. Action? A. Hide, ignore, no action? B. React C. Pr(o)-active / create
  • 38. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14 A great angle to a news story Context who what where when why News fact
  • 39. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14 • Objectives • Target groups • Planning Key messages per target group PR Plan in a nutshell
  • 40. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14International Congress and Convention Association www.iccaworld.com
  • 41. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14 Case 3. Your destination dropped in the charts. Action? A. Hide, ignore, no action? B. React C. Pr(o)-active / create
  • 42. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14International Congress and Convention Association www.iccaworld.com http://www.vienna.convention.at
  • 43. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14 www.iccaworld.com
  • 44. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14 http://www.c-mw.net
  • 45. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14International Congress and Convention Association www.iccaworld.com http://www.lanacion.com.py/articulo/168608- copa-del-mundo-genera-1-millon-de-empleos- en-brasil.html
  • 46. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14 Marketing/PR methods 1. Press Release 2. Photo’s 3. Readers’ letters 4. Case studies 5. Features 6. Get yourself a tame expert 7. Pet “hobby-horses” 8. Educationals for journalists
  • 47. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14 Create your own news by making something happen!
  • 48. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14 Press loves quirky pictures!
  • 49. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14 Marketing/PR methods 9. News conferences and press lunches 10. Write opinion columns 11. Surveys and statistics 12. Human interest 13. Awards 14. PR stunts 15. (video) interviews 16. VIPs are Very Important Press opportunities
  • 50. Measure impact: using meetings stats of marketing/PR activities
  • 51. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14 • Monitor news: Digital Clipping Service • ICCA Press Database • Post and Tweet your release via My ICCA • PR Guidelines  Research one-on-one appointments ICCA PR Kit – handy tools
  • 52. 3. Using meetings stats for Advocacy/Motivation
  • 53. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14 • Audiences • Messages • How Source: JMIC - themeetingsindustry.org 3. Advocacy: using meeting stats
  • 54. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14 • Audiences: business & government • Messages: value of meetings • How: – Join forces locally – one voice – Developing value data – Delivering messages – economic growth: • Innovation • Product development • Knowledge transfer • Network creation 3. Advocacy: using meeting stats
  • 55. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14 ICCA meeting statistics have been announced. Your destination is doing well. Prepare a briefing for your local politicians. Case 4. Advocacy: using meeting stats
  • 56. Measure impact: using meetings statistics
  • 57. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14 • Collect your local statistics • Send us your meeting calendar/winning bids • Read JMIC publication on advocacy • Use stats to tell a story about your destination/services • Identify PR opportunities • Use ICCA’s PR Tools Key takeaways
  • 58. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14 Marco van Itterzon marco@icca.nl Dennis Speet dennis@icca.nl Thank you!