L’innovazione nelle sedi per eventi: i nuovi trend di mercato e le tecniche di marketing e vendita per cavalcarli

1. INNOVATION IN MEETINGS VENUES DESIGN AND MARKETING
Rob Davidson, MICE Knowledge
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2. Advances in venue design
•A shortage of time and money
•Clients are demanding more productivityand efficiencyfrom the meetings they organise –Return on Investment
•Venues must demonstrate that they add real valueto the meetings they host

3. Advances in venue design
•How participants learn:
•70% social learning –learning from their peers–colleagues, collaborators and competitors
•20% self-directed learning –learning by reading / internet research
•10% formal learning –such as training
•So we are moving away from the traditional classroom setting towards spaces that promote social learning.

4. If you’re going to read ONE book this year …

5. Advances in venue design
The new emphasis is on flexiblespaces that help participants connect and interactwith each other at conferences.
•Spaces where participants can meet on an informal basis
•Lounge areas with time-slots for participants to have conversations with each other –and with presenters
•Facilities for videoconferencing: face-to-face + face-to-screen
•All-day access to food and beverage

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10. Advances in venue technology
Time is money .... Connectivity is money
•Venues are finding that they need to provide greater levels of connectivity in order to attract meetings
•Bandwidth capability must be sufficient for large numbers of participants’ devices
•But starting the conversation about bandwidth can be a challenge for event planners and venue staff, because of a lack of fluency in bandwidth terminology

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12. Advances in venue technology
Not only connectivity is important ... Power too.
•Venues are offering laptop touchdown spots, with power outlets
•These are also natural gathering places, which help maximise opportunities for networking

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14. Advances in venue supply
•Demand for meetings venues is becoming more fragmented and diverse –and niche locations are becoming more popular, especially non-traditional / unique / unusual venues.
•Many of these are based in tourist attractions / recreational resources: museums, theme parks, zoos ...
•Many companies –particularly the media and fashion industries – are looking for venues that reflect their own brand
•Unconventional, ‘quirky’, ‘funky’ venues can provide the wowfactor
•But there are some challengesfor planners using unusual venues

15. Not for Generation Y …
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20. Advances in venue marketing
•Venues can harness the power of the social media, to win new business
•For example, the Advanced Search function of LinkedIn: key words ... ‘events’ + ‘planner’ and the relevant geographic range.
•Or, going further, the LinkedIn Premium service ...

21. Advances in venue marketing
•Venues can use Foursquare, to spread the word about who is in the building, for an event

22. Advances in venue marketing
•Survey of UK conference centres (Davidson, 2011)
•Linkedin and Twitter were found to be the most popular applications: used by 6/10
•Facebook was used by 5/10
•YouTube was used by 3/10

23. Advances in venue marketing
•ICCA Venue Trends Survey 2012
•‘Does your venue use the social media?’
•80% of the 154 venues replied ‘yes’.
•But only 47% of those using the social media monitored the actual success of these tools

24. Advances in venue marketing
•Venues’ websites ... Under-used potential.
•Client testimonials
•Publishing research reports
•Virtual tours
•Case-studies of successful events
•Online enquiry forms

25. Advances in venue marketing
•Venues’ websites ... Under-used potential.
•Blogs: see Sydney Convention & Exhibition Centre (http://blog.scec.com.au/)
•-‘Attention ! How to excite and charm today’s easily bored events delegates’
•-‘Nine strange items brought into, or left behind at, the Centre’
•-Green meetings, chef’s recipes, how to organise events on a budget ...
•BUT ... Comments made by the general public can be negative as well as positive !

26. #miceknowledge

27. If you’re going to read TWO books this year …

28. Grazie !
rob@miceknowledge.com
#miceknowledge
MICEknowledge