Cesse 2012 Management Institute - Ajay Bhojwani - Expanding into Global Markets through Meetings
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Cesse 2012 Management Institute - Ajay Bhojwani - Expanding into Global Markets through Meetings

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3rd hybrid meeting presentation delivered via Blue Sky's virtual KOL technology platform.

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  • 1. Expanding into Global Markets through Meetings / Events Ajay Bhojwani Deputy Managing Director MCI Middle East July 2012 In partnership with
  • 2. Agenda1. Introduction2. Going Global !3. Barriers to International Development4. Localisation is the next Globalisation5. Case Study Experience6. Keys to Success
  • 3. My Journey… Marketer by • University of Qualification Wollongong, Aus Over 10 years in meetings and • With over 5 years in launching meetings associations in emerging markets Industry • Part of the ME & India Management MCI Group Board & lead the association business
  • 4. Going Global ! 4
  • 5. Why go Global ? 5
  • 6. Expanding or Penetrating into MarketsFeasibility & International Market Product Sales & Regional Research Events 6
  • 7. Events as yourGlobal Strategy 7
  • 8. Reasons for attending meetings/conferences
  • 9. Why Events for a Global Strategy ? Attracting larger Easy A phased Additional Stronger audiences to Market outreach to approach to regional international annualResearch international international penetration partnerships meetings members strategy and conventions 9
  • 10. Barriers to international development 10
  • 11. Common Barriers Dependent on regional partnerships & support Being culturally relevant Lack of experience and knowledge of regional markets Local business licensing and operation Weak regional and local volunteer leadership support Competing with activities of partner organisations Focused local / regional marketing and business development strategy Local community receptivity to US-based associations Rising inflation costs
  • 12. It is all about Localisation ! 12
  • 13. Future of Regional Meetings Convention 2020 Survey – 1,100 respondents
  • 14. It is all about being locally relevant Delegates don’t want another meeting….they buy an “experience” to help them find a “solution” to their problem
  • 15. McDonalds – How far can you go to be locallyrelevant !
  • 16. Benefits of regional meetingsStronger partnershipsCloser to your membersLess financial riskShorter lead timesMultiple regions being hit at the same timeManaged by reduced resources
  • 17. Regional Meetings VSInternational Conventions
  • 18. International / Regional EventsFactors / Meetings Regional International Financial Risk Low to Medium Medium to HighResource Requirement Low HighDependency on partners High Low Regional Membership High Low Service Partner Competition High Low Local Relevance High Low Market Experience High High Marketing Regional Global 18
  • 19. Emerging Market – Middle East
  • 20. CTBUH Association dedicated to sharing multi-disciplinary information on tall buildings and sustainable urban environments and certifying the world’s tallest building Membership comprises of organisation membership, individual membership and affiliated organisation membership (supporting CTBUH’s initiatives) Key activities include World Congress, conferences, awards and several other events Have witnessed the tallest building graphs move from west to the east and the gap widening for the same
  • 21. Local Partnerships / Endorsements Strong committee comprising of their strategic members in region, government representatives and media personnel Government endorsement and support Local stakeholders and opinion leaders involvement in programme development Regional sponsors and speakers Regional organisational partnerships for wider outreach
  • 22. Attendance Strategy Local committee was strongly involved in driving local registrations from their organisations as well as key competitors Strategic Partners / sponsors were also asked to drive sponsorship through certain marketing efforts International members were targeted through web marketing and direct marketing A regional sales campaign was run to call key potential organisations to drive in delegate sales
  • 23. Outreach To Business Multipliers Corporates Colleges & Associations Universities Delegate Acquisition Ministries Individuals Government Entities 23
  • 24. Sponsorship Strategy Focused only on market leaders Ensured government support and endorsements Had a local strategy VS international strategy Ensured sound participation of local organising committee and their extended reach Packages focused on driving in delegates in addition to standard benefits Defined numbers for each package and exclusivity
  • 25. Regional Marketing Strategy Region focused direct marketing Strong regional media partnerships and barters Channel marketing through regional stakeholders and sponsors Dedicated PR strategy - Regional stories being addressed - Highlighted the booming local and regional economy - Inclusion of local partners / sponsors / government - Brought together 51 journalists at the opening ceremony
  • 26. Results from Congress One of the highest attended meeting Excellent government involvement and partnership Great regional penetration leading to increase in membership Building the CTBUH brand in one of the fastest growing economies in the world - More than satisfying press coverage Certifying the world’s tallest tower
  • 27. Snapshots of CTBUH
  • 28. Building aninternational market for your products
  • 29. Keys to Success Defining Market Potential Strategic Intent Business Model – Revenue & Expense Define Local Relevance Develop Partnerships Marketing Campaign 29
  • 30. Keys to Success Define Local Relevance - Local audience needs, expectations and desired outcomes - Event / Product design, delivery & MARCOM considers cultural differences - Promotion campaigns, tied to tangible product experiences Develop Partnerships - Government, corporations, universities, national societies, chapters - Cost sharing, financial, audience access, content Marketing Campaign - Pricing strategy - List development (multipliers and rentals) - Direct sales (telemarketing), direct mail, advertising - Local website with registration options - Indirect marketing - regional/national organizations, PR and media partnerships, reciprocal agreements - Locally relevant and easy to understand communication tools 30
  • 31. Success Stories 31
  • 32. Contact Information About This Presentation Ajay Bhojwani ajay.bhojwani@mci-group.com