Penetrating or Expanding Global Markets Via Mtgs


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Presented at ASAE AGM August 22, 2010

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  • Room 515B
  • Penetrating or Expanding Global Markets Via Mtgs

    1. 1. Business of Meetings: Penetrating or Expanding Global Markets through Meetings August 22 1:30 - 2:45pm Content Leaders: Ajay Bhojwani, Director – MCI Middle East Peter Turner, Sr Advisor – Global Dev Strategy Connecting Great Ideas and Great People
    2. 2. Agenda <ul><li>Business Trends – What you need to know </li></ul><ul><li>Why International Meetings </li></ul><ul><li>Challenges of International Meetings </li></ul><ul><li>Emerging Market (Middle East) </li></ul><ul><ul><li>CTBUH </li></ul></ul><ul><li>Mature Market (Europe) </li></ul><ul><ul><li>EULAR </li></ul></ul><ul><li>Keys to Success </li></ul><ul><li>Table discussion – What are your challenges? </li></ul><ul><li>Lessons Learned </li></ul>
    3. 3. Business Trends - What you need to know
    4. 5. Is this Happening to You? <ul><li>A growing presence of non-US </li></ul><ul><ul><li>Member and customer product consumption </li></ul></ul><ul><ul><li>Attendance at US meetings </li></ul></ul><ul><ul><li>Author contributions </li></ul></ul><ul><li>Greater reliance on international members and customers for revenue growth </li></ul><ul><li>Greater demands you be more “present and engaged” in their region </li></ul><ul><li>Effects of globalization on industry and/or profession you represent </li></ul>
    5. 6. Global Growth Trends <ul><li>24/7 Global Project Management – interoperable standards & practices </li></ul><ul><li>Outsourcing spreads to white collar </li></ul><ul><li>Asian skill “gaps” in knowledge application </li></ul><ul><li>Customer service is global </li></ul><ul><li>Massive fluctuation in youth and aged groups - new consumer habits, learning modes, and labor supply </li></ul><ul><li>Workforce mobility & diversity – global expat integration </li></ul><ul><li>Emerging market’s growing middle class demand for goods and services </li></ul><ul><li>Knowledge becoming more diffuse </li></ul><ul><li>As standards of living rise demand for &quot;non formal&quot; education grows </li></ul>
    6. 7. Emerging Markets Driving Growth Emerging markets home to 21,500 multinational firms 62 emerging market firms on the Financial Times 500 list (increase of 47 in just 2 years)
    7. 8. Companies Need Training
    8. 9. Opportunities for US Medical Societies
    9. 10. Training Supply Strength
    10. 11. Emerging Markets to be on Radar <ul><li>Asia – China and India </li></ul><ul><li>Latin America - Brazil </li></ul><ul><li>Middle East - GCC Countries </li></ul>
    11. 12. Why International Meetings ?
    12. 13. Why Meetings for Global Strategy ? <ul><li>Market Research </li></ul><ul><li>Easy outreach to international members </li></ul><ul><li>Additional regional penetration </li></ul><ul><li>Stronger international partnerships </li></ul><ul><li>A phased approach to international strategy </li></ul><ul><li>Attracting larger audiences to annual meetings and conventions </li></ul>
    13. 14. Where the effort returned results
    14. 15. Common Challenges for International Meetings
    15. 16. Survey - Barriers to Regional Growth <ul><li>Lack of experience and knowledge of region </li></ul><ul><li>Local business licensing and operation </li></ul><ul><li>Weak volunteer leadership support </li></ul><ul><li>Getting government endorsements and promotion support </li></ul><ul><li>Gaining acceptance of professional women & certain ethnic group </li></ul><ul><li>Better local marketing and business development </li></ul><ul><li>Local community receptivity to US-based associations </li></ul><ul><li>Rising inflation of costs to do business </li></ul>
    16. 17. Emerging Market – Middle East
    17. 18. CTBUH <ul><li>Association dedicated to sharing multi-disciplinary information on tall buildings and sustainable urban environments and certifying the world’s tallest building </li></ul><ul><li>Membership comprises of organisation membership, individual membership and affiliated organisation membership (supporting CTBUH’s initiatives) </li></ul><ul><li>Key activities include World Congress, conferences, awards and several other events </li></ul><ul><li>Have witnessed the tallest building graphs move from west to the east and the gap widening for the same </li></ul>
    18. 19. Local Partnerships / Endorsements <ul><li>Strong committee comprising of their strategic members in region, government representatives and media personnel </li></ul><ul><li>Government endorsement and support </li></ul><ul><li>Local stakeholders and opinion leaders involvement in programme development </li></ul><ul><li>Regional sponsors and speakers </li></ul><ul><li>Regional organisational partnerships for wider outreach </li></ul>
    19. 20. Attendance Strategy <ul><li>Local committee was strongly involved in driving local registrations from their organisations as well as key competitors </li></ul><ul><li>Strategic Partners / sponsors were also asked to drive sponsorship through certain marketing efforts </li></ul><ul><li>International members were targeted through web marketing and direct marketing </li></ul><ul><li>A regional sales campaign was run to call key potential organisations to drive in delegate sales </li></ul>
    20. 21. Sponsorship Strategy <ul><li>Focused only on market leaders </li></ul><ul><li>Ensured government support and endorsements </li></ul><ul><li>Had a local strategy VS international strategy </li></ul><ul><li>Ensured sound participation of local organising committee and their extended reach </li></ul><ul><li>Packages focused on driving in delegates in addition to standard benefits </li></ul><ul><li>Defined numbers for each package and exclusivity </li></ul>
    21. 22. Regional Marketing Strategy <ul><li>Region focused direct marketing </li></ul><ul><li>Strong regional media partnerships and barters </li></ul><ul><li>Channel marketing through regional stakeholders and sponsors </li></ul><ul><li>Dedicated PR strategy </li></ul><ul><ul><li>Regional stories being addressed </li></ul></ul><ul><ul><li>Highlighted the booming local and regional economy </li></ul></ul><ul><ul><li>Inclusion of local partners / sponsors / government </li></ul></ul><ul><ul><li>Brought together 51 journalists at the opening ceremony </li></ul></ul>
    22. 23. Results from Congress <ul><li>One of the highest attended meeting </li></ul><ul><li>Excellent government involvement and partnership </li></ul><ul><li>Great regional penetration leading to increase in membership </li></ul><ul><li>Building the CTBUH brand in one of the fastest growing economies in the world </li></ul><ul><ul><li>More than satisfying press coverage </li></ul></ul><ul><li>Certifying the world’s tallest tower </li></ul>
    23. 24. Snapshots of CTBUH
    24. 25. Mature Market - Europe
    25. 26. <ul><li>Representing patients, health professionals and scientific societies of rheumatology in EU </li></ul><ul><li>EULAR represents: </li></ul><ul><ul><li>44 National Scientific Societies </li></ul></ul><ul><ul><li>30 National Social Leagues </li></ul></ul><ul><ul><li>4 National Allied Health Professionals Societies </li></ul></ul><ul><ul><li>32 corporate members </li></ul></ul><ul><ul><li>+1M patients </li></ul></ul>4 Facilitate interactions between patients, medical doctors, scientists, health professionals and the pharmaceutical industry within Europe and round the world
    26. 27. Attendance Strategy <ul><li>Audience </li></ul><ul><ul><li>Young professionals </li></ul></ul><ul><ul><ul><li>Lower fees, cheaper hotels </li></ul></ul></ul><ul><ul><ul><li>KOL speakers “influencers” </li></ul></ul></ul><ul><ul><ul><li>Education over science </li></ul></ul></ul><ul><ul><ul><li>Job networking </li></ul></ul></ul><ul><ul><ul><li>Travel grants, prizes </li></ul></ul></ul><ul><ul><li>Past & prospect attendees </li></ul></ul><ul><ul><ul><li>Higher fees, range of hotels </li></ul></ul></ul><ul><ul><ul><li>Peer-reviewed science </li></ul></ul></ul><ul><ul><ul><li>CME credit </li></ul></ul></ul><ul><ul><ul><li>Issues networking </li></ul></ul></ul><ul><ul><ul><li>Membership participation </li></ul></ul></ul><ul><ul><ul><li>Travel grants </li></ul></ul></ul>12–month free subscription to the EULAR Journal” (12 issues) with the opportunity of renewing the subscription at reduced rate by attending the 2011 Congress Offer not available to PARE and Patient Delegates
    27. 28. Growth Strategy 4 <ul><li>Marketing/Sales: </li></ul><ul><ul><ul><li>Passive </li></ul></ul></ul><ul><ul><ul><ul><li>Website </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Search engines ads </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Advertising in journals, sister societies websites, etc. </li></ul></ul></ul></ul><ul><ul><ul><li>Active </li></ul></ul></ul><ul><ul><ul><ul><li>Attendance at other congresses </li></ul></ul></ul></ul><ul><ul><ul><ul><li>“ Sales” by KOL’s </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Bulk mailings </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Newsletters </li></ul></ul></ul></ul><ul><ul><ul><ul><li>E-newsletters </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Direct selling </li></ul></ul></ul></ul>
    28. 30. Sponsors Prefer <ul><li>Implementation quality </li></ul><ul><li>High impact, originality </li></ul><ul><li>Freshness of opportunities </li></ul><ul><li>ROI = brand impact linked to content </li></ul><ul><ul><li>Satellite Symposia, PDA </li></ul></ul><ul><ul><li>Awards & Travel Grants - “EULAR-Abbott Basic Science Award,” Best Category Abstracts </li></ul></ul><ul><li>Loyalty Program Point system </li></ul><ul><ul><li>Goes toward first choice for sponsoring, exhibit positioning, hotel selections </li></ul></ul>ffffffffffff ffffffffffff ffffffffffff ffffffffffff ffffffffffff ffffffffffff ffffffffffff ffffffffffffff ffffffffffff ffffffffffffff ffffffffffffff ffffffffffff ffffffffffff ffffffffffff ffffffffffff ffffffffffff ffffffffffff ffffffffffff ffffffffffff ffffffffffff ffffffffffff ffffffffffff ffffffffffff ffffffffffff ffffffffffff ffffffffffff
    29. 31. Sponsorship Level Criteria & Weighting <ul><li>Physically present on each participant </li></ul><ul><li>Directly impact/touch participants </li></ul><ul><li>Perceived participant value </li></ul><ul><li>Multiple touch points </li></ul><ul><li>Size, distance factor & importance </li></ul><ul><li>Location of sponsorship support </li></ul><ul><li>Quality of sponsorship support displayed </li></ul><ul><li>Sustainability – life after meeting </li></ul><ul><li>Exclusivity </li></ul><ul><li>Trendy & Innovative </li></ul><ul><li>Unique to other industry events </li></ul>
    30. 32. Penetrating & Sustaining market presence
    31. 33. Keys to Success <ul><li>Defining Market Potential </li></ul><ul><ul><li>Market strengths, barriers, opportunities </li></ul></ul><ul><ul><li>Industry & professional audience </li></ul></ul><ul><ul><li>Multiplier & partners </li></ul></ul><ul><li>Strategic Intent </li></ul><ul><ul><li>Purpose, goals, KPI’s </li></ul></ul><ul><ul><li>Local / Regional organising committee and involvement </li></ul></ul><ul><li>Business Model – Revenue </li></ul><ul><ul><li>Endorsements </li></ul></ul><ul><ul><li>Sponsorships </li></ul></ul><ul><ul><li>Exhibitions/Advertising </li></ul></ul><ul><ul><li>Registration fees </li></ul></ul><ul><li>Business Model – Expense </li></ul><ul><ul><li>WOFE business license & local bank account </li></ul></ul><ul><ul><li>Strong financial controls </li></ul></ul><ul><ul><li>Risk mitigation – currency, VAT/GST reclamation, venue contract negotiation </li></ul></ul><ul><ul><li>Local service support - MARCOM, sponsorship and partnership development, sales, event mgmt, housing, registration, logistics </li></ul></ul><ul><ul><li>Local people and practices to address culture and business </li></ul></ul>
    32. 34. Keys to Success <ul><li>Define Local Relevance </li></ul><ul><ul><li>Local audience needs, expectations and desired outcomes </li></ul></ul><ul><ul><li>Event design, delivery & MARCOM considers cultural differences </li></ul></ul><ul><ul><li>Promotion campaigns, tied to tangible product experiences </li></ul></ul><ul><li>Develop Partnerships </li></ul><ul><ul><li>Government, corporations, universities, national societies, chapters </li></ul></ul><ul><ul><li>Cost sharing, financial, audience access, content </li></ul></ul><ul><li>Marketing Campaign </li></ul><ul><ul><li>Pricing strategy </li></ul></ul><ul><ul><li>List development (multipliers and rentals) </li></ul></ul><ul><ul><li>Direct sales (telemarketing), direct mail, advertising </li></ul></ul><ul><ul><li>Local website with registration options </li></ul></ul><ul><ul><li>Indirect marketing - regional/national organizations, PR and media partnerships, reciprocal agreements </li></ul></ul><ul><ul><li>Locally relevant and easy to understand communication tools </li></ul></ul><ul><li>Sponsor Campaign </li></ul><ul><ul><li>Define sponsorship value proposition and USPs </li></ul></ul><ul><ul><li>Sponsorship offer package – financial, media, etc </li></ul></ul><ul><ul><li>Collateral development, sales, advertising, social media </li></ul></ul><ul><ul><li>Sponsor agreement with deliverables and expectations </li></ul></ul><ul><ul><li>Onsite management, follow up and evaluations </li></ul></ul>
    33. 35. Table Discussion – What are your hurdles ??
    34. 36. Table Discussion <ul><li>Share your biggest challenge for international meetings </li></ul><ul><ul><li>Attendance growth </li></ul></ul><ul><ul><li>Raising sponsorship revenue </li></ul></ul><ul><ul><li>Using meetings to grow product or membership sales </li></ul></ul><ul><li>Pick one and brainstorm ideas </li></ul>
    35. 37. Lessons Learned <ul><li>Endorsements from local authorities and partnerships for financial, content, and audience access support </li></ul><ul><li>Organizing committees with recognized regional knowledge opinion leaders to ensure content localization </li></ul><ul><li>Direct and indirect marketing with direct sales (e.g. telemarketing) with a focus on local and regional markets where the meeting is going to be held; </li></ul><ul><li>Local and regional press activities to build the brand of the meeting, create momentum, and attract participation; </li></ul><ul><li>Strong financial and risk controls supported from experienced regional event organizers; </li></ul><ul><li>Using very simple and easy-to-understand language for all communication materials; </li></ul><ul><li>Advising on international codes for telephone numbers and working hours, keeping in mind the time differences and weekends; </li></ul><ul><li>Being persistent and patient, which is absolutely essential, because some of the agreements and discussions with local authorities and associations can take longer than expected; </li></ul><ul><li>Being prepared for a significant amount of last-minute tasks and changes. </li></ul>
    36. 38. For More Information & Case Studies
    37. 39. <ul><li>Contact information </li></ul><ul><li>Peter Turner </li></ul><ul><li>Director – Senior Advisor, Global Development Strategy </li></ul><ul><li>Phone: +1 571 275 1516 </li></ul><ul><li>E-mail: [email_address] </li></ul><ul><li>Ajay Bhojwani </li></ul><ul><li>Director – Association Management, Consulting & Congresses </li></ul><ul><li>Phone: +971 50 150 5235 </li></ul><ul><li>E-mail: [email_address] </li></ul>