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MPI Netherlands presentation at MarCom 2009 Presentation 3June09

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Presentation by Terri Breining and Antonio Ducceschi during MPI Netherlands presentation at MarCom 2009, Amsterdam RAI, Wednesday 3 June 09

Presentation by Terri Breining and Antonio Ducceschi during MPI Netherlands presentation at MarCom 2009, Amsterdam RAI, Wednesday 3 June 09

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  • 1. Integrating Meetings into Your Marketing Mix Ruud Janssen President, MPI Netherlands Chapter
  • 2. Session Overview
    • EventView
    • Elements of Strategic Meeting Management
    • Integration of Meetings into the Overall Marketing Mix
  • 3. Integrating Meetings into Your Marketing Mix Antonio Ducceschi, CMM Director of Sales and Partnership Development EMEA Meeting Professionals International Terri Breining, CMP, CMM Concepts Worldwide Carlsbad, California USA
  • 4. The complete re-set
    • Economic landscape
      • Financial meltdown severely impacting global economy
      • Longer term forecasts still unclear
    • Recession is a trends’ accelerator
      • Social Landscape
        • Rise of social networks
        • Multi-generational workforce
      • Technology Landscape
        • Mobile technologies
        • Video
      • Ecological Landscape
  • 5. The complete re-set
    • Industry Landscape
      • Taxpayer funded companies must do meetings differently
      • New scrutiny on our industry (also new codes in U.S.)
      • Economic uncertainties and ongoing convergence will create consolidation pressure in the industry
      • Where do we fit in the new world?
      • Increased need for accountability
  • 6. Consider this…
    • Google topped $21.7 billion in advertising revenue in 2008, but the news it provides is an aggregate from free news sources.
    • YouTube has more than 100 million viewers each month and about 65,000 new videos uploaded daily. Its ad revenue reportedly totals somewhere between $120 million and $500 million a year.
    • Facebook , the free-access social networking website, has grown from 100 million to 200 million users in less than 8 months and is adding 700,000 new users each day. It reportedly had $300 million in ad revenue last year. Its traffic has grown immensely in one year’s period, especially in Europe where it grew 314%.
    • Twitter itself is growing at a crazy rate; although it already has a very large audience, it grew 76.8 percent just from February to March. Its yearly growth rate? 1,382 percent. According to Nielsen, Twitter currently has 7 million unique monthly visitors. If it keeps growing at this rate, it’ll have nearly 100 million visitors same time next year.
    • Mobile subscribers total some 250 million in the United States and send more than a billion text messages each day. This two-way interactive media is getting more and more attention from advertisers. It's estimated that the mobile advertising industry already exceeds $2 billion annually.
  • 7. Consider this…
    • Nielsen Online’s latest research shows that social networking is now more popular than email :
    • 66.8% of Internet users have used social networks, while only 65.1% have used email.
  • 8. Event View Study Overview
    • 7th Year
    • Senior level executives
    • Global study across industries and geographic region
    • Western European respondents
      • $100+ million in annual revenue
      • 45% representing companies that generate$1+ billion
  • 9. Survey Demographics - Title
  • 10. Survey Demographics - Revenue Key Take Away: 45% of respondents represent large enterprise companies.
  • 11. Key Western Europe Findings: Marketing Budget Trends
  • 12. Marketing Budget Key Take Away: 54% of respondents have marketing budgets over $1M. 25% have marketing budgets over $5M.
  • 13. Primary Marketing Concern Key Take Away: Concerns about the economy (11%), reaching new customers (8%) and keeping customers (8%) are primary marketing concerns. Question: Thinking about your current marketplace, what would you say is your primary marketing concern today?
  • 14. Event Marketing’s Share of the Marketing Budget Key Take Away: Event marketing’s share of the marketing budget has increased six points to 25%. Question: What percentage of your company's total marketing budget is currently spent on event marketing?
  • 15. Marketing Budget Allocation Key Take Away: Event marketing (26%) and print advertising (24%) spend make up for half of respondents’ marketing budgets Question: How is your marketing budget split among disciplines?
  • 16. Marketing Budget Increase Key Take Away: Event marketing and Web marketing gain equally from shifting marketing dollars. Question: If you have experienced a budget increase, where are you putting these additional dollars?
  • 17. Meetings are the birthplace of ideas, the drivers of business results, the sparks of innovation, and the connections between people Meeting Professionals International
  • 18. Information on Other Meetings
    • Toyota – Obeya
    • HCEA skepticism study
    • European Assn for People Management
  • 19. Toyota
    • Obeya (big room)
      • Average development time for new car is 36 months
      • Toyota developed Camry in 26months; Sienna minivan in 22 months
      • Using Obeya, the Solara was developed in 19 months
  • 20. Skepticism Study
    • University of Mississippi & HCEA – Skepticism study of marketing tools in life sciences – Exhibits consistently show lowest skepticism rating, as compared to journal ads & sales reps
  • 21. HR Challenges in the Recession
    • Boston Consulting Group and European Association for People Management
      • Most common actions
        • Cutting back on recruiting – 69%
          • Effective cost cutting and popular
        • Cutting back on company events – 54%
          • Easy cost cutting – relatively ineffective and hampers employee commitment
  • 22. Meetings are a Part of the Solution
    • Meetings strengthen connections
    • Meetings provide ideas, support and guidance
    • Meetings drive business
  • 23. Not meetings OR other marketing tools… meetings as a PART of the marketing mix
  • 24. Meetings are essential to business…but we MUST plan and conduct them differently
  • 25. Branding campaigns typically last two years Meetings planned and executed in shorter time frame, with quicker results
  • 26. Your Turn…
    • What are you doing differently with your customers?
    • How have your budgets been impacted? What are you doing or are your clients doing?
  • 27. Key Western Europe Findings: ROI Trends
  • 28. The Greatest ROI in Marketing Key Take Away: Event marketing provides a higher ROI than broadcast advertising by a factor of 3. Question: Of the following marketing elements, which would you say provides the greatest return on investment?
  • 29. Why Event Marketing Provides Greatest ROI Key Take Away: 66% of Western Europe respondents consider event marketing to provide the greatest ROI because it includes opportunities for in-person (face to face) contact. Question: Why does Event Marketing provide the greatest ROI?
  • 30. Accelerating and Deepening Relationships Key Take Away: Event marketing is the overwhelming choice as the discipline that best accelerates and deepens relationships. Question: Of these marketing elements, which would you say is best for accelerating and deepening relationships?
  • 31. Budget Allocations for Measurement Key Take Away: Budget allocations for measurement represent 6% of the event marketing budget. Question: What percentage of the event marketing budget is allocated to measurement?
  • 32. Measurement Motivation Key Take Away: Thirty-seven percent of respondents measure to demonstrate marketing ROI. Question: Why do you measure?
  • 33. Measurement Topics Key Take Away: The leading categories of event measurement are the number of qualified leads generated (24%) and sales increases (24%). Question: What do you measure?
  • 34. Measurement Impacts Event Marketing Budgets Key Take Away: Companies that measure are over 3 times more likely to expect increases in their event marketing budgets than those that don’t measure. Question: How do you anticipate your marketing budget allocations will change relative to event marketing?
  • 35. Measure the impact of the meetings we do
  • 36. ROI Impact Application Learning Reaction, Satisfaction, Planned Action Level 2 Level 1 Level 5 Level 4 Level 3
  • 37. Potential Intangible Benefits
    • Internal
      • Greater Satisfaction/ Engagement
      • Improved Teamwork
      • Fewer Conflicts/ Complaints
      • Enhanced Communication
      • Reduced Stress
    • External
      • Stronger Brand
      • Enhanced Image
      • Improved Customer Service
      • Improved Customer Satisfaction
  • 38. The Benefits of ROI
    • Results
      • Shows contribution of meetings
      • Enhances processes
      • Increases satisfaction of stakeholders
    • Respect
      • Gains attention of senior managers
      • Increases executive confidence
      • Earns “a seat at the table”
    • Resources
      • Improves support for meeting planning
      • Identifies successful meetings that could be expanded
    ROI Analysis elevates the conversation, increases support and validates results
  • 39. Key Takeaways on ROI Analysis
      • Captures up to six types of data and provides a balanced profile of success
      • Uncovers process improvements and justifies funding
      • Best leveraged for expensive, high-profile, important meetings
      • Fits into most budgets
      • Credible with executives
    Don’t wait for the ROI request – be proactive!
  • 40. Your Turn…
    • What are you measuring?
    • Do you have a budget allocation for measurement?
  • 41. Key Western Europe Findings: Green Trends
  • 42. Green Initiatives Implementation Key Take Away: 38% of respondents are already integrating green into their event programs. 18% plan on doing so within the next 12 months. Question: When do you plan on implementing green initiatives within the event function?
  • 43. Motivations for Green Key Take Away: Abiding by a corporate responsibility mandate is respondents’ primary motivation for going green. Question: Why is your company implementing a green initiative?
  • 44. Green Initiatives Key Take Away: Respondents that implement green initiatives dedicate 15% of their event budgets to related activities. Question: What percentage of your event budget is dedicated to green initiatives?
  • 45. Integrate elements of CSR into meetings
  • 46. Sustainability will be assumed
  • 47. APEX Standards for Green Meetings www.apexsolutions.org
  • 48. Your Turn…
    • How are you demonstrating green activities?
    • How are you reporting and marketing it?
  • 49. Key Western Europe Findings: Event-to-Experience Trends
  • 50. Perception of Experience Marketing Question: Which of the following statements best describes for you the term Experience Marketing?
  • 51. Experience Marketing at Work Key Take Away: Respondents most use experience marketing to motivate purchases (20%) and build brand loyalty (14%). Question: What primary marketing objectives do you currently use experience marketing for?
  • 52. Integrating Technology
    • Registration begins connections
    • SpotMe connects during event
    • Keynote webcasting (TED)
    • Telepresence
    • Post-event discussion and measurement
  • 53. Your Turn…
    • How are you using new technology
    • How are you creating experiences?
  • 54.
    • Increasing strategic value placed on meetings and events
    THE OPPORTUNITY
  • 55. The Success Factors
    • Communicate about the value of meetings (AIG Effect vs. GM)
    • Move away from hospitality affiliation
    • Conduct Economic Impact Studies
    • Re-skilling our workforce
    • Measuring and managing our total footprint
  • 56. 8 Steps of Strategic Meetings Management
    • Understand Organization’s Strategies & Goals
    • Identify Department Core Competencies
    • Draft Preliminary Plan & Validate
    • Identify External Partners
    • Identify Appropriate (Technology) Tools
    • Define Success Metrics
    • Final Proposal – Business Plan
    • Refine Plan For Implementation
  • 57. Focus on the business of meetings, not the meetings business
  • 58. Understand the priorities of procurement
  • 59. Bean Counters Need Beans to Count
  • 60. Integrate technology before, during, after
  • 61. Deal with shortened planning windows
  • 62. Involve all stakeholders in the process
    • Staff, customers, suppliers, press
    • Self organizing events
  • 63. Planners & Suppliers must work together
  • 64. A good crisis is a terrible thing to waste
  • 65. Final thoughts…
  • 66. Thank you!

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