MEA 2010 Rochelle Uechtritz - Database presentation final

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Databases - Love Them or Hate them - They Mean Business!
Do you break into a cold sweat when the boss says “let’s send a special offer or press release to all our clients by email”? Do you shudder with fear when asked how many business leads are on the database? Learn how to love databases, the potential business leads they can produce and tips to turn contacts into business. Even if you don’t want to admit you don’t have one, learn easy ways to drive business leads proactively!

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  • Ask for referrals Ask what average return rate is
  • “ Don’t make excuses. Make things happen. Make changes. Then make history.” – Doug Hall
  • More than 107,000 meetings since 1873! Hot leads, business leads exchange Creating your own networks
  • Readership 55,272 Dedicated database administrator – call who has replaced position Online updates every two weeks Tradeshow participation Destination Famils E-newsletter E-surveys
  • Readership 55,272 Dedicated database administrator – call who has replaced position Online updates every two weeks Tradeshow participation Destination Famils E-newsletter E-surveys
  • Building your database is the first step, the business will not happen overnight, simply because you have a strong database of potential client. Making contact is the next, keeping in regular contact is step two (without hounding!) , once you have developed a strong relationship the opportunities are endless
  • Building your database is the first step, the business will not happen overnight, simply because you have a strong database of potential client. Making contact is the next, keeping in regular contact is step two (without hounding!) , once you have developed a strong relationship the opportunities are endless
  • All have annual conferences, publications, sponsorship/partnership opportunities MEA - 527 Meetings + Event Management Members PCOA – XXX Members? Annual conference ICCA – 7.174 meeting planners MPI – 24,000 members PCMA – 35,000 members IAPCO – ABPCO –
  • PCO’S and Event Management companies are a great way to tap into potential corporate events companies such as CiEvents have large corporate base of clients , if they know about your product ideal influencers and can sometimes be the key decision makers
  • MEA - 527 Meetings + Event Management Members All have annual conferences, publications, sponsorship/partnership opportunities
  • THEY MIGHT not necessarily do business in Australia, but one day their clients might…i.e. we are thinking of going to Australia do you know any cities, venues, event organisers, exhibition suppliers that would suit us best? All have annual conferences, publications, sponsorship/partnership opportunities MEA - 527 Meetings + Event Management Members PCOA – XXX Members? Annual conference ICCA – 7.174 meeting planners IAPCO – MPI – 24,000 members PCMA – 35,000 members SITE – 2,200 members in 87 countries EFAPCO - ABPCO – 100+
  • Media will help spread the world! Targeting conventions and meetings industry meeting is the most targeted Look outside the square to vertical media publishing house, publications to fit in with your research and database strategies
  • Media will help spread the world! Targeting conventions and meetings industry meeting is the most targeted Look outside the square to vertical media publishing house, publications to fit in with your research and database strategies
  • Used Darren for 3 years and my own company can assist with creating objectives, design concepts and copywriting
  • MEA 2010 Rochelle Uechtritz - Database presentation final

    1. 1. DATABASES – LEARN TO LOVE THEM! Presented by: ROCHELLE UECHTRITZ CONVENTION MARKETING ‘ turning ideas into business’ www.conventionmarketing.com.au www.iccaworld.com Sponsored by ICCA Australia
    2. 2. <ul><li>DATABASES – LEARN TO LOVE THEM! </li></ul><ul><li>DOES SIZE REALLY MATTER? </li></ul><ul><li>What is all the fuss about databases? </li></ul><ul><li>What can a database do for you? </li></ul><ul><li>How can you find time to keep it current? </li></ul><ul><li>How do you find new business through databases? </li></ul><ul><li>How can you use industry networks to grow your database? </li></ul>
    3. 3. <ul><li>DATABASES – LEARN TO LOVE THEM! </li></ul><ul><li>WHAT IS ALL THE FUSS ABOUT? </li></ul><ul><li>Develop a database strategy </li></ul><ul><li>Identify your target audience and target markets </li></ul><ul><li>Determine need for ‘market codes’ and ‘keywords’ </li></ul><ul><li>Assign level of business potential i.e. high, medium, low </li></ul><ul><li>Impress your boss on how you can track and monitor your activities </li></ul>
    4. 4. <ul><li>DATABASES – LEARN TO LOVE THEM! </li></ul><ul><li>DATABASE GROWTH IS AN INVESTMENT </li></ul><ul><li>Purchasing lists – know what questions to ask </li></ul><ul><li>How can you filter the various fields to achieve – Return On Objectives? </li></ul><ul><li>When was the data last used and by whom? </li></ul><ul><li>Ask for guarantee on returns policy </li></ul><ul><li>Always add ‘lead source’ to calculate ROI – Return on Investment </li></ul>
    5. 5. <ul><li>DATABASES – LEARN TO LOVE THEM! </li></ul><ul><li>MAKING IT HAPPEN… </li></ul><ul><li>Associations </li></ul><ul><li>Government </li></ul><ul><li>Corporate </li></ul><ul><li>PCO’S </li></ul><ul><li>Media </li></ul><ul><li>Industry Suppliers </li></ul>
    6. 6. <ul><li>DATABASES – LEARN TO LOVE THEM! </li></ul><ul><li>ASSOCIATIONS – national, state and regional </li></ul><ul><li>DIRECTORY OF AUSTRALIAN ASSOCIATIONS </li></ul><ul><li>Over 4,300 organisations </li></ul><ul><li>9,500 key personnel </li></ul><ul><li>Cost on-line per annum $579 single user, $879 3-5 users </li></ul><ul><li>What can you do with the information, what fields can you filter? </li></ul>
    7. 7. DIRECTORY OF AUSTRALIAN ASSOCIATION SEARCH
    8. 8. DATABASES – LEARN TO LOVE THEM! DIRECTORY OF AUSTRALIAN ASSOCIATIONS EXPORT
    9. 9. <ul><li>DATABASES – LEARN TO LOVE THEM! </li></ul><ul><li>ASSOCIATIONS – international </li></ul><ul><li>ICCA – INTERNATIONAL CONVENTION + CONGRESS ASSOCIATION </li></ul><ul><li>1,438 identified Australian members of International Associations </li></ul><ul><li>9,372 profiles of rotating international meetings </li></ul><ul><li>3,267 potential meetings in Australia </li></ul><ul><li>7,714 Association meeting planners </li></ul><ul><li>Annual investment EUR2,660 or AUD 4,000 ………..membership benefits unlimited! </li></ul><ul><li>‘ </li></ul>www.iccaworld.com
    10. 10. <ul><li>DATABASES – LEARN TO LOVE THEM! </li></ul><ul><li>GOVERNMENT – national </li></ul><ul><li>NATIONAL GUIDE TO GOVERNMENT – FEDERAL AND STATE </li></ul><ul><li>Over 1,600 government departments and bodies </li></ul><ul><li>Online annual cost $579 single user $879 2-5 users </li></ul><ul><li>FEDERAL + STATE GOVERNMENT WEBSITES – no charge </li></ul><ul><li>What Government Departments or Industries are relevant to your database strategy? </li></ul>
    11. 11. <ul><li>DATABASES – LEARN TO LOVE THEM! </li></ul><ul><li>CORPORATIONS – breaking the barrier </li></ul><ul><li>Who has had success with gaining corporate meeting intelligence? </li></ul><ul><li>Getting through the gate keeper + privacy laws are a major hindrance </li></ul><ul><li>Utilise publishers/publications resources – way more opportunities than simply ‘sticking in an ad!’ </li></ul><ul><ul><li>Inserts </li></ul></ul><ul><ul><li>E-surveys </li></ul></ul><ul><ul><li>E-campaigns </li></ul></ul><ul><ul><li>Promotional Offers </li></ul></ul>
    12. 12. <ul><li>DATABASES – LEARN TO LOVE THEM! </li></ul><ul><li>MICE.NET, MICEASIA.NET and MICENZnet www.mice.net </li></ul><ul><li>Readership by market segment 15,792 distribution </li></ul><ul><ul><li>Corporate in-house planners 46% </li></ul></ul><ul><ul><li>Event Managers, Professional Conference & Exhibition Organisers/Incentive Houses 25% </li></ul></ul><ul><ul><li>Associations 10% </li></ul></ul><ul><ul><li>Government/Educational Institutions 8% </li></ul></ul><ul><ul><li>DMCs/Corporate Travel Agents 9% </li></ul></ul><ul><ul><li>Media/PR Agencies 2% </li></ul></ul><ul><li>1.9% undeliverable rate </li></ul><ul><li> </li></ul>
    13. 13. <ul><li>DATABASES – LEARN TO LOVE THEM! </li></ul><ul><li>CIM MAGAZINE www.cimmagazine.com </li></ul><ul><li>Readership by market segment 15,360 distribution </li></ul><ul><ul><li>Corporates - 10,048 </li></ul></ul><ul><ul><li>Professional Conference, incentive and event organisers - 974 </li></ul></ul><ul><ul><li>Associations - 3,330 </li></ul></ul><ul><ul><li>Government Bodies - 591 </li></ul></ul><ul><ul><li>Travel Agencies or Bureaux - 297 </li></ul></ul><ul><ul><li>Universities and TAFE Colleges - 120 </li></ul></ul><ul><li>Dedicated Subscription Manager for daily updates </li></ul>
    14. 14. <ul><li>DATABASES – LEARN TO LOVE THEM! </li></ul><ul><li>CORPORATIONS – breaking the barrier </li></ul><ul><li>MICE.NET, MICEASIA.NET and MICENZnet www.mice.net </li></ul><ul><li>CIM Magazine, CIM Germany, Successful Meetings USA, Meetings NZ, Meetings Review www.cimmagazine.com </li></ul><ul><li>CEI Asia and Conference + Incentive Travel www.haymarketasiadirect.com </li></ul><ul><li>Association Meetings International (AMI) and Meetings + Incentive Travel (M+IT) www.cat-publications.com </li></ul><ul><li>Conference + Meeting World, Exhibition World, Conference News and Exhibition News www.mashmedia.net </li></ul>
    15. 16. <ul><li>DATABASES – LEARN TO LOVE THEM! </li></ul><ul><li>CORPORATIONS – breaking the barrier </li></ul><ul><li>Use your industry networks </li></ul><ul><li>Not all about venues, bureaus and PCO’s </li></ul><ul><li>Form partnerships, joint promotional offers </li></ul><ul><li>Event Management and Supply companies </li></ul><ul><li>Such as Off Site Connections. Staging Connections, Expo Net etc </li></ul>
    16. 18. <ul><li>DATABASES – LEARN TO LOVE THEM! </li></ul><ul><li>EXPAND YOUR INDUSTRY NETWORK </li></ul><ul><li>Meetings + Events Australia www.mea.org.au </li></ul><ul><li>International Convention + Congress Association (ICCA) www.iccaworld.com </li></ul><ul><li>International Association of Professional Conference Organisers (IAPCO) www.iapco.org </li></ul><ul><li>Meeting Professionals International (MPI) www.mpiweb.org </li></ul><ul><li>Professional Convention Management Association (PCMA) www.pcma.org </li></ul>
    17. 21. <ul><li>DATABASES – LEARN TO LOVE THEM! </li></ul><ul><li>EXPAND YOUR INTERNATIONAL NETWORK </li></ul><ul><li>The Society of Incentive + Travel Executives www.siteglobal.com </li></ul><ul><li>The European Federation of the Associations of Professional Conference Organisers www.efapco.eu </li></ul><ul><li>Association of British Professional Conference Organisers (ABPCO) www.abpco.org </li></ul><ul><li>Latin American Confederation of PCO and Related Companies (COCAL) www.cocalonline.com </li></ul><ul><li>Association Management Companies + Core PCO’s </li></ul>
    18. 24. <ul><li>DATABASES – LEARN TO LOVE THEM! </li></ul><ul><li>MEDIA GUIDES </li></ul><ul><li>ICCA – International Convention + Congress Association www.iccaworld.com </li></ul><ul><ul><li>350 global meetings industry media contacts. Included in membership. </li></ul></ul><ul><li>Margaret Gees Media Guide http://www.crowncontent.com.au/mgeesmediaguide.html </li></ul><ul><ul><li>National General and Vertical media </li></ul></ul><ul><ul><li>25,000 media contacts and 3,000 media outlets </li></ul></ul><ul><ul><li>Annual Online subscription AUD599 single user AUD899 2-5 users </li></ul></ul>
    19. 25. <ul><li>DATABASES – LEARN TO LOVE THEM! </li></ul><ul><li>NOW WHAT DO YOU DO? </li></ul><ul><li>What do you do with tradeshow lists? </li></ul><ul><li>Create direct mail campaign or survey to get responses </li></ul><ul><li>Promotional Offers to grow your database </li></ul><ul><li>Form partnerships with Industry Associations and networks </li></ul><ul><li>Get your message across with effective newsletters or case studies </li></ul><ul><li>Don’t forget the ‘call to action’ or ‘lead source’ to monitor ROI </li></ul>
    20. 26. <ul><li>DATABASES – LEARN TO LOVE THEM! </li></ul><ul><li>MAKE IT HAPPEN </li></ul><ul><li>INVISAGE – www.invisage.net </li></ul><ul><li>Event Campaign </li></ul><ul><li>E-broadcasts </li></ul><ul><li>E-newsletters </li></ul><ul><li>E-surveys </li></ul><ul><li>Social Media Networks </li></ul>
    21. 27. <ul><li>DATABASES – LEARN TO LOVE THEM! </li></ul><ul><li>IMPORTANT TIPS </li></ul><ul><li>Watch out for ‘sharks’ in the ocean </li></ul><ul><li>Prepare a database strategy </li></ul><ul><li>Use your industry networks </li></ul><ul><li>Ask for referrals </li></ul><ul><li>MANTRA – “There is no such thing as a stupid question” </li></ul>
    22. 28. DATABASES – LEARN TO LOVE THEM! QUESTIONS? Want to know how to turn your database into business? Join my ‘Research’ presentation at 12.05pm ROCHELLE UECHTRITZ CONVENTION MARKETING ‘ turning ideas into business’ www.conventionmarketing.com.au www.iccaworld.com Sponsored by ICCA Australia

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