ICCA RSMP 2013: Where does your destination rank?

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How important are ICCA and UIA ranking lists? Take a deeper look at ICCA’s and UIA’s city and country rankings by number of international association meetings hosted. These rankings can be great opportunities for generating positive PR and buyer interest, or reinforcing the key attributes of your city or country brand. This session explains the background between the ICCA rankings, shows how some destinations successfully use their ICCA rankings to increase their PR profile and explores other PR opportunities that are at your fingertips.

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  • ICCA rankings are only one measure of success a nd a small part of the big picture, but they are an indicator of how international destinations are comparing to each other. ICCA’s database is a sales and marketing tool for members to find business leads; the statistics are just a by-product. Only ICCA and UIA to compare global meeting destinations. Who has used their ICCA ranking for to generate a PR profile for their destination or services? Illustrate the power of PR, and the differences between marketing, advertising and PR, with some images
  • Power of PR Putting himself on the market using direct communication Guy  target
  • Advertising is making customers aware of your product or service by paid announcements; Advertising is about repetition: Just like we all learned the multiplication tables through repetition at school, the more a consumer is exposed to an ad, the more likely they are to recall the product. Guy repeats his message and communicates it directly to his target
  • Apparantly the guy has impressed another girl, who is now communicating his message to his target group. Your message is communicated indirectly to your target group by a trusted third party that is convinced the message is true and the source can be trusted. I think we all agree which message came across best. PR is very effective method for getting your key message and your brand across. Paid, owned, earned media. The same principle applies to social media marketing: About finding and creating online brand advocates who spread your message to their online friends and followers.
  • It is a fact that press loves surveys and statistics! So the ICCA rankings provide a perfect and easy opportunity for you to use and generate a high free profile for your organisation and your destination in the media, if done correctly. The annual publication of the ICCA worldwide country and city rankings by number of meetings, which we traditionaly publish in May -right before IMEX, is the basis of ICCA’s annual “PR rush hour”. Not only because of coverage generated by  our own news releases , but mainly because many members are effectively using the ICCA ranking as an angle to promote their destination or services.
  • It all starts with defining your objectives and your key messages. Think about what you really want to get across? Identify what differentiates you from the competitors and define your brand values & USPs. Target groups: Clients in different markets; stakeholders like the local public or government which you rely on for funding. Planning: Manage your release of news, think ahead and be proactive. PR is all about creating consistent Key Messages per target group and find (news) angles to get them across; As shown, statistics can be a great angle!
  • News release: realise the newsfact alone is not interesting enough; Newsstory with 5Ws. Journalists are not interested in the news fact alone, but in a story with news value. So instead of just communicating the news fact, you should create a story around it that provides a context. This context should typically answer the 5 W’s. The releases that get the most coverage are the ones that create an interesting and newsworthy story around a news fact. Not: We have a new product – Create a story around it Why/HOW is most important: a new ambassador programme or a new direct marketing campaign? Some examples.
  • Long term business: also look at what is currently in the order books How: Strategic cooperation between public and private partners USPs: Green, good infrastructure, low crime rate, internationally renowned research and scientific environment within the medical, IT and cleantech industries. Link: “Click here to get a proposal from Wonderful Copenhagen CVB”. One of the few times...
  • New event capacities, such as the new CityCube Berlin Importance for Berlin economy referring to other stats which they collected themselves How: The German capital has been successfully asserting its status as a top conference location for the past eight years. The ICCA ranking is an important indicator in the international congress business. It helps organisers decide where to hold their events.
  • IF YOU ARE SMALLER: Apart from dodgy English, very good. It is communicating its reputation as a city of knowledge and culture, and it explains how the Utrecht CVB supports congress organisers in bidding procedures and site inspections , and how they are working together with the local medical centre, University, Science park, hotels & venues.
  • It’s not about the obvious facts, it is about getting your message across through an indirect and creative approach.
  • Nobody wants to drive a Volvo Bromley is a very save place The police is your biggest friend (no ticket) A Volvo is so quite, you don’t even hear it when it’s on
  • Business targets based on ICCA Ranking Abu Dhabi looks to rank among world’s top 50 association meeting destinations within 5 years.
  • London CVB great video to promote the collection of meetings data of their local event venues. So what happened?
  • Jumped one place to 6 th , but because they communicated they want to be 5 th this is the headline. London & Partners were still very happy. Even though the ICCA rankings are just a small part of the big picture, many members are setting their business targets based on ICCA rankings. (London 5th in 2013; Abu Dhabi 50th in 2015; Prague top ten in 2015 and top five in 2020), because they are such a great opportunity to profile your destination as an important meeting destination. They are an indicator, they are not fully representative. (Big meetings, corporate meetings, govermental meeting filling up space), rankings mainly used to profile your destination as a meeting destination.
  • If you climbed the rankings you can also take it a step further: Istanbul shot up 10 places in ICCA rankings from 17th in 2009 to 7th in 2010  Lucky #7 Wine & Cheese party at IMEX, where you can win 7 amazing travel prizes.
  • Collect your own data on all market segments so that they can provide media with a complete picture; Big meetings, corporate meetings, govermental meeting filling up space . Long term: current ranking reflext work done 3-5 years ago. Eric Bakermans: NL niet langer in Top 10, maar 14 e in UIA ranking met 177 ipv 299 congressen. How you dealt with the media?
  • Doing it ourselves. Published 2 September. ICCA 50-year stats online tool are a new PR opportunity for members. Ranking by delegate numbers: Parijs 1 James: Alternative rankings AMI: >300; >500; what were the reactions?
  • Focussing on statistics, but there are many more PR opportunities than you realise, and it’ s all at your fingertips: WIN is a magic attention grabber in a headline. Case studies highlighting the value created by the congress for the host destination, the hosting association members, the delegates, and society in general. Focus on the content of the meeting and highlight for instance a medical breakthrough of the local Research & Development institute. Excel in London setting a world record for the longest meeting table. James?
  • Importance of meetings in Vienna: Revenue to city and knowledge exchange
  • Lung cancer number one cause of cancer deaths in Japan. Japan can showcase their own R&D and make progress by hosting the meeting.
  • Waste management
  • Kluala Lumpur Convention Centre’s team donating blood to local blood bank
  • Take advantage of other city rankings:
  • Number 1 2 years in a row because of safety; green initiatives and infrastructure. Same key messages as their ICCA release. Repetition works.
  • Who has used the ICCA PR Kit?
  • L earn the difference between a newsletter and a sales letter masked as a newsletter
  • is just a step away from achieving its ambitious goals – Prague as a top ten world’s congress destination by 2015 and top five by 2020
  • ICCA RSMP 2013: Where does your destination rank?

    1. 1. International Congress and Convention Association . www.iccaworld.com | #RSMP13 Where does your destination rank?
    2. 2. ICCA Research, Sales & Marketing Programme Twitter: #RSMP13 • Marco van Itterzon, Director Research, ICCA • James Lancaster, Deputy Editor, Association Meetings International (AMI Magazine) • Mathijs Vleeming, Manager Marketing & PR, ICCA Who are you?
    3. 3. ICCA Research, Sales & Marketing Programme Twitter: #RSMP13 – what goes on in your destination – see the business development – create a higher acceptance of your bureau on the local market – awareness for the importance of the Meeting Industry – measure the results of marketing efforts – evaluate the economic impact Why we need statistics
    4. 4. ICCA Research, Sales & Marketing Programme Twitter: #RSMP13 – compare with other destinations – recommend new (infra)structures if needed – be one step ahead of competitors – compare with other tourism segments in the destination Why we need statistics
    5. 5. ICCA Research, Sales & Marketing Programme Twitter: #RSMP13 • look forward and anticipate changes. • make predictions with some degree of confidence. • assess the health of the meetings market. • strengthen ICCA‘s culture of openness and business exchange. Why we need statistics
    6. 6. ICCA Research, Sales & Marketing Programme Twitter: #RSMP13 – It is a MUST for each and every Convention Bureau to collect and provide statistical information – It is a MUST that the suppliers (hotels, congress centers, PCOs) provide the data to the Convention Bureau What the Convention Bureau & suppliers have to do
    7. 7. ICCA Research, Sales & Marketing Programme Twitter: #RSMP13 Steady Growth
    8. 8. ICCA Research, Sales & Marketing Programme Twitter: #RSMP13 1 USA 833 +74 2 Germany 649 +72 3 Spain 550 +87 4 UK 477 +43 5 France 469 +41 6 Italy 390 +27 7 Brazil 360 +56 8 Japan 341 +108 9 Netherlands 315 +24 10 China-P.R. 311 +9 Number of international meetings ICCA country ranking 2012
    9. 9. ICCA Research, Sales & Marketing Programme Twitter: #RSMP13 1 Vienna 195 +14 2 Paris 181 +7 3 Berlin 172 +25 4 Madrid 164 +34 5 Barcelona 154 +4 6 Singapore 150 +8 London 150 +35 8 Copenhagen 137 +39 9 Istanbul 128 +15 10 Amsterdam 122 +8 Number of international meetings ICCA city ranking 2012
    10. 10. ICCA Research, Sales & Marketing Programme Twitter: #RSMP13 1. Singapore 952 2. Japan 731 3. USA 658 4. Belgium 597 5. Korea Rep 563 6. France 494 7. Austria 458 8. Spain 449 9. Germany 373 10. Australia 287 UIA Country Ranking 2012
    11. 11. ICCA Research, Sales & Marketing Programme Twitter: #RSMP13 1. Singapore 952 2. Brussels 547 3. Vienna 326 4. Paris 276 5. Seoul 253 6. Tokyo 225 7. Barcelona 150 8. Copenhagen 150 9. Madrid 149 10. London 119 UIA Ranking Cities 2012
    12. 12. ICCA Research, Sales & Marketing Programme Twitter: #RSMP13 UIA ICCA   Place Place Country Nr. of meetings         1 25 Singapore 150 2       3       4 19 Belgium 194 5 16 Korea rep 229 6       7 11 Austria 278 8       9       10 13 Australia 253 ICCA & UIA Statistics compared (nr of meetings)
    13. 13. ICCA Research, Sales & Marketing Programme Twitter: #RSMP13 ICCA & UIA Statistics compared (nr of meetings) UIA ICCA   Place Place City Nr. Of meetings         1       2 14 Brussels 107 3       4       5 17 Seoul 100 6 31 Tokyo 69
    14. 14. ICCA Research, Sales & Marketing Programme Twitter: #RSMP13 – Exclude national meetings (tremendous impact on overnights) – Exclude religious, political, commercial, sporting events – Exclude all international meetings not qualified – Exclude the corporate market (meetings, incentives, product launches) ICCA & UIA statistics do not reflect the market
    15. 15. ICCA Research, Sales & Marketing Programme Twitter: #RSMP13 • Use them as a trendbarometer, BUT • establish your own statistics! ICCA & UIA statistics do not reflect the market
    16. 16. ICCA Research, Sales & Marketing Programme Twitter: #RSMP13 • Put statistics in correct context; ICCA stats cover one segment of market, your success in other segments reduces the amount of space available for international association meetings. • Low ranking year with fewer, longer lasting events with large number of delegates, may have a bigger economic impact than a high ranking year. Right interpretation
    17. 17. ICCA Research, Sales & Marketing Programme Twitter: #RSMP13 • Association market has the longest lead time of any market segment. The results of 2011 reflect the bookings made in the early days of marketing. • Never use ICCA statistics in isolation as they give only one side of the picture for a destination’s meetings business and relative level of success. • ICCA’s stats are genuinely significant indicators. The right context
    18. 18. ICCA Research, Sales & Marketing Programme Twitter: #RSMP13 • Where do you believe you should be. • Who are your comparators. • What do your hear from the clients. • To stand still is to be overtaken. Realism rules
    19. 19. ICCA Research, Sales & Marketing Programme Twitter: #RSMP13 2005 2008 2011 Madrid 52 65 130 London 62 68 115 Amsterdam 82 89 114 Istanbul 44 72 113 Cities through the years, number of events in the respective reports
    20. 20. ICCA Research, Sales & Marketing Programme Twitter: #RSMP13 The power of hindsight
    21. 21. ICCA Research, Sales & Marketing Programme Twitter: #RSMP13 Rank City 2005 2008 2011 1 Paris 80.951 81.973 116.322 2 Amsterdam 34.628 44.345 86.256 3 Vienna 70.041 69.800 80.953 4 Berlin 42.101 102.310 72.287 5 Stockholm 45.429 52.934 71.637 6 Singapore 39.193 60.192 70.623 7 Lisbon 42.616 34.914 68.987 8 Istanbul 46.971 55.432 66.834 9 Seoul 45.665 53.821 53.159 10 London 29.814 14.693 51.871 11 Barcelona 39.862 89.067 49.286 12 Madrid 19.736 38.235 48.557 13 Geneva 30.953 35.957 46.267 14 Milan 18.950 37.522 46.211 15 Copenhagen 53.235 44.996 45.019 16 Prague 32.283 25.090 44.395 17 Budapest 16.793 13.999 37.846 18 Buenos Aires 27.848 64.588 36.986 19 Brussels 7.465 28.969 35.935 20 Toronto, ON 6.389 20.201 30.620 Another approach, another ranking!
    22. 22. ICCA Research, Sales & Marketing Programme Twitter: #RSMP13 • ICCA: Vienna hosted 181 events in 2011 • Vienna: 638 International Association Congresses • 1,018 Association Congresses • 3,151 Total number of Events • 28.3 , 17.7 & 5.7% respectively Context is king
    23. 23. ICCA Research, Sales & Marketing Programme Twitter: #RSMP13 • ICCA: Vienna hosted 80,953 participants in 2011 • Vienna: 213,974 International Association • 328,787 Association • 475,298 delegates Total number of Events • 37.8 , 24.6 & 17.0% respectively Context is king
    24. 24. ICCA Research, Sales & Marketing Programme Twitter: #RSMP13 A great angle to a news story In the land of the blind, the one-eyed man is king!  PR opportunity
    25. 25. ICCA Research, Sales & Marketing Programme Twitter: #RSMP13 Marketing (Owned media)
    26. 26. ICCA Research, Sales & Marketing Programme Twitter: #RSMP13 Advertising (Paid media)
    27. 27. ICCA Research, Sales & Marketing Programme Twitter: #RSMP13 PR (Earned media)
    28. 28. ICCA Research, Sales & Marketing Programme Twitter: #RSMP13 Press loves surveys and statistics
    29. 29. ICCA Research, Sales & Marketing Programme Twitter: #RSMP13 • Objectives: What do you really want to get across? Identify your brand values, USPs • Target groups: Clients; stakeholders • Planning: Pro-active. Create Consistent Key Messages per target group and find (news) angles to get them across PR Plan in a nutshell
    30. 30. ICCA Research, Sales & Marketing Programme Twitter: #RSMP13 A great angle to a news story Context who what where when why News fact
    31. 31. ICCA Research, Sales & Marketing Programme Twitter: #RSMP13 A great angle to a news story
    32. 32. ICCA Research, Sales & Marketing Programme Twitter: #RSMP13 A great angle to a news story
    33. 33. ICCA Research, Sales & Marketing Programme Twitter: #RSMP13 A great angle to a news story
    34. 34. ICCA Research, Sales & Marketing Programme Twitter: #RSMP13 Story angles: Get your message across through an indirect and creative approach. Example: PR man John Sansom drove home to Bromley in Kent, England, to find his driveway full of his wife’s friends’ cars. But the friends were just leaving so he left his Volvo on the pavement for a moment while he went inside the house to say hello. At 4 am the doorbell rang. John got out of bed and two police officers asked John if he owned a blue Volvo and where it was. Story angles
    35. 35. ICCA Research, Sales & Marketing Programme Twitter: #RSMP13 John was astonished to see it wasn’t in the driveway and then remembered he had left it on the pavement. The police pointed out that he had left the engine running, the door open and the keys inside. It was still there. John immediately wrote a story and sent it to his local newspaper. What was/were the story angle(s)? Story angles
    36. 36. ICCA Research, Sales & Marketing Programme Twitter: #RSMP13 If you are not as big as the others, you have to get creative to make the news: •Gdansk amongst the 10 biggest risers in ICCA statistics (2011) •Regional; national rankings: Rotterdam remains second-ranking Dutch convention city •Paris hosted largest number of participants in 2011 A great angle to a news story
    37. 37. ICCA Research, Sales & Marketing Programme Twitter: #RSMP13 A great angle to a news story
    38. 38. ICCA Research, Sales & Marketing Programme Twitter: #RSMP13 • Provide media with a complete picture. • Plug in your good ICCA ranking in al PR messages: Repetition works! • Timing for non-CVBs: Media is paying attention to your city when the ICCA and UIA rankings are published; hotels & venues could take advantage of this momentum. If you climbed the charts
    39. 39. ICCA Research, Sales & Marketing Programme Twitter: #RSMP13 A great angle to a news story
    40. 40. ICCA Research, Sales & Marketing Programme Twitter: #RSMP13 A great angle to a news story
    41. 41. ICCA Research, Sales & Marketing Programme Twitter: #RSMP13 Targets based on ICCA Ranking
    42. 42. ICCA Research, Sales & Marketing Programme Twitter: #RSMP13 Targets based on ICCA Ranking http://www.youtube.com/watch?v=HRLIZir67pU&feature=youtu.be
    43. 43. ICCA Research, Sales & Marketing Programme Twitter: #RSMP13 Targets based on ICCA Ranking
    44. 44. ICCA Research, Sales & Marketing Programme Twitter: #RSMP13 Examples
    45. 45. ICCA Research, Sales & Marketing Programme Twitter: #RSMP13 • Prepare a story • Collect your own statistics; provide full picture • Educate journalists about what the figures represent; give a full picture • Long term business; annual ranking reflects work done over the previous 3-5 years; talk about winning bids for the future • Be honest and transparent  Make sure you collect your data and report it to ICCA and UIA! What if you dropped the charts?
    46. 46. ICCA Research, Sales & Marketing Programme Twitter: #RSMP13 • “A modern history of international association meetings” (1963-2012) • ICCA 50-year stats online tool, with flexible selection options: – # Participants – Subject matter – Specific regions – Accumulated figures  Alternative rankings  New story angles! More ICCA stats PR opps: ICCA50
    47. 47. ICCA Research, Sales & Marketing Programme Twitter: #RSMP13 • Winning bids (Win = Sex!; Crisis!); Why/How? • Case studies work! Value of the congress for the destination; delegates; society: content! • Use ambassadors as spokespersons • Write Opinion columns or blogs: Talk about the Meeting Industry instead of your company. • Be pro-active, plan ahead. Use media’s editorial agenda. Anniversaries. • Create your own news: Awards, CSR initiatives, records... PR Opportunities / Story angles
    48. 48. ICCA Research, Sales & Marketing Programme Twitter: #RSMP13 Winning bids
    49. 49. ICCA Research, Sales & Marketing Programme Twitter: #RSMP13 Source of progress
    50. 50. ICCA Research, Sales & Marketing Programme Twitter: #RSMP13 CSR
    51. 51. ICCA Research, Sales & Marketing Programme Twitter: #RSMP13 Create your own news
    52. 52. ICCA Research, Sales & Marketing Programme Twitter: #RSMP13 The Most Livable Cities Index Source: lifestyle magazine Monocle 1. Copenhagen 2. Melbourne 3. Helsinki 4. Tokyo 5. Vienna 6. Zürich 7. Stockholm 8. Munich 9. Sydney 10. Auckland 11. Hong Kong 12. Fukuoka 13. Kyoto 14. Paris 15. Singapore
    53. 53. ICCA Research, Sales & Marketing Programme Twitter: #RSMP13 The Most Livable Cities Index
    54. 54. ICCA Research, Sales & Marketing Programme Twitter: #RSMP13 The Most Romantic Cities in the World Source: http://www.ucityguides.com 1. Venice 2. Paris 3. Prague 4. Florence 5. Rome 6. Lisbon 7. Vienna 8. Seville 9. Buenos Aires 10. Marrakech
    55. 55. ICCA Research, Sales & Marketing Programme Twitter: #RSMP13 The World’s Top 10 Happiest Countries 1 – Australia 2 – Sweden 3 – Canada 4 – Norway 5 – Switzerland 6 - United States 7 – Denmark 8 - The Netherlands 9 – Iceland 10 - United Kingdom Organization for Economic Cooperation and Development’s (OECD) Better Life Index
    56. 56. ICCA Research, Sales & Marketing Programme Twitter: #RSMP13 The Top 10 places to eat ice cream Source: http://travel.nationalgeograp hic.com/travel/top-10/ice- cream-parlors/ 1. Venice 2. Paris 3. Prague 4. Florence 5. Rome 6. Lisbon 7. Vienna 8. Seville 9. Buenos Aires 10. Marrakech
    57. 57. ICCA Research, Sales & Marketing Programme Twitter: #RSMP13 • Are you collecting and publishing your own stats? Do you know everything that is going on in your destination? • Have you used your ICCA ranking to generate a PR profile? Why and how? Why not? • Discuss opportunities on how your organisation can take PR advantage of rankings, case studies, CSR, ambassadors, winning bids, etc. Questions
    58. 58. ICCA Research, Sales & Marketing Programme Twitter: #RSMP13 • ICCA Press Database • Post and Tweet your release via ICCA (+ Winning Bids) • Monitor your news: Digital Clipping Service • PR Guidelines  Research one-on-one appointments ICCA PR Kit
    59. 59. ICCA Research, Sales & Marketing Programme Twitter: #RSMP13 • Collect your local statistics • Share your data; Send us your meeting calendar • Use statistics in the right context • Send us your winning bids • Use stats to tell a story which profiles your destination/services • Identify PR opportunities • Use ICCA’s PR Tools Key takeaways
    60. 60. ICCA Research, Sales & Marketing Programme Twitter: #RSMP13 •One-on-one faculty appointments •www.meetpie.com/AMI •www.MeetingsPR.com Stay in touch! Thanks!
    61. 61. ICCA Research, Sales & Marketing Programme Twitter: #RSMP13 Do’s: •One key message •Include Pics (high-res); Quotes; Contact •Check links! •Human interest; people stories, Food! •Top 10 lists; Event organising blunders Don’ts: •Mass emailings (Focus on a media top 10) •Cut the hype •Old news News release do’s and don’ts
    62. 62. ICCA Research, Sales & Marketing Programme Twitter: #RSMP13 Targets based on ICCA Ranking

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