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Using meetings stats for research,
advocacy, motivation and marketing
Marco van Itterzon
Dennis Speet
ICCA Research, Sales and Marketing Programme
Twitter: #RSMP14
– what goes on in your destination
– see the business develo...
ICCA Research, Sales and Marketing Programme
Twitter: #RSMP14
– compare with other destinations
– recommend new (infra)str...
ICCA Research, Sales and Marketing Programme
Twitter: #RSMP14
• look forward and anticipate changes
• make predictions wit...
ICCA Research, Sales and Marketing Programme
Twitter: #RSMP14
– It is a MUST for each and every Convention
Bureau to colle...
ICCA Research, Sales and Marketing Programme
Twitter: #RSMP14
Steady Growth
0
2000
4000
6000
8000
10000
12000
14000
2005 2...
ICCA Research, Sales and Marketing Programme
Twitter: #RSMP14
1 USA 829
2 Germany 722
3 Spain 562
4 France 527
5 UK 525
6 ...
ICCA Research, Sales and Marketing Programme
Twitter: #RSMP14
1 Paris 204
2 Madrid 186
3 Vienna 182
4 Barcelona 179
5 Berl...
ICCA Research, Sales and Marketing Programme
Twitter: #RSMP14
1. Singapore 994
2. USA 799
3. Korea-Rep 635
4. Japan 588
5....
ICCA Research, Sales and Marketing Programme
Twitter: #RSMP14
1. Singapore 994
2. Brussels 436
3. Vienna 318
4. Seoul 242
...
ICCA Research, Sales and Marketing Programme
Twitter: #RSMP14
ICCA & UIA Statistics compared
(nr of meetings)
ICCA Research, Sales and Marketing Programme
Twitter: #RSMP14
ICCA & UIA Statistics compared
(nr of meetings)
ICCA Research, Sales and Marketing Programme
Twitter: #RSMP14
Apples & Pears
ICCA Research, Sales and Marketing Programme
Twitter: #RSMP14
– Exclude national meetings
(tremendous impact on overnights...
ICCA Research, Sales and Marketing Programme
Twitter: #RSMP14
• Use them as a trendbarometer,
BUT
• establish your own sta...
ICCA Research, Sales and Marketing Programme
Twitter: #RSMP14
• Put statistics in correct context; ICCA stats
cover one se...
ICCA Research, Sales and Marketing Programme
Twitter: #RSMP14
• Association market has the longest lead time
of any market...
ICCA Research, Sales and Marketing Programme
Twitter: #RSMP14
• Where do you believe you should be
• Who are your comparat...
ICCA Research, Sales and Marketing Programme
Twitter: #RSMP14
Cities through the years, number of
events in the respective...
ICCA Research, Sales and Marketing Programme
Twitter: #RSMP14
The power of hindsight
ICCA Research, Sales and Marketing Programme
Twitter: #RSMP14
Another approach, another ranking!
ICCA Research, Sales and Marketing Programme
Twitter: #RSMP14
ICCA: Vienna hosted 181 events in 2011
Vienna:
638 Internati...
ICCA Research, Sales and Marketing Programme
Twitter: #RSMP14
ICCA: Vienna hosted 80,953 participants in
2011
Vienna:
213,...
ICCA Research, Sales and Marketing Programme
Twitter: #RSMP14
http://www.youtube.com/watch?v=HRLIZir67pU
• Are you collect...
ICCA Research, Sales and Marketing Programme
Twitter: #RSMP14
Programme
Statistics objectives:
1. Research
2. Marketing/PR...
ICCA Research, Sales and Marketing Programme
Twitter: #RSMP14
Have you used your ICCA ranking for
marketing, advocacy or m...
ICCA Research, Sales and Marketing Programme
Twitter: #RSMP14
2. Marketing (Owned media)
ICCA Research, Sales and Marketing Programme
Twitter: #RSMP14
Advertising (Paid media)
ICCA Research, Sales and Marketing Programme
Twitter: #RSMP14
PR (Earned media)
Using meetings stats for
marketing/PR
ICCA Research, Sales and Marketing Programme
Twitter: #RSMP14
PR and meetings stats
ICCA Research, Sales and Marketing Programme
Twitter: #RSMP14
• + Hurrah!
• - Argh!
• = Hmmmm...
PR: meetings stats scenar...
ICCA Research, Sales and Marketing Programme
Twitter: #RSMP14
ICCA Research, Sales and Marketing Programme
Twitter: #RSMP14
Case 1. Your destination went up in
the charts. Action?
A. H...
ICCA Research, Sales and Marketing Programme
Twitter: #RSMP14
1. Communication and PR objectives
2. Segment the market/aud...
ICCA Research, Sales and Marketing Programme
Twitter: #RSMP14
Examples
ICCA Research, Sales and Marketing Programme
Twitter: #RSMP14
Case 2. Your destination kept the
same place in the charts. ...
ICCA Research, Sales and Marketing Programme
Twitter: #RSMP14
A great angle to a news story
Context
who
what
where
when
wh...
ICCA Research, Sales and Marketing Programme
Twitter: #RSMP14
• Objectives
• Target groups
• Planning
Key messages per ta...
ICCA Research, Sales and Marketing Programme
Twitter: #RSMP14International Congress and Convention Association www.iccawor...
ICCA Research, Sales and Marketing Programme
Twitter: #RSMP14
Case 3. Your destination dropped in
the charts. Action?
A. H...
ICCA Research, Sales and Marketing Programme
Twitter: #RSMP14International Congress and Convention Association www.iccawor...
ICCA Research, Sales and Marketing Programme
Twitter: #RSMP14 www.iccaworld.com
ICCA Research, Sales and Marketing Programme
Twitter: #RSMP14 http://www.c-mw.net
ICCA Research, Sales and Marketing Programme
Twitter: #RSMP14International Congress and Convention Association www.iccawor...
ICCA Research, Sales and Marketing Programme
Twitter: #RSMP14
Marketing/PR methods
1. Press Release
2. Photo’s
3. Readers’...
ICCA Research, Sales and Marketing Programme
Twitter: #RSMP14
Create your own news by
making something happen!
ICCA Research, Sales and Marketing Programme
Twitter: #RSMP14
Press loves quirky pictures!
ICCA Research, Sales and Marketing Programme
Twitter: #RSMP14
Marketing/PR methods
9. News conferences and press lunches
1...
Measure impact: using meetings
stats of marketing/PR activities
ICCA Research, Sales and Marketing Programme
Twitter: #RSMP14
• Monitor news: Digital Clipping Service
• ICCA Press Databa...
3. Using meetings stats for
Advocacy/Motivation
ICCA Research, Sales and Marketing Programme
Twitter: #RSMP14
• Audiences
• Messages
• How
Source: JMIC - themeetingsindus...
ICCA Research, Sales and Marketing Programme
Twitter: #RSMP14
• Audiences: business & government
• Messages: value of meet...
ICCA Research, Sales and Marketing Programme
Twitter: #RSMP14
ICCA meeting statistics have been announced.
Your destinatio...
Measure impact: using meetings
statistics
ICCA Research, Sales and Marketing Programme
Twitter: #RSMP14
• Collect your local statistics
• Send us your meeting calen...
ICCA Research, Sales and Marketing Programme
Twitter: #RSMP14
Marco van Itterzon
marco@icca.nl
Dennis Speet
dennis@icca.nl...
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TE_4_Parallel Session - Using Meeting Statistics for Advocacy, Marketing, Research and Motivation

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TE_4_Parallel Session - Using Meeting Statistics for Advocacy, Marketing, Research and Motivation

  1. 1. Using meetings stats for research, advocacy, motivation and marketing Marco van Itterzon Dennis Speet
  2. 2. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14 – 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
  3. 3. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14 – 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
  4. 4. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14 • 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
  5. 5. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14 – 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
  6. 6. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14 Steady Growth 0 2000 4000 6000 8000 10000 12000 14000 2005 2006 2007 2008 2009 2010 2011 2012 2013 5283 5838 6681 7475 8294 9120 10070 11150 11685 2542 2727 2590 2674 2130 1940 1182 185 198 361 302 607 662 802 1067 Growth of nr. of Events in Statistical year Report Growth >2012 report Growth up to 2012 report Snapshot per year
  7. 7. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14 1 USA 829 2 Germany 722 3 Spain 562 4 France 527 5 UK 525 6 Italy 447 7 Japan 342 8 China-P.R. 340 9 Brazil 315 10 Netherlands 302 Number of international meetings ICCA country ranking 2013
  8. 8. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14 1 Paris 204 2 Madrid 186 3 Vienna 182 4 Barcelona 179 5 Berlin 178 6 Singapore 175 7 London 166 8 Istanbul 146 9 Lisbon 125 9 Seoul 125 Number of international meetings ICCA city ranking 2013
  9. 9. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14 1. Singapore 994 2. USA 799 3. Korea-Rep 635 4. Japan 588 5. Belgium 505 Spain 505 7. Germany 428 8. France 408 9. Austria 398 10. UK 349 UIA Country Ranking 2013
  10. 10. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14 1. Singapore 994 2. Brussels 436 3. Vienna 318 4. Seoul 242 5. Tokyo 228 6. Barcelona 195 7. Paris 180 8. Madrid 165 9. Busan 148 10. London 144 UIA Ranking Cities 2013
  11. 11. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14 ICCA & UIA Statistics compared (nr of meetings)
  12. 12. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14 ICCA & UIA Statistics compared (nr of meetings)
  13. 13. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14 Apples & Pears
  14. 14. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14 – 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 and Marketing Programme Twitter: #RSMP14 • Use them as a trendbarometer, BUT • establish your own statistics! ICCA & UIA statistics do not reflect the market
  16. 16. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14 • 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 and Marketing Programme Twitter: #RSMP14 • Association market has the longest lead time of any market segment. The results of 2013 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 and Marketing Programme Twitter: #RSMP14 • 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 and Marketing Programme Twitter: #RSMP14 Cities through the years, number of events in the respective reports
  20. 20. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14 The power of hindsight
  21. 21. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14 Another approach, another ranking!
  22. 22. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14 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 and Marketing Programme Twitter: #RSMP14 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 and Marketing Programme Twitter: #RSMP14 http://www.youtube.com/watch?v=HRLIZir67pU • Are you collecting and publishing your own stats? • Let’s share best practices! London in the ICCA Rankings
  25. 25. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14 Programme Statistics objectives: 1. Research 2. Marketing/PR 3. Advocacy/Motivation
  26. 26. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14 Have you used your ICCA ranking for marketing, advocacy or motivation purposes? Why (not)? Questions
  27. 27. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14 2. Marketing (Owned media)
  28. 28. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14 Advertising (Paid media)
  29. 29. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14 PR (Earned media)
  30. 30. Using meetings stats for marketing/PR
  31. 31. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14 PR and meetings stats
  32. 32. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14 • + Hurrah! • - Argh! • = Hmmmm... PR: meetings stats scenario’s
  33. 33. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14
  34. 34. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14 Case 1. Your destination went up in the charts. Action? A. Hide, ignore, no action? B. React C. Pr(o)-active / create D. I do not have a clue!
  35. 35. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14 1. Communication and PR objectives 2. Segment the market/audiences 3. Subject 4. Define distribution channels 5. Planning: manage your release of news 6. Evaluate ICCA’s ‘Hands-on’ PR Plan
  36. 36. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14 Examples
  37. 37. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14 Case 2. Your destination kept the same place in the charts. Action? A. Hide, ignore, no action? B. React C. Pr(o)-active / create
  38. 38. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14 A great angle to a news story Context who what where when why News fact
  39. 39. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14 • Objectives • Target groups • Planning Key messages per target group PR Plan in a nutshell
  40. 40. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14International Congress and Convention Association www.iccaworld.com
  41. 41. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14 Case 3. Your destination dropped in the charts. Action? A. Hide, ignore, no action? B. React C. Pr(o)-active / create
  42. 42. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14International Congress and Convention Association www.iccaworld.com http://www.vienna.convention.at
  43. 43. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14 www.iccaworld.com
  44. 44. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14 http://www.c-mw.net
  45. 45. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14International Congress and Convention Association www.iccaworld.com http://www.lanacion.com.py/articulo/168608- copa-del-mundo-genera-1-millon-de-empleos- en-brasil.html
  46. 46. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14 Marketing/PR methods 1. Press Release 2. Photo’s 3. Readers’ letters 4. Case studies 5. Features 6. Get yourself a tame expert 7. Pet “hobby-horses” 8. Educationals for journalists
  47. 47. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14 Create your own news by making something happen!
  48. 48. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14 Press loves quirky pictures!
  49. 49. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14 Marketing/PR methods 9. News conferences and press lunches 10. Write opinion columns 11. Surveys and statistics 12. Human interest 13. Awards 14. PR stunts 15. (video) interviews 16. VIPs are Very Important Press opportunities
  50. 50. Measure impact: using meetings stats of marketing/PR activities
  51. 51. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14 • Monitor news: Digital Clipping Service • ICCA Press Database • Post and Tweet your release via My ICCA • PR Guidelines  Research one-on-one appointments ICCA PR Kit – handy tools
  52. 52. 3. Using meetings stats for Advocacy/Motivation
  53. 53. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14 • Audiences • Messages • How Source: JMIC - themeetingsindustry.org 3. Advocacy: using meeting stats
  54. 54. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14 • Audiences: business & government • Messages: value of meetings • How: – Join forces locally – one voice – Developing value data – Delivering messages – economic growth: • Innovation • Product development • Knowledge transfer • Network creation 3. Advocacy: using meeting stats
  55. 55. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14 ICCA meeting statistics have been announced. Your destination is doing well. Prepare a briefing for your local politicians. Case 4. Advocacy: using meeting stats
  56. 56. Measure impact: using meetings statistics
  57. 57. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14 • Collect your local statistics • Send us your meeting calendar/winning bids • Read JMIC publication on advocacy • Use stats to tell a story about your destination/services • Identify PR opportunities • Use ICCA’s PR Tools Key takeaways
  58. 58. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14 Marco van Itterzon marco@icca.nl Dennis Speet dennis@icca.nl Thank you!

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