A New Perspective on Event Destination Marketing in a Smart Society

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Presentation about how to approach the market for international conventions from a differnet perspective.

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A New Perspective on Event Destination Marketing in a Smart Society

  1. 1. A NEW PERSPECTIVE ON EVENT DESTINATION MARKETING IN A SMART SOCIETY Mark de Greeff for Beeckestijn Business School 2011
  2. 2. 1> Motive & ChallengeMOTIVE:> > There is no wide supported vision on howBusiness Events can contribute to the branding of theinternational position of the Brainport Eindhoven region < < CHALLENGE: >> Develop a strategy for Brainport Eindhoven region how to enhance the international branding position by Business Events. This with maximum use of creative power, technological knowledge and ability to co-create < <
  3. 3. 2> Market View ACHTER DORT GELDER HOEK LAND MUNDHOLLAND BOSTON GOTHEBORG CONVENTION HELSINKI CENTER CENTRE WIEN VANCOUVER PAPEN DRU LONDON FOOD HELLO…WE DAL FABRIEK CB VALLEY MPI CONGREX ARE HERE AHOY TO! EIBTM AIBTM ARNHEM PROSPECT EIND PARIS REE HOVEN EURO MARRIOTT HORST CONGRES JAARBEURS ICCA IMEX ROTTERDAM ANTWERPENDEN HAAG SPORT WORLD FORUM NORDRHEIN TORONTO AMSTERDAM PALEISMARKETING WESTFALEN CONGRES RAI CENTER
  4. 4. 3> Foundation Event Proposition RED OCEANS Do not focus on acquisition of existing business events with no destination and R validation fit. Every decent city in the world is occupying this fighting market. Eindhoven E isn’t build for 2500+ conference market. LONG TAIL S Focus on creation of niche business events U with an ultimate destination and validation fit. Let them grow organically to Brainport L Hybrid and Social Flagship events that set the new world standard. T S GENERIC SPECIFIED PRODUCTS PRODUCTS Source: The Long Tail, Anderson, 2006
  5. 5. 4> In practice DUTCH GOVERNMENTAL TOP CLUSTERS BRAINPORT 2020 HIGH SMART SMART SOLAR INDUSTRIAL FOOD & FRESH STRATEGIC FOCUS TECH MATERIALS MOBILITY ENERGY DESIGN TECHNOLOGY FOOD PEOPLE EDUCATION, LABOUR MARKET & ENTREPENEURSHIP N N N N N N N P TECHNOLOGY KNOWLEDGE INFRASTRUCTURE & OPEN INNOVATION N N N N N N N P BUSINESS VENTURES, SMALL BUSINESS CHAIN & SMART MANUFACTURING N N N N N N N P BASICS CONNECTIONS, FACILITIES & BRANDING N N N N N N N P GOVERNANCE COLLABORATION, EXCHANGE & TRIPLE HELIX N N N N N N N P LEGEND N = NICHE EVENT F F F F F F F BRAND COMMUNITY P = PROGRAM EVENT F = FLAGSHIP EVENT Source: Event Destination Framework, De Greeff, 2010
  6. 6. 5> Bottum Up Approach ACQUIRE BOTTUM UP APPROACH We already have lot’s of events with perfect validation and fit. Frame and support. Identify the blind spots. Concept and create new events fore CREATING NEW those spots. Nurture and Privatize. Blind spots that can’t be filled with above, we acquire from the market. Convince and Convert. FRAMING EXISTING
  7. 7. 0> Insight INSIGHT: > > Goal is not to own events, but to provide expertise that creates, supports and markets Brainport Eindhoven Business Events < <
  8. 8. 6> In practice DUTCH GOVERNMENTAL TOP CLUSTERS BRAINPORT 2020 HIGH SMART SMART SOLAR INDUSTRIAL FOOD & FRESH STRATEGIC FOCUS TECH MATERIALS MOBILITY ENERGY DESIGN TECHNOLOGY FOOD DAE EXPAT PEOPLE EDUCATION, LABOUR MARKET & ENTREPENEURSHIP N N N N N GRAD SHOW N N P WEEK EMBEDDED SOLAR TECHNOLOGY KNOWLEDGE INFRASTRUCTURE & OPEN INNOVATION N SYSTEMS N N N ENERGY N N N P DOMOTICA STARTUP BUSINESS VENTURES, SMALL BUSINESS CHAIN & SMART MANUFACTURING N N DAGEN N N N N N P WEEKEND BASICS CONNECTIONS, FACILITIES & BRANDING N N N N N N N P GOVERNANCE COLLABORATION, EXCHANGE & TRIPLE HELIX N N N N N N N P 3 HELIX CONF LEGEND N = NICHE EVENT F F NANO SUMMIT F F F DDW F F BRAND COMMUNITY P = PROGRAM EVENT F = FLAGSHIP EVENT Source: Event Destination Framework, De Greeff, 2010
  9. 9. 0> Insight INSIGHT: > > So, with the creative power we have in the Brainport Eindhoven community we should focus on building new events instead of ‘buying’ existing ones? How to do that? < <
  10. 10. 7> Starting Point Brainport EindhovenTED style Hybrid Open OnlineProfessionalize all Transform all Set up community Trust on sharedBusiness Events to Business Events to oversee and network, integratea future level of into Hybrid formats support marketing, social and focus onexpected to overstep sharing, co- mainly onlineperformance & geographical creating, co-making marketing ofprecondition boundaries Business Events Business Events
  11. 11. 8> How to do that? VISION Because we believe that cooperation within the Brainport region is within our DNA, and has managed to take us through turbulent circumstances. Therefore we should enhance the existing ecosystem by leveraging all sharable knowledge, and put it in the international spotlight. This to let theWHY? world know that they should come visit innovative business events in world’s nurturing room for inspiration. MISSIONHOW? We build and maintain a Hybrid Event Community form the center of Brainport related business events, to enhance internal cohesion and external brand awareness We do that by creating new events, supporting existing events in organizing and marketing. If needed we focus on acquisition of events. We do that by getting a maximum number of events in a hybrid, ted style and social format, to obtain a global interest in our community.
  12. 12. 9> Strategic focus > CONVINCE Deliver Expertise > MARKET > ALIGN Bring Online Build Database VISION & MISSION > UNIFORM > INVOLVE Gather Content Create Community > TRANSFORM Set Hybrid
  13. 13. 10> Managerial BOARD OF MANAGEMENT (MAJOR, COMPANY CEO’S) BRAND BOARD BOARD OF ADVICE (RESEARCH & STRATEGY) (TRIPLE HELIX) CMO DOMAIN DOMAIN DOMAIN LIVE WORK VISIT LEISURE & BUSINESS TOURISM EVENTS Source : Citybranding, zin of onzin?, Riezenbos, 2007
  14. 14. 11> Venue Selection AVAILABILITY BUSINESS ‘FIT’ Q PERFORMANCE PRICE
  15. 15. 12> Co-Created Events Marketing organisation Venue pays Marketing subsidies organizer by Organisation kick back pay per visitor per visitor VENUE MARKETING ORGANIZER Organizer pays venue Marketing organisation base price, plus supports organizer with variable price per visitor organisation (venue selection)
  16. 16. 13> Business Model KEY PARTNERS KEY ACTIVITIES VALUE PROPOSITION CUSTOMER RELATIONS CUSTOMER SEGMENTS • Marketing Organization • Event Creation The Brainport Eindhoven • Support & Service • Niche markets • Brainport Development • Event Support Hybrid Event community • Community • Diverged markets • Eindhoven companies • Event Marketing is there to enhance the • Co-creation • Multisided platform • Educational institutes • Event Acquisition international branding • Share to win • Business Networks position of the region. • Relevant Busin. Media This by structuring and professionalizing the new KEY RESOURCES and existing business CHANNELS Events from a central • Prospect Databases point of view. • Existing Networks • Event Community • Online Media • Event Web Community COST STRUCTURE REVENUE STREAMS • Structural funding Citymarketing organization • Personal related costs • Licensing or affiliate fee • Market & Developing costs • Consulting & Support revenue • Community advertisment income Source : Business Model Generation, Osterwalder, 2010
  17. 17. THANKS FOR LISTENING. QUESTIONS? Mark de Greeff BACKGROUND FOTOS: GLOW FESTIVAL EINDHOVEN

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