Penetrating or Expanding Global Markets Via Mtgs

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  • Room 515B
  • Expectations are always based on something or someone who “promised” a desired outcome Attendees don’t want to attend sessions or meet new people or vendors….they want a “solution” to their problem in the form of a session, person or vendor to help them achieve a certain outcome
  • Penetrating or Expanding Global Markets Via Mtgs

    1. 1. Business of Meetings: Penetrating or Expanding Global Markets through Meetings August 22 1:30 - 2:45pm Content Leaders: Ajay Bhojwani, Director – MCI Middle East Peter Turner, Sr Advisor – Global Dev Strategy Connecting Great Ideas and Great People www.asaecenter.org
    2. 2. Agenda <ul><li>Business Trends – What you need to know </li></ul><ul><li>Role of Meetings in Global Strategy </li></ul><ul><li>Challenges of International Meetings </li></ul><ul><li>Penetrating & Sustaining Market Presence </li></ul><ul><li>Mature Market (Europe) </li></ul><ul><ul><li>EULAR </li></ul></ul><ul><li>Emerging Market (Middle East) </li></ul><ul><ul><li>CTBUH </li></ul></ul><ul><li>Table Discussion – What are your challenges? </li></ul><ul><li>Final Thoughts </li></ul>
    3. 3. Business Trends - What you need to know
    4. 5. Growth in Science & Innovation Centers
    5. 6. To Commercial Products $3000 $500 $30/mo @ .02/min
    6. 7. Is this Happening to You? <ul><li>A growing presence of non-US </li></ul><ul><ul><li>Member and customer product consumption </li></ul></ul><ul><ul><li>Attendance at US meetings </li></ul></ul><ul><ul><li>Author contributions </li></ul></ul><ul><li>Greater reliance on international members and customers for revenue growth </li></ul><ul><li>Greater demands you be more “present and engaged” in their region </li></ul><ul><li>Effects of globalization on industry and/or profession you represent </li></ul>
    7. 8. Global Growth Trends <ul><li>24/7 Global Project Management – interoperable standards & practices </li></ul><ul><li>Outsourcing spreads to white collar </li></ul><ul><li>Asian skill “gaps” in knowledge application </li></ul><ul><li>Customer service is global </li></ul><ul><li>Massive fluctuation in youth and aged groups - new consumer habits, learning modes, and labor supply </li></ul><ul><li>Workforce mobility & diversity – global expat integration </li></ul><ul><li>Emerging market’s growing middle class demand for goods and services </li></ul><ul><li>Knowledge becoming more diffuse </li></ul><ul><li>As standards of living rise demand for &quot;non formal&quot; education grows </li></ul>
    8. 9. Emerging Markets Driving Growth Home to 21,500 multinational firms 62 emerging market firms are on the Financial Times 500 list (increase of 47 in just 2 years)
    9. 10. Companies Need Training
    10. 11. Opportunities for US Medical Societies
    11. 12. Training Supply Strength
    12. 13. Meetings Role in Global Strategy
    13. 14. Why Meetings for Global Strategy ? <ul><li>Market research </li></ul><ul><li>Easy outreach to international members </li></ul><ul><li>Additional regional penetration </li></ul><ul><li>Stronger international partnerships </li></ul><ul><li>A phased approach to international strategy </li></ul><ul><li>Attracting larger audiences to annual meetings and conventions </li></ul>
    14. 15. Where the effort returned results
    15. 16. Common Challenges for International Meetings
    16. 17. Survey - Barriers to Intl Growth <ul><li>Lack of experience and knowledge of region </li></ul><ul><li>Local business licensing and operation </li></ul><ul><li>Weak volunteer leadership support </li></ul><ul><li>Getting government endorsements and promotion support </li></ul><ul><li>Better local marketing and business development </li></ul><ul><li>Local community receptivity to US-based associations </li></ul><ul><li>Rising inflation of costs to do business </li></ul>
    17. 18. Penetrating & Sustaining Market Presence
    18. 19. Keys to Success <ul><li>Defining Market Potential </li></ul><ul><ul><li>Market strengths, barriers, opportunities </li></ul></ul><ul><ul><li>Industry & professional audience </li></ul></ul><ul><ul><li>Multiplier & partners </li></ul></ul><ul><li>Strategic Intent </li></ul><ul><ul><li>Purpose, goals, KPI’s </li></ul></ul><ul><ul><li>Local / Regional organising committee and involvement </li></ul></ul><ul><li>Business Model – Revenue </li></ul><ul><ul><li>Endorsements </li></ul></ul><ul><ul><li>Sponsorships </li></ul></ul><ul><ul><li>Exhibitions/Advertising </li></ul></ul><ul><ul><li>Registration fees </li></ul></ul><ul><li>Business Model – Expense </li></ul><ul><ul><li>WOFE business license & local bank account </li></ul></ul><ul><ul><li>Strong financial controls </li></ul></ul><ul><ul><li>Risk mitigation – currency, VAT/GST reclamation, venue contract negotiation </li></ul></ul><ul><ul><li>Local service support - MARCOM, sponsorship and partnership development, sales, event mgmt, housing, registration, logistics </li></ul></ul><ul><ul><li>Local people and practices to address culture </li></ul></ul>
    19. 21. Keys to Success <ul><li>Define Local Relevance </li></ul><ul><ul><li>Local audience needs, expectations and desired outcomes </li></ul></ul><ul><ul><li>Event design, delivery & MARCOM considers cultural differences </li></ul></ul><ul><ul><li>Promotion campaigns, tied to tangible product experiences </li></ul></ul><ul><li>Develop Partnerships </li></ul><ul><ul><li>Government, corporations, universities, national societies, chapters </li></ul></ul><ul><ul><li>Cost sharing, financial, audience access, content </li></ul></ul><ul><li>Marketing Campaign </li></ul><ul><ul><li>Pricing strategy </li></ul></ul><ul><ul><li>List development (multipliers and rentals) </li></ul></ul><ul><ul><li>Direct sales (telemarketing), direct mail, advertising </li></ul></ul><ul><ul><li>Local website with registration options </li></ul></ul><ul><ul><li>Indirect marketing - regional/national organizations, PR and media partnerships, reciprocal agreements </li></ul></ul><ul><ul><li>Locally relevant and easy to understand communication tools </li></ul></ul><ul><li>Sponsor Campaign </li></ul><ul><ul><li>Define sponsorship value proposition and USPs </li></ul></ul><ul><ul><li>Sponsorship offer package – financial, media, etc </li></ul></ul><ul><ul><li>Collateral development, sales, advertising, social media </li></ul></ul><ul><ul><li>Sponsor agreement with deliverables and expectations </li></ul></ul><ul><ul><li>Onsite management, follow up and evaluations </li></ul></ul>
    20. 22. It’s All About What’s Locally Relevant Delegates don’t want another meeting….they buy an “experience” to help them find a “solution” to their problem
    21. 23. Mature Market - Europe
    22. 24. <ul><li>Representing patients, health professionals and scientific societies of rheumatology in EU </li></ul><ul><li>EULAR represents: </li></ul><ul><ul><li>44 National Scientific Societies </li></ul></ul><ul><ul><li>30 National Social Leagues </li></ul></ul><ul><ul><li>4 National Allied Health Professionals Societies </li></ul></ul><ul><ul><li>32 corporate members </li></ul></ul><ul><ul><li>+1M patients </li></ul></ul>4 Facilitate interactions between patients, medical doctors, scientists, health professionals and the pharmaceutical industry within Europe and round the world
    23. 25. Partnership Model <ul><li>Hosting society – rotational </li></ul><ul><ul><li>Seats on the Executive & Scientific Committees </li></ul></ul><ul><ul><li>Local host management </li></ul></ul><ul><ul><li>15% of the congress final profit </li></ul></ul><ul><li>Strong promotional support by all societies </li></ul><ul><li>Non-competitive, “in common to the whole” with national orgs </li></ul><ul><ul><li>Focus on science, practice outside of local national regulations and language </li></ul></ul>
    24. 26. Attendance Segmentation Strategy <ul><li>Loyalty to Partners & Allied Profs </li></ul><ul><ul><li>Unique and discounted packages </li></ul></ul><ul><li>Young professionals </li></ul><ul><ul><li>Lower fees, cheaper hotels </li></ul></ul><ul><ul><li>KOL speakers “influencers” </li></ul></ul><ul><ul><li>Education over science </li></ul></ul><ul><ul><li>Job networking </li></ul></ul><ul><ul><li>Travel grants, prizes </li></ul></ul><ul><li>Established professionals </li></ul><ul><ul><li>Higher fees, range of hotels </li></ul></ul><ul><ul><li>Peer-reviewed science </li></ul></ul><ul><ul><li>CME credit </li></ul></ul><ul><ul><li>Issues networking </li></ul></ul><ul><ul><li>Membership participation </li></ul></ul><ul><ul><li>Travel grants </li></ul></ul>12–month free subscription to the EULAR Journal” with the opportunity of renewing the subscription at reduced rate by attending the 2011 Congress Offer not available to Non-Host Society and Patient Delegates
    25. 27. Marketing & Sales <ul><li>Segmented Promotion Plan (ie sales by KOL) </li></ul><ul><ul><li>Direct marketing </li></ul></ul><ul><ul><ul><li>Bulk mail </li></ul></ul></ul><ul><ul><ul><li>iTunes </li></ul></ul></ul><ul><ul><ul><li>E-blasts </li></ul></ul></ul><ul><ul><ul><li>Social media </li></ul></ul></ul><ul><ul><ul><li>Print and e-newsletters </li></ul></ul></ul><ul><ul><li>Indirect marketing </li></ul></ul><ul><ul><ul><li>Website </li></ul></ul></ul><ul><ul><ul><li>Search engines ads </li></ul></ul></ul><ul><ul><ul><li>Partner Channels </li></ul></ul></ul><ul><ul><ul><li>Advertising </li></ul></ul></ul><ul><ul><li>Direct selling </li></ul></ul>
    26. 28. Sponsorship & Exhibit Offers <ul><li>High impact, originality (e.g. iPhone ap) </li></ul><ul><li>Freshness of opportunities (e.g. annually) </li></ul><ul><li>Vendors want brand ID to content & willing to pay significant premium for such opportunities </li></ul><ul><ul><li>Satellite Symposia, PDA abstracts, attendee database </li></ul></ul><ul><li>Support top young talent and scientists </li></ul><ul><ul><li>Awards & Travel Grants - “EULAR-Abbott Basic Science Award,” “Best in Category” Abstracts </li></ul></ul><ul><li>Loyalty Program Point system </li></ul><ul><ul><li>Longer you exhibit or sponsor, more points accumulate </li></ul></ul><ul><ul><li>Points give first choice to premium sponsorships, exhibit hall placement, and hotel selections </li></ul></ul><ul><ul><li>Historically increased total sponsorships and revenue per sponsor </li></ul></ul>ffffffffffff ffffffffffff ffffffffffff ffffffffffff ffffffffffff ffffffffffff ffffffffffff ffffffffffffff ffffffffffff ffffffffffffff ffffffffffffff ffffffffffff ffffffffffff ffffffffffff ffffffffffff ffffffffffff ffffffffffff ffffffffffff ffffffffffff ffffffffffff ffffffffffff ffffffffffff ffffffffffff ffffffffffff ffffffffffff ffffffffffff
    27. 29. Sponsorship Testing of Level Criteria & Value Weighting <ul><li>Physically present on each participant </li></ul><ul><li>Directly impact/touch participants </li></ul><ul><li>Perceived participant value (tested) </li></ul><ul><li>Multiple touch points </li></ul><ul><li>Size, distance factor & importance </li></ul><ul><li>Location of sponsorship support </li></ul><ul><li>Quality of sponsorship support displayed </li></ul><ul><li>Sustainability – life after meeting </li></ul><ul><li>Exclusivity </li></ul><ul><li>Trendy & Innovative </li></ul><ul><li>Unique offering vs other industry events </li></ul>Premium Price Points Sponsors Are Willing to Pay
    28. 30. Emerging Market – Middle East
    29. 31. CTBUH <ul><li>Association dedicated to sharing multi-disciplinary information on tall buildings and sustainable urban environments and certifying the world’s tallest building </li></ul><ul><li>Membership comprises of organisation membership, individual membership and affiliated organisation membership (supporting CTBUH’s initiatives) </li></ul><ul><li>Key activities include World Congress, conferences, awards and several other events </li></ul><ul><li>Have witnessed the tallest building graphs move from west to the east and the gap widening for the same </li></ul>
    30. 32. Local Partnerships / Endorsements <ul><li>Strong committee comprising of their strategic members in region, government representatives and media personnel </li></ul><ul><li>Government endorsement and support </li></ul><ul><li>Local stakeholders and opinion leaders involvement in programme development </li></ul><ul><li>Regional sponsors and speakers </li></ul><ul><li>Regional organisational partnerships for wider outreach </li></ul>
    31. 33. Attendance Strategy <ul><li>Local committee was strongly involved in driving local registrations from their organisations as well as key competitors </li></ul><ul><li>Strategic Partners / sponsors were also asked to drive sponsorship through certain marketing efforts </li></ul><ul><li>International members were targeted through web marketing and direct marketing </li></ul><ul><li>A regional sales campaign was run to call key potential organisations to drive in delegate sales </li></ul>
    32. 34. Sponsorship Strategy <ul><li>Focused only on market leaders </li></ul><ul><li>Ensured government support and endorsements </li></ul><ul><li>Had a local strategy VS international strategy </li></ul><ul><li>Ensured sound participation of local organising committee and their extended reach </li></ul><ul><li>Packages focused on driving in delegates in addition to standard benefits </li></ul><ul><li>Defined numbers for each package and exclusivity </li></ul>
    33. 35. Regional Marketing Strategy <ul><li>Region focused direct marketing </li></ul><ul><li>Strong regional media partnerships and barters </li></ul><ul><li>Channel marketing through regional stakeholders and sponsors </li></ul><ul><li>Dedicated PR strategy </li></ul><ul><ul><li>Regional stories being addressed </li></ul></ul><ul><ul><li>Highlighted the booming local and regional economy </li></ul></ul><ul><ul><li>Inclusion of local partners / sponsors / government </li></ul></ul><ul><ul><li>Brought together 51 journalists at the opening ceremony </li></ul></ul>
    34. 36. Results from Congress <ul><li>One of the highest attended meeting </li></ul><ul><li>Excellent government involvement and partnership </li></ul><ul><li>Great regional penetration leading to increase in membership </li></ul><ul><li>Building the CTBUH brand in one of the fastest growing economies in the world </li></ul><ul><ul><li>More than satisfying press coverage </li></ul></ul><ul><li>Certifying the world’s tallest tower </li></ul>
    35. 37. Snapshots of CTBUH
    36. 38. Table Discussion – What are your hurdles ??
    37. 39. Table Discussion <ul><li>Share your biggest challenge for growing international meetings: for example: </li></ul><ul><ul><li>Attendance growth? </li></ul></ul><ul><ul><li>Raising sponsorship revenue? </li></ul></ul><ul><ul><li>Using meetings to grow product or membership sales? </li></ul></ul><ul><li>Pick one, brainstorm solutions, Report out </li></ul>
    38. 40. xx Xxxxxxxxxxx Xxxxxxxxxxx
    39. 41. For More Information & Case Studies www.growglobally.org http://www.asaeannualmeeting.org/
    40. 42. <ul><li>Contact information </li></ul><ul><li>Peter Turner </li></ul><ul><li>Director – Senior Advisor, Global Development Strategy </li></ul><ul><li>Phone: +1 571 275 1516 </li></ul><ul><li>E-mail: [email_address] </li></ul><ul><li>Ajay Bhojwani </li></ul><ul><li>Director – Association Management, Consulting & Congresses </li></ul><ul><li>Phone: +971 50 150 5235 </li></ul><ul><li>E-mail: [email_address] </li></ul>

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