MPI Netherlands presentation at MarCom 2009 Presentation 3June09


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Presentation by Terri Breining and Antonio Ducceschi during MPI Netherlands presentation at MarCom 2009, Amsterdam RAI, Wednesday 3 June 09

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MPI Netherlands presentation at MarCom 2009 Presentation 3June09

  1. 1. Integrating Meetings into Your Marketing Mix Ruud Janssen President, MPI Netherlands Chapter
  2. 2. Session Overview <ul><li>EventView </li></ul><ul><li>Elements of Strategic Meeting Management </li></ul><ul><li>Integration of Meetings into the Overall Marketing Mix </li></ul>
  3. 3. Integrating Meetings into Your Marketing Mix Antonio Ducceschi, CMM Director of Sales and Partnership Development EMEA Meeting Professionals International Terri Breining, CMP, CMM Concepts Worldwide Carlsbad, California USA
  4. 4. The complete re-set <ul><li>Economic landscape </li></ul><ul><ul><li>Financial meltdown severely impacting global economy </li></ul></ul><ul><ul><li>Longer term forecasts still unclear </li></ul></ul><ul><li>Recession is a trends’ accelerator </li></ul><ul><ul><li>Social Landscape </li></ul></ul><ul><ul><ul><li>Rise of social networks </li></ul></ul></ul><ul><ul><ul><li>Multi-generational workforce </li></ul></ul></ul><ul><ul><li>Technology Landscape </li></ul></ul><ul><ul><ul><li>Mobile technologies </li></ul></ul></ul><ul><ul><ul><li>Video </li></ul></ul></ul><ul><ul><li>Ecological Landscape </li></ul></ul>
  5. 5. The complete re-set <ul><li>Industry Landscape </li></ul><ul><ul><li>Taxpayer funded companies must do meetings differently </li></ul></ul><ul><ul><li>New scrutiny on our industry (also new codes in U.S.) </li></ul></ul><ul><ul><li>Economic uncertainties and ongoing convergence will create consolidation pressure in the industry </li></ul></ul><ul><ul><li>Where do we fit in the new world? </li></ul></ul><ul><ul><li>Increased need for accountability </li></ul></ul>
  6. 6. Consider this… <ul><li>Google topped $21.7 billion in advertising revenue in 2008, but the news it provides is an aggregate from free news sources. </li></ul><ul><li>YouTube has more than 100 million viewers each month and about 65,000 new videos uploaded daily. Its ad revenue reportedly totals somewhere between $120 million and $500 million a year. </li></ul><ul><li>Facebook , the free-access social networking website, has grown from 100 million to 200 million users in less than 8 months and is adding 700,000 new users each day. It reportedly had $300 million in ad revenue last year. Its traffic has grown immensely in one year’s period, especially in Europe where it grew 314%. </li></ul><ul><li>Twitter itself is growing at a crazy rate; although it already has a very large audience, it grew 76.8 percent just from February to March. Its yearly growth rate? 1,382 percent. According to Nielsen, Twitter currently has 7 million unique monthly visitors. If it keeps growing at this rate, it’ll have nearly 100 million visitors same time next year. </li></ul><ul><li>Mobile subscribers total some 250 million in the United States and send more than a billion text messages each day. This two-way interactive media is getting more and more attention from advertisers. It's estimated that the mobile advertising industry already exceeds $2 billion annually. </li></ul>
  7. 7. Consider this… <ul><li>Nielsen Online’s latest research shows that social networking is now more popular than email : </li></ul><ul><li>66.8% of Internet users have used social networks, while only 65.1% have used email. </li></ul>
  8. 8. Event View Study Overview <ul><li>7th Year </li></ul><ul><li>Senior level executives </li></ul><ul><li>Global study across industries and geographic region </li></ul><ul><li>Western European respondents </li></ul><ul><ul><li>$100+ million in annual revenue </li></ul></ul><ul><ul><li>45% representing companies that generate$1+ billion </li></ul></ul>
  9. 9. Survey Demographics - Title
  10. 10. Survey Demographics - Revenue Key Take Away: 45% of respondents represent large enterprise companies.
  11. 11. Key Western Europe Findings: Marketing Budget Trends
  12. 12. Marketing Budget Key Take Away: 54% of respondents have marketing budgets over $1M. 25% have marketing budgets over $5M.
  13. 13. Primary Marketing Concern Key Take Away: Concerns about the economy (11%), reaching new customers (8%) and keeping customers (8%) are primary marketing concerns. Question: Thinking about your current marketplace, what would you say is your primary marketing concern today?
  14. 14. Event Marketing’s Share of the Marketing Budget Key Take Away: Event marketing’s share of the marketing budget has increased six points to 25%. Question: What percentage of your company's total marketing budget is currently spent on event marketing?
  15. 15. Marketing Budget Allocation Key Take Away: Event marketing (26%) and print advertising (24%) spend make up for half of respondents’ marketing budgets Question: How is your marketing budget split among disciplines?
  16. 16. Marketing Budget Increase Key Take Away: Event marketing and Web marketing gain equally from shifting marketing dollars. Question: If you have experienced a budget increase, where are you putting these additional dollars?
  17. 17. Meetings are the birthplace of ideas, the drivers of business results, the sparks of innovation, and the connections between people Meeting Professionals International
  18. 18. Information on Other Meetings <ul><li>Toyota – Obeya </li></ul><ul><li>HCEA skepticism study </li></ul><ul><li>European Assn for People Management </li></ul>
  19. 19. Toyota <ul><li>Obeya (big room) </li></ul><ul><ul><li>Average development time for new car is 36 months </li></ul></ul><ul><ul><li>Toyota developed Camry in 26months; Sienna minivan in 22 months </li></ul></ul><ul><ul><li>Using Obeya, the Solara was developed in 19 months </li></ul></ul>
  20. 20. Skepticism Study <ul><li>University of Mississippi & HCEA – Skepticism study of marketing tools in life sciences – Exhibits consistently show lowest skepticism rating, as compared to journal ads & sales reps </li></ul>
  21. 21. HR Challenges in the Recession <ul><li>Boston Consulting Group and European Association for People Management </li></ul><ul><ul><li>Most common actions </li></ul></ul><ul><ul><ul><li>Cutting back on recruiting – 69% </li></ul></ul></ul><ul><ul><ul><ul><li>Effective cost cutting and popular </li></ul></ul></ul></ul><ul><ul><ul><li>Cutting back on company events – 54% </li></ul></ul></ul><ul><ul><ul><ul><li>Easy cost cutting – relatively ineffective and hampers employee commitment </li></ul></ul></ul></ul>
  22. 22. Meetings are a Part of the Solution <ul><li>Meetings strengthen connections </li></ul><ul><li>Meetings provide ideas, support and guidance </li></ul><ul><li>Meetings drive business </li></ul>
  23. 23. Not meetings OR other marketing tools… meetings as a PART of the marketing mix
  24. 24. Meetings are essential to business…but we MUST plan and conduct them differently
  25. 25. Branding campaigns typically last two years Meetings planned and executed in shorter time frame, with quicker results
  26. 26. Your Turn… <ul><li>What are you doing differently with your customers? </li></ul><ul><li>How have your budgets been impacted? What are you doing or are your clients doing? </li></ul>
  27. 27. Key Western Europe Findings: ROI Trends
  28. 28. The Greatest ROI in Marketing Key Take Away: Event marketing provides a higher ROI than broadcast advertising by a factor of 3. Question: Of the following marketing elements, which would you say provides the greatest return on investment?
  29. 29. Why Event Marketing Provides Greatest ROI Key Take Away: 66% of Western Europe respondents consider event marketing to provide the greatest ROI because it includes opportunities for in-person (face to face) contact. Question: Why does Event Marketing provide the greatest ROI?
  30. 30. Accelerating and Deepening Relationships Key Take Away: Event marketing is the overwhelming choice as the discipline that best accelerates and deepens relationships. Question: Of these marketing elements, which would you say is best for accelerating and deepening relationships?
  31. 31. Budget Allocations for Measurement Key Take Away: Budget allocations for measurement represent 6% of the event marketing budget. Question: What percentage of the event marketing budget is allocated to measurement?
  32. 32. Measurement Motivation Key Take Away: Thirty-seven percent of respondents measure to demonstrate marketing ROI. Question: Why do you measure?
  33. 33. Measurement Topics Key Take Away: The leading categories of event measurement are the number of qualified leads generated (24%) and sales increases (24%). Question: What do you measure?
  34. 34. Measurement Impacts Event Marketing Budgets Key Take Away: Companies that measure are over 3 times more likely to expect increases in their event marketing budgets than those that don’t measure. Question: How do you anticipate your marketing budget allocations will change relative to event marketing?
  35. 35. Measure the impact of the meetings we do
  36. 36. ROI Impact Application Learning Reaction, Satisfaction, Planned Action Level 2 Level 1 Level 5 Level 4 Level 3
  37. 37. Potential Intangible Benefits <ul><li>Internal </li></ul><ul><ul><li>Greater Satisfaction/ Engagement </li></ul></ul><ul><ul><li>Improved Teamwork </li></ul></ul><ul><ul><li>Fewer Conflicts/ Complaints </li></ul></ul><ul><ul><li>Enhanced Communication </li></ul></ul><ul><ul><li>Reduced Stress </li></ul></ul><ul><li>External </li></ul><ul><ul><li>Stronger Brand </li></ul></ul><ul><ul><li>Enhanced Image </li></ul></ul><ul><ul><li>Improved Customer Service </li></ul></ul><ul><ul><li>Improved Customer Satisfaction </li></ul></ul>
  38. 38. The Benefits of ROI <ul><li>Results </li></ul><ul><ul><li>Shows contribution of meetings </li></ul></ul><ul><ul><li>Enhances processes </li></ul></ul><ul><ul><li>Increases satisfaction of stakeholders </li></ul></ul><ul><li>Respect </li></ul><ul><ul><li>Gains attention of senior managers </li></ul></ul><ul><ul><li>Increases executive confidence </li></ul></ul><ul><ul><li>Earns “a seat at the table” </li></ul></ul><ul><li>Resources </li></ul><ul><ul><li>Improves support for meeting planning </li></ul></ul><ul><ul><li>Identifies successful meetings that could be expanded </li></ul></ul>ROI Analysis elevates the conversation, increases support and validates results
  39. 39. Key Takeaways on ROI Analysis <ul><ul><li>Captures up to six types of data and provides a balanced profile of success </li></ul></ul><ul><ul><li>Uncovers process improvements and justifies funding </li></ul></ul><ul><ul><li>Best leveraged for expensive, high-profile, important meetings </li></ul></ul><ul><ul><li>Fits into most budgets </li></ul></ul><ul><ul><li>Credible with executives </li></ul></ul>Don’t wait for the ROI request – be proactive!
  40. 40. Your Turn… <ul><li>What are you measuring? </li></ul><ul><li>Do you have a budget allocation for measurement? </li></ul>
  41. 41. Key Western Europe Findings: Green Trends
  42. 42. Green Initiatives Implementation Key Take Away: 38% of respondents are already integrating green into their event programs. 18% plan on doing so within the next 12 months. Question: When do you plan on implementing green initiatives within the event function?
  43. 43. Motivations for Green Key Take Away: Abiding by a corporate responsibility mandate is respondents’ primary motivation for going green. Question: Why is your company implementing a green initiative?
  44. 44. Green Initiatives Key Take Away: Respondents that implement green initiatives dedicate 15% of their event budgets to related activities. Question: What percentage of your event budget is dedicated to green initiatives?
  45. 45. Integrate elements of CSR into meetings
  46. 46. Sustainability will be assumed
  47. 47. APEX Standards for Green Meetings
  48. 48. Your Turn… <ul><li>How are you demonstrating green activities? </li></ul><ul><li>How are you reporting and marketing it? </li></ul>
  49. 49. Key Western Europe Findings: Event-to-Experience Trends
  50. 50. Perception of Experience Marketing Question: Which of the following statements best describes for you the term Experience Marketing?
  51. 51. Experience Marketing at Work Key Take Away: Respondents most use experience marketing to motivate purchases (20%) and build brand loyalty (14%). Question: What primary marketing objectives do you currently use experience marketing for?
  52. 52. Integrating Technology <ul><li>Registration begins connections </li></ul><ul><li>SpotMe connects during event </li></ul><ul><li>Keynote webcasting (TED) </li></ul><ul><li>Telepresence </li></ul><ul><li>Post-event discussion and measurement </li></ul>
  53. 53. Your Turn… <ul><li>How are you using new technology </li></ul><ul><li>How are you creating experiences? </li></ul>
  54. 54. <ul><li>Increasing strategic value placed on meetings and events </li></ul>THE OPPORTUNITY
  55. 55. The Success Factors <ul><li>Communicate about the value of meetings (AIG Effect vs. GM) </li></ul><ul><li>Move away from hospitality affiliation </li></ul><ul><li>Conduct Economic Impact Studies </li></ul><ul><li>Re-skilling our workforce </li></ul><ul><li>Measuring and managing our total footprint </li></ul>
  56. 56. 8 Steps of Strategic Meetings Management <ul><li>Understand Organization’s Strategies & Goals </li></ul><ul><li>Identify Department Core Competencies </li></ul><ul><li>Draft Preliminary Plan & Validate </li></ul><ul><li>Identify External Partners </li></ul><ul><li>Identify Appropriate (Technology) Tools </li></ul><ul><li>Define Success Metrics </li></ul><ul><li>Final Proposal – Business Plan </li></ul><ul><li>Refine Plan For Implementation </li></ul>
  57. 57. Focus on the business of meetings, not the meetings business
  58. 58. Understand the priorities of procurement
  59. 59. Bean Counters Need Beans to Count
  60. 60. Integrate technology before, during, after
  61. 61. Deal with shortened planning windows
  62. 62. Involve all stakeholders in the process <ul><li>Staff, customers, suppliers, press </li></ul><ul><li>Self organizing events </li></ul>
  63. 63. Planners & Suppliers must work together
  64. 64. A good crisis is a terrible thing to waste
  65. 65. Final thoughts…
  66. 66. Thank you!