Expanding into global markets through meetings and events requires overcoming barriers like cultural relevance and local business operations. Localization is key - being locally relevant through partnerships, experience design, and marketing. A case study of the Council on Tall Buildings and Urban Habitat expanding into the Middle East showed the benefits of strong local committees, government support, and tailored marketing and sponsorship strategies. Keys to success include defining local relevance, developing partnerships, and running locally focused marketing campaigns.

1. Expanding into Global Markets through
Meetings / Events
Ajay Bhojwani
Deputy Managing Director
MCI Middle East
July 2012
In partnership with

2. Agenda
1. Introduction
2. Going Global !
3. Barriers to International Development
4. Localisation is the next Globalisation
5. Case Study Experience
6. Keys to Success

3. My Journey…
Marketer by • University of
Qualification Wollongong, Aus
Over 10 years in
meetings and • With over 5 years in
launching meetings
associations in emerging markets
Industry
• Part of the ME &
India Management
MCI Group Board & lead the
association
business

4. Going Global !
4

5. Why go Global ?
5

6. Expanding or Penetrating into Markets
Feasibility & International
Market Product Sales & Regional
Research Events
6

7. Events as your
Global Strategy
7

8. Reasons for attending meetings/conferences

9. Why Events for a Global Strategy ?
Attracting
larger
Easy A phased
Additional Stronger audiences to
Market outreach to approach to
regional international annual
Research international international
penetration partnerships meetings
members strategy
and
conventions
9

10. Barriers to international
development
10

11. Common Barriers
 Dependent on regional partnerships & support
 Being culturally relevant
 Lack of experience and knowledge of regional markets
 Local business licensing and operation
 Weak regional and local volunteer leadership support
 Competing with activities of partner organisations
 Focused local / regional marketing and business development
strategy
 Local community receptivity to US-based associations
 Rising inflation costs

12. It is all about Localisation !
12

13. Future of Regional Meetings
Convention 2020 Survey – 1,100 respondents

14. It is all about being locally relevant
Delegates don’t want another meeting….they buy an “experience”
to help them find a “solution” to their problem

15. McDonalds – How far can you go to be locally
relevant !

16. Benefits of regional meetings
Stronger partnerships
Closer to your members
Less financial risk
Shorter lead times
Multiple regions being hit at the same time
Managed by reduced resources

17. Regional Meetings
VS
International Conventions

18. International / Regional Events
Factors / Meetings Regional International
Financial Risk Low to Medium Medium to High
Resource Requirement Low High
Dependency on partners High Low
Regional Membership High Low
Service
Partner Competition High Low
Local Relevance High Low
Market Experience High High
Marketing Regional Global
18

19. Emerging Market –
Middle East

20. CTBUH
 Association dedicated to sharing multi-disciplinary information
on tall buildings and sustainable urban environments and
certifying the world’s tallest building
 Membership comprises of organisation membership, individual
membership and affiliated organisation membership
(supporting CTBUH’s initiatives)
 Key activities include World Congress, conferences, awards
and several other events
 Have witnessed the tallest building graphs move from west to
the east and the gap widening for the same

21. Local Partnerships / Endorsements
 Strong committee comprising of their strategic members in
region, government representatives and media personnel
 Government endorsement and support
 Local stakeholders and opinion leaders involvement in
programme development
 Regional sponsors and speakers
 Regional organisational partnerships for wider outreach

22. Attendance Strategy
 Local committee was strongly involved in driving local
registrations from their organisations as well as key
competitors
 Strategic Partners / sponsors were also asked to drive
sponsorship through certain marketing efforts
 International members were targeted through web
marketing and direct marketing
 A regional sales campaign was run to call key potential
organisations to drive in delegate sales

23. Outreach To Business Multipliers
Corporates
Colleges &
Associations
Universities
Delegate
Acquisition
Ministries Individuals
Government
Entities
23

24. Sponsorship Strategy
 Focused only on market leaders
 Ensured government support and endorsements
 Had a local strategy VS international strategy
 Ensured sound participation of local organising committee
and their extended reach
 Packages focused on driving in delegates in addition to
standard benefits
 Defined numbers for each package and exclusivity

25. Regional Marketing Strategy
 Region focused direct marketing
 Strong regional media partnerships and barters
 Channel marketing through regional stakeholders and
sponsors
 Dedicated PR strategy
- Regional stories being addressed
- Highlighted the booming local and regional economy
- Inclusion of local partners / sponsors / government
- Brought together 51 journalists at the opening ceremony

26. Results from Congress
 One of the highest attended meeting
 Excellent government involvement and partnership
 Great regional penetration leading to increase in
membership
 Building the CTBUH brand in one of the fastest growing
economies in the world
- More than satisfying press coverage
 Certifying the world’s tallest tower

27. Snapshots of CTBUH

28. Building an
international market for
your products

29. Keys to Success
Defining Market
Potential
Strategic Intent
Business Model –
Revenue & Expense
Define Local
Relevance
Develop
Partnerships
Marketing
Campaign
29

30. Keys to Success
 Define Local Relevance
- Local audience needs, expectations and desired outcomes
- Event / Product design, delivery & MARCOM considers cultural differences
- Promotion campaigns, tied to tangible product experiences
 Develop Partnerships
- Government, corporations, universities, national societies, chapters
- Cost sharing, financial, audience access, content
 Marketing Campaign
- Pricing strategy
- List development (multipliers and rentals)
- Direct sales (telemarketing), direct mail, advertising
- Local website with registration options
- Indirect marketing - regional/national organizations, PR and media
partnerships, reciprocal agreements
- Locally relevant and easy to understand communication tools
30

31. Success Stories
31

32. Contact Information
About This Presentation
Ajay Bhojwani
ajay.bhojwani@mci-group.com