The document discusses event marketing and design in Barcelona. It provides details on the creative process, key considerations for planning an event, and an overview of Barcelona's strengths as a destination for business events. Barcelona has a long tradition of hosting major exhibitions and trade shows. The number of business events in the city grew steadily until 2009 but recovered in recent years, with courses and conventions seeing particularly strong growth. Marketing involves basic tools like email, websites, and social media, as well as offline methods.

1. EVENT MARKET IN BARCELONA

2. EVENT
DESIGN

3. “YOUR WORK IS
GOING TO FILL A
LARGE PART OF YOUR
LIFE, AND THE ONLY
WAY TO BE TRULY
SATISFIED IS TO DO
WHAT YOU BELIEVE IS
GREAT WORK. AND
THE ONLY WAY
TO DO GREAT
WORK IS TO LOVE
WHAT YOU DO”.
-Steve Jobs

4. CREATIVITY powering the SUCCESS of the event

5. INSPIRATION ACTION
IDEATION
EVENT
EVENT DESIGN HAPPENS THROUGH THE CREATIVE PROCESS

6. WHO
WHAT
WHERE
WHEN
HOW

7. Event
cooking
“piece of
cake”

8. Flour
Eggs
Butter
Sugar
Milk
Strawberries

9. The
STRATEGY
budget
The target
audience
& Goals
The
concept
– the
The theme
venue
& the
vendors The
logistics
and
technical
aspects
Marketing Post event
follow up EVENT
and
evaluation,
Thank you
notes

10. Once you find the
ideal location, the
REAL work begins...
The venue & the
vendors
The venue, decoration, caterers,
photographers, entertainment, etc.

11. The Closing
ideal Negotiating the
the best rates budget
venue
Barcelona is
buzzing with
corporate and
leisure meeting
spaces

12. Barcelona's trade
fair tradition
dates back to the
Universal
Exhibitions of 1888.
In 1920, the first
general trade Nowadays
show was held. Barcelona is a
definite contender
in the
international
business events
market.

13. Barcelona is aware of its
tradition of organising
major events, which dates
back many years, and has
developed an excellent
infrastructure which
provides back-up for the
optimum conditions it offers
as a trade-fair and
congress venue.

14. Number of VARIATION total number of
meetings:
meetings in 2009-2010 (15.1%)
Barcelona 2010 – 2011 (6,8%)
2500
2000
1500
Título del eje
1000
500
0
1990 2007 2008 2009 2010 2011
Congresses 221 340 383 294 310 255
Courses 108 0 286 215 226 378
Conventiones and incentives 44 1.435 813 1.348 1.602 1.650
Total meetings 373 1.775 2.482 1.857 2.138 2.283
Source: “Congress Statistics Barcelona 2011” gathered by the Barcelona Convention Bureau.

15. The
highlights of
the results in
Barcelona
in 2010
The results in the conventions and
incentives segment in 2010 were
spectacular, with a rise of 18,8 % in the
number of meetings, and 15,1% in the total
number of meetings.

16. Congresses
11% Number and
percentage of
Courses
17%
meetings in
Barcelona
Conventions in 2011
and incentives
72%
2.283
1.650
378 255
Total Conventions Courses Congresses
and incentives

17. The
highlights
of the
results in
Barcelona
in 2011.
The tourism of meetings in 2011 grows
in 6,8%, with a total of 22.283 meetings,
but it is the courses segment
that reaches in 2011 spectacular
results, with a rise of 67,3 % in the
number of meetings and in 50 %, with
a total of 64.612 delegates in this
microsector.

18. In terms of absolute number of meetings,
Barcelona attracted increasingly higher
numbers of meetings throughout the years
with slightly fluctuating results. Even though
2009 reports a smaller number of events in
Barcelona compared to previous years,
Barcelona was able to reach the 2nd rank
in 2010. 2011 was a good year , with some
recovery compared to 2009, but without
attaining the figures for 2008.
The results clearly show though that the
event business sector is
coming out of the crisis.

19. Barcelona is
the number one city
total number
measured by
of participants and
the second most
popular congress city
with the second largest number of
international business events
hosted in the city’s world-class
conference venues.
Source: Statistics Report based on survey data gathered by The International Congress & Convention Association (ICCA).

20. Fira de Barcelona is second largest trade fair and exhibition centres in
Europe, that host a quickly growing number of national and
international events each year, with a portfolio of 80 exhibitions and 3.5
million visitors in 2011.
The strength of Barcelona in the field of business tourism is based on a
very powerful
industrial, medical, academic and scientific structure
The city’s hotel infrastructure continues to grow, and currently includes
more than 321 establishments offering over 61,000 bedspaces.

21. Marketing
Basic Must - have…

22. Basic
Marketing
Tools

23. REMINDERS INVITATIONS
EMAIL
WEBSITE
SOCIAL
MEDIA
MOBILE
OFFLINE
WORLD OF
MOUTH MARKETING

24. Ranking of
Most Used
Promotional
Methods
Source: statistics based on 2010 survey data from 931 respondents gathered by The HubSpot Inbound Internet Marketing blog.

25. Word of
mouth
Website
47% still mail postal invitations.
46% still call individuals by
telephone.
76% 40% use social media sites.
EMAIL Only 11% use blogging for event
marketing.
Less than 10% useTV and radio ads.
Less than 7% use magazine ads.
Source: statistics based on 2010 survey data from 931 respondents gathered by The HubSpot Inbound Internet Marketing blog.

26. There were
30,654,678 internet
users in Spain as of
Dec.31, 2011, representing
65.6% of the
population.
Source: www.internetworldstats.com , April 2011.

27. Internet users in
Spain spent the
most time on Título del gráfico
Portals sites,
at 517.8 minutes (8.6
hours) per person
on average. Social
Networking Portals
sites - sites-
345 minutes -
28% 517,8
minutes -
Instant
42%
Messengers –
375,6 minutes
-
30%
Source: www.comscore.com, May 2011.

28. Preferred
social
(up from 50% in 2009) networks
Título del gráfico
according to
69%
social network
users in Spain
10% 10%
5% 3% 1% 1% 1%
Facebook YouTube Tuenti: Twitter Google+ LinkedIn Flickr Badoo
Source: eMarketer, February 2012, % of respondents 2009-2011.

29. FACEBOOK in
Spain in April
2012 had
16.2 million
users

30. Serie 1
Prefered social media
channels most used
for promoting events
Facebook has become a crucial
84% marketing channel for businesses. Since
events are a social experience, there is
no better way to promote them than via
a Social Network.
61%
47%
44%
35% 35%
18% 17%
7%
5%
Facebook Twitter XING YouTube LinkedIn Blogs Flickr Sonstige MySpace None
Resource: http://www.amiando.com/resources, Amiando Social Media Report, July 2011

31. Título del gráfico
Almost Every Day Ever in Month
Mobile social
networking 160%
127%
82% 82% 80%
74% 75% 76%
67%
62% 63%
59%
EU5 France Germany Italy UK Spain
%Growth for Smartphone Audience Accessing News
Source: www.comscore.com ,January, 2012.

32. The
Mobile social Spanish
networking in
Spain smartphone
audience
accessing news sites via an app or
browser reported the strongest
gains in this behaviour in the past
year with a 127% increase in
monthly news access and a
160% increase in
near-daily news
access. (3 Month Average Ending
January 2012 vs. January 2011)
Source: www.comscore.com ,January, 2012.

33. Spain is a growing internet and event market
where the audience is becoming more engaged and
going online with greater frequency, which presents
additional opportunities for event marketers and
advertisers.
more strong growth
Still there is room for
in future in event marketing.
The importance
of Social Media and mobile
marketing cannot be
overstated.