Slide1 :
Update on Association Markets and Trends
Enrico Zuffi, Geneva Convention Bureau
11th ICCRM
Seville, Spain
8 July 2005
iccaworld.com
Slide2 : Corporate companies
International Associations
Special Events
Focus on:
Slide3 :
ICCA's definition of the international meetings market
International meetings:
Corporate Meetings
Associations Meetings
International Meetings Market
Slide4 :
Corporations
Internal meetings (staff)
(sales, technical, executive, incentive)
External meetings (b to b)
(dealers, distributors, product launches, clients) shareholders
External Meetings, branding Image (public events) Promotion, concerts, shows, sponsored events (spors, culture), Eurofoot,Marathon, Tour de France, World Cup, etc.. Image Promotion
Corporate Meetings Market: Structure
Slide5 :
• Company is initiator and decision maker
• Organized by different departments within the company, Com/MKT Dept or PR agency
• Repeat business (use of same venue)
• Short term planning
• Smaller than association meetings (except for public events)
• Higher budget / success oriented
• Ups and downs - economy
Corporate Meetings Market Characteristics
Slide6 :
Majority of planners use following type of
venues:
City hotel
Convention centres
Company Head Quarter
Other:
Country / Resort hotels
Special venues
Boat
Historic Places Corporate Meetings Market - Statistics
Slide7 :
External agencies used:
Most planners use a travel agent in their own country.
The rest uses:
A DMC in other country
or a PCO
or an Incentive house/Communication Company Corporate Meetings market - Trends
Slide8 :
Size of corporate meetings:
Majority attracts < 100 participants
and 100 - 500 participants
Although the trend is: again to larger meetings Corporate Meetings market - Statistics
Slide9 : Corporate Meetings:
More conference hotels will be used
(larger facilities all over the world)
Shorter meetings in Europe, invite less people
Several events merge into one
Less 'fun', more 'experience‘
High technical quality requested
Future trends
Slide10 :
Size: unknown
Estimation UIA:
> 14,000 series of International Congresses worldwide
ICCA Data 80%:
> 11.200 series of International Congresses
The International Association Meetings Market
Slide11 :
International Non-profit organizations / Associations
International Governmental Organizations
(IGO)
Non-Governmental (INGO)
Trade Associations
Insurance – Medical
Finance
Transport The International Association Meetings Market
Slide12 :
Almost every interest has an association (Harp, Policeman)
Rotating
• By invitation from local counterpart
• Long lead time (the bigger the event)
• Average duration: 4 - 5 days
• Often less budget compared to corporate events
• Slow decision making process
Regular
Less influenced by economic factors
International Association Meetings Market – Characteristics
Slide13 :
Type of venues considered for international meetings
Conference centre 44%
Congress centre
with in-house hotel 36%
University 11%
Other 9% International Association Meetings Market - Statistics
Slide14 : Top months for international meetings are:
September
June
May
October
July
August
Trend: March, April and November, Meetings last shorter, average in 2004
4.2 days; lowest average in 10 years
What about the national events?
International Association Meetings Market - Statistics
Slide15 : Associations:
More associations use core PCO or Association Management Company in Europe
Some large European conferences start to rotate only between a few cities
Higher negotiating power !
More smaller meetings
Political awareness of sector's value is increasing
New European countries are in high demand
Future trends
Market Sectors : Market Sectors Medical
2. Scientific
Trade
4. Religious, Social Service Club Meetings
5. Political & Sports
Area of subject matter in 2004 :
1 Medical Sciences 28%
2 Science 12%
3 Technology 9%
4 Industry 7%
5 Social Sciences 5%
6 Agriculture 4%
Commerce 4%
Education 4%
9 Economics 4%
10 Management 3% Area of subject matter in 2004
Medical Associations (clinical) : Medical Associations (clinical) Generaly well organised
Specifications available
You need a good / well known professor / doctor
If possible active and a board member
Sponsoring is very important (satellite symposias)
Interferance (Exhibition and Conference)
Social programme and Scientific structure very important
Plenary (Keynote speakers)
Parallel Session / Poster Session
Scientific Associations : Scientific Associations Organised by University or research institutes
High emphasis on content
Many break-out sessions
Decision maker needs your confidence
General mega meetings - very specialised small meetings
Tend to go to destinations with good local counterpart (Universities)
Social events low priority
Summer month, often low season…in some city destinations
Low budget
Visa problems, if international
“Religious, Social Service Club Meetings” (Rotary, Lyons) : “Religious, Social Service Club Meetings” (Rotary, Lyons) Social aspects important
Often in conjunction with a small exhibition
Low budget (participants pay participation fee themselves)
Many times in conjunction with holidays
Cheaper type of accommodation / rates
More flexible concerning the dates
Can be extremely large (Herbalife, Lyons)
Political, Sports Events : Political, Sports Events Very complicated
Can even be quite negative (Seattle, Genova, Prague)
Political events are usualy paid by the government… Increasing in Europe
Sports events : Interesting for the hotels and the image of the destination if in low season
Satellite conferences (Olympic Games, Euro Cup)
Very interesting as usually for longer periods
Trade Associations : Trade Associations Initiated by local chapter or member
More emphasis on social aspects
Higher budget
Often in conjunction with a small trade show
Participation fees paid by the company
Tend to go to destinations with higher touristic appeal
Accessibility can play a major role
Prefer to stay in conference hotels
Dates less flexible
Most interesting : IT, Computer, Finance, Insurance, Technology
Slide23 : Research strategies for beginners / advanced
you need....
Patience, Patience, Patience
To be focused and organised
Knowledge and experience
& Luck!
Less is more!!
Slide24 : How to search
How to act
Slide25 : International Market Research
Where to start?
Inside your company!
But do you really:
Know your product
Know your city
Know your competitors and did you compare their assets with yours
Slide26 : Your surroundings
Access
City
University
R&D
Economy
Image
Political support
Accommodation
Partners
“Define your ideal event or marketing strategy”
Slide27 : What are you selling?
Space
Knowledge/Services
Adventure
Roomnights
F&B and Catering
Slide28 : and..... How to start
There is a world of knowledge at your disposal, but:
it is easy to get lost, keep your focus
everybody can search, only a few can find..
check the authenticity of the information
be as 'simple' as possible
Slide29 : An association approach
Start: an association conference in the ICCA database
Read and Check all the information ICCA gives you…
Get on their Web Page - how are they organized?
Can you find the right person - e.g. conference manager
Check all the requirements. Can you host the event?
Slide30 : Get in touch and ask....and listen!
You seldom will have a second chance!
Questions to ask:
What is the first open date
Could my country/destination be a possible candidate (if not: ask why!)
When will the decision be made
Try to qualify the lead: is this the ideal conference? Do we have a chance to win?
How important is the local counterpart
Slide31 : Try to identify the local counterpart through the Association's website or through your national association. Is he active? What role can you play?
Be very careful when contacting him
Is he interested? If yes, let him know you can help him.
They have their own network within the organization, let them use it!
Do not rush, work systematically, as very often you have time.
Local counterpart says ok ! : Local counterpart says ok ! New concept for him…!
Has never organized a congress !
How much time, how much money?
No commitments
Don’t suggest partnership, but build towards it
How to act ?
Try to get a team together (conference centre)
Tell “him” that “he” has to win
Slide33 : If your client or the association asks you to help them with the bid
Check all the basic information
Needs or specs, Financial risk, Dates
Venue
Hotels available
Social programme / creativity
PCO
Local and national invitations/Support
Scientific outlook
Slide34 : How to win that bid with your host
Be constant, helpful, set up a strategy
Find out who are your competitors
Find out who makes the real decision
What are the most important criteria
Team up with local suppliers
Leave room for negotiations
A site inspection can result in a moral
commitment
Hurra we have it ! How to pass an event to the Operations Department or PCO : Hurra we have it ! How to pass an event to the Operations Department or PCO Personal relationship
Pass your client over smoothly…
Be always available in case of … problems
Be there when the event takes place !
Slide36 : Good Luck!
Thank you!