Sunday Education_Destination Marketing_The Convention Bureau of The Future_Master Slide

International Congress and Convention Association #ICCAWorld iccaworld.com

53rd ICCA Congress

The convention Bureau of the future – be prepared to adapt to new challenges Oscar Cerezales, Chief Operating Officer-Asia Pacific, MCI Group Laurence Verhagen, CEO, International Society of Geriatric Oncology Alessandro Cortese, CEO, European Society for Radiotherapy and Oncology Alexandra Torres, Board Member Greater Bogota CB Karen Bolinger, CEO, Melbourne Convention Bureau Michel Couturier, President , Marketing Challenges International (New York) Henrik von Arnold, Senior Consultant, Stockholm Convention Bureau

2 #ICCAWorld | iccaworld.com

“The current destination marketing model for meetings is broken. The traditional approach may be efficient for the short term but ultimately the model is broken and smart destinations need to re-invent the game”.


DRIVERS


http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=vEPm7988P-m7eM&tbnid=ql3Ieyg54pGpjM:&ved=0CAUQjRw&url=http://www.n2nsecure.com/portal/index.php/Services/security-technology-roadmap.html&ei=Rwc5UvKtMIK8rAevvICQDw&bvm=bv.52288139,d.bmk&psig=AFQjCNEeia4jmvqYXGvqxCW7_7GywbiqqQ&ust=1379555509507466

5 5 #ICCAWorld | iccaworld.com

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=Hiwf0df3ispdwM&tbnid=JDCY4mKEG77E6M:&ved=0CAUQjRw&url=http://www.forbes.com/sites/danschawbel/2013/09/04/why-you-cant-ignore-millennials/&ei=Qgw4UsTlL8KPrQfvuoG4Bw&bvm=bv.52164340,d.bmk&psig=AFQjCNEFKbSAr-G1IEzbpOYFIRW2YBhX_w&ust=1379491204385152



http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=ytf4QOK1eqqriM&tbnid=T03ZhyU6zBZ-5M:&ved=0CAUQjRw&url=http://www.greenbookblog.org/2012/03/21/big-data-opportunity-or-threat-for-market-research/&ei=UxA4UunjEovprQflmYCQCA&bvm=bv.52164340,d.bmk&psig=AFQjCNGpNLf6GRzXmA3R_cNbeLXXbgoDJg&ust=1379492219107534


Why global expansion


Cities compete

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=XT40I_PKp2k8vM&tbnid=ijd0IbjTfvY5MM:&ved=0CAUQjRw&url=http://www.seankernan.com/kampala-boxing-club/10_31_44.html&ei=i_44UrLHJcfTrQef_IHwDg&bvm=bv.52288139,d.bmk&psig=AFQjCNFf1WbxKTYbZIHXvPcUg4jA7kpaAA&ust=1379553248770157



“we don’t have the

right funding model …

not enough funds”


“we do not have

enough resources”


“too much politics and

bureaucracy here”

What if …

STRUCTURE

18 18 #ICCAWorld | iccaworld.com 18

“which are the threats to your organization’s long-

term business growth prospects?”

Increase Attendee

expectations

Average is not enough.

Status quo is out

“businesses will do better in the end if they

concentrate on meeting customers’ needs

rather than on selling products.”

Theodore Levitt - Marketing myopia

!

“When our attention is focused in our

competitors is inevitable that our

strategy will be similar, if not the

same, as our competitor”

Kenichi Ohmae

The Borderless World


26

/url?sa=i&source=images&cd=&cad=rja&docid=ieGAaekcZWWE8M&tbnid=_JCH0mMfK-AyvM:&ved=0CAgQjRwwAA&url=http://hbr.org/2008/01/the-five-competitive-forces-that-shape-strategy/&ei=Ive3UcuKF4SBtAa-lIHoCA&psig=AFQjCNFdPr-kgrrp7FiSnMICbOcYfCyXKA&ust=1371097250418484



Rise of the

middle class

(projection 2025)

28


QUIZ


33 #ICCAWorld | iccaworld.com © Oscar Cerezales – PCMA twitter @ocerezales


1600 sessions - 189,000 views

“destination marketing

isn’t just about tourism,

but also economic

development”


http://www.google.com/url?sa=i&source=images&cd=&cad=rja&docid=5IbR8OPb2zwMkM&tbnid=49FEsCP-VfPQbM:&ved=&url=http://ugaadmissions.blogspot.com/2011/02/minor-changes.html&ei=SQ84UtO9GInqrQey94HICw&psig=AFQjCNHpQ7KsR-pKA2M4BIpwagqZoZOqbQ&ust=1379492041491595


Michel Couturier President, Marketing Challenges International (NY)

Karen Bolinger CEO, Melbourne Convention Bureau


Henrik Von Arnold Senior Advisor, Stockholm Convention Bureau

Alexandra Torres Board Member Greater Bogota CB

Broken model

vs

fine tuning


Laurence Verhagen,

CEO, International Society of Geriatric Oncology

Alessandro Cortese CEO, European Society for Radiotherapy and Oncology


TRENDS

Alexandra - Henrik

Alessandro - Laurence

• Transparency

• ROI pressure

• Demographic changes

(new generations, etc)

• Multicultural audiences

• Engaging audiences

(pre/during/post,

online/offline)

• Market consolidation

• Market Fragmentation

• Technology

• Digital

• New business model

• New industry entrants

• CSR

• Hypercompetition

• Shortage of staff / skills

• Shared Economy

• Data / Big data

• Use of / New

Communication channels /

messaging


BARRIERS

Karen-Henrik-Alexandra


CVB

ultimate

objective?


Specific barriers for …

• Adaptability

• Efficiency

• Innovation

• Get the right talent


Endogamy

[en-dog-uh-mee]

marriage within a specific tribe or similar social unit


Business

SOLUTION Laurence & Alessandro


Do you need a business

solution YES/NO

What does this mean?



And … Henrik

has a problem

with RFPs


Assn Bureau

concept

International Congress and Convention Association #ICCAWorld iccaworld.com

Michel / Alexandra


Message & Channel

customization

– 100 interviews

– CB = 70%

– Clients = 20%


COMM

Henrik / Michel / Karen


The out of the box

syndrome (Michel)

Economic Impact

(Henrik)


Rankings

Bloomberg’s Global Innovation Index – (TOP 3 USA, Germany and South Korea)

World Bank’s Ease of Doing Business – (TOP 3 Singapore, Hong Kong and New Zealand)

Country brand Index by Futurebrand – (TOP 3 Switzerland, Canada and Japan)

World Economic Forum’s ranking on country competitiveness

– (TOP 3 Switzerland, Singapore, Finland)

BUZZ

1. Content mkt

58

“Marketing is the art of brand

building, if you are not a brand,

you are a commodity. Then

price is everything, and the low-

cost producer is the only

winner.”

Philip Kotler


ASSNS

CHALLENGES

Laurence & Alessandro


McKinley impact on Associations report

74

76

78

80

82

84

86

88

90

92

patrocinio retencion miembros asistencia congresosponsorship member

retention

attendees to

conference


Patent cliff


Consolidation


TIPs

THE DIFFICULTY LIES,

NOT IN THE NEW IDEAS,

BUT IN ESCAPING FROM

THE OLD ONES.

JOHN MAYNARD KEYNES