DATABASES LEARN TO LOVE THEM! - Meetings & Events - Love The… · DATABASES –LEARN TO LOVE THEM! ... •The European Federation of the Associations of Professional Conference

DATABASES – LEARN TO LOVE THEM!

Presented by:

ROCHELLE UECHTRITZ

CONVENTION MARKETING

‘turning ideas into business’

www.conventionmarketing.com.auwww.iccaworld.com

Sponsored by ICCA Australia

http://www.conventionmarketing.com.au

http://www.iccaworld.com


INTERACTIVE QUESTIONS

1.Do you have an active database? Yes or No

2.What database do you use? Events, EBMS, Maximiser, Access or other

3.Are you responsible for growing your database? Yes or No

4.Are you a member of ICCA? Yes or No


DOES SIZE REALLY MATTER?

• What is all the fuss about databases?

• What can a database do for you?

• How can you find time to keep it current?

• How do you find new business through databases?

• How can you use industry networks to grow your database?


WHAT IS ALL THE FUSS ABOUT?

• Develop a database strategy

• Identify your target audience and target markets

• Determine need for „market codes‟ and „keywords‟

• Assign level of business potential i.e. high, medium, low

• Impress your boss on how you can track and monitor your activities


DATABASE GROWTH IS AN INVESTMENT

• Purchasing lists – know what questions to ask

• How can you filter the various fields to achieve – Return On Objectives?

• When was the data last used and by whom?

• Ask for guarantee on returns policy

• Always add „lead source‟ to calculate ROI – Return on Investment


MAKING IT HAPPEN…

• Associations

• Government

• Corporate

• PCO‟S

• Media

• Industry Suppliers



ASSOCIATIONS – national, state and regional

DIRECTORY OF AUSTRALIAN ASSOCIATIONS

• Over 4,300 organisations

• 9,500 key personnel

• Cost on-line per annum $579 single user, $879 3-5 users

• What can you do with the information, what fields can you filter?

http://www.crowncontent.com.au/directoryausassocs.html

DIRECTORY OF AUSTRALIAN ASSOCIATION SEARCH


DIRECTORY OF AUSTRALIAN ASSOCIATIONS EXPORT


ASSOCIATIONS – international

ICCA – INTERNATIONAL CONVENTION + CONGRESS ASSOCIATION

• 1,438 identified Australian members of International Associations

• 9,372 profiles of rotating international meetings

• 3,267 potential meetings in Australia

• 7,714 Association meeting planners

• Annual investment EUR2,660 or AUD 4,000 ………..membership benefits unlimited!

‘

www.iccaworld.com







GOVERNMENT – national

NATIONAL GUIDE TO GOVERNMENT – FEDERAL AND STATE

• Over 1,600 government departments and bodies

• Online annual cost $579 single user $879 2-5 users

FEDERAL + STATE GOVERNMENT WEBSITES – no charge

• What Government Departments or Industries are relevant to your database strategy?

http://www.crowncontent.com.au/nationalguidetogov.html


CORPORATIONS – breaking the barrier

• Who has had success with gaining corporate meeting intelligence?

• Getting through the gate keeper + privacy laws are a major hindrance

• Utilise publishers/publications resources – way more opportunities than simply „sticking in an ad!‟

Inserts

E-surveys

E-campaigns

Promotional Offers


MICE.NET, MICEASIA.NET and MICENZnet www.mice.net

• Readership by market segment 15,792 distribution

Corporate in-house planners 46%

Event Managers, Professional Conference & Exhibition Organisers/Incentive Houses 25%

Associations 10%

Government/Educational Institutions 8%

DMCs/Corporate Travel Agents 9%

Media/PR Agencies 2%

• 1.9% undeliverable rate

http://www.mice.net


CIM MAGAZINE www.cimmagazine.com

• Readership by market segment 15,360 distribution

Corporates - 10,048

Professional Conference, incentive and event organisers - 974

Associations - 3,330

Government Bodies - 591

Travel Agencies or Bureaux - 297

Universities and TAFE Colleges - 120

• Dedicated Subscription Manager for daily updates

http://www.cimmagazine.com



• MICE.NET, MICEASIA.NET and MICENZnet www.mice.net

• CIM Magazine, CIM Germany, Successful Meetings USA, Meetings NZ, Meetings Review www.cimmagazine.com

• CEI Asia and Conference + Incentive Travel www.haymarketasiadirect.com

• Association Meetings International (AMI) and Meetings + Incentive Travel (M+IT) www.cat-publications.com

• Conference + Meeting World, Exhibition World, Conference News and Exhibition News www.mashmedia.net

http://www.mice.net

http://www.cimmagazine.com

http://www.haymarketasiadirect.com

http://www.mashmedia.com




http://www.mashmedia.net



• Use your industry networks

• Not all about venues, bureaus and PCO‟s

• Form partnerships, joint promotional offers

• Event Management and Supply companies

• Such as Off Site Connections. Staging Connections, Expo Net etc


EXPAND YOUR INDUSTRY NETWORK

• Meetings + Events Australia www.mea.org.au

• International Convention + Congress Association (ICCA) www.iccaworld.com

• International Association of Professional Conference Organisers (IAPCO) www.iapco.org

• Meeting Professionals International (MPI) www.mpiweb.org

• Professional Convention Management Association (PCMA) www.pcma.org

http://www.mea.org.au


http://www.iapco.org

http://www.mpiweb.org

http://www.pcma.org


EXPAND YOUR INTERNATIONAL NETWORK

• The Society of Incentive + Travel Executives www.siteglobal.com

• The European Federation of the Associations of Professional Conference Organisers www.efapco.eu

• Association of British Professional Conference Organisers (ABPCO) www.abpco.org

• Latin American Confederation of PCO and Related Companies (COCAL) www.cocalonline.com

• Association Management Companies + Core PCO‟s

http://www.siteglobal.com

http://www.efapco.eu

http://www.abpco.org

http://www.cocalonline.com


MEDIA GUIDES

ICCA – International Convention + Congress Association www.iccaworld.com

• 350 global meetings industry media contacts. Included in membership.

Margaret Gees Media Guide http://www.crowncontent.com.au/mgeesmediaguide.html

• National General and Vertical media

• 25,000 media contacts and 3,000 media outlets

• Annual Online subscription AUD599 single user AUD899 2-5 users


http://www.crowncontent.com.au/mgeesmediaguide.html


NOW WHAT DO YOU DO?

• What do you do with tradeshow lists?

• Create direct mail campaign or survey to get responses

• Promotional Offers to grow your database

• Form partnerships with Industry Associations and networks

• Get your message across with effective newsletters or case studies

• Don‟t forget the „call to action‟ or „lead source‟ to monitor ROI


MAKE IT HAPPEN

INVISAGE – www.invisage.net

Event Campaign

E-broadcasts

E-newsletters

E-surveys

Social Media Networks

http://www.invisage.net


IMPORTANT TIPS

• Watch out for „sharks‟ in the ocean

• Prepare a database strategy

• Use your industry networks

• Ask for referrals

• MANTRA – “There is no such thing as a stupid question”


QUESTIONS?

Want to know how to turn your database into business?

Join my „Research‟ presentation at 12.05pm

ROCHELLE UECHTRITZ

CONVENTION MARKETING

‘turning ideas into business’

www.conventionmarketing.com.auwww.iccaworld.com

Sponsored by ICCA Australia

http://www.conventionmarketing.com.au


Documents

DATABASES LEARN TO LOVE THEM! - Meetings & Events - Love The… · DATABASES –LEARN TO LOVE THEM! ... •The European Federation of the Associations of Professional Conference