Selling to the association

market

Jill Henry

International Congress and Convention Association

KTO – ICCA Bidding Workshop 2013

International Congress and Convention Association

• Scientific • Academic • Political • Religious• Shared interest• Reunions

International Congress and Convention Association

• Scientific – Education • Academic – Education• Political – Agreements / trade • Religious – grow the flock• Shared interest – skills /friendships• Reunions – social

International Congress and Convention Association

• Not for profit• Non government organisations NGOs

Organised independent of government but influence policy

International Congress and Convention Association

• Lobbying• Standard setting/

accreditation/self regulation• Industry promotion• Business development• Education• Research industry trends• Product Development

International Congress and Convention Association

Company members represent the interests of their industry- Lobbying- Standard setting/Maintenance- Promotion- Business Development- Education

International Congress and Convention Association

Professional = individual Members represent the interest of people or a profession.

- Education- Certification- Networking

International Congress and Convention Association

User groups = customer Communities

- Users of a specific vendor- Education- Networking- Product experience enhancement

International Congress and Convention Association

Federations = association of associations.- Limited mandate- Avoid competition- Share resources- Define roles- Develop profile- Intra industry dialogue

International Congress and Convention Association

• Satisfied members• Recognition• Influence• Funding / resources

International Congress and Convention Association

60%23%

5%

International Congress and Convention Association

47%

33%

6%

Total 9471 Meetings

International Congress and Convention Association

International Congress and Convention Association

International Congress and Convention Association

• Usually require host nation/member to extend an invitation.

• Often have competitive bid process.

• Long lead times – (3-5) years.

• Financial incentives important.

• Increasingly rely on proceeds of conventions to fund the association.

International Congress and Convention Association

• What is the selection process?• What is the history – ICCA, web, UIA?• What are the goals of the association?• What are the politics?• Who are the influencers?• Who else is bidding?

International Congress and Convention Association

Characteristics:• Professional people in their field.• Mature and experienced.• Want to leave a legacy or give back to their

profession/organisation.• Ego directed toward personal or industry profile

building.

International Congress and Convention Association

• Mature and experienced• Looking to leave a legacy or give back to

her profession/organisation• Ego focused on personal and industry

profile building.

Professional researcher

International Congress and Convention Association

• IQ – Very high• Business acumen: low to middle

Meetings industry experience: Presents at scientific conferences Given a few public lectures Had attended many conference Runs the local branch meetings

International Congress and Convention Association

FOCUS:Conserving history and traditionThe next big discovery

HER GREATEST FEARS:Failure – poor attendance – financial lossLoss of control

International Congress and Convention Association

IQ – varies!Business Acumen: Strong on Systems and processes

Meetings Industry Experience: Attends daily meetings Organises occasional meetings travel Attends national forums

International Congress and Convention Association

WHAT’S IMPORTANT TO HIM:

• Getting the paperwork right

• Risk minimisation

• Ministerial publicity and profile

• Good paper trail and documentation

International Congress and Convention Association

FOCUS:

• Avoiding criticism

•Minimizing workload

•Gaining political influence

International Congress and Convention Association

HIS GREATEST FEARS:

• Overspending

• Breaking rules

• Adverse publicity

• Inadequate record keeping

International Congress and Convention Association

DON’T FORGET THE AMBITIOUS GEN X Y Z

International Congress and Convention Association

Profile

Promotion

Prestige

Funding

Growth

International Congress and Convention Association

No Money

No time

No experience

Meeting flops

International Congress and Convention Association

“He who travels the world in s earch of treasure

often overlooks the diamonds in his own back

yard.”

Thank you