penetrating or expanding global markets via mtgs

Business of Meetings: Penetrating or Expanding Global Markets through

Meetings

August 221:30 - 2:45pm

Content Leaders:Ajay Bhojwani, Director – MCI Middle

EastPeter Turner, Sr Advisor – Global Dev

Strategy

Connecting Great Ideas and Great People

www.asaecenter.org

www.asaecenter.orgwww.asaecenter.org

Agenda Business Trends – What you need to know Role of Meetings in Global Strategy Challenges of International Meetings Penetrating & Sustaining Market Presence Mature Market (Europe)

EULAR Emerging Market (Middle East)

CTBUH Table Discussion – What are your challenges? Final Thoughts

Business Trends - Business Trends - What you need to knowWhat you need to know

www.asaecenter.org

Growth in Science & Innovation Centers

www.asaecenter.org

To Commercial Products

$30/mo @ .02/min

Is this Happening to You? A growing presence of non-US

Member and customer product consumption

Attendance at US meetings

Author contributions Greater reliance on

international members and customers for revenue growth

Greater demands you be more “present and engaged” in their region

Effects of globalization on industry and/or profession you represent

Global Growth Trends 24/7 Global Project Management –

interoperable standards & practices

Outsourcing spreads to white collar

Asian skill “gaps” in knowledge application

Customer service is global Massive fluctuation in youth and

aged groups - new consumer habits, learning modes, and labor supply

Workforce mobility & diversity – global expat integration

Emerging market’s growing middle class demand for goods and services

Knowledge becoming more diffuse As standards of living rise demand

for "non formal" education grows

Emerging Markets Driving Growth

Home to 21,500 multinational firms

62 emerging market firms

are on the Financial Times 500 list

(increase of 47 in just 2 years)

Companies Need Training

Opportunities for US Medical Societies

Training Supply Strength

Meetings Role Meetings Role in Global Strategyin Global Strategy

Why Meetings for Global Strategy ?

Market research

Easy outreach to international members

Additional regional penetration

Stronger international partnerships

A phased approach to international strategy

Attracting larger audiences to annual meetings

and conventions

Where the effort returned results

Events

Sales Promotion

Direc t Marketing

Traditional AdvertisingPublic Relations

Web/Internet Marketing

Sponsorship

Common Challenges for Common Challenges for International MeetingsInternational Meetings

Survey - Barriers to Intl Growth Lack of experience and knowledge of region Local business licensing and operation Weak volunteer leadership support Getting government endorsements and

promotion support Better local marketing and business development Local community receptivity to US-based

associations Rising inflation of costs to do business

Penetrating & Sustaining Penetrating & Sustaining Market PresenceMarket Presence

Keys to Success Defining Market Potential

Market strengths, barriers, opportunities Industry & professional audience Multiplier & partners

Strategic Intent Purpose, goals, KPI’s Local / Regional organising committee and involvement

Business Model – Revenue Endorsements Sponsorships Exhibitions/Advertising Registration fees

Business Model – Expense WOFE business license & local bank account Strong financial controls Risk mitigation – currency, VAT/GST reclamation, venue contract

negotiation Local service support - MARCOM, sponsorship and partnership

development, sales, event mgmt, housing, registration, logistics Local people and practices to address culture

WEF Arab World Competitiveness 2007 Report

406080

120140

rall R

l Dist

ocal In

y Valu

e Chain

l R&D S

lity o

f Scie

Competitive Factors

Bahrain

Singapore

Keys to Success Define Local Relevance

Local audience needs, expectations and desired outcomes Event design, delivery & MARCOM considers cultural differences Promotion campaigns, tied to tangible product experiences

Develop Partnerships Government, corporations, universities, national societies, chapters Cost sharing, financial, audience access, content

Marketing Campaign Pricing strategy List development (multipliers and rentals) Direct sales (telemarketing), direct mail, advertising Local website with registration options Indirect marketing - regional/national organizations, PR and media

partnerships, reciprocal agreements Locally relevant and easy to understand communication tools

Sponsor Campaign Define sponsorship value proposition and USPs Sponsorship offer package – financial, media, etc Collateral development, sales, advertising, social media Sponsor agreement with deliverables and expectations Onsite management, follow up and evaluations

It’s All About What’s Locally Relevant

Delegates don’t want another meeting….they buy an “experience”

to help them find a “solution” to their problem

Mature Market - EuropeMature Market - Europe

2001 2002 2003 2004 2005 2006 2007 2008

www.asaecenter.orgwww.asaecenter.org 4

Representing patients, health professionals and scientific societies of rheumatology in EU

EULAR represents: 44 National Scientific

Societies 30 National Social

Leagues 4 National Allied Health

Professionals Societies 32 corporate members +1M patients

Facilitate interactions between patients, medical doctors, scientists, health

professionals and the pharmaceutical industry within Europe and round the

Partnership Model

Hosting society – rotational Seats on the Executive & Scientific Committees Local host management 15% of the congress final profit

Strong promotional support by all societies Non-competitive, “in common to the

whole” with national orgs Focus on science, practice outside of local

national regulations and language

Attendance Segmentation Strategy

Loyalty to Partners & Allied Profs Unique and discounted

packages Young professionals

Lower fees, cheaper hotels KOL speakers “influencers” Education over science Job networking Travel grants, prizes

Established professionals Higher fees, range of hotels Peer-reviewed science CME credit Issues networking Membership participation Travel grants

12–month free subscription to the EULAR Journal” with the opportunity of

renewing the subscription at reduced rate by attending the 2011 Congress

Offer not available to Non-Host Society and Patient Delegates

Segmented Promotion Plan (ie sales by KOL) Direct marketing

Bulk mail iTunes E-blasts Social media Print and e-newsletters

Indirect marketing Website Search engines ads Partner Channels Advertising

Direct selling

Marketing & Sales

Sponsorship & Exhibit Offers High impact, originality (e.g. iPhone ap) Freshness of opportunities (e.g. annually) Vendors want brand ID to content & willing to pay

significant premium for such opportunities Satellite Symposia, PDA abstracts, attendee database

Support top young talent and scientists Awards & Travel Grants - “EULAR-Abbott Basic Science Award,”

“Best in Category” Abstracts Loyalty Program Point system

Longer you exhibit or sponsor, more points accumulate Points give first choice to premium sponsorships, exhibit hall

placement, and hotel selections Historically increased total sponsorships and revenue per

sponsor

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Sponsorship Testing of Level Criteria & Value Weighting

Physically present on each participant

Directly impact/touch participants

Perceived participant value (tested)

Multiple touch points Size, distance factor &

importance

Location of sponsorship support

Quality of sponsorship support displayed

Sustainability – life after meeting

Exclusivity Trendy & Innovative Unique offering vs

other industry events

Premium Price Points Sponsors Are Willing to Pay

Emerging Market – Emerging Market – Middle EastMiddle East

Association dedicated to sharing multi-disciplinary information on tall buildings and sustainable urban environments and certifying the world’s tallest building

Membership comprises of organisation membership, individual membership and affiliated organisation membership (supporting CTBUH’s initiatives)

Key activities include World Congress, conferences, awards and several other events

Have witnessed the tallest building graphs move from west to the east and the gap widening for the same

Local Partnerships / Endorsements

Strong committee comprising of their strategic members in region, government representatives and media personnel

Government endorsement and support

Local stakeholders and opinion leaders involvement in programme development

Regional sponsors and speakers

Regional organisational partnerships for wider outreach

Attendance Strategy Local committee was strongly involved in driving

local registrations from their organisations as well as key competitors

Strategic Partners / sponsors were also asked to drive sponsorship through certain marketing efforts

International members were targeted through web marketing and direct marketing

A regional sales campaign was run to call key potential organisations to drive in delegate sales

Sponsorship Strategy

Focused only on market leaders

Ensured government support and endorsements

Had a local strategy VS international strategy

Ensured sound participation of local organising committee and their extended reach

Packages focused on driving in delegates in addition to standard benefits

Defined numbers for each package and exclusivity

Regional Marketing Strategy Region focused direct marketing Strong regional media partnerships and barters Channel marketing through regional stakeholders

and sponsors Dedicated PR strategy

Regional stories being addressed Highlighted the booming local and regional economy Inclusion of local partners / sponsors / government Brought together 51 journalists at the opening ceremony

Results from Congress One of the highest attended meeting

Excellent government involvement and partnership

Great regional penetration leading to increase in membership

Building the CTBUH brand in one of the fastest growing economies in the world More than satisfying press coverage

Certifying the world’s tallest tower

Snapshots of CTBUH

Table Discussion – Table Discussion – What are your hurdles ??What are your hurdles ??

Table Discussion

Share your biggest challenge for growing

international meetings: for example:

Attendance growth?

Raising sponsorship revenue?

Using meetings to grow product or

membership sales?

Pick one, brainstorm solutions, Report out

Xxxxxxxxxxx

For More Information & Case Studies

www.growglobally.orghttp://www.asaeannualmeeting.org/http://www.asaeannualmeeting.org/

www.asaecenter.org

Contact information

Peter TurnerDirector – Senior Advisor, Global Development StrategyPhone: +1 571 275 1516E-mail: peter.turner@mci-group.com

Ajay BhojwaniDirector – Association Management, Consulting & CongressesPhone: +971 50 150 5235E-mail: ajay.bhojwani@mci-group.com

penetrating or expanding global markets via mtgs

global strategy

international

business trends

mature market

international

indirect marketing

direct marketing

table discussion

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