characteristics of the german corporate meetings market #icca11 monday 24/10/11

MICE market monitor 2010

Outbound trends in Germany, Austria and SwitzerlandOptions for participation in the research

Characteristics of the German corporate meetings market

Market overview and some best practise

October 24, 2011 – 9 am

ICCA congress in Leipzig

• tmf dialogue marketing & piranha press & pr

• the German-speaking MICE market – an overview

• mmm – MICE market monitor 2011

• Current mood in the market – quick survey Oct 2011

• Best practise: what works when trying to win corporate business from Germany

INDEX

tmf dialogue marketing & piranha press & pr

• Experts in dialogue marketing focusing on international meeting, incentive, congress and event markets and tourism

• We have built a big global business relation network in MICE and tourism

• Helping organisations with PR and marketing communication to media and buyers (corp and associations)

tmf dialogue marketing & piranha press & pr






INDEX

The German-speaking MICE market

Size of the market

personal contacts of tmf in the market:

Total : ~ 18.700


MICE agencies / intermediaries:

62 % Event / advertising agencies 33 % full-service incentive houses 19 % PCOs 15 % tour operators with incentive department 5 % others


PCO

Event agency

Travel agency with incentivedepartment

Incentive house

Tour operator

Geographical distribution of the intermediaries with outbound business

in Germany

Source: tmf master database


Corporate planners (top 5 sectors):

• banking, finance, insurance

• pharmaceutical, medical, chemical

• electronics/IT

• industrial goods

• automotive sector


Source: tmf master database

Industrial goods, producing industry

Communication

Computer, IT

Building Industry

Energy

Services

Automobile

Financial Sector

Consumer goods

Trade

Cosmetics

Pharmaceuticals, chemistry, medicine

Transport sector

Geographical distribution of corporate contacts with outbound business in

Germany




• Current mood in the market – market survey Oct 2011


INDEX

mmm – MICE market monitor 2011

Outbound trends in Germany, Austria and Switzerland


• 2011: 8th edition of the annual survey of market trends in Germany

• Since 2006 additional for outbound Austria and Switzerland

• Participants: 480 - MICE agencies/intermediaries and corporate planners with international outbound business

• The only ongoing representative study in this important market

=> Unique piece of market research with essential information for destinations and suppliers of MICE products and services


1 Introduction and sponsors

2 Methodology

3 Composition of sample

4 Results

4.1 Market development

4.1.1 Business development of the past year

4.1.2 Current business development

4.1.3 Demand for European destinations

4.1.4 Demand for long haul destinations

4.1.5 Annual outbound budget

4.2 Market structure

4.2.1 Type of events: split-up

4.2.2 Organisation of events with international

participation

4.2.2.1 Destinations for same events

4.2.2.2 Continents of origin of participants

4.3 Preferred destinations in 2011

4.4 Event planning & sources of information

4.4.1 Social media

4.4.1.1 Use of social networks

4.4.1.2 Use of smartphone apps

4.4.2 Convention bureau services

4.4.2.1 Use of sections/services on websites

4.4.2.2 Requested services of CVB´s

4.5 Trade fairs

4.5.1 Participation in hosted buyers programs

4.5.2 Interest in new trade fairs

4.5.3 Conducting contracts at trade fairs

5 Expert panel discussion

6 Additional survey:

The economic recovery in Germany and its

effects on the meeting and incentive market

7 Conclusions


26

36

35

57

52

53

49

46

46

40

63

59

59

32

39

38

40

47

46

45

11

6

6

11

9

9

11

8

8

15

corporate planners A+CH; n=19

corporate planners D; n=157

corporate planners; n=176

MICE agencies A+CH; n=53

MICE agencies D; n=249

MICE agencies; n=302

Austria/ Switzerland; n=72

Germany; n=406

total 2011; n=478

total 2010; n=436

more events as many events as in 2010 fewer events

Question: How will the order situation this year develop (agencies)/ How is your status of plans this year (corporates) in comparison to last year?

Current business development


-4

-3

-2

-1

0

1

2

3

4

5

2004 2005 2006 2007 2008 2009 2010 2011

Germany Austria/ Switzerland

positive business

development (max:10)

negative business

development (min:-10)

MICE agencies

Corporate planners

Question: How will the order situation this year develop (agencies)/ How is your status of plans this year (corporates) in comparison to last year?

Current business development

Types of events carried out

47%

51%

75%

74%

90%

43%

54%

75%

79%

91%

44%

53%

75%

78%

91%

business travel/ congresses(only booking)

congresses (own event)

other events

incentives

conferences/ meetings

total; n=476

Germany; n=404

Austria/ Switzerland; n=72

Market structure, type of events: split-up

Question: Please indicate the split up of your overall event volume into types of events.







INDEX

Current mood in the market

Online survey about the current mood in the market -

facts & figures:

• send out to a selection of intermediaries and corporate planners

• period: October 5 – October 11, 2011

• number of participants in the survey: 61


n= 61

Question: International debt crisis, weak Euro, uncertainty at the stock markets…. Does the bad mood in the euro zone directly influence your business results?


Question: If yes, what are the effects on your business?

n = 26; multiple answers were possible Others: 1 x less participants at events1 x short-term decisions of clients


Question: How do you personally presume the business outlook for the next months?

n = 60


n=61, multiple answers were possible

Question: which personal communication channels do you preferably use?


Social networks used

3%

7%

18%

48%

2%

18%

27%

71%

3%

14%

24%

63%

Others

LinkedIn

Facebook

XING

total; n=480

MI CE agencies; n=304

Corporate planners; n=176

Source: mmm 2011

(multiple answers possible; ranked by total; others: ecademy, Imex, Infonet, InterNations, Lotus Notes, Plaxo, STB, twitter, VP.de, youtube)

Question: Do you use social networks for professional purposes?






INDEX

Best practise

PR, marketing & brand communication in MICE and tourism as we do it now:

• Newsletters and information campaigns/telemarketing, press releases/mailings

• One-to-one activities: sales calls, roadshows/events, fam trips , tradeshows/ Hosted Buyers, editorial visits, press receptions, press conferences, press trips

• CRM / MRM (relationship management)

• Some social media is used in the industry but opportunistic and fragmented

Best practise

What are some of the challenges for success in marketing& pr?

• How can you add value to your work?

• Nobody has time anymore, everybody is busy

• Too much information and projects at the same time

• Intense competition

• Business ethics

• Less budgets vs more work/higher expectations

• Sustainability vs pressure sales

• Indecisiveness of: destinations, partners, planners, corporates

leads to heavy procedures

Best practise

• There is no substitute for individual relationships

• But getting your /your partners’ stories exposure /coverage in the online media has become a necessity

• ROI and current economic climate forces everybody to create new approach

• With multiple content providers, and the global nature of the online media this can prove to be a challenge

More challenges …..

Best practise

• New technology enables us to distribute and publish relevant news releases and associated content in such a way the audience can easily use and share the content in their own networks

• How can we track the resulting coverage, mentions and bookmarks?

• All this takes a great deal of time and can limit your potential to achieve the best results

Challenges but also opportunities!

Best practise

Conclusion:

A modern PR & marketing mix needs to bridgethe gap between increasing challenges in the market, less available money/time and necessarymanagement of complex information flows

Best practise

Entering a new way by…

…migrating from „traditional“ pr and communicationmethods to „new“ pr and marketing concepts integratingall relevant communication and social media channels.

What the markets need is a combination of:

• CRM/MRM a n d social CRM

• Innovative one-to-one activities • And a new web 2.0 based news management

Learn more about this new concept by attending:

„Being and staying on top of your news! -

The need to migrate from ‘traditional’ PR and marketing to new communication concepts to reach a ‘socially-connected’ audience.”

October 26, 2011 11 am

ICCA congress Leipzig

Best practise

Thank you for your interest!

www.tmf-gmbh.de www.tmf-forum.de@tmf_connect

Johanna Fischer, Managing Director Follow me on Twitter: @johannadialogue

characteristics of the german corporate meetings market #icca11 monday 24/10/11

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