scherer werbung presentation by klaus scherer #icca11 monday 24/10/11

Germans are always well organized! Germans are always well organized!

ICCA World Congress 2011, LeipzigICCA World Congress 2011, Leipzig

ã SCHERER WERBUNG GmbH

Klaus Scherer, Managing Director SCHERER WERBUNG GmbH, Vaihinger Markt 12, D-70563 Stuttgart

www.scherer-werbung.de / Email: [email protected]

Klaus Scherer, Managing Director SCHERER WERBUNG GmbH, Vaihinger Markt 12, D-70563 Stuttgart

www.scherer-werbung.de / Email: [email protected]

http://www.scherer-werbung.de/

http://www.scherer-werbung.de/


More than 20 years being an Event marketing- and Live Communications agency for German speaking customers in whole Europe.

11 employees, 8 out of those being event managers.

60-80 events and exhibitions per year with a spectrum of 10-4000 participants.

We own two events ourselves:

1) FORUM impulse – Ideas and trends in the field of event marketing, this is a show from and for men of action

2) My Sustainable World – an event taking place in the field of - as the event’s name says - sustainability

Short Profile: SCHERER WERBUNG GmbH


A spontaneous survey to your experience and evaluations

Here are the questions:

What do you think are the most important criteria’s when choosing a location for an event – being German clients and agencies?

How do you wake interest for your location?

Which trends do you see?

Thank you for your collaboration


Decisive criteria while choosing an appropriate location!

Availability in regards to the event’s date

Capacity of rooms – Plenary, Breakouts, Foyers with catering and exhibition space

Location and reachability – short distances – by plane, train, car and public transport

Attraction – general location, possibilities for side programmes

Technical infrastructure – Audio-visual equipment, data lines, power, water, IT network and WIFI

Offers for catering and service

Spaces for evening events – not necessarily in the same location


Decisive criteria while choosing an appropriate location!

One contact person for all needs – before, during and after the event

Clearly structured offers and contracts including all details

No „hidden“ costs. Transparency is first!

Generous cancellation policy. Reason: More and more events starts with short notice

Attractive hotel offers – not too far from the event location. Also for hotels reduction policy is really important. Reason: Participants book their hotel late. For the majority of our events 60% of the participants book their hotel 3 weeks prior to the conference!!

Sustainability counts – Example in catering: offer regional food – less CO2 emission, social responsibility

And last but not least: Cost and quick feedback on requests!!


The most important information channels for clients and agencies

FIRST Personal knowledge and recommendations from colleagues!

SECOND Internet. Unfortunately most homepages of locations are not structured very well. Example: There are literally no floor plans in correct scales

THIRD Events like IMEX, STEP, Fam-Trips, as well as specialist literature


Where are we heading to? What actual trends do we see?

Times for planning and practicability get shorter.

Event organizers take their time in taking decisions.

Result: You are first when you provide your offers quickly and transparent with flexible policies including cancellation policies.

The trend goes to roadshows.

Customer care gets more and more important.

Result: Suppliers of locations that have a good network of locations and offer good cooperations with other destinations are in advantage to others. Clients only need to send their request once.

Open room spaces, no closed function spaces are wanted. Halls and spaces where clients are able to create common experience. Sessions, exhibitions, catering and communication / networking merge together. All participants are always in the middle of what’s happening.

Result: Destinations that offer standard conference rooms as well as big halls and function spaces are superior to others.


Where are we heading to? What actual trends do we see?

Sustainability gets more and more important. Social and ecological aspects gain in importance, their responsibility is even marked in the central ideas of many companies and are the base for eventual partnerships with vendors and partners.

Result: Suppliers planning sustainable and work economically have better chances. Most important as well to communicate this.

Proposals for different locations are still done by marketing departments of companies or the event marketing agencies. However the offer goes to purchasing departments. Means: If you have passed the first round successfully, the second one starts.

Result: Buyers need clearly structured and visible offers that allow to compare rates. The more visible your offer is, the bigger is the chance to start negotiations and to finalize the contract.


Summery – Criteria choosing a location

Capacity of rooms

Cost and quick feedback

on requests

Availability

Generous cancellation

policy

Sustainability counts

Attractive hotel offers

No „hidden“ costs

Clearly structured

offers

One contact person

Spaces for evening events

Technical infrastructure

Attraction

Location and reach ability


Summery - Where are we heading to? What actual trends do we see?

Road shows in progress

Open room spaces are

wanted

Buyers finalize contracts

More time in taking decisions

Times for planning get

shorter

Sustainability gets more and more important


Thank you for your attention!

scherer werbung presentation by klaus scherer #icca11 monday 24/10/11

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