te_4_parallel session - using meeting statistics for advocacy, marketing, research and motivation

Using meetings stats for research, advocacy, motivation and marketing

Marco van ItterzonDennis Speet

ICCA Research, Sales and Marketing ProgrammeTwitter: #RSMP14

– what goes on in your destination– see the business development– create a higher acceptance of your bureau

on the local market– awareness for the importance of the

Meeting Industry– measure the results of marketing efforts– evaluate the economic impact

Why we need statistics


– compare with other destinations – recommend new (infra)structures if needed– be one step ahead of competitors– compare with other tourism segments in

the destination



• look forward and anticipate changes• make predictions with some degree of

confidence• assess the health of the meetings market• strengthen ICCA‘s culture of openness and

business exchange



– It is a MUST for each and every Convention Bureau to collect and provide statistical information

– It is a MUST that the suppliers (hotels, congress centers, PCOs) provide the data to the Convention Bureau

What the Convention Bureau & suppliers have to do


Steady Growth

2005 2006 2007 2008 2009 2010 2011 2012 20130

2000

4000

6000

8000

10000

12000

14000

5283 58386681

74758294

912010070

11150 116852542

27272590

26742130

19401182

185198

361

302607

662 802 1067

Growth of nr. of Events in Statistical year Report

Growth >2012 reportGrowth up to 2012 reportSnapshot per year


1 USA 829 2 Germany 722 3 Spain 562 4 France 527 5 UK 525 6 Italy 447 7 Japan 342 8 China-P.R. 340 9 Brazil 31510 Netherlands 302

Number of international meetings ICCA country ranking 2013


1 Paris 204 2 Madrid 186 3 Vienna 182 4 Barcelona 179 5 Berlin 178 6 Singapore 175 7 London 166 8 Istanbul 146 9 Lisbon 125 9 Seoul 125

Number of international meetings ICCA city ranking 2013


1. Singapore 994 2. USA 799 3. Korea-Rep 635 4. Japan 588 5. Belgium 505 Spain 505 7. Germany 428 8. France 408 9. Austria 39810. UK 349

UIA Country Ranking 2013


1. Singapore 994 2. Brussels 436 3. Vienna 318 4. Seoul 242 5. Tokyo 228 6. Barcelona 195 7. Paris 180 8. Madrid 165 9. Busan 14810. London 144

UIA Ranking Cities 2013


ICCA & UIA Statistics compared(nr of meetings)


Apples & Pears


– Exclude national meetings (tremendous impact on overnights)

– Exclude religious, political, commercial, sporting events

– Exclude all international meetings not qualified

– Exclude the corporate market (meetings, incentives, product

launches)

ICCA & UIA statistics do not reflect the market


• Use them as a trendbarometer,

BUT

• establish your own statistics!

ICCA & UIA statistics do not reflect the market


• Put statistics in correct context; ICCA stats cover one segment of market, your success in other segments reduces the amount of space available for international association meetings.

• Low ranking year with fewer, longer lasting events with large number of delegates, may have a bigger economic impact than a high ranking year.

Right interpretation


• Association market has the longest lead time of any market segment. The results of 2013 reflect the bookings made in the early days of marketing.

• Never use ICCA statistics in isolation as they give only one side of the picture for a destination’s meetings business and relative level of success.

• ICCA’s stats are genuinely significant indicators.

The right context


• Where do you believe you should be• Who are your comparators• What do your hear from the clients• To stand still is to be overtaken

Realism rules


Cities through the years, number of events in the respective reports


The power of hindsight


Another approach, another ranking!


ICCA: Vienna hosted 181 events in 2011

Vienna: 638 International Association Congresses1,018 Association Congresses3,151 Total number of Events

28.3 , 17.7 & 5.7% respectively

Context is king


ICCA: Vienna hosted 80,953 participants in 2011

Vienna: 213,974 International Association 328,787 Association 475,298 delegates Total number of Events

37.8 , 24.6 & 17.0% respectively

Context is king


http://www.youtube.com/watch?v=HRLIZir67pU

• Are you collecting and publishing your own stats?

• Let’s share best practices!

London in the ICCA Rankings




Programme

Statistics objectives:1. Research2. Marketing/PR3. Advocacy/Motivation


Have you used your ICCA ranking for marketing, advocacy or motivation purposes? Why (not)?

Questions


2. Marketing (Owned media)


Advertising (Paid media)


PR (Earned media)

Using meetings stats for marketing/PR


PR and meetings stats


• + Hurrah!• - Argh!• = Hmmmm...

PR: meetings stats scenario’s


Case 1. Your destination went up in the charts. Action?

A. Hide, ignore, no action?B. ReactC. Pr(o)-active / createD. I do not have a clue!


1. Communication and PR objectives2. Segment the market/audiences3. Subject4. Define distribution channels 5. Planning: manage your release of news6. Evaluate

ICCA’s ‘Hands-on’ PR Plan


Examples


Case 2. Your destination kept the same place in the charts. Action?

A. Hide, ignore, no action?B. ReactC. Pr(o)-active / create


A great angle to a news story

Context

who what

where

when why

News fact


• Objectives• Target groups• Planning

Key messages per target group

PR Plan in a nutshell

ICCA Research, Sales and Marketing ProgrammeTwitter: #RSMP14 International Congress and Convention Association www.iccaworld.com


Case 3. Your destination dropped in the charts. Action?

A. Hide, ignore, no action?B. ReactC. Pr(o)-active / create


http://www.vienna.convention.at

ICCA Research, Sales and Marketing ProgrammeTwitter: #RSMP14 www.iccaworld.com

ICCA Research, Sales and Marketing ProgrammeTwitter: #RSMP14 http://www.c-mw.net


http://www.lanacion.com.py/articulo/168608-copa-del-mundo-genera-1-millon-de-empleos-en-brasil.html


Marketing/PR methods

1. Press Release2. Photo’s3. Readers’ letters4. Case studies5. Features6. Get yourself a tame expert7. Pet “hobby-horses”8. Educationals for journalists


Create your own news by making something happen!


Press loves quirky pictures!


Marketing/PR methods

9. News conferences and press lunches10. Write opinion columns11. Surveys and statistics12. Human interest13. Awards14. PR stunts15. (video) interviews16. VIPs are Very Important Press opportunities

Measure impact: using meetings stats of marketing/PR activities


• Monitor news: Digital Clipping Service• ICCA Press Database• Post and Tweet your release via My ICCA • PR Guidelines

Research one-on-one appointments

ICCA PR Kit – handy tools

3. Using meetings stats for Advocacy/Motivation


• Audiences• Messages• How

Source: JMIC - themeetingsindustry.org

3. Advocacy: using meeting stats


• Audiences: business & government• Messages: value of meetings• How:– Join forces locally – one voice– Developing value data– Delivering messages – economic growth:

• Innovation• Product development• Knowledge transfer• Network creation

3. Advocacy: using meeting stats


ICCA meeting statistics have been announced. Your destination is doing well.

Prepare a briefing for your local politicians.

Case 4. Advocacy: using meeting stats

Measure impact: using meetings statistics


• Collect your local statistics• Send us your meeting calendar/winning bids• Read JMIC publication on advocacy• Use stats to tell a story about your

destination/services• Identify PR opportunities• Use ICCA’s PR Tools

Key takeaways


Marco van [email protected]

Dennis [email protected]

Thank you!

te_4_parallel session - using meeting statistics for advocacy, marketing, research and motivation

Education

icca research

marketing programme

icca statistics

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