Selling to the Association Market Jane Vong Holmes, Senior Associate Asia GainingEdge ICCA-JNTO-JTA Bid Workshop 2013
Location Influencer Decision Makers/Process Association Good infrastructure & facility package, Easy access, Strong professional network, Audience. Board of Directors, Chapters, Members, Staff, AMCs/core PCOs. Meeting planner, Board of Directors, Committee. Bound by Constitution to meet. Attendance Delegates decide and pay themselves to attend Corporate Smaller, more luxury oriented locations, HQ and Branch locations Customers and Clients, VP of Sales Meeting planner, VP of Sales Sensitive to external factors Company decides and pays
Source: UIA Associations Survey 2013 Volunteers Paid staff Assoc Management Companies (AMCs)
Source: UIA Associations Survey 2013 Local association Local PCO HQ assoc (in-house) HQ assoc with core PCO
Source: UIA Associations Survey 2013
EASY access WORLD CLASS facilities RANGE & QUALITY of hotels MULTICULTURAL HUGE variety of cuisines GREAT shopping COSMOPOLITAN
MALAYSIA EASY access WORLD CLASS facilities RANGE & QUALITY of hotels MULTICULTURAL HUGE variety of cuisines GREAT shopping COSMOPOLITAN
SINGAPORE EASY access WORLD CLASS facilities RANGE & QUALITY of hotels MULTICULTURAL HUGE variety of cuisines GREAT shopping COSMOPOLITAN
HONG KONG EASY access WORLD CLASS facilities RANGE & QUALITY of hotels MULTICULTURAL HUGE variety of cuisines GREAT shopping COSMOPOLITAN
Qualification Short listing Differentiation
Adequate air access? Adequate congress facility? Adequate hotel package? Adequate service? Affordability?
Government support Destination appeal Strength of host organisation Sponsor support Political fit or advantage Efficient convention bureau
Price/value Will the meeting achieve its goals? Will my delegates want to go there? Qualitative issues (New membership potential/research in developing countries/ Financial results) Local expertise in areas of interest Professional service structure
1. Know the Association 2. Know the Key Determinants (official & unofficial) 3. Know the Event & its Objectives 4. Know the Decision Making Process
Most important factors Revenue sources Membership dues Conferences and event Certification and training Sponsorships & strategic partners Research & resource materials Key role Mission & Vision Soft spots
ICCA & UIA Web research Local members Build rapport Ask secretariat
What are the key motivators for choosing the destination and the venue? Official criteria (bid specifications) Unofficial criteria (political considerations)
Local Support Local Host CVB support Government support Volunteer support Potential attendees from city/country/region Potential exhibitors Potential sponsors
Local Expertise Track record Local suppliers Extent of services
How important is Destination Appeal?
Source: UIA Associations Survey 2013 1.Reduced attendance 2.Lack of sponsors/exhibitors 3. Travel issues: budget reductions, travel costs 4. Transportation costs 5. Exchange rate impact on local costs 6. Unable to locate local partner for the event 7. Safety concerns
What are the key performance measures? How do they measure the success of the conference? Meeting Delegates Sponsorship Exhibitors Surplus Response Content relevance Good investment Learning Acquired learning Accreditation
What are the key performance measures? How do they measure the success of the conference? Application Impact Legacy Action taken post conference Resolutions made Personal, professional, business impacts Regional membership growth Change in government regulation, business opportunity created in new markets
Source: UIA Associations Survey 2013 Yes No Guidelines/checklists see By-Laws
Understand the Protocol Council (decision maker) Secretariat (influencer) Local Host (Influencer) Inhouse Planner (recommender) Bid Team (CVB, venue)
Understand the Protocol Council (decision maker) Peers (influencers) Secretariat (influencer) Local Host (Influencer) In-house Planner (recommender) Bid Team (CVB, venue)
When the decision is made? Where the decision is made? How the decision is made? Who makes the decision? Who influences the decision? Who recommends?
Name / Title Role Preferences Concerns Mr. Tom Harrison Assoc. President Belgium Deciding vote Event profile to international community Size of local industry / membership Ms. Michelle Marley Conference Chair London Decision maker Delegate attendance. Accessibility & affordability Access & affordability for delegates from developing nations Mr. Alf Wolfgang Executive Committee Munich Decision maker Scientific program content Quality of local scientific program Ms. Sally Bennett Core PCO Influencer & recommender Local financial support / logistics Local sponsor potential Mr. David Leung Regional Chair Influencer Quality of venue & services Local suppliers & expertise Mr T. Suzuki Chair of National Assoc, Kyoto University Local Host Showcase Kyoto and Japan to international colleagues Time, finance and expertise to organise an international meeting
Association Goal: to engage the next generation of surveyors Bid Response: commitment to undergraduates conference Bid presentation by student
THANK YOU jane@gainingedge.com www. gainingedge.com Consulting the World s Business Events Industry ICCA-JNTO-JTA Bidding Workshop 2013