international congress and convention association new ways of working: getting closer to clients...
TRANSCRIPT
International Congress and Convention Association
New Ways of Working: Getting Closer to ClientsDavid Kliman, CMP, CMM
44th ICCA Congress & Exhibition07 November 2005
iccaworld.com
Information Sources• Meeting Planner Customer Advisory Boards• Interviews with industry leaders in USA, Canada,
Mexico • MPI – FutureWatch 2005• MPI & George P Johnson - Eventview ‘05• PCMA – 2005 Annual Meetings Market Survey• Conde Naste Traveler Research Center• Tourism Toronto – Client Survey• Forrester Research 2005
The North American Perspective
Supplier/Client RelationshipsTypes of Buyers representing:
• “Citywides” - very large conventions & events with 1,000 to 50,000+ attendees
• Trade Associations• Corporations• Specialty Markets such as Medical,
Pharmaceutical & Incentive• Independent and “Third Party” Companies
The “New Normal” North American Trends
• Destinations “buying” the business
• Strong buyer demand for personalization of sales and service processes
• Risk/Crisis Management• Transparency, Ethics &
“Sarbanes-Oxley”• Increased recognition of the
economic and professional value of the Meetings Industry
• Return on Investment (ROI) Measurement
• Hotel Room Supply & Demand• Third Parties/Outsourcing• Procurement & Commodization • Changing Demographics &
Multi/Cross Culturalism• Organizational Convergence • Labor Unions - Convention
Centers and Hotels• Time Poverty• Technology Integration • Environmental Sustainability
The New Normal North American PerspectiveRise in level of professionalism
• The United Nations recognizes “Meeting and Exhibition Planning” as a profession in its 2005 International Standard Industrial Classification of all Economic Activities
The Corporate OutlookMPI – George P Johnson Study
• Enhancing the customer relationship seen as #1 criteria for success by corporate marketing executives
• 96% use events to market products
• 93% view the importance of event marketing as “constant” or “increasing”
• 90% report steady or increased event marketing budgets
Affluent Leisure North American TravelersWhat Matters Now
• Continued determination to travel• Value and safety remains critical• Willing to pay for personalized and unique services• Adventure Seekers• Second Homes/Fractional Ownership• Family Travel• Booking Cycle and Pattern• Unique Destinations
ON LINE TRAVEL TRENDSUSA FACTS & FIGURES
• 32.1 million people will use the internet to book travel in 2005; up from 29.4 million in 2004
• Generate US$63.6 billion spending in 2005; up from US$53 billion in 2004
• Dynamic packaging - bundled purchased which allows air, hotel, car, attractions etc in one transaction
• Significant impact on the meetings market
Best Practices - Getting Closer to Existing & Potential Clients
Demand for Intense Personalization• Develop and maintain a deep understanding of client
issues• Business Strategies• Meeting Logistics• Governmental Regulations• Competitive Landscape• Labor Situation• Business Partnerships
Best Practices - Getting Closer to Existing & Potential Clients
• Customer Relation Management requires sophisticated practice
• 67% of planners measure Return on Investment (ROI) after a meeting or event
• 68% of suppliers are NOT involved in the measurement process
• Get involved in the measurement process
Best Practices - Getting Closer to Existing & Potential Clients
• Research, Research, Research
• Invest appropriately
• Follow up relentlessly
Resources• www.fastcompany.com
• www.fortune.com
• www.mpiweb.org
• www.pcma.org
• www.conventionindustry.org
• www.gpjco.com
• www.tech3partners.com
• www.klimangroup.com