1 / 49

PROFESSIONALISM

PROFESSIONALISM. Templates for a MICE Marketing Plan. Identify issues (eg matters of concern) Basic assumptions SWOT analysis Key objectives, strategies and indicators. Issues. Impact of changes in economic and social conditions globally and in major source markets

zahur
Download Presentation

PROFESSIONALISM

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. PROFESSIONALISM

  2. Templates for a MICE Marketing Plan • Identify issues (eg matters of concern) • Basic assumptions • SWOT analysis • Key objectives, strategies and indicators

  3. Issues • Impact of changes in economic and social conditions globally and in major source markets • Your destination / product’s international image, positioning and branding • Competitive position • Hardware and software conditions • Impact and application of new technologies and distribution systems • The environment • Etc, etc

  4. Basic Assumptions • Funding / resources • Destination / product overview • The MICE Industy in your destination • External environment • Others

  5. SWOT Analysis

  6. Template for a MICE Marketing Plan • To increase the no. of MICE visitors to _________Mn (= + _______%) or to increase the no. of MICE events by _______% • To increase MICE tourism receipts to RMB (or US$) _________Bn (= +________%) • To enhance the image of _________ city as the preferred destination choice for MICE events • To maximize _________________, etc • To consolidate __________________, etc

  7. Strategies e.g. • Develop innovative familiarization programmes for selected MICE decision makers • Implement cost-effective marketing programmes to promote new MICE facilities in targeted markets • Assist industry sectors to raise professionalism and quality of services • Etc, etc

  8. Indicators e.g. • Increased arrivals for MICE events • Ratio of enquires / leads converted into bids • Number of established recurrent exhibitions • Etc, etc

  9. Destination Branding • Positioning • Platform • Core Values • Personality • Identity Standards

  10. Branding Logo Symbol Icon

  11. Logo = a symbol adopted by an organisation to represent the organisation graphically

  12. Logo = the Name of the organisation or Brand, also the Values associated with it.

  13. Logos are important recognition feature and should be heavily protected against copying or countefeiting.

  14. Ten Steps to Making Communication Work • Know the audience • Choose the right code • Eliminate or make allowance for noise • Tell a story • Don’t let technology obscure the message

  15. Ten Steps to Making Communication Work (cont) • Keep records • Don’t surprise people if you don’t have to • Remember the Body Language • Learn to act • Seek Feedback

  16. FinallyBuild up a Networkof Contacts(your own DataBase)

  17. Tapping New MarketsTo identify potential new clients one must INVEST and ACT wisely

  18. Identify Potential New Clients • Invest in “leads” by: • Having your own staff to quailty and maintain leads • Using/sharing strategic partners’ leads • Purchasing qualified needs

  19. Identify Potential New Clients (cont) • Act wisely at: • Tradeshows • Overseas promotions • Maximize: • The meetings industry associations and media • Familiarization group opportunities

  20. New clients can emerge from: • New source markets (geographically) • New types of meetings/events/business • New strategic partners

  21. Identify Potential New Clients • Analyse source markets where decision makers and/or attendees (participants) are located

  22. Identify Potential New Clients (cont) • Traditional source marketseg USA, Japan, Europe, Australia, etc VS New and emerging source marketseg China? Korea? Indo China? India? Central & South Americas? Africa?

  23. New Source Markets Emerge • Setting up of Regional Headquarters in Asia by International Associatons and Multi-national Corporations • Impact of WTO (especially on China and Taiwan) • More Asians becoming office bearers of international associations

  24. New types of meetings and business will emerge from “new” industries, eg… • Bio Technology • Human Genome • Environmental Studies / Preservation • IT / Communications, etc

  25. Approach New Clients by: • Setting up a careful qualifying process • Offering well planned fam trips / site inspections for: • Clients (end user) • Meetings industry (trade and media) • Staging a comprehensive marketing and communications programme

  26. PROFESSIONALISMis the only way to win and keep clients

  27. Future Trendsin the International MICE Market

  28. Future Trends • Trends in the broader environment: • Business • Social • Technological • Impact on • ways meetings and conventions will be planned and organised in the future • facilities

  29. Prospects for the Industry • Increase in convention and meeting activity in the long-term: • Increased competition • Need for differentiation • Hardware • Facilities, Equipment • Software • Relationship Marketing, SQ and Value Enginerring

  30. Business Trends Shift toward information-oriented Society • Increased emphasis on up-to date information and knowledge • But shelf life of information and skills is short • Once a year up-dates are no longer enough • Need for continuous information sharing • May take place mainly in on-line environment, supported by periodic face to face contacts

  31. Business Trends • Restructuring and Downsizing • Lower corporate budgets • Flatter management structure • Middle management positions • Funds available for leaner organisations to gather intelligence at meetings and conventions • Change from larger to small companies – less people attending

  32. Business Trends • Restructuring and Downsizing (cont) • Workforce that identifies more with profession than an employer • Payment for convention attendance may increasingly by borne by employee • Greater expectations • Time is key issue Result: demand for more targeted, intensive programmes

  33. Convention of the Future • Continued focus on single audience (eg executives from the same inudstry) or • Micro-segmentation – differentiated product • Convention on electronic commerce, global marketing and exporting rather than one specific industry • Providers of very different products to the same target market build alliances rather than same business comparing notes

  34. Technology Trends • Face to Face vs On-line Weber & Ladkin (2002) • Face to face meetings are as popular as ever • Direct personal contact remains ultimate means of communication • Conference to be positioned as a complement to the loss of face to face communication PCMA (2002) • Internet use increased for on-line registration and email • Still limited use of webcasting, videoconferencing and virtual trade shows

  35. Social Trends • Different Generations • Different communication styles • Different learning approaches • Aging population • Early retirement • Changes to association membership base • Delegate needs and profiles

  36. CVBs • IACVB – CVB Future Project (2000) • Mission – promotion of well-being of community • Top objectives of the “CVB of the future” • Customer centric philosophy • Strategic alliances

  37. Facilities • Shorter Lead Times • Initially seen for corporate sector, now also for associations • Australia – association meetings – 6 months lead • US – 24 weeks for domestic training and management meetings, 12 weeks for sales meetings • Speed of Response • 8 hours from initial inquiry to firm quotation • Hyatt – e-mmediate booking, bypassing RFP

  38. Facilities (cont) • Shorter meeting focused on sub-sector of market results in more targeted, smaller number of delegates  impacts size of conference facility and number of plenary and breakout rooms • Greater product differentiation • Provision of crèches, kids clubs and activities • Intelligent cuisine • Spas, fitness centres, golf

  39. Facilities (cont) • Conventions and Meetings are a very lucrative business • To succeed, it is essential to assess long-term trends and their impacts and employ appropriate strategies to face future challenges • Knowledge and education is critical for industry professionals

  40. Further Observations on Tomorrow’s Customers • Impact of IT • Influence of globalisation • Change in customers’ demographics • Change in customers’ attitudes

  41. Impact of IT • More demand for technical expertise • More versatile and interactive • Shorter meetings • More personal meetings • Easier to arrange meetings

  42. Influence of Globalization • More competition (newer destinations) • More people travelling • Delegates from wider cultural background • Greater dominance of English language • Changes in programme structures • Change in F&B habits

  43. Changes in Customers’ Demographics • Extension of retirement age • More single delegates • More single parents with children • More women

  44. Changes in Customers’ Attitudes • More “green” conference • More concern for special diets and religious practices • More concern for the disabled and minorities • More freedom to choose • More budget conscious • Rising expectations

  45. Important Messages • Know your customers • Know your strengths and weaknesses • Know your competitors • Focus on the segment(s) you are best at (M/I/C/E) • Partnership

  46. Recommended Action • Investment • Product • People • Self Enhancement • Language proficiency • Skill • Knowledge • Be SMART • Pursue QUALITY

  47. You have to be… S pecific M easurable A chievable R elevant T ime-based

  48. Top ten tips • Plan well in advance - venues for 200+ delegates are often booked up to a year in advance and some speakers (such as Ministers) will have very full diaries. For smaller events, allow at least four months - and ensure budgets are established early on. • If possible, hire a professional conference organiser for major events - particularly to handle the resource-intensive 'back office' elements such as liaison with delegates and speakers, accommodation booking, the preparation of conference packs, name badges etc. • Book the venue and key speakers first - without them you have no event. • Include interactive sessions, such as workshops or question and answer panels, when designing the programme. No-one likes to be 'talked at' all day. • Plant the first question as delegates are often shy of being the first to put up their hand. • Market the event widely, distributing leaflets and using websites, email lists and professional groups to help spread information about the event. Keep a database to help manage the delegate list and to handle cold calling or tele-sales where necessary. • Keep the branding of the event consistent with the branding of the programme/centre and the ESRC's Identity Guidelines for use of its corporate identity. • Ensure lunch offers options for delegates with different dietary requirements. • Include speakers' biographies, copies of slides, a list of delegates attending the event, an evaluation form and contact information in delegates' packs. Slides can be omitted if they are made available on your website instead. • Post event - collate feedback from the evaluation forms and disseminate. Put learning materials on the website or produce a post-conference publication to send to delegates.

  49. assignment 4:(5%)In search of…(fill the blank) Q U A L I T Y

More Related