Selling to the Association Market Japan/3 Jane JT… · Influencer & recommender Local financial...

Selling to the Association Market

Jane Vong Holmes,

Senior Associate Asia GainingEdge

International Congress and Convention Association

ICCA-JNTO-JTA Bid Workshop 2013


Location Influencer Decision Makers/Process

Attendance

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.

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)


Local association Local PCO HQ assoc (in-house) HQ assoc with core PCO



EASY access

WORLD CLASS facilities

RANGE & QUALITY of hotels

MULTICULTURAL

HUGE variety of cuisines

GREAT shopping

COSMOPOLITAN


MALAYSIA

EASY access



MULTICULTURAL


GREAT shopping

COSMOPOLITAN


SINGAPORE

EASY access



MULTICULTURAL


GREAT shopping

COSMOPOLITAN


HONG KONG

EASY access



MULTICULTURAL


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?


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



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?


What are the key performance measures?

How do they measure the success of the conference?

Application

Action taken post conference

Resolutions made

Impact

Personal, professional,

business impacts

Regional membership

growth

Legacy

Change in government regulation,

business opportunity

created in new markets


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)

Secretariat (influencer)

Peers (influencers)

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

[email protected] www. gainingedge.com

ICCA-JNTO-JTA Bidding Workshop 2013

Consulting the World’s Business Events Industry

mailto:[email protected]

Selling to the Association Market Japan/3 Jane JT… · Influencer & recommender Local financial...

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