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Success Strategies mikew - International Congress and … Strategies... · 2007-04-24 · Success...
Transcript of Success Strategies mikew - International Congress and … Strategies... · 2007-04-24 · Success...
Success Strategies for a Changing Market Place
Mike Williams
Success Strategies for a Changing Market Place
The changing needs of associations- Globalisation- Regionalisation- The increasing security and financial risks- Extensive growth of supply
- (including regions that have previously not had supply)
- Growing dependence on technology- Members needs
Success Strategies for a Changing Market Place
The changing needs of associations- Competition for membership- Competition for financial support- Staying relevant – at the forefront of
industry trends and technology that impact on their sector
Success Strategies for a Changing Market Place
Today's associations must be more…• Knowledgeable• Business like • Outcomes focused• Effective in gaining and nurturing
stakeholder support• More professional• There are of course exceptions to this rule
Success Strategies for a Changing Market Place
Globalisation and Regionalisation- Rotational patterns – from Europe / North America
to include Asia Pacific, Africa, Middle East and / or South America
- Regional headquarters- Catering for diverse needs
- e.g. accessibility for delegates from all parts of the world (especially developing countries)
- visa restrictions
Success Strategies for a Changing Market Place
Security and Financial Risks- Concern about dependence on local hosts - Do they have the experience and expertise to
deliver- Greater control from Headquarters - Use of core / global PCOs for reasons of
consistency and financial security- Greater demand for risk sharing- Greater demand for local financial support
Success Strategies for a Changing Market Place
The distribution channels are becomingmore blurred
Success Strategies for a Changing Market Place
1. Distribution Channel
Success Strategies for a Changing Market Place
2. Distribution Channel
Success Strategies for a Changing Market Place
Success Strategies for a Changing Market Place
Extensive growth of supply- Greater choice- Wider rotation- Greater bargaining power- Greater competition at bid phase- Greater expectation of support- More extensive bid criteria to differentiate
between destinations
Success Strategies for a Changing Market Place
Greater dependence on technology- Site selection- Bid phase- Event organising. E.g. handling abstracts- Event promotion- On site event management- Post event surveys and analysis
Success Strategies for a Changing Market Place
Greater dependence on technology- How are bureaus and industry responding
to this ?- Electronic support tools for each phase of
bidding and planning - Development of staff core competencies
Success Strategies for a Changing Market Place
Membership needs- To meet the needs of their
increasingly diverse memberships- Demographics- Disciplines- Geographic spread
Success Strategies for a Changing Market Place
Membership needs- Better return on investment- Greater business opportunities- To think and act globally- Professional development and industry
regulation / accreditation- Meeting expectations of members, board,
exhibitors, sponsors
Success Strategies for a Changing Market Place
Membership needs- Which destinations will provide the best
business opportunities ?- Development of exhibitions alongside
conventions - Which destination will appease the membership
- Cater for their language, dietary and religious beliefs- Safety and security- Accessibility – air, cost, visa restrictions
Success Strategies for a Changing Market Place
Membership competition- Staying relevant to members- Creating greater benefits- Keeping up with technology and industry trends- What does the destination offer that will help
association remain relevant ?- Is it a leader in its field ?- Are there business opportunities?- Is there potential for membership growth?
Success Strategies for a Changing Market Place
Membership competition- Association profile and branding - What can you offer locally, regionally or
international to consolidate the associations profile ?
- Media exposure and platforms ??
Success Strategies for a Changing Market Place
Financial competition- How will you help the association with their
bottom line ?- What financial management expertise do you
have ?- Local support from government, industry,
sponsors ?- New member potential ?- Delegate attendance within your region ?- Potential for exhibition ?- Risk sharing opportunities
Success Strategies for a Changing Market Place
Association needs ….• They are all at different stages of their evolution• You can typecast an association • BUT for every time you do there is one that will
break the mould• How well tuned are you to their ‘individual’ needs?• How prepared are you to find out about their
individual needs and at what stage of evolution is the association?
Success Strategies for a Changing Market Place
Association needs….the question is no longer ….what are you looking for in a destination?It is ….What are you trying to accomplish for the
association through your meeting ?
Success Strategies for a Changing Market Place
Mike Williams