The Association Market: A Venue Perspective

ICCA - TAIWAN MICE Bidding Workshop 2016

Agenda How to characterise associations Marketing & Sales/Bidding/RFPs What is special about your destination (partner strategy)? Who are your industry partners? What are your clusters? How can your bring partners and clusters together? From cluster strategy to ambassador programme

ICCA - TAIWAN MICE Bidding Workshop 2016

- Want to satisfy their members - Think long-term - Decide long-term - Need trustful partners - Need help & support - Organise events for members and partners (industry,

sponsors) - Draw money out of events for other purposes - Market destinations they go to - Come back

ICCA - TAIWAN MICE Bidding Workshop 2016

ICCA - TAIWAN MICE Bidding Workshop 2016

No Request/Research Cluster Strategy Marketing Networks CREATE a bid

Client Request Who are your clients? … RFP or offer to clients RESPOND to a request

ICCA - TAIWAN MICE Bidding Workshop 2016

How is your destination marketing organised? Do you have a CVB or any other business tool? The Leipzig Model - Marketing Pool - Not only industry partners - Budget 100 % marketing

- www.doitatleipzig.de

ICCA - TAIWAN MICE Bidding Workshop 2016

Congress Package - Marketing programme for bid books

- Support from City of Leipzig - Greetings from city officials - Marketing offers for site inspections and

congress - Incentives for site inspection

- Meeting with city officials - Free shuttle service - Complementary hotel rooms

ICCA - TAIWAN MICE Bidding Workshop 2016

Congress Package - Marketing support for congress organisers

- Congress ticket for public transport - Reception at Leipzig City Hall - Free city brochures - Support from Leipzig network partners

ICCA - TAIWAN MICE Bidding Workshop 2016

ICCA - TAIWAN MICE Bidding Workshop 2016

Excellence in

science & business

Value for money Infrastructure

ICCA - TAIWAN MICE Bidding Workshop 2016

A Cluster is always a Network but a Network is not always a Cluster !

Network

a set of nodes (e.g. persons,organizations) & a set of relationships

Cluster

geographically proximate group & particular field (linked to the value chain)

ICCA - TAIWAN MICE Bidding Workshop 2016

GCB: Clusters of Excellence Strategy - Chemicals and pharmaceuticals - Energy and the environment - Financial services - Medicine and healthcare - Technology and innovation - Transport and logistics http://www.gcb.de/discover-germany/discover-german-expertise.html

ICCA - TAIWAN MICE Bidding Workshop 2016

Clusters of excellence in Leipzig ■ Medicine, life sciences biotechnology, health industries ■ Mobility and logistics ■ Energy and environmental sciences and industries

ICCA - TAIWAN MICE Bidding Workshop 2016

Large meetings at CCL from clusters ESPE DDG CYTO FEMS ESPID

ICCA - TAIWAN MICE Bidding Workshop 2016

“As an association I am interested in knowing what institutes and companies within your region could attract me – more than just amenities that you may have in your city or what your hotels offer. You first have to get me attracted to your city. I would be more attracted if I know that there are industries there of interest to my members and to my audience.” Kristin Mirabal Director Global Programmes, Optical Society of America

ICCA - TAIWAN MICE Bidding Workshop 2016

- Do you have cluster strategies in your destination? - There are cluster representatives in this room. Orchids - http://www.chinghuaorchids.com.tw/exec/msg.php?mid

=6&cid=3&mod=show&pid=6&lg=E Plastics - http://www.plastics.com/events.html Cleft and Palate Surgery - http://www.icpfweb.org/events.html Electronic toll collection - http://taiwantoday.tw/ct.asp?xItem=237610&ctNode=21

82

ICCA - TAIWAN MICE Bidding Workshop 2016

- Tainan has 6 emerging industries: - Biotechnology - Green energy - Fashion - Tourism and medical - Quality agriculture - Culture and creativity.

ICCA - TAIWAN MICE Bidding Workshop 2016

Thank you very much for your attention!