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Expanding into Global Markets through Meetings / Events
Ajay Bhojwani Deputy Managing Director
MCI Middle East
July 2012
In partnership with
Agenda 1. Introduction
2. Going Global !
3. Barriers to International Development
4. Localisation is the next Globalisation
5. Case Study Experience
6. Keys to Success
My Journey…
Marketer by Qualification
Over 10 years in meetings and associations
Industry
MCI Group
• University of Wollongong, Aus
• With over 5 years in launching meetings in emerging markets
• Part of the ME & India Management Board & lead the association business
4
Going Global !
Why go Global ?
5
Expanding or Penetrating into Markets
6
Feasibility & Market
ResearchProduct Sales
International & Regional
Events
7
Events as your Global Strategy
Reasons for attending meetings/conferences
Why Events for a Global Strategy ?
9
Market Research
Easy outreach to
international members
Additional regional
penetration
Stronger international partnerships
A phased approach to international
strategy
Attracting larger
audiences to annual
meetings and
conventions
10
Barriers to international development
Common Barriers
Dependent on regional partnerships & support
Being culturally relevant
Lack of experience and knowledge of regional markets
Local business licensing and operation
Weak regional and local volunteer leadership support
Competing with activities of partner organisations
Focused local / regional marketing and business development strategy
Local community receptivity to US-based associations
Rising inflation costs
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It is all about Localisation !
Future of Regional Meetings
Convention 2020 Survey – 1,100 respondents
Delegates don’t want another meeting….they buy an “experience”
to help them find a “solution” to their problem
It is all about being locally relevant
McDonalds – How far can you go to be locally relevant !
Benefits of regional meetings
Stronger partnerships
Closer to your members
Less financial risk
Shorter lead times
Multiple regions being hit at the same time
Managed by reduced resources
Regional Meetings VS
International Conventions
International / Regional Events
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Factors / Meetings Regional InternationalFinancial Risk Low to Medium Medium to High
Resource Requirement Low High
Dependency on partners High Low
Regional Membership Service
High Low
Partner Competition High Low
Local Relevance High Low
Market Experience High High
Marketing Regional Global
Emerging Market – Middle East
CTBUH
Association dedicated to sharing multi-disciplinary information on tall buildings and sustainable urban environments and certifying the world’s tallest building
Membership comprises of organisation membership, individual membership and affiliated organisation membership (supporting CTBUH’s initiatives)
Key activities include World Congress, conferences, awards and several other events
Have witnessed the tallest building graphs move from west to the east and the gap widening for the same
Local Partnerships / Endorsements
Strong committee comprising of their strategic members in
region, government representatives and media personnel
Government endorsement and support
Local stakeholders and opinion leaders involvement in
programme development
Regional sponsors and speakers
Regional organisational partnerships for wider outreach
Attendance Strategy
Local committee was strongly involved in driving local registrations from their organisations as well as key competitors
Strategic Partners / sponsors were also asked to drive sponsorship through certain marketing efforts
International members were targeted through web marketing and direct marketing
A regional sales campaign was run to call key potential organisations to drive in delegate sales
Outreach To Business Multipliers
2323
Delegate Acquisition
Corporates
Colleges & Universities
Individuals
Government
Entities
Ministries
Associations
Sponsorship Strategy
Focused only on market leaders
Ensured government support and endorsements
Had a local strategy VS international strategy
Ensured sound participation of local organising committee
and their extended reach
Packages focused on driving in delegates in addition to
standard benefits
Defined numbers for each package and exclusivity
Regional Marketing Strategy
Region focused direct marketing
Strong regional media partnerships and barters
Channel marketing through regional stakeholders and sponsors
Dedicated PR strategy
- Regional stories being addressed
- Highlighted the booming local and regional economy
- Inclusion of local partners / sponsors / government
- Brought together 51 journalists at the opening ceremony
Results from Congress
One of the highest attended meeting
Excellent government involvement and partnership
Great regional penetration leading to increase in
membership
Building the CTBUH brand in one of the fastest growing
economies in the world
- More than satisfying press coverage
Certifying the world’s tallest tower
Snapshots of CTBUH
Building an international market for
your products
Keys to Success
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Defining Market Potential
Strategic Intent
Business Model – Revenue & Expense
Define Local Relevance
Develop Partnerships
Marketing Campaign
Keys to Success
30
Define Local Relevance- Local audience needs, expectations and desired outcomes- Event / Product design, delivery & MARCOM considers cultural differences- Promotion campaigns, tied to tangible product experiences
Develop Partnerships- Government, corporations, universities, national societies, chapters- Cost sharing, financial, audience access, content
Marketing Campaign- Pricing strategy- List development (multipliers and rentals)- Direct sales (telemarketing), direct mail, advertising - Local website with registration options- Indirect marketing - regional/national organizations, PR and media
partnerships, reciprocal agreements - Locally relevant and easy to understand communication tools
Success Stories
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Contact Information
About This Presentation
Ajay Bhojwani
ajay.bhojwani@mci-group.com