International Congress and Convention Association #ICCAWorld iccaworld.com
53rd ICCA Congress
The convention Bureau of the future – be prepared to adapt to new challenges Oscar Cerezales, Chief Operating Officer-Asia Pacific, MCI Group Laurence Verhagen, CEO, International Society of Geriatric Oncology Alessandro Cortese, CEO, European Society for Radiotherapy and Oncology Alexandra Torres, Board Member Greater Bogota CB Karen Bolinger, CEO, Melbourne Convention Bureau Michel Couturier, President , Marketing Challenges International (New York) Henrik von Arnold, Senior Consultant, Stockholm Convention Bureau
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“The current destination marketing model for meetings is broken. The traditional approach may be efficient for the short term but ultimately the model is broken and smart destinations need to re-invent the game”.
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DRIVERS
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Why global expansion
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Cities compete
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“we don’t have the
right funding model …
not enough funds”
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“we do not have
enough resources”
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“too much politics and
bureaucracy here”
What if …
STRUCTURE
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“which are the threats to your organization’s long-
term business growth prospects?”
Increase Attendee
expectations
Average is not enough.
Status quo is out
“businesses will do better in the end if they
concentrate on meeting customers’ needs
rather than on selling products.”
Theodore Levitt - Marketing myopia
!
“When our attention is focused in our
competitors is inevitable that our
strategy will be similar, if not the
same, as our competitor”
Kenichi Ohmae
The Borderless World
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Rise of the
middle class
(projection 2025)
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QUIZ
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1600 sessions - 189,000 views
“destination marketing
isn’t just about tourism,
but also economic
development”
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Michel Couturier President, Marketing Challenges International (NY)
Karen Bolinger CEO, Melbourne Convention Bureau
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Henrik Von Arnold Senior Advisor, Stockholm Convention Bureau
Alexandra Torres Board Member Greater Bogota CB
Broken model
vs
fine tuning
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Laurence Verhagen,
CEO, International Society of Geriatric Oncology
Alessandro Cortese CEO, European Society for Radiotherapy and Oncology
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TRENDS
Alexandra - Henrik
Alessandro - Laurence
• Transparency
• ROI pressure
• Demographic changes
(new generations, etc)
• Multicultural audiences
• Engaging audiences
(pre/during/post,
online/offline)
• Market consolidation
• Market Fragmentation
• Technology
• Digital
• New business model
• New industry entrants
• CSR
• Hypercompetition
• Shortage of staff / skills
• Shared Economy
• Data / Big data
• Use of / New
Communication channels /
messaging
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BARRIERS
Karen-Henrik-Alexandra
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CVB
ultimate
objective?
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Specific barriers for …
• Adaptability
• Efficiency
• Innovation
• Get the right talent
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Endogamy
[en-dog-uh-mee]
marriage within a specific tribe or similar social unit
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Business
SOLUTION Laurence & Alessandro
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Do you need a business
solution YES/NO
What does this mean?
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And … Henrik
has a problem
with RFPs
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Assn Bureau
concept
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Michel / Alexandra
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Message & Channel
customization
– 100 interviews
– CB = 70%
– Clients = 20%
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COMM
Henrik / Michel / Karen
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The out of the box
syndrome (Michel)
Economic Impact
(Henrik)
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Rankings
Bloomberg’s Global Innovation Index – (TOP 3 USA, Germany and South Korea)
World Bank’s Ease of Doing Business – (TOP 3 Singapore, Hong Kong and New Zealand)
Country brand Index by Futurebrand – (TOP 3 Switzerland, Canada and Japan)
World Economic Forum’s ranking on country competitiveness
– (TOP 3 Switzerland, Singapore, Finland)
BUZZ
1. Content mkt
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“Marketing is the art of brand
building, if you are not a brand,
you are a commodity. Then
price is everything, and the low-
cost producer is the only
winner.”
Philip Kotler
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ASSNS
CHALLENGES
Laurence & Alessandro
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McKinley impact on Associations report
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90
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patrocinio retencion miembros asistencia congresosponsorship member
retention
attendees to
conference
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Patent cliff
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Consolidation
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TIPs
THE DIFFICULTY LIES,
NOT IN THE NEW IDEAS,
BUT IN ESCAPING FROM
THE OLD ONES.
JOHN MAYNARD KEYNES