08 icca rsmp 2012 - what turns a high quality search into a genuine sales lead

International Congress and Convention Association.

www.iccaworld.com | icca.mobi

What turns a high quality search into a genuine sales lead?

ICCA Research, Sales & Marketing Programme

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Too much of a good thing?



• Subject matter• First open year for bids

• Preferred meeting months• Preferred venue• Preferred region/country next meeting• Break-out rooms

Filter it down



1. Is the conference likely to come to my destination?

2. Can my venue facilitate the conference?3. Can my location facilitate the conference?4. Budgetary factors relating to the conference5. How is the conference organised?6. Information on social programmes7. What does the decision-making process

look like?

Checklist of information to research for suppliers:

International Congress & Convention Association



• Is there a local counterpart/member present in my country and is he/she willing to set up an organising committee?

• Is a formal bid required (bid-manual)?• What factors are most important in a

successful bid?• Deadline bids and Decision-date• Decision-making body: Who decides and who influences?

Check list for suppliers (continued)




• We ask our members to make sure they do their research before approaching potential clients!

• Every Association is different & unique – bridge the gap between association- and supplier

• Check ICCAworld.com for documentation on decision-making process.

Research is essential!



• Rotation pattern – need to be seen in specific parts of the world on a regular basis, or

part of a policy requirement.• Decision linked to Presidency or other holders of key offices.• Membership growth potential; build chapter

network.• Raise PR awareness of association and its key

issue(s) with public and/or government.

Decision-influencing factors



• Destination suffers from specific challenge (eg medical, environmental, social) association exists to address.

• Large local membership nearby; strong local chapter.

• Audience for products and programmes offered by association.

• Local demand/desire for educational content delivered by this event.• Knowledge transfer to underdeveloped

countries/regions.

Decision-influencing factors (continued)




Business opportunities for current members; investment opportunities for members and association itself.

Strong research/expertise/specialisations in association’s key subject area(s)

Availability of strong local speakers. Important local site inspection opportunities

related to the association’s field of interest.





• Opportunity to leave strong local legacy impact.

• Opportunity to collaborate with other national or international associations in same or related fields.

• Wish to anticipate/meet the strategic needs of major sponsors/business partners.

• Wish to respond to competition from other associations or private sector events.





• Build long-term partnership relationships with institutions and the key individuals who

represent a destination’s intellectual capital, finding ways to link their interests to those of the local meetings industry.

Consideration:



• Meetings industry should attempt to build stronger relationships with local universities.

• Leading cities like Singapore have known for years that having a strong connection between academia, business, and government is a great way to be more successful in winning bids.

• Others are now catching on to this same equation – is your destination one of them?

Consideration



Current online environment for associations:




• to see the information being held on your events by ICCA

• to update such information• to identify and connect with other association

executives • to benchmark on ICCA member services /

performances

Associations interest in this:



• The more that association executives use ICCA data to connect with other

association executives, the easier it will be for ICCA members to “transfer trust” between the associations with whom they have a business relationship

ICCA’s interest in this



• Education• Association Expert Seminar• Forum for Young Professionals• Intel / knowledge:• ICCA press corner• ICCA resources• Case studies• Statistics• Connections / Networks• With other association executives• With ICCA members

Create ultimate meeting resource for associations




Thank you!

ICCA Research, Sales & Marketing Programme

| #irsmp12