Advancing Our Industry Value Proposition:

ICCA, October 2012

JMIC: A Global Industry Body

Our objectives:• Facilitate industry communications and exchange• Raise the profile of the industry and its benefits • Support industry members in local advocacy efforts• Encourage and recognize industry achievements • Provide a unified, consensus “voice” for the industry • Advance the measurement processes required to

validate the value of meetings

JMIC Membership:

• AACVB• AIPC • COCAL • DMAI • ECM

• EFAPCO • EVVC• IAEE • IAPCO• ICCA

• MPI • PCMA • SITE • UFI• 150 +

countries

The Common Experience:

• A lack of appreciation for how meetings and conventions support business and professional development

• A “disconnect” between global economic concerns and the role of our industry

• Makes us vulnerable in the face of an uncertain future

Today’s Global Environment:

• Economic recovery is elusive, uneven• Unemployment still a major issue• Stable growth is the top priorityAt the same time….• Globalization is a reality• Shifting to a knowledge-based economy • Innovation, knowledge transfer are keys to

economic developmentTogether these define the industry message

Meetings = Economic Engines:

• Not just about generating spending• They’re strategic tools to advance innovation,

knowledge transfer, new investment • They attract global business / professional

leaders and expertise to the community• They can raise community profile in relation to

specific economic sectors• They are a key part of economic / community

development strategies

JMIC Conference On Industry Value

Why?• Clarify status, consistency of value models• Explore measurement of meetings “outcomes”• Enhance the use of data in industry advocacyWho?

University / academicsResearch organizationsIndustry associationsCorporateJMIC member Assn’s

Trade show partnersIndustry advisors / consultantsTrade, mainstream mediaPolitical perspective

Results: Consensus on Key Issues

– Solid, consistent measures essential to credibility– Primary value is “outcomes”; spending secondary but

essential component– Importance of relevance to key audiences– Need to link with government priorities– Wide (and unknown) variety of models in use– Concerns re: cost, repeatability, local application

Workshop Recommendations:

• Carry out Inventory / comparative analysis of value models• Develop greater consistency; global endorsement• Address need for local applications • Create protocol for “outcome” values (case studies)• Encourage more cooperative data collection• Identify key audiences and their unique information needs• Create a “tool kit” to support value communications• Encourage more participation by event organizers

Inventory / Analysis Study:

• Dr. Leo Jago, former research Professor; now Chief Economist Tourism/ GM Tourism Research Australia

• Supported by Dr. Larry Dwyer, Prof Tourism Economics at U of NSW / President International Association for Tourism Economics

• Review of 16 models from around the world • Purpose: assess existing and future needs; identify gaps;

recommendation action• Study available at www.themeetingsindustry.org

Study Conclusions:

• National estimates well served by UNWTO model • Limited by adoption, cost and frequency• Priority now for models with regional or local application• Variety of models but all share common principles which

can be used to establish an accepted practice• Acceptance of economic estimates enhanced by models

consistent with an endorsed approach.• Values re: economic, professional, academic, business

advancement challenging; may be better as case studies

The Value Pyramid:

Overnight Expenditure & Daytrips > 50

KM

Day Trips < 50 KM

Organiser & Exhibitor Expenditure

ROI for Delegates & Employers

Other Destination Benefits (Knowledge Creation & Dissemination, Investment)

Study Implications:

• Need to recognize, promote that there are multiple components that make up total value

• Different techniques required for each component

• Consistency of definitions & terminology crucial

• Objective: Business events become recognised as ‘investments’ rather than ‘costs’

Next Steps:

• Create listing of available models as reference• Facilitate exchange, alignment amongst industry users• Encourage development of local / regional models• Pursue measures for academic, economic, professional,

knowledge values in cooperation with event organizers• Complete “toolbox” to support communications• Encourage local adoption and action

Importance of Local Action:

• Our industry is diverse; widely dispersed• Local governments make most investment decisions• Value measures have more relevance; beneficial

impacts are felt directly by the community• Local industry members are in the best position:– Better understand local issues and priorities– Are more likely to have access to decision-makers– Can develop ongoing roles and relationships with business,

professional and academic communities

Studies / Resources / Sharing:www.themeetingsindustry.org

ICCA, October 2012

Discussion Questions:

• How can we use value measures more effectively in communicating with our respective communities?

• How can we better capture / depict the values (professional / scientific / economic) associated with event accomplishments?