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

12

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

18

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

29

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

31

Contact Information

About This Presentation

Ajay Bhojwani

ajay.bhojwani@mci-group.com