icca middle east international meetings forum 2016: "teamwork; partnerships; consortia and...
TRANSCRIPT
International Congress and Convention Association.
www.iccaworld.com
Eric Bakermans, member ICCA Board DMO Sector________________________________________________________
Director Marketing Meetings & Conventions @ at the Netherlands Board of Tourism & Conventions
Teamwork; partnerships; consortia and networks – why meetings success
requires collaborative thinking and behavior: The Dutch Approach
Content
Something about myself & my organization
Marketing Holland as a Business Events Destination; the Dutch Way
• Who’s Eric?
About myself
Where I live, with whom and what I do outside work
HOUSE
BOAT
This is the wonderful village of Muiderberg
FIELD HOCKEY CLUB
Our sailing boat was not here on this particular day…
This is my family:
And if there’s time left: I like movies!
Where I live, with whom and what I do outside work
‘66
Year of manufacture:
NBTC Holland Marketing is responsible for branding and marketing the Netherlands nationally and internationally.
Using the ‘Holland’ brand, NBTC puts the Netherlands on the map as an attractive destination for holidays, business meetings and conferences.
My organization in numbers:
704
162,1
8 11
The market: how do we define it
Corporate Business Events Market
Association Congress Market
The market: how do we define it
The 9 top sectors are:
• Agro & Food
• Chemicals
• Creative Industry
• Energy
• High Tech Systems and materials
• Life Sciences & Health
• Logistics
• Horticulture and Propagating Stock
• Water
The creation of a strategic partnership
6 partners, 1 goal & variousinstruments to reach that
same target
The creation of a strategic partnership
HOLLAND CONGRES ALLIANCE
HOLLAND CONGRESS ALLIANCE
HOLLAND CONGRES ALLIANCE
HOLLAND CONGRES ALLIANCE
HOLLAND CONGRES ALLIANCE
Corporate Business Events Market
The market: how do we define it (and approach it)
From conceptual design to final visuals
Basic concept: we work for and in an industry where personal exchange of knowledge is key
Mr. Holland =
- Sportive
- Humorous
- Man of the world
- Charming
- Smart
- Warm personality
- Cocky
- Open minded
- Original
- Adventureous
- Punctional
- Reliable
- Hospitable
- Experienced
- Accessible
From conceptual design to final visuals
From conceptual design to final visuals
From conceptual design to final visuals
From conceptual design to final visuals
Meet Mr Holland
The target group is interested in relevance, wants insidetips and is looking for new ideas
The Netherlands (Holland) has an excellent accessibility, diverse, compact and well organized. Holland is made for
meetings.
The Dutch are professional, we speak our languages, easy going, spontaneous, reliable and organized.
Through mr Holland we give the Netherlands a face. A Holland Ambassador who stands for the Netherlands and
what the Netherlands has to offer.
Creative concept
Target Audience
Communication & Design: examples
Communication & Design: examples
Communication & Design: examples
Validation action
Results (incl. reminder)
Reach: 14.309 100 %Openings Rate 2.823 18 %Clickthrough 547 4 %Conversion 501 3,5 %
Validation Actions
Mr Holland | captive audience action at trade shows
And the winner is…
Results:
Reach 501 100 %Opening Rate 368 74 %Number of viewers 324 65 %
Tailormade action for partners
Mr Holland | Themes 2014-2016
From theme to target audience engagement
From theme to target audience engagement
From theme to target audience engagement
Mr Holland | Themes | 2016
Communicationplan 2016
IMEX EU Follow up
20
15
• Social Media
• Press & Pr
• Telemarketing
• E-newsletters
Follow up
Follow up
Follow up
IMEXe-mailing
TMSe-mailing
IMEXe-mailing
EIBTMe-mailing
The Meetings Show
IMEX US
EIBTM
D-Base | Break Down
Active contacts
Campagne Management & Ontwikkeling
32%
Trade Show Marketing13%
Social Media11%
D-Base & RFP handling8%
Strategie6%
Newsletters5%
Telemarketing5%
Website…
Research4%
Advertising3%
Account Management3%
Pers & PR3%
Overig3%
Budget 2015 | € 450.000,-
Partners
44%EZ
56%
Social Media 2015 | Engagement
Social Media 2015 | Followers
1 January 2015 1 December 2015 Increase
Fans on Facebook 922 1323 43 %
Followers Twitter 4111 4529 10 %
Connections LinkedIn 1797 2554 42 %
Connections Google+ 130 187 44 %
Followers Pinterest 247 293 19 %
Followers WP Blog 86 121 41 %
Total 7293 9007 24 %
Newsletters
8 times a year around 15.000 meetingplanners receive thenewsletter. Average opening rate is 10%
Telemarketing targets 2015:
• Evaluation of the campaign
• Updaten and enrichment of the dbase 2733 contacts
• Stimulating RFP’s for the Netherlands. 112 RFP’s
Result:
• 112 RFP’s with economic value of € 14.117.000,-
Telemarketing
Tradeshows 2014/2015
Visitors Holland Stand 2014 Visitors Holland Stand 2015
Partner Engagement
Partner Engagement
Partner Engagement
Partnership 2016 Premium
€ 20.000
Advanced
€ 10.000Basic
€ 4.250
Mr Holland campaign
Mini-campaign
Visibility on www.meetmrholland.com
Social Media
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Financial advantages
Participation at Trade Shows for business events (IMEX, IBTM)
Free KLM tickets for Site Inspections
15%
●●●
15%
●●
15%
●
Research
M&C Market Scan 2016
Bid Wins Calendar
yes
yes
yes
yes
Yes
Yes
Network
Partnermeeting (2)
Expertmeeting
2x
1x
2x
1x
2x
--
Promotion Tools
Holland Toolkit
Access to Holland Image bank
yes
yes
yes
yes
yes
yes
Represenation
Leadmediation
Representation during Trade Shows
Visibility during Holland Presentations
Press
yes
yes
●●●
Ja
yes
yes
●●
Ja
Yes
yes
--
Online
Company presentation on holland.com/meetings
Presentation meeting deals op holland.com/meetings
Presentation on Holland Site Selector
Visibilty 3rd party platforms
M&C Newsletter
yes
●●●
yes
yes
yes
yes
●●
yes
yes
yes
yes
●
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--
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Possibilities to create tailor made activities y y y
Partner Engagement | What does it all cost?
Take away/what do our partners want?
Take away/what do our partners want?
Take away/what do our partners want?
cannot be copied!
Take away/what do our partners want?
International Congress and Convention Association.
www.iccaworld.com
QUESTIONS?
