International Congress and Convention Association

New Ways of Working: Getting Closer to ClientsDavid Kliman, CMP, CMM

44th ICCA Congress & Exhibition07 November 2005

iccaworld.com

Information Sources• Meeting Planner Customer Advisory Boards• Interviews with industry leaders in USA, Canada,

Mexico • MPI – FutureWatch 2005• MPI & George P Johnson - Eventview ‘05• PCMA – 2005 Annual Meetings Market Survey• Conde Naste Traveler Research Center• Tourism Toronto – Client Survey• Forrester Research 2005

The North American Perspective

Supplier/Client RelationshipsTypes of Buyers representing:

• “Citywides” - very large conventions & events with 1,000 to 50,000+ attendees

• Trade Associations• Corporations• Specialty Markets such as Medical,

Pharmaceutical & Incentive• Independent and “Third Party” Companies

The “New Normal” North American Trends

• Destinations “buying” the business

• Strong buyer demand for personalization of sales and service processes

• Risk/Crisis Management• Transparency, Ethics &

“Sarbanes-Oxley”• Increased recognition of the

economic and professional value of the Meetings Industry

• Return on Investment (ROI) Measurement

• Hotel Room Supply & Demand• Third Parties/Outsourcing• Procurement & Commodization • Changing Demographics &

Multi/Cross Culturalism• Organizational Convergence • Labor Unions - Convention

Centers and Hotels• Time Poverty• Technology Integration • Environmental Sustainability

The New Normal North American PerspectiveRise in level of professionalism

• The United Nations recognizes “Meeting and Exhibition Planning” as a profession in its 2005 International Standard Industrial Classification of all Economic Activities

The Corporate OutlookMPI – George P Johnson Study

• Enhancing the customer relationship seen as #1 criteria for success by corporate marketing executives

• 96% use events to market products

• 93% view the importance of event marketing as “constant” or “increasing”

• 90% report steady or increased event marketing budgets

Affluent Leisure North American TravelersWhat Matters Now

• Continued determination to travel• Value and safety remains critical• Willing to pay for personalized and unique services• Adventure Seekers• Second Homes/Fractional Ownership• Family Travel• Booking Cycle and Pattern• Unique Destinations

ON LINE TRAVEL TRENDSUSA FACTS & FIGURES

• 32.1 million people will use the internet to book travel in 2005; up from 29.4 million in 2004

• Generate US$63.6 billion spending in 2005; up from US$53 billion in 2004

• Dynamic packaging - bundled purchased which allows air, hotel, car, attractions etc in one transaction

• Significant impact on the meetings market

Best Practices - Getting Closer to Existing & Potential Clients

Demand for Intense Personalization• Develop and maintain a deep understanding of client

issues• Business Strategies• Meeting Logistics• Governmental Regulations• Competitive Landscape• Labor Situation• Business Partnerships

Best Practices - Getting Closer to Existing & Potential Clients

• Customer Relation Management requires sophisticated practice

• 67% of planners measure Return on Investment (ROI) after a meeting or event

• 68% of suppliers are NOT involved in the measurement process

• Get involved in the measurement process

Best Practices - Getting Closer to Existing & Potential Clients

• Research, Research, Research

• Invest appropriately

• Follow up relentlessly

Resources• www.fastcompany.com

• www.fortune.com

• www.mpiweb.org

• www.pcma.org

• www.conventionindustry.org

• www.gpjco.com

• www.tech3partners.com

• www.klimangroup.com

International Congress and Convention Association

New Ways of Working: Getting Closer to ClientsDavid Kliman, CMP, CMM

44th ICCA Congress & Exhibition07 November 2005

iccaworld.com

Thank you!