meetings industry advocacy: why we all have a role
DESCRIPTION
Rod will provide a global overview of the latest tools and available data, and introduce case studies on how venues and convention bureaux have organised successful advocacy campaigns, followed by exercises to help delegates identify concrete solutions to their own advocacy challenges.TRANSCRIPT
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Industry Advocacy:
Why We All Have a Role!
ICCA, November 2014
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JMIC: A Global Industry Council
• AACVB
• AIPC
• ASAE
• COCAL
• DMAI
• ECM
• EFAPCO
• EVVC
• IAPCO
• ICCA
• IFES
• MPI
• PCMA
• SITE
• UFI
150+ Countries
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JMIC Objectives:
• Facilitate industry communications and exchange
• Encourage and recognize industry achievements
• Provide a unified, consensus “voice” for the industry
• Advance the measurement processes required to validate the value of meetings
• Increase awareness of the industry and its benefits
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Our Communications Strategy:
• Broaden the value proposition for the Meetings Industry to include its role in global
economic and professional development
• Reach new audiences (business, academic, professional, government) with this wider
message
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WHY?
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Government Policies Top Industry Concern:
6
All Europe N. Amer Asia Australia
Government policies including
reduced spending 58% 54% 63% 33% 93%
Economic recovery 50% 56% 75% 22% 40%
Energy costs 31% 21% 38% 44% 33%
Changing government
priorities 29% 19% 13% 33% 67%
Unemployment 24% 30% 38% 0% 0%
Political changes, instability 20% 19% 19% 22% 20%
Other 7% 7% 13% 11% 0%
Source: AIPC Member Survey 2014, Preliminary Data
This rose to the top last year!
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It’s Good for Business!
Securing required investment
Expanding your sales force to include trade officials
Accessing new business contacts and opportunities
Attracting financial support for specific events
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What We’ve Done So Far:
• Developed and articulated the key messages
• Encouraged more consistent EI measures
• Launched a process to develop better measures of broader meetings benefits (economic, policy, professional, academic, community)
• Created tools to facilitate communications
• Aligned efforts with WTTC, UNWTO via a joint statement of collaboration
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The Big Message:
Our Meetings Industry Value
Proposition
Direct Revenues
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Direct Revenues
Broader Economic Impacts
New Tax Revenues
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Direct Revenues
Broader Economic Impacts
New Tax Revenues
Long Term Policy, Community Benefits
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Industry Benefits Include:
• Bringing global expertise into the community
• Attracting new investment / talent
• Showcasing local products / accomplishments
• Positioning in key industry sectors
• Facilitating networks for local professionals / academics
• Enhancing destination profile / image
• Boosting education /innovation /knowledge transfer
• Advancing professional standards and practices
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We’ve Come a Long Way:
We have consensus within the industry
Ongoing economic focus has worked to our advantage
Governments are starting to “get it”
Key value measures have been advanced
Collaboration with key global travel organizations is extending our reach
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The UNWTO / WTTC Agreement:
• Recognition of the uniqueness of the Meetings Industry and its incremental values
• Collaboration in three key areas:
– Aligning messages and values
– Coordinating research in areas of mutual interest
– A commitment to sustainable development
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“The fact is that the Meetings Industry today is a fundamental source of knowledge and exposure to various nations that are yearning for that. In almost every meeting I have with a head of state, Prime Minister or Minister they say “How can we attract more meetings – how can we become better involved and engaged with the Meetings Industry?”
Taleb Rifai, Secretary General, United Nations World Tourism Organization
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Where Do We Go From Here?
Enhance global value measures
Adapt, deliver industry message to local audiences
Create practical, lasting outcomes
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Value Measures Are Evolving:
• National EI studies now done for Canada, US, Mexico, Denmark, UK
• Models have adapted and become more relevant
• Industry associations developed EI models for specific applications (AIPC / Ipsos, DMAI, IAVM)
• JMIC “Best Practices” overview to encourage consistency
• Next challenge: documenting the broader economic benefits
Principles for Measuring Economic Impact Prepared For: Joint Meetings Industry Council May 3, 2013
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Delivery: We All Have a Role
Industry Associations:
• Create an “umbrella” for consistency
• Provide tools, materials and resources
• Share experiences / successes
Industry members:
• Access available resources
• Connect with colleagues in your area
• Translate messages into local context
• Deliver into the community
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Why is Local Action So Important?
• Our industry is diverse; widely dispersed
• Local governments = key investment decisions
• Value measures have more relevance; impacts are felt directly by the community
• Local industry members 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
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The Three Key Questions:
• What exactly do you want to accomplish?
• Who are the decision-makers?
• Who / what will influence them?
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Defining Objectives is Critical!
It could be:
• New investment
• Change of policy
• Better support
• A structure for ongoing involvement
… but if you don’t know what it is, you won’t get there!
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Remember the Basics:
A communications strategy requires:
• Clarity: What exactly is your message?
• Targeting: Who are your audiences?
• Adaptation: How can you make it relevant?
• Backup: What evidence supports your claims?
• Delivery: What are the most effective tactics?
• Consistency: How do you maintain the impact?
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Where We Have an “Edge”:
• Our events are often high visibility
• We interact regularly with community, business and academic leaders
• We relate to today’s top priorities
• We (and our activities) are “newsworthy”
• We have the expertise and facilities required to stage major events and host key groups
• We have a compelling story to tell!
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Some JMIC Resources:
www.themeetingsindustry.org
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Industry Advocacy:
Why We All Have a Role!
ICCA, November 2014
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For Discussion:
• What specific actions would most improve industry prospects in your community?
• Who are the most important audiences to reach in order to achieve these?
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Industry Advocacy:
Why We All Have a Role!
ICCA, November 2014