International Congress & Convention Association

Effective Marketing on a Tight Budget

46th ICCA Congress & Exhibition
Monday 29 October 2007

www.iccaworld.com
Strategic Marketing Planning

• Mission
• Brand
• Marketing Objectives
• Marketing Mix
Mission

• To create a Team- Marketing City approach to

significantly increase discretionary business
tourism to the benefit of our customers,
businesses and in doing so generate wealth and
economic benefit for our destination & its
citizens
Marketing Mix

• People: Team Marketing

• Place: Brand
• Promotion: Messaging to a wider market place
• Pipeline: marketing solutions for your
distribution channels
• Price: Positioning
Marketing Mix :People - a City Wide Team

• Creates competitive market advantage

• All supporting each other- trust
• Shared goals & shared success
• Organisers feel confident in choosing you
• Packaging is easier
• Builds credibility & reputation
 City Team Dynamics for Strategic Marketing

Maximise opportunity to
expand returns
4
Examine economic
drivers and match to
market opportunity
1

3
Identify conferences &
events within each
cluster
2 Collaborate with
industry cluster
champions
The City Team

• Funding Stakeholders
• Venues, Hotels, restaurants, transport plus
• Key Influencers

• Airports and airlines

• Ambassadors- conference club
 No Cost Market Segmentation

MEDICINE

PHYSICAL SCIENCES

BIOMEDICAL & LIFE SCIENCES

SOCIAL SCIENCES
VETERINARY MEDICINE

ENGINEERING
 BIOCHEMISTRY &
MOLECULAR BIOLOGY

ENVIRONMENTAL NEUROSCIENCE &

&EVOLUTIONARY BIOLOGY BIOMEDICAL SYSTEMS

INFECTION & IMMUNITY PHARMACOLOGY &

PHYSIOLOGY

MOLECULAR GENETICS CARDIOVASCULAR

RESEARCH

CANCER STUDIES RESPIRATORY SCIENCE

BIOMEDICAL & LIFE SCIENCES

 PURE & APPLIED GRAVITATIONAL
CHEMISTRY STUDIES

GEOGRAPHICAL & PHYSIOLOGY &

EARTH SCIENCES PHARMACOLOGY

PHYSICS PHARMACEUTICAL
SCIENCE

ASTRONOMY FORENSIC SCIENCES

ENVIRONMENTAL
BIOSCIENCE STUDIES

GEOSCIENCES MATERIAL SCIENCE

NANOTECHNOLOGY RENEWABLE ENERGIES

PHYSICAL SCIENCES
 MEDICAL SCHOOL

DENTAL SCHOOL CLINICAL NEUROSCIENCE

NURSING & MIDWIFERY HUMAN NUTRITION

CARDIOVASCULAR &
MEDICAL SCIENCES RESPIRATORY SCIENCE

COMMUNITY BASED EXERCISE SCIENCE &

SCIENCES MEDICINE

DEVELOPMENTAL
MEDICINE CANCER STUDIES

IMMUNOLOGY, INFECTION & PUBLIC & COMMUNITY

INFLAMMATION HEALTH

MEDICINE
 AEROSPACE ENGINEERING MECHANICAL ENGINEERING

NAVAL ARCHITECTURE
CIVIL ENGINEERING

ELECTRONICS & ELECTRICAL

ENGINEERING

ENGINEERING
Effective low cost communications

• Daily news digest e mail- internal /external

• Stakeholder benefits: Informs, saves time,
quick & relevant
• Positions Bureau as Leader - informative
• Communicate own & stakeholder messages
Daily News Digest

• City wins conferences worth £46m – Evening Times (15 October)

Glasgow City Marketing Bureau has won a string of international conferences
worth a massive £46.2 million for the city’s economy. The conferences will
attract tens of thousands of delegates from across the world and boost Glasgow’s
reputation as a growing conference venue. A number of the conferences are
repeat bookings, including 2,500-delegate Drug Therapy in HIV conference which
is returning to the city next year for the ninth time. Among the new meetings
coming to Glasgow are the 3,000-delegate European Society of Organ
Transplantation in 2011, worth £5.4 million to the local economy, and the
European Symposium on Calcified Tissues, which will draw 3,000 delegates to the
city in 2010 and is worth £2.4 million. Steven Purcell, Leader of Glasgow City
Council and chair of Glasgow City Marketing Bureau, said: ”Glasgow is enjoying
an excellent year for conferences. We have come up against very strong
competition internationally which makes these conference wins all the more
satisfying.” The SECC has been central to establishing Glasgow as a major
international conference destination. Click for more.
Marketing to meet Stakeholder needs

• To be the heroes
• Interested in three things
1. How Often
2. How many
3. How Much
Stakeholder Marketing

• Yearly presentation to industry

• informal networking
• Attendees representing members of all the city
team
• Position funding stakeholders
• Include investors
Marketing : Brand=consistency

• Identify proposition -reason for coming

• Establish Positioning -supported by influential
team players
• Reinforce with every communication
• Strongest competitors - the most consistent
Advertising pyramid
Return on Marketing Investment

RATE CARD/
OTS/H ADVERTISING
IMPACT REACH FREQUENCY EQUIVALENCE ROI
TV

RADIO

FLAT PRESS

INTERNET

•ROI is calculated on expenditure: marketing spend / income generated

• PR Advertising rate card equivalence 3 times
•OTS- opportunities to see or to hear / cost per OTS/H
•Impact target audience fit
•Reach- number
Marketing Mix: Public Relations - targeting for
results

• PR targets to specific publications

• Equivalent 3 times advertising rate
• Measured by Clipping / Google Alerts
• Part time business journalist
PR Meeting Organisers Needs
PR Meeting corporate needs
Effective Advertising Saves Money

• Focussed on single message

• Less is more
• Compromise dilutes impact
• Influences likelihood to choose
• Measurable via focus groups- qualified
• Measurable via quantified research
Marketing Mix : Pipeline solutions

Ambassador Programme - effective / low cost

Average 30% active
Focussed to segmentation strategy ( Trees )
Recruiting Ambassadors

• Endorsement Letter from University Principal

• Attend staff inductions
• E mail news
• Press Releases- ambassador heroes
• Mayor- recognition
Marketing Pipeline : PCO & Intermediaries

• PCO’s are members of city team

• Support their revenue streams
• Save them time- provide marketing solutions
• Involve at bidding stage
5 Essential Marketing Tools

Website – navigable & concise

Announcement Leaflets with PCO
On Line leaflets to download
Green destination guide
Bid Document
Bid Documents

• Tailored for the client

• Reinforce your proposition
• Fantastic pictures only
• Simple & focussed- ask a PCO for help
• Less is more
• Flexible
Bid Documents & Announcement leaflets
Promotion: Delegates Like recognition

• Ask members of Team Marketing to help

• Welcome Desks with a partner
• Inform external team what's going on :
Keep taxi drivers informed
Hotel reservation manager meetings monthly
Promotion: Free Support from city team

• Airport check in screens

• Welcome desk
• City Banners and promotions
• Retailers & restaurants to welcome
Marketing Promotions: Trade Shows

• Enquiries to conversion
• Cost per OTS to Key influencers
• PR Opportunity
• Stakeholder to see competitive threat
• Walk it and host nearby options
Marketing Mix : Price

• Differentiation through Price in a crowded

market place
• Quality solutions:
transparency, competence, flexibility
• Fair pricing policy
• Support PCO & Intermediary revenue streams
Marketing Mix :Price
Positioning against your competitive set
International Congress & Convention Association

Thank you!
46th ICCA Congress & Exhibition
Monday 29 October 2007

www.iccaworld.com