International Congress and Convention Association www.iccaworld.com
Market Segmentation & Local
Host Development
Scott Campbell
Executive Director
Global Research and Intelligence Network 26 August 2008
Research Sales & Bidding Lead Generation Business Development Marketing Public Relations Strategy
4 3
2
1 Research and the Big Picture
Understanding your markets
Local Host Development
Industry Development Projects Government Corporations Association
Industry Development Projects Government Corporations Association MICE Industry
Global Research & Intelligence Network Industry Development Projects
Medical Research Automotive
Medical Services Engineering
Pharmaceutical Science Research
Technology Renewable Energy
Mining Resources Social Sciences
Intergovernmental Maritime
Industrial Banking Finance
Business Services Electrical & Electronics
4
2
1 Research and the Big Picture
Understanding your markets
Local Host Development
Gaining International Support
Part 1- Research & the Big
Picture
Research and the Big Picture
Research and the Big Picture
Conversion Business Development Leads Prospects Research should play different roles throughout the life cycle
Research and the Big Picture
The Sales Lifecycle
Research and the Big Picture
...Example
Banking Finance Industry Development Project Indonesia and the International Monetary Fund
Research and the Big Picture
Research and the Big Picture
What is a lead?
• It must be an opportunity for your product (venue, destination etc) to gain business from it
• There must be some level of quality control applied to the lead
• People are involved with the opportunity
• There will need to be some form of offer and acceptance to secure the deal
Research and the Big Picture
Local Host Must be willing to submit a bid International decision maker must be willing to
Research and the Big Picture
Proximity to source markets
Proactive Lead Generation (key in Asia, the Middle East and Australia)
versus
Reactive Lead Generation in Europe and North America
Research and the Big Picture
The Perception of Research What is their role?
• Proactive Lead generation
• Reactive Support to sales team members • Local Host development
Research and the Big Picture
The Integration of Research
• Research and Business Development • Research and Sales
• Research and Marketing
4
2
1 Research and the Big Picture
Understanding your markets
Local Host Development
Gaining International Support
Part 2- Understanding your
markets
Understanding your markets
What is market segmentation? Why do we split up our market?
Understanding your markets
Segment 1 - Horizontal Markets; Association
Government Corporations
Understanding your markets
Segment 2 - Vertical Markets;
Science Banking Finance Agriculture Technology Medical Pharmaceutical And so on....
Association Corporate Government Academia
Oil and Gas 40+, Engineering orPredominantly male, related degrees
Banking Finance Technology
Science And so on…
Understanding your markets
Understanding your markets
Segment 3 – Decision Making Process
Influencers Decision Makers
Understanding your markets
Understanding your markets
Segment 5 – Geographic Markets Europe
North America Asia Pacific
Understanding your markets
Why do we segment our data?
• Market specific campaigns to generate leads • Return on Investment
• Getting in the door
• Not just any conference will come to your city – your strengths and weaknesses
• Strategic planning
• Achieve Sales Results • Don’t waste time
Understanding your markets
Now you can segment and understand your markets – now what?
Lets explore how we can use our knowledge of our markets to generate leads for the Middle
Understanding your markets
Association
Overview of the Association Market
Motivators for Choosing a Destination Decision Making Process
The two parts to lead generation in the Association Market;
Local Host Development Gaining International Support
Understanding your markets
Association
Understanding your markets
Association....example
Renewable Energy Industry Development Project Sarawak Corridor of Renewable Energy (SCORE),
Malaysia
Understanding your markets
Corporate
Overview of the Corporate Meeting Market
Motivators for Choosing a Destination Decision Making Process
Understanding your markets
Corporate
Commercial Project – Sales Incentives McDonalds and the Olympics
Understanding your markets
Government
Overview of the Government Meeting Market
Motivators for Choosing a Destination Decision Making Process
Understanding your markets
Government
Understanding your markets
Government
United Nations
4
2
1 Research and the Big Picture
Understanding your markets
Local Host Development
Gaining International Support
Part 3- Local Host
Development
1) Select your market
2) Define your business case 2) Define your objective
3) Implement strategies;
- Market Specific Customer Relationship Management (CRM) projects - Industry Specific Local Host functions
- Government Travel Notifications - Ambassador Programs
- Community Campaigning - Local Champions
- Scholarships and Awards Program
- Alliances and partnerships (Academic, Government & Association)
Local Host Development
Local Host Development
Local Hosts in the Middle East Challenges - Lack of Associations
Opportunities – Development of Academics, Free zones
Local Host Development
Example
Disability Development Project – 4 years World Conference on People who Stutter
Stepping up onto the world stage and developing local champions
The Peter Dhu Story...
4
2
1 Research and the Big Picture
Understanding your markets
Local Host Development
Gaining International Support
Part 4- Gaining International
Support
Understand the reason for holding a conference!
Political Motivations Industry Development Outcomes
Expansion or Growth Plans Educational objectives Addressing Industry Standards
Issue or needs resolution Constitutional Requirement
Outcomes
Gaining International Support
Destination Appeal ConceptLocal Host Business Case
1) Use your local host’s contacts 2) Getting in the door
3) Sales Calls – how to us them.
4) Job Titles – “Manager of Medical Portfolio” 5) Bring your destination together
Gaining International Support
Strategies
Local Host Development
Use your strengths to gain shorter term business and your weaknesses for longer term growth. Mining Resource Industry Development Project
International Congress and Convention Association www.iccaworld.com