Muic destination promotion and planning

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MICE & the Destination

Destination Criteria

Venue selection criteria

Wisdom:Change comes silently, we need to accept it,

and make it our friend

50% of things a man knows now will no longer be true in 20 years, and 50% of what

man will know in 20 years has not been discovered today

Wisdom:Change comes silently, we need to accept it,

and make it our friend

50% of things a man knows now will no longer be true in 20 years, and 50% of what

man will know in 20 years has not been discovered today

Consumers are silently changing so destinations must change

The nature of the “new” markets demands:

o Consumer-led, not supply driven, attacko Marketing to attract customer’s attentiono Products to make it worth their timeo Experiences to match the promises

Building a Destination

Selection Criteria:o Does it deliver a great MICE producto Is it competitive and sustainable for investorso Does it have a strong e- and m- presenceo Does it offer value for money / timeo Does it give value for MICE stakeholderso Does it fit with overall economic development

The Destination Maker

Investors Public Sector

Consumers

MICEStakeholders

Property Market

COORDINATOR

How to determine the attractiveness of a destination?

1. Primary factors of an unchangeable kind

2. Secondary factors of a partially variable kind

3. Tertiary factors of an unstable kind

1. Primary factors of an unchangeable kind

Static Factorso Landscapeo Climateo Infrastructureo Cultureo Social

2. Secondary factors

Dynamic Factorso Tourism supplyo Politicalo Environmento Security and safetyo Trends in tourism

3. Tertiary factors of an unstable kind

Current Decision factors

o Marketingo Public Organizationo Priceo Private Organization

Keys to success are the customers

Do not ask what the destination can do for you, but what you can do for

the destination

1. Establish the aims and objectives of the MICE event

2. Put together the selection brief3. Select the destination4. Select the venue(s)

Step 1

Establish the aims and objectives of the MICE event

o SMART

o Enhance communicationo Forum for new idea generationo Increase commitment to decisionso Encourage co-operation between memberso Opportunity to promote aims of organization

o Change in informationo Change in understandingo Change in skillso Change in behaviouro Change in effort

Incentives can aim at:

o Dealerso Sales Personso Non Sales Personso Consumers

o Selling to new accountso Putting up product displayso Achieving customer satisfactiono Making specified purchaseso Moving full line of products

o Increase saleso Sell to new accountso Introduce new productso Improve Moraleo Bolster slow season

o Increase productivityo Increase qualityo Increase customer serviceo Decrease expenses

o Customer Loyaltyo Frequent buyso Getting attentiono Move slow items

o Provide a market place for buyers and sellerso Create connections between exhibitors and

visitorso Involve visitors with ‘hands on’ demonstration of

productso Find ways to interact intimately with visitors and

exhibitiono Add entertainment value to all aspects of the

exhibitiono Create additional revenue through F&B services

etc

Step 2

Put together the site selection brief

o Variables the Conference Organizer may consider for the particular event

o Consideration of the destination, site, its location and facilities available

o Property and venue selection following site tour

o General factors that may be important

o Size of groupo Profile of potential delegateso Characteristics or history of the organization

or groupo Desired image / prestigeo Preferred dates / timeo Number of rooms / type of accommodation

o Transport to location and venueo Food and Beverageo Exhibition Spaceo Physical requirements of programo Special activities / functionso Acceptable rates / budget

Step 3

Destination Selection

o Range of accommodation availableo Type, range, availability convention and

exhibition spaceo Convenience of destinationo Imageo Drawing powero Availability – recreational & entertainment

facilitieso Access – transport & infrastructureo Safety & Security

o Size of groupo Characteristic of organizationo Type of delegateo Timingo Season & climateo Other eventso Costo Pre/post tourso Entertainment/recreationo Transport

o What are the top criteria for choosing a MICE Destination?

o Motivation Factor The basic sizzle

o Quality of serviceTreatment for participants

o Leisure ActivitiesBroad Spectrum

o AccessibilityValue for distance

o Cost“Just” a selection Criteria

o Selection Criteria ○ Subjective Evaluation Criteria

o Air Access ○ Responsivenesso Sightseeing ○ Negotiabilityo Activities ○ Creativityo Quality Operation ○ Understanding MICE

Flexibilityo Competitive Edge○ Price/Value

1. THE BUDGET2. TIME OF THE YEAR3. BUSINESS OR PLEASURE4. DEMOGRAPHICS OF THE WINNERS5. MICE HISTORY6. ACCESSIBILITY7. FACILITIES8. THINGS TO DO9. INCENTIVEEXPERTISE10. PERSONAL EXPERIENCE

Challenges for Incentive Buyers

o Unpredictable costso Site selectiono Unreliable travel supplierso Failure to understand MICE ‘groups’o Package programso Lack of promotional support materialso Difficulty in evaluating the program

Major Challenges

o Industry Cooperationo Competitive Destinationso Government Supporto Infrastructureo Training

○ Appeal ○ Image ○ Accessibility

○ Value ○ Safety ○ Climate○ Activities ○ Attraction ○

Festivals○ Festivals ○ Accommodation ○

Transportation○ Airport facilities ○ Human Resources ○

Restaurants○ Government ○ Official tourist organization○ Destination Management

The “VALUE CHAIN”

Each supplier is part of the chain, the weakest part denotes the strength of the destination!

Do not ask what the destination can do for you, but what you can do for the

destination

Step 4

Venue Selection

Physical Attributes

o Locationo Convention and meeting roomso Accommodationso Other

RenovationOther groups using facility at same time

Quality of Service:

oQuality, consistency and reliabilityoCommunicationoAttitude of venue staffoPrompt, clear courteousoDependability and experience of venue staff

Understand the conference objectives

○ Training/education ○ Recognition/reward○ Organization/review ○ Networking○ Motivation/Productivity stimulus ○ Recreation/incentive

Consider the venue type & style ○ Hotel ○ Auditorium○ Resort ○ 5-star, 4-star, 3-star ○ Convention Centre ○ Reputation ○ Function Centre ○ Perception

Consider the venue location & access

○ CBD ○ Interstate○ Metropolitan ○ International○ Regional/Country ○ How will everyone get there?

Define Basic Requirements

○ Delegates – how many, who are they, ○ Main meeting room – pillars, sightliness, what do they expect

○ Breakout/syndicate rooms(s)