Global Association Meetingsexicon.website/uploads/editor/scef2015... · President MCI Group 1 ....

Global Association Meetings Taking them to the 21st Century

Roger Tondeur

President MCI Group

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Becoming a global MICE destination “I want events”

40% comes back… with Family

Business Tourism Partnership Report

13% rooms

Vienna’s Industry Trends Report

The Economic Contribution of Meetings Activity in Canada

671,000 events

235,500 jobs

32 B CAD direct spent

1,3 billion USD

12,700 jobs

Wonderful Copenhague report

18 B direct

14 B indirect

18% touristic demand

780,000 FTEs

Annual Report Meetings Mexico

Therefore…

“destination marketing isn’t just about tourism, but

also economic development”

SUCCESS BEFORE SUCCESS NOW

Mix of different sizes Leverage local, regional, international Equal distribution Mix of corporate and association Development of own assets

Big congresses International scope Focused economic impact Association driven strategy External assets

association meetings 7 simple reasons

why 1. Economic spend

2. Consistent (if economic downturn)

3. Predictable market

4. Attracting this market it’s a science

5. Multiplier

6. Recurrent

7. Legacy

Wrong starting point

infrastructure destination promotion

Right starting point

strong local associations

1 mature associations

HIGHER Maturity level

LESS

Ready

(sustainable

growth)

LOWER Maturity level

MORE

Ready

(sustainable)

Growth

Insource or Outsource

Strategy

Products & Services

Community

Engagement

8/10 revenue channels

Volunteer driven

Not Professionalized

Tactical

Members

Revenues based in

membership, sponsorship,

annual congresses

2 define an strategy

for the TOP 3 challenges

McKinley impact on Associations report

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patrocinio retencion miembros asistencia congresosponsorship member

retention

attendees to

conference

Strategy is the astute

allocation of resources:

“time, talent and capital”

in planned activities to

serve customers better

than your competitors do

3 diversify your

revenue streams

4 work on the best

sponsorship strategy

sponsoring

companies are

increasingly

interested in ROI,

not brand saturation

5 increase the ties

with global associations

WHAT ARE ASSOCIATIONS DOING TO

ENSURE FUTURE SUSTAINABLITY

6 create new

membership models

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Nikki Walker

Vice President of Association Management

& Consulting

Evolving

membership models

Special Interest Group/Communities Member

Product Member:

Conference Member

Training-Member

Corresponding Members / Free

Virtual (e- or digital) Members

Customized Members

Full members

“instead of building membership through the traditional approach

only, associations need to get into the mind-set of building community and considering their organizations as open professional communities

rather than closed membership organizations”

“Associations must totally reconsider their approach to membership,

become more versatile, use technology, segment their target

audiences and allow individuals (or new customer segments) to choose

their point of entry”

Thanks! Roger.tondeur@mci-group.com

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