03 S&T 3 - Marketing on a Tight Budget - Scott Taylor

8/14/2019 03 S&T 3 - Marketing on a Tight Budget - Scott Taylor

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www.iccaworld.com

Effective Marketing on a Tight Budget

46th ICCA Congress & ExhibitionMonday 29 October 2007

International Congress & Convention Association


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Mission

To create a Team- Marketing City approach to

significantly increase discretionary businesstourism to the benefit of our customers,

businesses and in doing so generate wealth and

economic benefit for our destination & its

citizens


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Marketing Mix

People: Team Marketing

Place: Brand

Promotion: Messaging to a wider market place

Pipeline: marketing solutions for your

distribution channels

Price: Positioning


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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


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City Team Dynamics for Strategic Marketing

1

2

3

4

Examine economicdrivers and match tomarket opportunity

Collaborate withindustry cluster

champions

Identify conferences &events within each

cluster

Maximise opportunity toexpand returns


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The City Team

Funding Stakeholders

Venues, Hotels, restaurants, transport plus

Key Influencers

Airports and airlines

Ambassadors- conference club


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No Cost Market Segmentation

BIOMEDICAL & LIFE SCIENCES

MEDICINE

PHYSICAL SCIENCES

VETERINARY MEDICINE

ENGINEERING

SOCIAL SCIENCES


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BIOCHEMISTRY &

MOLECULAR BIOLOGY

ENVIRONMENTAL&EVOLUTIONARY BIOLOGY

INFECTION & IMMUNITY

MOLECULAR GENETICS

RESPIRATORY SCIENCE

PHARMACOLOGY &PHYSIOLOGY

CARDIOVASCULARRESEARCH

NEUROSCIENCE &BIOMEDICAL SYSTEMS

CANCER STUDIES

BIOMEDICAL & LIFE SCIENCES


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GRAVITATIONAL

STUDIES

ASTRONOMY

ENVIRONMENTAL

STUDIES

PHARMACEUTICALSCIENCE

FORENSIC SCIENCES

PHYSIOLOGY &PHARMACOLOGY

BIOSCIENCE

PHYSICAL SCIENCES

GEOGRAPHICAL &EARTH SCIENCES

GEOSCIENCES

NANOTECHNOLOGY

MATERIAL SCIENCE

RENEWABLE ENERGIES

PURE & APPLIED

CHEMISTRY

PHYSICS


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MEDICAL SCHOOL

NURSING & MIDWIFERY

CARDIOVASCULAR &MEDICAL SCIENCES

EXERCISE SCIENCE &MEDICINE

HUMAN NUTRITION

RESPIRATORY SCIENCE

CLINICAL NEUROSCIENCE

COMMUNITY BASEDSCIENCES

MEDICINE

DENTAL SCHOOL

DEVELOPMENTAL

MEDICINE

IMMUNOLOGY, INFECTION &INFLAMMATION

CANCER STUDIES

PUBLIC & COMMUNITYHEALTH


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AEROSPACE ENGINEERING

CIVIL ENGINEERING

MECHANICAL ENGINEERING

NAVAL ARCHITECTURE

ELECTRONICS & ELECTRICALENGINEERING

ENGINEERING


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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


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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 citys economy. The conferences willattract tens of thousands of delegates from across the world and boost Glasgowsreputation as a growing conference venue. A number of the conferences arerepeat bookings, including 2,500-delegate Drug Therapy in HIV conference whichis returning to the city next year for the ninth time. Among the new meetingscoming to Glasgow are the 3,000-delegate European Society of OrganTransplantation in 2011, worth 5.4 million to the local economy, and theEuropean Symposium on Calcified Tissues, which will draw 3,000 delegates to thecity 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 enjoyingan excellent year for conferences. We have come up against very strongcompetition internationally which makes these conference wins all the moresatisfying. The SECC has been central to establishing Glasgow as a majorinternational conference destination. Click for more.


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Marketing to meet Stakeholder needs

To be the heroes

Interested in three things1. How Often

2. How many

3. How Much


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Stakeholder Marketing

Yearly presentation to industry

informal networking Attendees representing members of all the city

team

Position funding stakeholders

Include investors


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Marketing : Brand=consistency

Identify proposition -reason for coming Establish Positioning -supported by influential

team players

Reinforce with every communication

Strongest competitors - the most consistent


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Advertising pyramid


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Return on Marketing Investment

INTERNET

FLAT PRESS

RADIO

TV

ROI

RATE CARD/

ADVERTISING

EQUIVALENCE

OTS/H

FREQUENCYREACHIMPACT

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


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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


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PR Meeting Organisers Needs


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PR Meeting corporate needs


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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


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Marketing Mix : Pipeline solutions

Ambassador Programme - effective / low cost

Average 30% active

Focussed to segmentation strategy ( Trees )


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Recruiting Ambassadors

Endorsement Letter from University Principal

Attend staff inductions E mail news

Press Releases- ambassador heroes

Mayor- recognition


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Marketing Pipeline : PCO & Intermediaries

PCOs are members of city team

Support their revenue streams Save them time- provide marketing solutions

Involve at bidding stage


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5 Essential Marketing Tools

Website navigable & concise

Announcement Leaflets with PCO

On Line leaflets to download

Green destination guide

Bid Document


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Bid Documents

Tailored for the client

Reinforce your proposition Fantastic pictures only

Simple & focussed- ask a PCO for help

Less is more

Flexible


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Bid Documents & Announcement leaflets


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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


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Promotion: Free Support from city team

Airport check in screens

Welcome desk City Banners and promotions

Retailers & restaurants to welcome


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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


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Marketing Mix : Price

Differentiation through Price in a crowded

market place Quality solutions:

transparency, competence, flexibility

Fair pricing policy

Support PCO & Intermediary revenue streams


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Marketing Mix :Price

Positioning against your competitive set


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www.iccaworld.com

Thank you!

46th

ICCA Congress & ExhibitionMonday 29 October 2007

International Congress & Convention Association