Martin Sirk, ICCA CEO

ICCA Research, Sales and Marketing ProgrammeTwitter: #RSMP14

“Everything Martin Sirk thinks he knows about how to exploit the potential value of international association meetings from the period when the bid is won until after the event takes place”

Not really why you travelled to Amsterdam!

Business on the books - lecture

ICCA Research, Sales and Marketing ProgrammeTwitter: #RSMP14

• “Wisdom of crowds” – everything 150 people know about this!

• Change your strategic thinking about value of the international associations you’ve already won

• Identify practical action points• Help ICCA create a resource for all

members

Biz on the books -exercise

ICCA Research, Sales and Marketing ProgrammeTwitter: #RSMP14

• Who? Groups A & B

• Local ambassadors/champions; association executives (eg CEO, Meeting Director); association volunteer leaders

• Delegates (potential and actual); sponsors (potential and actual); speakers

Biz on the books -exercise

ICCA Research, Sales and Marketing ProgrammeTwitter: #RSMP14

When? Divide flip chart into six blocks!

1.Immediately after bid is won2.Between bid and one year out3.Between one year and one month out4.Month prior till start of event5.During event6.Immediately post event

Biz on the books -exercise

ICCA Research, Sales and Marketing ProgrammeTwitter: #RSMP14

1. Exploit new communication channels2. Identify new prospective clients3. Identify new prospective events4. Boost attendance5. Improve success of event6. PR/social media – aimed externally7. PR/social media – aimed at locals8. Other (!)

Objectives – client’s/yours