FUNDAMENTALS OF DESTINATION MARKETING ORGANISATION
PATRICK M DELANEY MACAU DECEMBER 2018 WHO AM I? 3 DELANEY FAMILY SoolNua 10.11.1954
WORK ENVIRONMENT
• Hotel • D.M.O • Agency • PCO DMC • Tour Operator • Concert Promotor • Tour Guide • Trip Director • Sausage Maker • Messenger Boy 10 10 STRATEGY | MARKETING | TRAINING WHO ARE YOU?
14SoolNua
Oscar Wilde THE MICE MARKET The Meetings Meetings & Industry Events HIGH C & I SECTOR (CONFERENCE & YIELDINCENTIVE)
Business MICE Events Meetings | Incentives | Conferences | Events | Exhibitions WHY ARE MICE IMPORTANT?
REPUTATION QUALITY OF LIFE
EDUCATION ECONOMIC
MICE GROWS LEISURE & NICHE and VV REPUTATIONAL IMPACT OF MICE
COP21, Paris
Champions League Final, Berlin
U2, Dublin,
International Bar Association, Vienna,
IBTMWorld, Barcelona,
EULAR, Rome,
Routes Conferences
Lillehammer MICE can put a destination on the map
Destination + Event = Brand
Davos Economic Forum Cannes Film Festival London Fashion Week Chelsea Flower Show, London Sapphire, SAP User QUALITY OF LIFE IMPACT OF MICE
“We know visitors enjoy the same experiences locals enjoy. We also recognise that people coming to conventions, exhibitions, and all manner of events will be here for a limited time and one of the best things we can offer them is the ability to capture the authentic flavour of the city during their visit”
K e n M a h e r OPENED IN 2016 QUALITY OF LIFE IMPACT OF MICE
• The International Convention Centre, Sydney designed by Ken Maher, HASSELL + Populous
• “… will deliver business events while rejuvenating an important piece of its waterfront precinct …” QUALITY OF LIFE IMPACT OF MICE
“The ICC Sydney development comprises three very specialist building types: a convention centre , an exhibition centre, and a large theatre. Each are designed to be as flexible as possible in order to take on a variety of programmes, yet have the character and quality to attract people and engage in the life of the city.”
K e n M a h e r
EDUCATIONAL IMPACT OF MICE
• Knowledge Transfer
• Intellectual Capitals Initiative
• Destinations as knowledge hubs
• Conferences | Events as agents of knowledge transfer
• Key new focus for DMOs – linked now with FDI EDUCATIONAL IMPACT OF MICE
• Destination: Raleigh North Carolina
• 5 year strategy Research Triangle Park
• “We’re not about a building — or a bridge, or a beach, or a body of water. We’re about connecting to the people who live here and work here and create things day in and day out”
• Loren Gold
• Cf Convene ECONOMIC IMPACT OF MICE NO GLOBAL BENCHMARK
• United Nations World Tourism Organisation (UNWTO) - • European Cities Marketing (ECM) report on value of conferences • Joint Meetings Industry Council (JMIC) • BIMES • Meetings Mean Business MEETINGS MEAN BUSINESS • PwC report reveals $280 billion annual spend plus $88 billion in tax = $368 billion
• US economy is 22% of Global Economy so “Meetings” worth $1,840 billion globally
• $100 billion GDP of Slovakia
• $360 billion average debt of Greece until 2020
• $47 billion – Facebook ECONOMIC IMPACT OF MICE • A recent study by Rockport Analytics reaffirmed that government travel for meetings leads to greater productivity and efficiency and found that cancelling government participation in meetings and conferences can actually cost taxpayers more in the end.
• A n Oxford Economics report highlights the industry’s value to businesses, finding that companies that invested more in business travel during the economic downturn grew the fastest. In fact, the report found that every dollar invested in business travel realizes $9.50 in new revenue and produces $2.90 in profits. ECONOMIC IMPACT OF MICE
$1 = $9.50
ROI = 10x ECONOMIC IMPACT OF MICE
• The MICE delegate average values are as follows • The total value of an international association conference delegate over the period of their stay in Ireland is calculated at €1,400. • The total value of an international corporate conference delegate over the period of their stay in Ireland is calculated at €1,150. • The total value of an international attendee at a trade fair/exhibition over the period of their stay in Ireland is calculated at €550. • The total value of an international incentive participant over the period of their stay in Ireland is calculated at €1,350.
The above figures are calculated by combining the out-of-pocket expenditure of the delegates (excluding fares paid for travel to and from Ireland) with the average per delegate logistical costs of hosting the event, for example room hire, AV costs, etc; and are derived from the Business Tourism Monitor and the Survey of Overseas Travellers (SOT) weighted to CSO results. ECONOMIC IMPACT OF MICE
35k 1400 x 35k 49m DESTINATION IMPACT TRENDS DESTINATION KEY TRENDS
ROLE POSITIONS
ENGAGEMENT PARTNERSHIPS
DESTINATION MARKETING AND MANAGEMENT ORGANISATIONS DMO VS. DMMO DESTINATIONS NEXT THE ECM MANIFEST DESTINATION NEXT CVB/DMO/ DMMO
• Destination Marketing Organization to Destination Marketing and Management Organization
• Managing the destination for legacy and locals
• Part of FDI
• Broadcast to Engagement
• Internal & external Partnerships POSITIONING There is a major change in the way destinations create demand with a definite shift away from positioning involving infrastructure (“We have a big convention centre and lots of great hotels”) to claims around knowledge repositories (“We’re a certified Green destination” or “We have expertise in manufacturing”) Martin Sirk ICCA CEO BRANDING
DEFINITION OF A BRAND
A brand is a distinguishing symbol, mark, logo, name, word
Combination of these items that companies use to distinguish their product from others in the market
Legal protection given to a brand name is called a trademark BRAND It is a promise of what a customer will experience when they interact/purchase a product or service BRAND EXTERIOR FEATURES OF A BRAND
Logo
Colour
Style of conversation
Unique signature touches
Sound - accent
Smell – scent
Taste - association S U C E S S F U L BRAND
DOES NOT ONLY TRY TO CHANGE WHAT A PERSON THINKS AND DOES BUT WHAT THEY FEEL IN IT’S PRESENCE RATE MACAU’S POSITION IN THE DESTINATION CRITERIA MATRIX 1 to 10
2. INFRASTRUCTURE
For destinations this’ll mean the range and number of hotel rooms, availability of a dedicated convention center, etc. For venues it’ll mean size, capacity, versatility, flexibility. B. What did we promise?
1. What are the key characteristics and structure of your service and back of house departments and what tactics and techniques can you use to ensure they remain customer focused 2. What are the steps involved in crafting an award winning RFP 3. How to use digital marketing and in particular social media to maintain your profile in the marketplace and ensure your venue is always on the must consider list 4. What are key elements of a ”never lose” site inspection 5. How to create a cooperative community and network of partner suppliers and how to identify ”win-win” strategies for joint promotions 6. How to turn your billing and accounts department into a sales tool for future business Patrick M Delaney- SoolNua
The Landscape of Change. Understanding the forces at work in the fast moving world of the meetings industry
Bologna, 20 giugno 2018 t h e - iceberg.org
“MANY GLOBAL CONVENTION BUREAUS ARE EXPANDING BEYOND THE ROLE OF BROKERS OF BEDS AND MEETING SPACE TO BROKERS OF INNOVATION.” - Rafat Ali Skift Intellectual Capitals
• Research of sectors by cities
• Marketing /advertising / engagement campaigns to
• Showslice appropriate audiences
• Creation of regional collateral to promote pre and post convention tours
• Development of Ambassador Programmes to match vertical sectors BELFAST BELFAST NOT LONDON NOT DUBLIN
• Emerging market leader in cyber security • Queens University is home of • the Centre for Secure Information Technologies • Leading companies have opened up • in the field , Alert logic , Repknight, Proof point, Rapid 7 • The World Cyber Security Technology Research Summit and OWASP { Open Web Application Security Project}conferences Halifax HALIFAX NOT TORONTO
• Worldwide capital of bio magnetic research engineering { brain scanning /MRI } due to St. Marys and Dalhousie Universities
• Siemens, Hitachi, Fujitsu set up research facilities creating 9000 new jobs
• Biomag conference takes place in Halifax L A S V E G A S LAS VEGAS NOT CHICAGO
• World leader in autonomous systems, drone tech and esports of biomagnetic due presence of Cleveland Clinic Lou Ruvo Clinic for Brain Health and University of Las Vegas School of Medicine
• 44% increase in employment with the arrival of innovative companies like Zapos , Switch , Vic West
• CES ,IBM THINK, Adobe Summit conference take place in Las Vegas PARTERSHIPS CO OPERATION / CO OPETITION PARTNERSHIPS
• Industry
• Other destinations
• Personalities
• Other Govt Departments Inward investments
• Universities
• Research Centers
• Brand
B R O A D C A S T to ENGAGEMENT ‘BROADCAST to ENGAGEMENT BROADCAST TO ENGAGEMENT
• Digital Platforms- Instagram Facebook, LinkedIn, video
• Mobile Centric
• Content Focus
• Influencers / Credibility
• Story Telling / Authenticity
DESTINATION S E L E C T I O N CRITERIA INFRASTRUCTURE VALUE
ACCESS
SAFETY
APPEAL
MICE INFRASTRUCTURE FINANCIAL SUPPORT VALUE CHAIN DMC WHAT IS A DMC?
A DMC is a specialist service organisation offering unique local knowledge, expertise, creativity and above all, unrivalled strategic understanding of the global meetings, incentives, conferences and events industry. DMC
• DMC knows where to find experiences in his/her destination that will meet and exceed the high expectations of incentive participants corporate meeting or association delegates
• DMC is the unique, indispensable local channel through which a planner can be sure that an extraordinary { appropriate } experience is delivered
• DMC is the local internet with legs, brains and value PCO WHAT IS A PCO?
A PCO is a company, which specialises in the management of congresses. The company will act as a consultant to the organizing committee or headquarter organisation, enacting its decisions and assisting to fulfil their objectives, whilst utilising the experience and knowledge it has gained over many years in organising events. A RELATIONSHIP DRIVEN ROLE
LOC
Int. City Assoc.
Govern CVB ment PCO
Corporate Stake- Sponsors holders
Delegates THE EVOLVING ROLE OF THE PCO
Commodity Service Consultative Service
On-line registration Strategic planning Abstract Management Meeting design and Housing format Catering Financier Social Programme Delegate interaction Marketing & Crowd sourcing Communication Legacy Project Management Policy change Financial Management Content Sponsorship & Exhibition Corporate partnership Management Membership engagement Use of Technology AGENCY
DMC
HOTEL
85 NAME MACAU’S DESTINATION STAKEHOLDERS GIVE 3 EXAMPLES OF HOW EACH ONE CONTRIBUTES TO DESTINATION SUCCESS BLUE SKY - BRIGHT SUN SELL YOUR TOTAL DESTINATION ENGAGEMENT DESTINATION ACTION PLAN
FUNDAMENTALS OF A CONVENTION BUREAU CONTACT PATRICK
+353 86 242 3091
twitter.com/supergreybeard
instagram.com/supergreybeard
linkedin.com/in/patrickdelaney1820
www.soolnua.com