20150714 11.45 Delegate boosting

Delegate boosting

ICCA Research, Sales & Marketing ProgrammeTwitter: #RSMP15

Your Faculty

Natasha Joyner

Events Manager

WOF

Mireille Swakhoven

Congress Services

Manager

FIP

Johanna Fischer

Managing Director

tmf dialogue

marketing

Juan José García

DOMS

Barceló Congresos

The works starts

when you won

the bid

New position in CVB’s:

Project Liaison Officer

Delegate

Boosting

Tools


Case Studies

1. Liaising with organisers of the Vancouver

Marathon to secure a VIP speaker to

introduce the event

2. Promoting the destination as a ‘healthy city’

3. Assisting in press coverage and liaising

with local radio and newspapers to raise

awareness of the event

4. Day rates for our congress to allow locals

to attend


Case Studies

1. Stakeholders Roundtables prior to the congress (every

year since Amsterdam 2012)

2. Global Deans Forum for Deans of Faculties of

Pharmacy prior to the congress (every year since Lisbon

2010)

3. Pharmacy Technicians Symposium prior to the congress

(every year since Amsterdam 2012)

Case Study


„Delegate Boosting Ideas“

What can destinations, venues, PCOs contribute to incentivise delegatesand to help promote a congress?

Johanna Fischer, tmf dialogue marketing


…can be used to create a whole different approach to marketing a congress – and it can dramatically

revolutionise how planners communicate with clients or potential attendees.

Traditional congress website content

versus

Innovative congress website content

Social media and content marketing…


Giving support with communication and pr campaigns and

destination presentations for event websites, for social media,

PR and e-marketing

• by providing content marketing service

• by delivering existing destination stories/news

• specific content can be researched and edited

• easy technical solutions can be sponsored to the organisers tointegrate content in their communication environment

How can destination marketers provide a service to help congress organisers?


The support service can go much beyond creating „only“ destination

related inspiration – through integration of information around the

congress‘ topic or focus, interviews with local experts or content

about partner companies, universities, general news etc.

pr and media relations can involve

- Local media

- Case studies for vertical media (on- and offline)

create a

„congress destination information channel“

Relevance of content


1) interactive content for a blog or/and social accounts for interestingnews around the congress topic

2) check, curate and re-distribute the digital channels of venues andhost organisations involved in the congress

3) expert discussions, white papers, interviews, polls or questions assamples for good content in context with a theme or topic.

sample communication can be


The objective is to interact and inspire delegates prior, duringand post congress

objective


Case study

Kia Ora!Here is a case study to show what kind of content a

destination can provide around a congressfor example the

Step one (business opportunity!)

-Create items and branded goods as „icons“ for the congress

- Use illustrations and visuals as much as possible

-Give – aways at the pre-congress presentation

-For purchase on the congress website – together with a selection of special branded goods with a meaning and related to the topic of the congress

Sheep!Sheep!

The conference at a glance

Delegates: 481 delegates from 31 countries

Destination: Rotorua, New Zealand

Date: 18-22 February, 2013

PCO: The Conference Company

Venue: Rotorua Energy Events Centre: capacity 4.000 theatre style or 500 exhibition booths

Accommodation: Millennium Hotel, Sudima Lake Rotorua, PrincessGate Hotel, YHA Rotorua

Domain Knowledge: Agribusiness

40 million sheep (10 for each person) = the highest density of sheep in the world

Accompanying Content

NZ Trade and Enterprise

http://bit.ly/1S5fuuT

#NZstory

http://bit.ly/1S5fuuT

16,000 sheep and beef farms in New Zealand= the world`s largest exporter of lambs

Rotorua Energy Events Centre

About the centre…. And the city and area

Bungee jumping, jet boating, white water rafting, cruising, kayaking, mountain biking

thermal hot spots to view geyseres, mud pools and the effect of sulphur on the local environment

therapeutic mud baths, thermal spas

Maori culture and art, Maori villages, galleries to display Maori painting, sculpture and carving

SPORT MAGIC

HEALTH & WELLNESS LEGACY

Highlights outside theconference rooms:

•„Dinner in the sky“

• Lake Rotorua, geothermal areas andsurrounding hinterlands from high up the sideof Mt Ngongataha


• The informal barbecue at Skyline Rotoruafollowed a thrilling downhill ride on Rotorua`sfamous Luge, a three-wheel cart with a uniquebreaking and steering system


• For an international cultural dinner organiserschose the acclaimed Agrodome, where guestsenjoyed the renowned Agrodome Sheep Show, and learned about breeds of sheep unique toNew Zealand


• The gala dinner in the tranquil beautyof the Spanish Mission-style Blue Baths in thecity`s Government Gardens

• Whakarewarewa Village and cultural show

Same for other business sectors:

Agriculture

Natural products

Clean technologyBiotechnology

Marine Consulting

nature with geothermic uniqueness, lakes and Mountains

About inspiring cities, great convention venues, fantastic restaurants and hang-outs, best food and wines and many more

And about people: locals, scientists, farmers,Restaurants, shops etc.

The Chinese Year of the Sheep

Thank you!

Customised marketing &

PR support

http://www.bma.iccaworld.com/

A New Approach:

The Glasgow Model and the

World Parkinson Congress 2010

Our Challenge: Attract 2,700

delegates from 50 countries

• First time out of USA

• Second congress ever held

• 4 years since first congress

• Unusual delegate profile

• USA delegates 70%

• No membership base

The Glasgow Model: Delivering

for World Parkinson Congress

Teamwork

Marketing

& PR

Financial

Viability

Legacy

The Glasgow Model:

Meeting Objectives

2,700

delegates

The

Glasgow

Model

3,025

delegates

Objective Delivery Result

The Glasgow Model:

Meeting Objectives

50

countries

70

countries

The

Glasgow

Model

Objective Delivery Result


Q & A

Natasha Joyner

Events Manager

WOF

Mireille Swakhoven

Congress Services

Manager

FIP

Johanna Fischer

Managing Director

tmf dialogue

marketing

Juan José García

DOMS

Barceló Congresos


Thank you!

Natasha Joyner

Events Manager

WOF

Mireille Swakhoven

Congress Services

Manager

FIP

Johanna Fischer

Managing Director

tmf dialogue

marketing

Juan José García

DOMS

Barceló Congresos

20150714 11.45 Delegate boosting

Education

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