Working with an Association Management Company (AMC)
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Working with an Association Management Company (AMC)
Idoia Rodés TorrónteguiMichele Sanvictores
11th ICCRM
Seville, Spain
7-9 July 2005
www.iccaworld.com
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11th ICCRM, Seville, 2005
• Agenda
1 About Idoia Rodés & Michele Sanvictores2 What is an AMC?
• Types of AMCs, clients, meetings• MCI’s AMC structure
3 The conference activity within an AMC 4 How does this relate to suppliers?5 2 case studies 6 Lessons learnt: from basics to
understanding the supply chain7 Q & A
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11th ICCRM, Seville, 2005
About us: Idoia Rodés, CMM
• Spanish Belgium since 1996
• UB: Masters in Economics
• 94-95: Meeting Planner (Madrid) (Medical Assoc.)
• 97-2000: Meeting Planner (Brussels) (Medical Assoc.)
• Since 2000 : MCIFocus
Associations Meeting Management Managing 15 Staff in Conference
Division
(35 meetings annually)
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11th ICCRM, Seville, 2005
About us: Michele Sanvictores
• American Belgium since 2000
• Education: Degrees in Finance and Marketing
• 1994-1999: Marketing & Communications in Corporate Sector
• 1999-2002: Marketing & Communications in Association Sector
• 2002-Present: Business Development & Special Projects in Association Sector
• With MCI since April 2003
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11th ICCRM, Seville, 2005
• Agenda
1 About Idoia Rodés & Michele Sanvictores2 What is an AMC?
• Types of AMCs, clients, meetings3 The conference activity within an AMC 4 How does this relate to suppliers?5 2 case studies 6 Lessons learnt: from basics to
understanding the supply chain7 Q & A
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Definition of an Association:
Two or more entities with a shared objective
11th ICCRM, Seville, 2005
Quick Overview of Basics
Types of Associations:
a) Leisureb) Cause-orientedc) Businessd) Virtual
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Trade Associations:
Company Members, Represent Interest of an Industry
11th ICCRM, Seville, 2005
The “Business” Association
Activities:
a) Lobbyb) Standards Settingc) Promotiond) Education
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Professional Associations:Individual Members, Represent interest of people or profession
11th ICCRM, Seville, 2005
The “Business” Association
Activities:a) Educationb) Certificationc) Networking
Other Professional Groups:User Groups, Federations
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11th ICCRM, Seville, 2005
What is an AMC
• A firm of skilled professionals
– Provides management expertise, cost-effective services and flexible solutions
– Provides centralised office
• Several types of AMCs
– Specialty focus (only healthcare, only technical)– Different management models
– Administrative vs Strategic– Allocation of Resources/Dept Structures– MCI’s focus: strategy and added value
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MCI Structure
MDMD
Talent Talent FacilitiesFacilities ITITAccountingAccounting
ConferenceConference
PCO
EventsProgram Mgt.
Exhibition
StrategyRegist. & Housing
Assn MgmtAssn Mgmt
Membership/ Certification
Sales
ExecutiveFinance/ Systems
CommunityGovernment Affairs
Mktg.& CommMktg.& Comm
DesignMktg &
PR
Web/
e-solutionsContent
Print Prod.Comms
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11th ICCRM, Seville, 2005
AMC and/vs. PCO
AMC goes beyond PCO characteristics:
• Long term perspective• Integrate Conference in other Association
activities• Active involvement in Programme
Development• Finances through accounts of the clients• Values:
– Pro-activity (you are the client)– Transparency– Integrity
„What is good for the Client is good for us“
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Merger of Large AMC and Large PCO
Why:•Access to more potential clients•Enhanced internal systems •Cross-fertilisation of resources•Increased Buying Power•Build long term relationships Proof of Success:
•Clients only looking for combined AMC/PCO solution•Depth of resources•New contracts signed
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ISN: International Society of Nephrology
• 8000+ members • 3 types of events
Forefronts in Nephrology Bench-to-Bedside WCN
• AMC: MCI Brussels office• PCO: MCI Geneva office
11th ICCRM, Seville, 2005
Client use of AMC and PCO services
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ISN: International Society of Nephrology
11th ICCRM, Seville, 2005
How the AMC works for ISN
AMC
Executive DirectorMarcomDir.
ConfDir.
Bench to Bedside
ForefrontsWorld
Congress
(AMC) (AMC) (AMC+ PCO)
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Sampling of Clients
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11th ICCRM, Seville, 2005
• Agenda
1 About Idoia Rodés & Michele Sanvictores2 What is an AMC?
• Types of AMCs, clients, meetings3 The conference activity within an AMC 4 How does this relate to suppliers?5 2 case studies 6 Lessons learnt: from basics to
understanding the supply chain7 Q & A
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A team of 15 staff organising conferences
(35/year) for our associations
all over the world
The conference activity within an AMC
Who We Are
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Programme ManagementRegistration ManagementConference Management(Logistics & Finances)
Strategic Analysis
Areas of Expertise
The conference activity within an AMC
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We understand conferences are a tool for associations to help them
follow their vision and achieve their mission.
Conferences are part of the
association’s life cycle.
Our Drive
The conference activity within an AMC
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Our Added Value
– Cross-fertilisation
– Strategic Advice
– Long-Term Relationships
– Buying Power
– High Experience Working with Volunteers
The conference activity within an AMC
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11th ICCRM, Seville, 2005
• Agenda
1 About Idoia Rodés & Michele Sanvictores2 What is an AMC?
• Types of AMCs, clients, meetings3 The conference activity within an AMC 4 How does this relate to suppliers?5 2 case studies 6 Lessons learnt: from basics to
understanding the supply chain7 Q & A
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Model 1
11th ICCRM, Seville, 2005
How does this relate to suppliers?
AssociationsAssociations
Suppliers
CVB, Hotels, Convention
centres, PCOs, DMCs
Suppliers
CVB, Hotels, Convention
centres, PCOs, DMCs
Conferences & Congresses
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Model 2
11th ICCRM, Seville, 2005
How does this relate to suppliers?
AMCAMC
Suppliers
CVB, Hotels, Convention
centres, PCOs, DMCs
Suppliers
CVB, Hotels, Convention
centres, PCOs, DMCs
Conferences & Congresses
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Differences between Model 1 & 2:
• Professional staff vs volunteers
• Efficiency: getting the right questions and answers
• Long-term view
• Multiplying leads
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How does this relate to suppliers?
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11th ICCRM, Seville, 2005
• Agenda
1 About Idoia Rodés & Michele Sanvictores2 What is an AMC?
• Types of AMCs, clients, meetings3 The conference activity within an AMC 4 How does this relate to suppliers?5 2 case studies 6 Lessons learnt: from basics to
understanding the supply chain7 Q & A
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2 clients: ESCP and ASME
• MCI manages these 2 clients.• Purpose of the exercise is for you to
think what is the best approach to sell your destination/property.
• Each table will look at one case study.• At the end of the exercise a
spokesperson will summarise their discussion.
• Brief presentation on the 2 clients follows (copy on your table)
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Case studies
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About ESCP: European Society of Clinical Pharmacy
• 1000 members from all over Europe• 2 events/year (Spring Conference and
Annual Symposium in the fall)• Goals of their conferences:
educational, networking and internal business (GA)
• Past conferences specified on the sheet
• Meeting specs on the sheet
11th ICCRM, Seville, 2005
Case studies
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About ASME: American Society of Mechanical Engineers
• 120,000 members worldwide• 50 events/year; 15 in Europe• Goals of their conferences:
educational and networking • Past conferences specified on the
sheet• Meeting specs on the sheet
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Case studies
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11th ICCRM, Seville, 2005
• Agenda
1 About Idoia Rodés & Michele Sanvictores2 What is an AMC?
• Types of AMCs, clients, meetings3 The conference activity within an AMC 4 How does this relate to suppliers?5 2 case studies 6 Lessons learnt: from basics to
understanding the supply chain7 Q & A
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It is all about common sense you will think….
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Lessons learnt
…but reality shows it is not always the case.
Demographics AccessibilityRotationResearchRelationship building
(pre, on-site, post)
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Trends
1. Conferences = a key source of non-dues
revenue
2. Sophistication of sponsorship model
3. Bid process is changing
4. Centralisation
5. Conferences are a strategic tool for
associations
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Lessons learnt
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The ideal relationship
1. Know your prospect
2. Keep the momentum
3. Lobby locally (but follow the right procedure)
4. Focus on your strengths but acknowledge
your weaknesses
5. Smart selling
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Lessons learnt
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11th ICCRM, Seville, 2005
Typical Client Congresses
Sector: Business Solutions Europe, Asia and Latin America (600+ pax)
Sector: TransportationWorldwide (600-850)
Sector: HealthcareRegional Congresses (1,500 pax)Worldwide Congresses (4,500 pax)
Sector: HealthcareEMEA Congresses (2,500-3,000 pax)
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11th ICCRM, Seville, 2005
Q & A
Idoia Rodés-Torróntegui [email protected]
Michele Sanvictores [email protected]
Thank you