ppp – thconventa challenge of success
TRANSCRIPT
PPP – THE WAY WE SET AN EXAMPLEPPP – THE WAY WE SET AN EXAMPLE
CASE STUDIE: CONVENTA CHALLENGE OF SUCCESSCASE STUDIE: CONVENTA CHALLENGE OF SUCCESS
Gorazd Čad, GO®MICE d.o.o. Miha Kovačič, Slovenian Convention Bureau
PPP - DRIVEN BY SYNERGY
Synergy (from the Greek syn-ergos, συνεργός meaning working together) is the term used to describe a situation where different entities cooperate advantageously for a final outcome. Simply defined, it means that the whole is greater than the sum of the individual parts. Although the whole will be greater than each individual part, this is not the concept of synergy. If used in a business application it means that teamwork will produce an overall better result than if each person was working toward the same goal individually.
Source: Wikipedia
PUBLIC SECTOR PUBLIC SECTOR
PRIVATE SECTORPRIVATE SECTOR
EXPECTS ACCESS TO THE PROFESSIONAL COMPETENCES EXPECTS ACCESS TO THE PROFESSIONAL COMPETENCES AND CAPACITIES OF PRIVATE SECTOR AND CAPACITIES OF PRIVATE SECTOR
EXPECTS PROFESSIONAL REALIZATION OF PROJECTS EXPECTS PROFESSIONAL REALIZATION OF PROJECTS
PUBLIC AND PRIVATE SECTOR EXPECTATIONS
EXPECTS ACCESS TO LOCAL AND INTERNATIONAL EXPECTS ACCESS TO LOCAL AND INTERNATIONAL AUTHORITIES AUTHORITIES
RISK FREE + COST CUTTING PROJECT IMPLEMENTATION RISK FREE + COST CUTTING PROJECT IMPLEMENTATION
GOOD WEATHER PROJECTS
INCREASE MARKET SHARE
ICCA Database 2008:40. Slovenia (43 events) 55. Serbia (20 events)
GROW ECONOMIC IMPACT
IMPROVE ROI
INCREAS EFFICIENCY
DO MORE WITH LESS
21 AND 22 JANUARY 2010 LJUBLJANA EXHIBITION AND PUBLIC AND PRIVATE SECTOR SHARE COMMON GOALS
MORE EFFECIENT MARKETING
CONNECT WITH CLIENTS
MEETINGS IN SLOVENIA - BACKGROUND
CONFERENCE DELEGATES CONFERENCE DELEGATES THEIR CUSTOMS AND THEIR CUSTOMS AND
EXPENDITURESEXPENDITURES
Survey based on face-to-face interview on representative sample of 524 conference
delegates in Ljubljana, 2008
PROFILE OF MEETING PARTICIPANTS IN LJUBLJANA
-------------------------------------------------------------------------------------------------------------61%61% 30 – 41 years old 30 – 41 years old AGE OF PARTICIPANTS
-------------------------------------------------------------------------------------------------------------84,1% 84,1% EUROPEEUROPE COUNTRY OF ORIGIN
-------------------------------------------------------------------------------------------------------------54,5% 54,5% MASTER DEGREEMASTER DEGREE LEVEL OF EDUCATION
------------------------------------------------------------------------------------------------------------63,4%63,4% PRIVATE SECTORPRIVATE SECTOR EMPLOYMENT
------------------------------------------------------------------------------------------------------------
MOTIVE FOR ATTENDANCE
RANK-------------------------------------------------------------------------------------------------------------
4,174,17 NETWORKING -------------------------------------------------------------------------------------------------------------
3,91 3,91 PROFESSIONAL EDUCATION AND TRAINING-------------------------------------------------------------------------------------------------------------
3,383,38 SECURITY ------------------------------------------------------------------------------------------------------------
3,203,20 RECOMMENDATIONS------------------------------------------------------------------------------------------------------------
2,922,92 QUALITY AND PRICE OF ACCOMODATION -----------------------------------------------------------------------------------------------------------
2,772,77 ACCESSIBILITY------------------------------------------------------------------------------------------------------------
2,612,61 DESTINATION ADDITIONAL OFFER -------------------------------------------------------------------------------------------------
CHARACTERISTICS OF MEETINGS
-------------------------------------------------------------------------------------------------------------1-3 events (76%)1-3 events (76%) NUMBER OF MEETINGS PER YEAR
-------------------------------------------------------------------------------------------------------------3,03 days 3,03 days LENGHT OF STAY
-------------------------------------------------------------------------------------------------------------45,1% never (if 1-2 days)45,1% never (if 1-2 days) EXTENSION OF STAY
------------------------------------------------------------------------------------------------------------71%71% Congress Centre Congress Centre TYPE OF CONFERENCE VENUES
------------------------------------------------------------------------------------------------------------
EXPENDITURE
-------------------------------------------------------------------------------------------------------------2.350 €2.350 € EXPENDITURE DURING THREE-DAY INTERNATIONAL
MEETING -------------------------------------------------------------------------------------------------------------
Do 999 €
1000-1999 €
2000-2999 €
3000-3999 €
4000-4999 €
V eč ko t 5000 €
0% 5% 10% 15% 20% 25% 30% 35% 40%
7%
30%
35%
14%
8%
7%
EXPENDITURE
Average expenditure during 3-day conferenceAverage expenditure during 3-day conference
REGISTRATION FEE 713,9 €
TRANSPORT TO DESTINATION 614,4 €
ACCOMODATION 441,5 €
FOOD AND BEVERAGE 164,4 €
PERSONAL EXPENDITURES 133,5 €
TRANSPORT AT DESTINATION 77,6 €
TRIPS 50,6 €
ENTERTAINMENT 50,3 €
CULTURE 19,9 €
ACCOMODATIONACCOMODATIONMICE:147,17€ / LEISURE: 84,96€MICE:147,17€ / LEISURE: 84,96€
FOOD AND BEVERAGE FOOD AND BEVERAGE MICE:54,80€ / LEISURE: 23,26MICE:54,80€ / LEISURE: 23,26€€
PERSONAL EXPENDITURESPERSONAL EXPENDITURES MICE:44,50€ / LEISURE: 21,80€MICE:44,50€ / LEISURE: 21,80€
TRANSPORT AT DESTINATIONTRANSPORT AT DESTINATION MICE:25,87€ / LEISURE: 10,84€MICE:25,87€ / LEISURE: 10,84€
Source: Survey – Expenditures of foreign tourist in Ljubljana, MIT, 2008 Source: Survey – Expenditures of foreign tourist in Ljubljana, MIT, 2008
73 % more73 % more
135 % more135 % more
104 % more104 % more
Meetings participants spend more than leisure:
LEISURE vs MEETINGS GUEST IN LJUBLJANA
139 % more139 % more
COMPETITION BETWEEN DESTINATIONS IS FIERCE
So we need new and proactive approach to marketing!
HOW TO SUCCEED
RESEARCHRESEARCH SELECTIONSELECTION LOCAL CONTACTLOCAL CONTACT
CONCEPTCONCEPTBIDBIDLOBBYINGLOBBYING
CONTRACTCONTRACT
RESULTS WILL NOT COME OVERNIGHT
RESULTS WILL NOT COME OVERNIGHT
CREATE AND SHARE VISIONCREATE AND SHARE VISION
START-UP PROPERLY START-UP PROPERLY
UNDERSTAND AND LISTEN PARTNERSUNDERSTAND AND LISTEN PARTNERS
BE CLEAR ON THE RISKSBE CLEAR ON THE RISKS
COMMUNICATE OFTEN COMMUNICATE OFTEN
BUILD TRUST BUILD TRUST
CASE 1
APIMEDICA & APIQUALITY APIMEDICA & APIQUALITY 20102010
PRACTICAL EXAMPLE OF CO-OPERATIVE TRADE MARKETING
800 international participants of the Forum
10.000 daily visitors (beekeepers)
5.000 daily visitors (general public)
200 exhibitors at API EXPO (3.000 m2 nett exhibition space)
budget 750.000 – 980.000 €
CO-OPERATIVE TRADE MARKETING PPP
SLOVENIAN CONVENTION BUREAU AND GO.MICE
COLLABORATE IN THE PROMOTION AND BIDDING FOR THE CONGRESS!
• BID SUPPORT • CONVENTA + FAM TRIP• PR + MARKETING• ON-SITE BID SUPPORT
CO-OPERATIVE TRADE MARKETING
CASE 2
APIMONDIA APIMONDIA
CASE 2
APIMONDIA APIMONDIA
CASE 2
APIMONDIA APIMONDIA
COMPETITON BETWEEN DESTINATIONS IS FIERCE
EXAMPLE: BID FOR APIMONDIA 2013 ------------------------------------------------------------------------------------------------- UKRAINE, Kiev (won the bid with support of Mr. V. Yuschenko)------------------------------------------------------------------------------------------------------------- HUNGARY, Budapest ------------------------------------------------------------------------------------------------------------- TURKEY, Istanbul ------------------------------------------------------------------------------------------------------------- ITALY, Verona ------------------------------------------------------------------------------------------------------------- SPAIN, ------------------------------------------------------------------------------------------------------------- BULGARIA, Sofia --------------------------------------------------------------------------------------------------
COOPERATIVE MARKETING
CONVENTA, MEETINGS AND INCENTIVE TRAVEL SHOW FOR THE SOUTH-EAST EUROPE
CONVENTA, MEETINGS AND INCENTIVE TRAVEL SHOW FOR THE SOUTH-EAST EUROPE
CONVENTA, MEETINGS AND INCENTIVE TRAVEL SHOW FOR THE SOUTH-EAST EUROPE
WHY SOUTH-EAST EUROPE?
CONVENTA, MEETINGS AND INCENTIVE TRAVEL SHOW FOR THE SOUTH-EAST EUROPE
Kongres Conventa.flv Paul Cunningham Interview l Kongres magazine @ Conventa.flv
-NEW-REGION-DIFFERENT BUT COMMON USP’S
-SYNERGY-INCREASE MARKET SHARE-ENTER NEW MARKETS/CONTINENTS-EDUCATION-RESEARCH & DEVELOPMENT
CONVENTA, MEETINGS AND INCENTIVE TRAVEL SHOW FOR THE SOUTH-EAST EUROPE
WHY PPP?
CONVENTA, MEETINGS AND INCENTIVE TRAVEL SHOW FOR THE SOUTH-EAST EUROPE
PUBLIC SECTOR
CONVENTION BUREAUS
CONVENTA, MEETINGS AND INCENTIVE TRAVEL SHOW FOR THE SOUTH-EAST EUROPE
Croatian Convention Bureau (20+ years)Slovenian Convention Bureau (5 years)Serbia Convention Bureau (2 years)Montenegro Convention Bureau (1 years)Macedonia Convention Bureau (?)…
CONVENTA, MEETINGS AND INCENTIVE TRAVEL SHOW FOR THE SOUTH-EAST EUROPE
PRIVATE SECTOR
MEETINGS INDUSTRY SUPPLIERS
CONVENTA, MEETINGS AND INCENTIVE TRAVEL SHOW FOR THE SOUTH-EAST EUROPE
-Convention Centres-Convention Hotels-PCO’s-DMC’s-Incentive & Teambuilding providers-Airlines & Transportation companies-Caterers, Technology providers, etc.
CONVENTA, MEETINGS AND INCENTIVE TRAVEL SHOW FOR THE SOUTH-EAST EUROPE
PUBLIC SECTOR +
PRIVATE SECTOR =
SUCCESS
CONVENTA, MEETINGS AND INCENTIVE TRAVEL SHOW FOR THE SOUTH-EAST EUROPE
FEEDBACK 2009
EXPECTATIONS: ABSOLUTELY YES 83 % BUYERS, 88 % EXHIBITORS
WOULD YOU SUGGEST CONVENTA TO COLLEAGUES AND FRIENDS?
YES, 81 %
CONVENTA, MEETINGS AND INCENTIVE TRAVEL SHOW FOR THE SOUTH-EAST EUROPE
21 – 22 JANUAR 2010