Cesse 2012 Management Institute - Ajay Bhojwani - Expanding into Global Markets through Meetings
1. Expanding into Global Markets through
Meetings / Events
Ajay Bhojwani
Deputy Managing Director
MCI Middle East
July 2012
In partnership with
2. Agenda
1. Introduction
2. Going Global !
3. Barriers to International Development
4. Localisation is the next Globalisation
5. Case Study Experience
6. Keys to Success
3. My Journey…
Marketer by • University of
Qualification Wollongong, Aus
Over 10 years in
meetings and • With over 5 years in
launching meetings
associations in emerging markets
Industry
• Part of the ME &
India Management
MCI Group Board & lead the
association
business
9. Why Events for a Global Strategy ?
Attracting
larger
Easy A phased
Additional Stronger audiences to
Market outreach to approach to
regional international annual
Research international international
penetration partnerships meetings
members strategy
and
conventions
9
11. Common Barriers
Dependent on regional partnerships & support
Being culturally relevant
Lack of experience and knowledge of regional markets
Local business licensing and operation
Weak regional and local volunteer leadership support
Competing with activities of partner organisations
Focused local / regional marketing and business development
strategy
Local community receptivity to US-based associations
Rising inflation costs
14. It is all about being locally relevant
Delegates don’t want another meeting….they buy an “experience”
to help them find a “solution” to their problem
16. Benefits of regional meetings
Stronger partnerships
Closer to your members
Less financial risk
Shorter lead times
Multiple regions being hit at the same time
Managed by reduced resources
18. International / Regional Events
Factors / Meetings Regional International
Financial Risk Low to Medium Medium to High
Resource Requirement Low High
Dependency on partners High Low
Regional Membership High Low
Service
Partner Competition High Low
Local Relevance High Low
Market Experience High High
Marketing Regional Global
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20. CTBUH
Association dedicated to sharing multi-disciplinary information
on tall buildings and sustainable urban environments and
certifying the world’s tallest building
Membership comprises of organisation membership, individual
membership and affiliated organisation membership
(supporting CTBUH’s initiatives)
Key activities include World Congress, conferences, awards
and several other events
Have witnessed the tallest building graphs move from west to
the east and the gap widening for the same
21. Local Partnerships / Endorsements
Strong committee comprising of their strategic members in
region, government representatives and media personnel
Government endorsement and support
Local stakeholders and opinion leaders involvement in
programme development
Regional sponsors and speakers
Regional organisational partnerships for wider outreach
22. Attendance Strategy
Local committee was strongly involved in driving local
registrations from their organisations as well as key
competitors
Strategic Partners / sponsors were also asked to drive
sponsorship through certain marketing efforts
International members were targeted through web
marketing and direct marketing
A regional sales campaign was run to call key potential
organisations to drive in delegate sales
23. Outreach To Business Multipliers
Corporates
Colleges &
Associations
Universities
Delegate
Acquisition
Ministries Individuals
Government
Entities
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24. Sponsorship Strategy
Focused only on market leaders
Ensured government support and endorsements
Had a local strategy VS international strategy
Ensured sound participation of local organising committee
and their extended reach
Packages focused on driving in delegates in addition to
standard benefits
Defined numbers for each package and exclusivity
25. Regional Marketing Strategy
Region focused direct marketing
Strong regional media partnerships and barters
Channel marketing through regional stakeholders and
sponsors
Dedicated PR strategy
- Regional stories being addressed
- Highlighted the booming local and regional economy
- Inclusion of local partners / sponsors / government
- Brought together 51 journalists at the opening ceremony
26. Results from Congress
One of the highest attended meeting
Excellent government involvement and partnership
Great regional penetration leading to increase in
membership
Building the CTBUH brand in one of the fastest growing
economies in the world
- More than satisfying press coverage
Certifying the world’s tallest tower