icca middle east international meetings forum 2016: "teamwork; partnerships; consortia and...

International Congress and Convention Association.

www.iccaworld.com

Eric Bakermans, member ICCA Board DMO Sector________________________________________________________

Director Marketing Meetings & Conventions @ at the Netherlands Board of Tourism & Conventions

Teamwork; partnerships; consortia and networks – why meetings success

requires collaborative thinking and behavior: The Dutch Approach

Content

Something about myself & my organization

Marketing Holland as a Business Events Destination; the Dutch Way

• Who’s Eric?

About myself

Where I live, with whom and what I do outside work

HOUSE

BOAT

This is the wonderful village of Muiderberg

FIELD HOCKEY CLUB

Our sailing boat was not here on this particular day…

This is my family:

And if there’s time left: I like movies!

Where I live, with whom and what I do outside work

‘66

Year of manufacture:

NBTC Holland Marketing is responsible for branding and marketing the Netherlands nationally and internationally.

Using the ‘Holland’ brand, NBTC puts the Netherlands on the map as an attractive destination for holidays, business meetings and conferences.

My organization in numbers:

704

162,1

8 11

The market: how do we define it

Corporate Business Events Market

Association Congress Market

The market: how do we define it

The 9 top sectors are:

• Agro & Food

• Chemicals

• Creative Industry

• Energy

• High Tech Systems and materials

• Life Sciences & Health

• Logistics

• Horticulture and Propagating Stock

• Water

The creation of a strategic partnership

6 partners, 1 goal & variousinstruments to reach that

same target

The creation of a strategic partnership

HOLLAND CONGRES ALLIANCE

HOLLAND CONGRESS ALLIANCE

HOLLAND CONGRES ALLIANCE

HOLLAND CONGRES ALLIANCE

HOLLAND CONGRES ALLIANCE

Corporate Business Events Market

The market: how do we define it (and approach it)

From conceptual design to final visuals

Basic concept: we work for and in an industry where personal exchange of knowledge is key

Mr. Holland =

- Sportive

- Humorous

- Man of the world

- Charming

- Smart

- Warm personality

- Cocky

- Open minded

- Original

- Adventureous

- Punctional

- Reliable

- Hospitable

- Experienced

- Accessible

From conceptual design to final visuals

From conceptual design to final visuals

From conceptual design to final visuals

From conceptual design to final visuals

Meet Mr Holland

The target group is interested in relevance, wants insidetips and is looking for new ideas

The Netherlands (Holland) has an excellent accessibility, diverse, compact and well organized. Holland is made for

meetings.

The Dutch are professional, we speak our languages, easy going, spontaneous, reliable and organized.

Through mr Holland we give the Netherlands a face. A Holland Ambassador who stands for the Netherlands and

what the Netherlands has to offer.

Creative concept

Target Audience

Communication & Design: examples

Communication & Design: examples

Communication & Design: examples

Validation action

Results (incl. reminder)

Reach: 14.309 100 %Openings Rate 2.823 18 %Clickthrough 547 4 %Conversion 501 3,5 %

Validation Actions

Mr Holland | captive audience action at trade shows

And the winner is…

Results:

Reach 501 100 %Opening Rate 368 74 %Number of viewers 324 65 %

Tailormade action for partners

Mr Holland | Themes 2014-2016

From theme to target audience engagement

From theme to target audience engagement

From theme to target audience engagement

Mr Holland | Themes | 2016

Communicationplan 2016

IMEX EU Follow up

20

15

• Social Media

• Press & Pr

• Telemarketing

• E-newsletters

Follow up

Follow up

Follow up

IMEXe-mailing

TMSe-mailing

IMEXe-mailing

EIBTMe-mailing

The Meetings Show

IMEX US

EIBTM

D-Base | Break Down

Active contacts

Campagne Management & Ontwikkeling

32%

Trade Show Marketing13%

Social Media11%

D-Base & RFP handling8%

Strategie6%

Newsletters5%

Telemarketing5%

Website…

Research4%

Advertising3%

Account Management3%

Pers & PR3%

Overig3%

Budget 2015 | € 450.000,-

Partners

44%EZ

56%

Social Media 2015 | Engagement

Social Media 2015 | Followers

1 January 2015 1 December 2015 Increase

Fans on Facebook 922 1323 43 %

Followers Twitter 4111 4529 10 %

Connections LinkedIn 1797 2554 42 %

Connections Google+ 130 187 44 %

Followers Pinterest 247 293 19 %

Followers WP Blog 86 121 41 %

Total 7293 9007 24 %

Newsletters

8 times a year around 15.000 meetingplanners receive thenewsletter. Average opening rate is 10%

Telemarketing targets 2015:

• Evaluation of the campaign

• Updaten and enrichment of the dbase 2733 contacts

• Stimulating RFP’s for the Netherlands. 112 RFP’s

Result:

• 112 RFP’s with economic value of € 14.117.000,-

Telemarketing

Tradeshows 2014/2015

Visitors Holland Stand 2014 Visitors Holland Stand 2015

Partner Engagement

Partner Engagement

Partner Engagement

Partnership 2016 Premium

€ 20.000

Advanced

€ 10.000Basic

€ 4.250

Mr Holland campaign

Mini-campaign

Visibility on www.meetmrholland.com

Social Media

●●●

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●●

●●

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--

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Financial advantages

Participation at Trade Shows for business events (IMEX, IBTM)

Free KLM tickets for Site Inspections

15%

●●●

15%

●●

15%

●

Research

M&C Market Scan 2016

Bid Wins Calendar

yes

yes

yes

yes

Yes

Yes

Network

Partnermeeting (2)

Expertmeeting

2x

1x

2x

1x

2x

--

Promotion Tools

Holland Toolkit

Access to Holland Image bank

yes

yes

yes

yes

yes

yes

Represenation

Leadmediation

Representation during Trade Shows

Visibility during Holland Presentations

Press

yes

yes

●●●

Ja

yes

yes

●●

Ja

Yes

yes

--

Online

Company presentation on holland.com/meetings

Presentation meeting deals op holland.com/meetings

Presentation on Holland Site Selector

Visibilty 3rd party platforms

M&C Newsletter

yes

●●●

yes

yes

yes

yes

●●

yes

yes

yes

yes

●

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--

--

Possibilities to create tailor made activities y y y

Partner Engagement | What does it all cost?

Take away/what do our partners want?

Take away/what do our partners want?

Take away/what do our partners want?

cannot be copied!

Take away/what do our partners want?

International Congress and Convention Association.

www.iccaworld.com

QUESTIONS?