characteristics of the german corporate meetings market #icca11 monday 24/10/11
DESCRIPTION
Presentation on the Characteristics of the German corporate meetings market by Johanna Fischer from tmf Dialogue Marketing. Held during the 50th ICCA Congress. #icca11 MONDAY 24/10/11TRANSCRIPT
MICE market monitor 2010
Outbound trends in Germany, Austria and SwitzerlandOptions for participation in the research
Characteristics of the German corporate meetings market
Market overview and some best practise
October 24, 2011 – 9 am
ICCA congress in Leipzig
• tmf dialogue marketing & piranha press & pr
• the German-speaking MICE market – an overview
• mmm – MICE market monitor 2011
• Current mood in the market – quick survey Oct 2011
• Best practise: what works when trying to win corporate business from Germany
INDEX
tmf dialogue marketing & piranha press & pr
• Experts in dialogue marketing focusing on international meeting, incentive, congress and event markets and tourism
• We have built a big global business relation network in MICE and tourism
• Helping organisations with PR and marketing communication to media and buyers (corp and associations)
tmf dialogue marketing & piranha press & pr
• tmf dialogue marketing & piranha press & pr
• the German-speaking MICE market – an overview
• mmm – MICE market monitor 2011
• Current mood in the market – quick survey Oct 2011
• Best practise: what works when trying to win corporate business from Germany
INDEX
The German-speaking MICE market
Size of the market
personal contacts of tmf in the market:
Total : ~ 18.700
The German-speaking MICE market
MICE agencies / intermediaries:
62 % Event / advertising agencies 33 % full-service incentive houses 19 % PCOs 15 % tour operators with incentive department 5 % others
The German-speaking MICE market
PCO
Event agency
Travel agency with incentivedepartment
Incentive house
Tour operator
Geographical distribution of the intermediaries with outbound business
in Germany
Source: tmf master database
The German-speaking MICE market
Corporate planners (top 5 sectors):
• banking, finance, insurance
• pharmaceutical, medical, chemical
• electronics/IT
• industrial goods
• automotive sector
The German-speaking MICE market
Source: tmf master database
Industrial goods, producing industry
Communication
Computer, IT
Building Industry
Energy
Services
Automobile
Financial Sector
Consumer goods
Trade
Cosmetics
Pharmaceuticals, chemistry, medicine
Transport sector
Geographical distribution of corporate contacts with outbound business in
Germany
• tmf dialogue marketing & piranha press & pr
• the German-speaking MICE market – an overview
• mmm – MICE market monitor 2011
• Current mood in the market – market survey Oct 2011
• Best practise: what works when trying to win corporate business from Germany
INDEX
mmm – MICE market monitor 2011
Outbound trends in Germany, Austria and Switzerland
mmm – MICE market monitor 2011
• 2011: 8th edition of the annual survey of market trends in Germany
• Since 2006 additional for outbound Austria and Switzerland
• Participants: 480 - MICE agencies/intermediaries and corporate planners with international outbound business
• The only ongoing representative study in this important market
=> Unique piece of market research with essential information for destinations and suppliers of MICE products and services
mmm – MICE market monitor 2011
1 Introduction and sponsors
2 Methodology
3 Composition of sample
4 Results
4.1 Market development
4.1.1 Business development of the past year
4.1.2 Current business development
4.1.3 Demand for European destinations
4.1.4 Demand for long haul destinations
4.1.5 Annual outbound budget
4.2 Market structure
4.2.1 Type of events: split-up
4.2.2 Organisation of events with international
participation
4.2.2.1 Destinations for same events
4.2.2.2 Continents of origin of participants
4.3 Preferred destinations in 2011
4.4 Event planning & sources of information
4.4.1 Social media
4.4.1.1 Use of social networks
4.4.1.2 Use of smartphone apps
4.4.2 Convention bureau services
4.4.2.1 Use of sections/services on websites
4.4.2.2 Requested services of CVB´s
4.5 Trade fairs
4.5.1 Participation in hosted buyers programs
4.5.2 Interest in new trade fairs
4.5.3 Conducting contracts at trade fairs
5 Expert panel discussion
6 Additional survey:
The economic recovery in Germany and its
effects on the meeting and incentive market
7 Conclusions
mmm – MICE market monitor 2011
26
36
35
57
52
53
49
46
46
40
63
59
59
32
39
38
40
47
46
45
11
6
6
11
9
9
11
8
8
15
corporate planners A+CH; n=19
corporate planners D; n=157
corporate planners; n=176
MICE agencies A+CH; n=53
MICE agencies D; n=249
MICE agencies; n=302
Austria/ Switzerland; n=72
Germany; n=406
total 2011; n=478
total 2010; n=436
more events as many events as in 2010 fewer events
Question: How will the order situation this year develop (agencies)/ How is your status of plans this year (corporates) in comparison to last year?
Current business development
mmm – MICE market monitor 2011
-4
-3
-2
-1
0
1
2
3
4
5
2004 2005 2006 2007 2008 2009 2010 2011
Germany Austria/ Switzerland
positive business
development (max:10)
negative business
development (min:-10)
MICE agencies
Corporate planners
Question: How will the order situation this year develop (agencies)/ How is your status of plans this year (corporates) in comparison to last year?
Current business development
Types of events carried out
47%
51%
75%
74%
90%
43%
54%
75%
79%
91%
44%
53%
75%
78%
91%
business travel/ congresses(only booking)
congresses (own event)
other events
incentives
conferences/ meetings
total; n=476
Germany; n=404
Austria/ Switzerland; n=72
Market structure, type of events: split-up
Question: Please indicate the split up of your overall event volume into types of events.
mmm – MICE market monitor 2011
• tmf dialogue marketing & piranha press & pr
• the German-speaking MICE market – an overview
• mmm – MICE market monitor 2011
• Current mood in the market – quick survey Oct 2011
• Best practise: what works when trying to win corporate business from Germany
INDEX
Current mood in the market
Online survey about the current mood in the market -
facts & figures:
• send out to a selection of intermediaries and corporate planners
• period: October 5 – October 11, 2011
• number of participants in the survey: 61
Current mood in the market
n= 61
Question: International debt crisis, weak Euro, uncertainty at the stock markets…. Does the bad mood in the euro zone directly influence your business results?
Current mood in the market
Question: If yes, what are the effects on your business?
n = 26; multiple answers were possible Others: 1 x less participants at events1 x short-term decisions of clients
Current mood in the market
Question: How do you personally presume the business outlook for the next months?
n = 60
Current mood in the market
n=61, multiple answers were possible
Question: which personal communication channels do you preferably use?
Current mood in the market
Social networks used
3%
7%
18%
48%
2%
18%
27%
71%
3%
14%
24%
63%
Others
total; n=480
MI CE agencies; n=304
Corporate planners; n=176
Source: mmm 2011
(multiple answers possible; ranked by total; others: ecademy, Imex, Infonet, InterNations, Lotus Notes, Plaxo, STB, twitter, VP.de, youtube)
Question: Do you use social networks for professional purposes?
• tmf dialogue marketing & piranha press & pr
• the German-speaking MICE market – an overview
• mmm – MICE market monitor 2011
• Current mood in the market – quick survey Oct 2011
• Best practise: what works when trying to win corporate business from Germany
INDEX
Best practise
PR, marketing & brand communication in MICE and tourism as we do it now:
• Newsletters and information campaigns/telemarketing, press releases/mailings
• One-to-one activities: sales calls, roadshows/events, fam trips , tradeshows/ Hosted Buyers, editorial visits, press receptions, press conferences, press trips
• CRM / MRM (relationship management)
• Some social media is used in the industry but opportunistic and fragmented
Best practise
What are some of the challenges for success in marketing& pr?
• How can you add value to your work?
• Nobody has time anymore, everybody is busy
• Too much information and projects at the same time
• Intense competition
• Business ethics
• Less budgets vs more work/higher expectations
• Sustainability vs pressure sales
• Indecisiveness of: destinations, partners, planners, corporates
leads to heavy procedures
Best practise
• There is no substitute for individual relationships
• But getting your /your partners’ stories exposure /coverage in the online media has become a necessity
• ROI and current economic climate forces everybody to create new approach
• With multiple content providers, and the global nature of the online media this can prove to be a challenge
More challenges …..
Best practise
• New technology enables us to distribute and publish relevant news releases and associated content in such a way the audience can easily use and share the content in their own networks
• How can we track the resulting coverage, mentions and bookmarks?
• All this takes a great deal of time and can limit your potential to achieve the best results
Challenges but also opportunities!
Best practise
Conclusion:
A modern PR & marketing mix needs to bridgethe gap between increasing challenges in the market, less available money/time and necessarymanagement of complex information flows
Best practise
Entering a new way by…
…migrating from „traditional“ pr and communicationmethods to „new“ pr and marketing concepts integratingall relevant communication and social media channels.
What the markets need is a combination of:
• CRM/MRM a n d social CRM
• Innovative one-to-one activities • And a new web 2.0 based news management
Learn more about this new concept by attending:
„Being and staying on top of your news! -
The need to migrate from ‘traditional’ PR and marketing to new communication concepts to reach a ‘socially-connected’ audience.”
October 26, 2011 11 am
ICCA congress Leipzig
Best practise
Thank you for your interest!
www.tmf-gmbh.de www.tmf-forum.de@tmf_connect
Johanna Fischer, Managing Director Follow me on Twitter: @johannadialogue