johanna fischer – tmf

February 14, 2011

Matching the demands of international Matching the demands of international buyers – trends & criteria for successfulevents !

presentation & panel discussion johanna fischermanaging directortmf dialogue marketing

INDEX

• tmf dialogue marketing

• Key topics of trends for events in Europe

• Case studies • Case studies

• Results from the online survey

• Criteria of an excellent MICE destination/offer

tmf dialogue marketing

Organisational structures

• 35 employees

• 2 offices in Germany (Munich and Würzburg)

• New: tmf India Mumbai, as of spring 2011• New: tmf India Mumbai, as of spring 2011

• 100 % focus on MICE dialogue marketing:

– Consulting

– Market research

– Brand communication incl. pr /media relations

tmf dialogue marketing

Selection of destination clients

• RESTEC Events Russia

• Singapore Tourism Board

• Spanish Tourist Board (OET

Frankfurt)

• Barcelona CVB

• Berlin CVB

• Costa del Sol CVB

• Emilia Romagna Frankfurt)

• South African Tourism

• Tourism Ireland

• Vienna CVB

• Visit Scotland Business Tourism

Unit

• Zürich Tourismus Kongressbüro

and many more…

• Emilia Romagna

• Expoforum Russia

• Lisbon CVB

• MeetEngland

• Mexico Tourist Board

• Netherlands Board of Tourism &

Conventions

• Norway Convention Bureau

INDEX

• tmf dialogue marketing

• key topics of trends for events in Europe

• Case studies

• Results from the online survey

• Criteria of an excellent MICE destination/offer

Key topics of trends forevents in Europe

• Average duration of events: 3 days; average planning

period: 6 months;

• More direct cooperation with service providers• More direct cooperation with service providers

• Events are becoming shorter and are carried out in

Europe more often than in overseas

• Source: tmf dialogmarketing GmbH

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• Main industries: banking/finance and insurance,

electronics/IT, pharmaceutical/medical/chemical,

automotive sector

• Main criteria for selection of a destination: accessibility, • Main criteria for selection of a destination: accessibility,

value for money, quality of infrastructure, destination is

politically safe

• Main sources of information: internet research, fam

trips, fair visits, personal recommendation

Source: tmf dialogmarketing GmbH 7


• Legal issues/restrictions have increasingly to be

considered

• CSR and green issues: no higher costs accepted for

green alternatives, CSR are additional beneficial reasons

for corporate events, but they are not (yet?) a main for corporate events, but they are not (yet?) a main

reason

• Social media: essential for working with the young

generation (x and y) innovative approach for destination

marketing: viral marketing, blogs

Source: tmf dialogmarketing GmbH

8

INDEX

• tmf dialogmarketing GmbH & piranha presse & pr GmbH


• Case studies

• Results from an online survey

• Criteria of an excellent MICE destination

Event: Teambuilding for an international

construction company „Building an Icehotel together with the locals“ in Alta, Norway in 2008

Participants: 140 (men and women)

Case studyNorthern Europe- Norway -

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Objective: Strengthen the team spirit/ Engagement instead of consumption

Case Study Northern Europe- Scotland -

Event: Teambuilding for Norwegian florists

Participants: 230

Objective: Strengthen the teamspirit

Programme: „Taking the hill“ – battle of the clans,

11

Highland games

Event: Audi R8 International Product Launch in Marbella in February 2009

Participants: 100 during 3 weeks

Objective: Presentation and information on new product features/ brand

Case studySouthern Europe-Spain-

product features/ brand communication/ test driving for international press

12

INDEX



• Case studies

• Results from recent online survey


Recent online survey

Survey about the Czech Republic, Poland, Hungary, Baltic States

and Russia

Details survey German – speaking market:

- Send out to 4.628 contacts (intermediaries and corporate planners )

- Timeline: February 1 – February 7, 2011- Timeline: February 1 – February 7, 2011

- Total of responses: 68

Details survey Benelux and Spanish market:

- Send out to 1.031 contacts (intermediaries and corporate planners)

- Timeline: January 27 – February 7, 2011

- Total of responses: Benelux: 18, Spain: 15


Questions:

• Have you had an event in the Central & Eastern European Countries (Czech Republic, Hungary, Poland, Baltic States and Russia) in the pastthree years?

• If yes, in which country, when did you have the event, what kind ofevent was it, how many pax?

• If no, why did you not have an event so far in this region?

• How interesting are these countries for your future events?

• Which country among the Central & Eastern European Countries is yourtop choice?

• For what kind of event would you consider the region?

• Why is the region not interesting for your future events?

• How do you evaluate the marketing activities of the Czech Republic, Hungary, Poland, the Baltic States and Russia?


Some core messages/results of the study:

Benelux and Spanish buyers seem to be more engaged in the CEE

countries than German-speaking buyers are.

The top three preferred destinations vary in the different surveyed

countries:

• German-speaking market: 1. Czech Republic, 2. Hungary and

3. Baltic States.

• Benelux: 1. Russia, 2. Czech Republic, 3. Hungary/Baltic States

• Spain: 1. Czech Republic, 2. Russia, 3. Hungary.


Favorite type of events:

Incentive trips have been the main type of events that were carried out

by Benelux and Spanish Buyers. In the German-speaking market

meetings are on the top position.

Top choice among these CEE countries: Top choice among these CEE countries:

The top choice country in the German-speaking market is the

Czech Republic. Buyers from Benelux rate the Czech Republic and

the Baltic States as top choice. Spanish buyers have chosen three

countries as top choice: the Czech Republic, Hungary and the

Baltic States.

For more information, please contact us.

INDEX



• Case studies

• Results from an online survey


Criteria of an excellent MICE destination

• high standards for operation and

logistics are expected

• fundamental criteria:

location/accessibility, price, quality of

service, safety, innovationservice, safety, innovation

• planners’ perception often vary from

destination’s own perception of their

image

•keep promises, build trust Source: tmf dialogmarketing GmbH

Criteria of an excellent MICE destination

• modernity and development of the “product” – no

statical approach

• Innovation and originality

Excellence comes from a �� Excellence comes from a

mixture of innovation together

with service

Source: tmf dialogmarketing GmbH

Thank you for your interest!

Johanna Fischer, managing directortmf dialogmarketing GmbH tmf dialogmarketing GmbH Phone: +49-89-330567-60Email: [email protected]

johanna fischer – tmf

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