setting up an ambassador programme and start winning business opportunities joaquin miranda carolina...

SETTING UP AN AMBASSADOR PROGRAMME AND START WINNING

BUSINESS OPPORTUNITIES

Joaquin MirandaCarolina García

Gijón Convention Bureau

11th ICCRM

Seville, Spain

7-9 July 2005www.iccaworld.com

11th ICCRM, Seville, 2005

• SETTING UP AN AMBASSADOR PROGRAMME AND START WINNING BUSINESS OPPORTUNITIES

Our reasons for having an ambassador programme

1 To increase the number of meetings

2 To predetermine medium and long term activities

3 To be in the best position to face our most direct competition

4 To smash preconceptions about our town

5 To increase the self esteem of our professionals



Reasons for having an ambassador programme

6 So you know exactly where Gijon is on the map ……..

SOME DATA

Asturias, the region:

10.000 sq. Km.

1.075.000 inhabitans



THE TOWNS

•Gijón: 300.000 inhabitants

•Oviedo: 200.000 inhabitants

25 mn. From Gijón

•Avilés: 100.000 inhabitants

25 mn. away



What makes things tricky?

• Gijón is not the regional capital

• It has neither the historical fame nor the architectural prestige of its neighbouring town

• It has not been the cradle of Asturian University

• The shadow of our recent industrial past

• The eternal comparison with the regional capital


• SETTING UP AN AMBASSADOR PROGRAMME AND START WINNING BUSINESS OPPORTUNITIESWhat do we have up our sleeve?

• Gijón is a 2000 year Roman Town

• That has gone through a breathtaking urban transformation

• With outstanding natural outskirts

• A large number of professionals with a sound national or international reputation

• It is an established host for many international cultural events



It is Gijón. It is

another world

DVD

Even if different approaches towards the ambassadors had been taken before, The Gijón Ambassador Programme was properly established in 2004. The are 3 main strategic areas of work:

• Identifying ambassadors

• Establishing and extending permanent relationships

• Showcasing of the new city venues and specialized services


• SETTING UP AN AMBASSADOR PROGRAMME


IDENTIFYING AMBASSADORS

Previous approaches (1994-2004)

First approach (2004-05)

• Presentations in town

Second approach (2006-07)

• Regional Presentations

• Presentations: a way of saving time • How to select the right guests?

• Using pre-established local networks

• How to succeed in encouraging the guests to attend the presentation?

• Why extra regional presentations?




CASE 1.- Presentation to the medical professionals working in Gijón

The previous idea


• To get the main town hospital manager involved in the project

• To use the right arguments to convince him • Contribute to local development• Increase the profile of his institution• Show the professional standing of the staff• Offer them the free services of the CB

• Design an in-house presentation during working hours



The final presentation


• An invitation letter addressed to the medical professionals of the three hospitals in town

• A selection done by the hospitals managers

• The choice of coming alone or with the person they choose


The final presentation


• An evening event organized in the most recent tourist attraction in town: The Botanical Gardens• A formal welcoming by the tourist councillor• A nocturnal guided tour of the gardens• and…. A special party for them in one of the most exclusive venues in the Gardens core



ResultsSent invitations: 116

Event diffusion: • Free coverage by the local press and media

• The event was well talked over during the next days in the hospitals


Guest welcomed: 56 (48%)


Results

BUSINESS OPPORTUNITIES:

• For Gijón X

• For CB Members

• For Gijón Convention Bureau


• Booking of the venue• Botanical Garden included in Conference social programmes• Booking of the Jazz Band……

• New relationships• Data base improved• More services offered


IDENTIFYING AMBASSADORSCASE 2.- Presentation to the University local

colleges

Different public, different draw backs…

THE ASTURIAS UNIVERSITY

In the capital: * The Principal Office

* 21 colleges * the oldest ones In Gijón:* 8 colleges *The Engineering and technological studies


IDENTIFYING AMBASSADORSCASE 2.- Presentation to the University local

colleges

Different public, different drawbacks…

THE NATIONAL OPEN UNIVERSITY CENTER IN ASTURIAS

In Gijón: * The Principal Office * The tutorial centre

Sorting out the tricky aspects…

• Analysing the technical professors profile• Finding more about the open university tutors



• Involving the colleges chairmen/women

• Professors selected by the chairmen/women

• Organising an evening event

CASE 2.- Presentation to the University local colleges

Taking advantage of the past experience…




• A first e-mail invitation • A more formal invitation addressed by the local authority

• A follow up trough the phone

• A more personalized welcome at the presentation

Improving our strategies …


Results

• For Gijón

• For Gijón Convention Bureau

•For CB Members

Three conference proposals to be presented in medium term


Sent invitations: 63

Guests welcomed: 40 (63%)

Professors: 34 (54%)BUSINESS OPPORTUNITIES:

Key contacts made to approach regional presentations

New enquiries made to the event suppliers

• What ideas did we reinforce?

• To be where our potential ambassadors are

• To use pre-established networking

• The effect of helping them to discover their own town

• The helpfulness of being backed by local authorities

• The time that a successful presentation can save





• What have we learned?

• That ambassadors can help to extend the networking

• The need of taking in account the specific conditions of each destination


Previous approaches (1994-2004)

• Giving them a full “menu of services”

First step (2004)

• Giving full publicity to the assistance they can get

• Establishing the annual awards

Second period (2005-07)

• Implementing the annual party

ESTABLISHING AND EXTENDINGRELATIONSHIPS



“Menu of services”

• Free expert advice selecting venues and accommodation

• Guidance in the choice of social and cultural programmes

• Support in preparing a detailed proposal document for the selection committee

• Free audiovisual and graphical material for a bid presentation on Gijón


ESTABLISHING AND EXTENDINGRELATIONSHIPS“Menu of services”

• Availability of staff members to support the presentation

• Co-ordinate and finance a site inspection on behalf of the decision-making committee

• Provide promotional support to encourage maximum attendance

• Free delegate literature for welcome packs

• Sponsorship of the conference if needed



• Giving the old ambassadors full support when introduce new ones to us

• Keeping in contact in specific celebrations

• Using their testimonials as a marketing tool

• Following up their professional and social careers

And more….



• Promoting public acknowledgment of the important role they play:

The annual award party

• Established in 2004

• Hosted by the local authorities

• Sponsored by our private partners



The annual award party

• Awards given: 3

• Values considered in 2004:

• The pioneer spirit

• The contribution to international projection of the town

• The altruist and foreseeing proposal of the biggest conference held in the region



The annual award party: the recent past

• The Venue: the Congress hall

• The Guests: • the awards winners and their families• some of the local ambassadors• the convention bureau members

• The Hosts: • the lady mayor• the private representatives of the Convention bureau members



The annual award party: the recent past

• The event:• A formal ceremony• A more informal cocktail

• The communication of the event:• Paid special articles in the local paper• Special advertisements in the regional papers • Free coverage of the event



The annual award party: the future

• The Venues:• Showcasing the different options in Town

• The event:• A formal ceremony• An occasion for the winners to explain their experience• An special event offered exclusively for them• An opportunity for socializing and exchange impressions



The annual award party: the future

• Values to be considered:

• The quality importance of the conference, not only the number of delegates.

• The permanent contribution to the town being able to bring different conferences through the years.

• Their international reputation

• What ideas did we reinforce?

• The usefulness of increasing our professionals self-esteem

• How they can contribute to extend the networking and arise more business opportunities

• The important effect of helping them to discover their own town



• What have we learned?

• The convenience of getting a bigger contribution by the private companies

• The usefulness of an ambassador programmeeven for increasing the number of members in the convention bureau




Gijón Convention Bureau

www.gijon.info

setting up an ambassador programme and start winning business opportunities joaquin miranda carolina...

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