PPP – THE WAY WE SET AN EXAMPLEPPP – THE WAY WE SET AN EXAMPLE

CASE STUDIE: CONVENTA CHALLENGE OF SUCCESSCASE STUDIE: CONVENTA CHALLENGE OF SUCCESS

Gorazd Čad, GO®MICE d.o.o. Miha Kovačič, Slovenian Convention Bureau

PPP - DRIVEN BY SYNERGY

Synergy (from the Greek syn-ergos, συνεργός meaning working together) is the term used to describe a situation where different entities cooperate advantageously for a final outcome. Simply defined, it means that the whole is greater than the sum of the individual parts. Although the whole will be greater than each individual part, this is not the concept of synergy. If used in a business application it means that teamwork will produce an overall better result than if each person was working toward the same goal individually.

Source: Wikipedia

PUBLIC SECTOR PUBLIC SECTOR

PRIVATE SECTORPRIVATE SECTOR

EXPECTS ACCESS TO THE PROFESSIONAL COMPETENCES EXPECTS ACCESS TO THE PROFESSIONAL COMPETENCES AND CAPACITIES OF PRIVATE SECTOR AND CAPACITIES OF PRIVATE SECTOR

EXPECTS PROFESSIONAL REALIZATION OF PROJECTS EXPECTS PROFESSIONAL REALIZATION OF PROJECTS

PUBLIC AND PRIVATE SECTOR EXPECTATIONS

EXPECTS ACCESS TO LOCAL AND INTERNATIONAL EXPECTS ACCESS TO LOCAL AND INTERNATIONAL AUTHORITIES AUTHORITIES

RISK FREE + COST CUTTING PROJECT IMPLEMENTATION RISK FREE + COST CUTTING PROJECT IMPLEMENTATION

GOOD WEATHER PROJECTS

INCREASE MARKET SHARE

ICCA Database 2008:40. Slovenia (43 events) 55. Serbia (20 events)

GROW ECONOMIC IMPACT

IMPROVE ROI

INCREAS EFFICIENCY

DO MORE WITH LESS

21 AND 22 JANUARY 2010 LJUBLJANA EXHIBITION AND PUBLIC AND PRIVATE SECTOR SHARE COMMON GOALS

MORE EFFECIENT MARKETING

CONNECT WITH CLIENTS

MEETINGS IN SLOVENIA - BACKGROUND

CONFERENCE DELEGATES CONFERENCE DELEGATES THEIR CUSTOMS AND THEIR CUSTOMS AND

EXPENDITURESEXPENDITURES

Survey based on face-to-face interview on representative sample of 524 conference

delegates in Ljubljana, 2008

PROFILE OF MEETING PARTICIPANTS IN LJUBLJANA

-------------------------------------------------------------------------------------------------------------61%61% 30 – 41 years old 30 – 41 years old AGE OF PARTICIPANTS

-------------------------------------------------------------------------------------------------------------84,1% 84,1% EUROPEEUROPE COUNTRY OF ORIGIN

-------------------------------------------------------------------------------------------------------------54,5% 54,5% MASTER DEGREEMASTER DEGREE LEVEL OF EDUCATION

------------------------------------------------------------------------------------------------------------63,4%63,4% PRIVATE SECTORPRIVATE SECTOR EMPLOYMENT

------------------------------------------------------------------------------------------------------------

MOTIVE FOR ATTENDANCE

RANK-------------------------------------------------------------------------------------------------------------

4,174,17 NETWORKING -------------------------------------------------------------------------------------------------------------

3,91 3,91 PROFESSIONAL EDUCATION AND TRAINING-------------------------------------------------------------------------------------------------------------

3,383,38 SECURITY ------------------------------------------------------------------------------------------------------------

3,203,20 RECOMMENDATIONS------------------------------------------------------------------------------------------------------------

2,922,92 QUALITY AND PRICE OF ACCOMODATION -----------------------------------------------------------------------------------------------------------

2,772,77 ACCESSIBILITY------------------------------------------------------------------------------------------------------------

2,612,61 DESTINATION ADDITIONAL OFFER -------------------------------------------------------------------------------------------------

CHARACTERISTICS OF MEETINGS

-------------------------------------------------------------------------------------------------------------1-3 events (76%)1-3 events (76%) NUMBER OF MEETINGS PER YEAR

-------------------------------------------------------------------------------------------------------------3,03 days 3,03 days LENGHT OF STAY

-------------------------------------------------------------------------------------------------------------45,1% never (if 1-2 days)45,1% never (if 1-2 days) EXTENSION OF STAY

------------------------------------------------------------------------------------------------------------71%71% Congress Centre Congress Centre TYPE OF CONFERENCE VENUES

------------------------------------------------------------------------------------------------------------

EXPENDITURE

-------------------------------------------------------------------------------------------------------------2.350 €2.350 € EXPENDITURE DURING THREE-DAY INTERNATIONAL

MEETING -------------------------------------------------------------------------------------------------------------

Do 999 €

1000-1999 €

2000-2999 €

3000-3999 €

4000-4999 €

V eč ko t 5000 €

0% 5% 10% 15% 20% 25% 30% 35% 40%

7%

30%

35%

14%

8%

7%

EXPENDITURE

Average expenditure during 3-day conferenceAverage expenditure during 3-day conference

REGISTRATION FEE 713,9 €

TRANSPORT TO DESTINATION 614,4 €

ACCOMODATION 441,5 €

FOOD AND BEVERAGE 164,4 €

PERSONAL EXPENDITURES 133,5 €

TRANSPORT AT DESTINATION 77,6 €

TRIPS 50,6 €

ENTERTAINMENT 50,3 €

CULTURE 19,9 €

ACCOMODATIONACCOMODATIONMICE:147,17€ / LEISURE: 84,96€MICE:147,17€ / LEISURE: 84,96€

FOOD AND BEVERAGE FOOD AND BEVERAGE MICE:54,80€ / LEISURE: 23,26MICE:54,80€ / LEISURE: 23,26€€

PERSONAL EXPENDITURESPERSONAL EXPENDITURES MICE:44,50€ / LEISURE: 21,80€MICE:44,50€ / LEISURE: 21,80€

TRANSPORT AT DESTINATIONTRANSPORT AT DESTINATION MICE:25,87€ / LEISURE: 10,84€MICE:25,87€ / LEISURE: 10,84€

Source: Survey – Expenditures of foreign tourist in Ljubljana, MIT, 2008 Source: Survey – Expenditures of foreign tourist in Ljubljana, MIT, 2008

73 % more73 % more

135 % more135 % more

104 % more104 % more

Meetings participants spend more than leisure:

LEISURE vs MEETINGS GUEST IN LJUBLJANA

139 % more139 % more

COMPETITION BETWEEN DESTINATIONS IS FIERCE

So we need new and proactive approach to marketing!

HOW TO SUCCEED

RESEARCHRESEARCH SELECTIONSELECTION LOCAL CONTACTLOCAL CONTACT

CONCEPTCONCEPTBIDBIDLOBBYINGLOBBYING

CONTRACTCONTRACT

RESULTS WILL NOT COME OVERNIGHT

RESULTS WILL NOT COME OVERNIGHT

CREATE AND SHARE VISIONCREATE AND SHARE VISION

START-UP PROPERLY START-UP PROPERLY

UNDERSTAND AND LISTEN PARTNERSUNDERSTAND AND LISTEN PARTNERS

BE CLEAR ON THE RISKSBE CLEAR ON THE RISKS

COMMUNICATE OFTEN COMMUNICATE OFTEN

BUILD TRUST BUILD TRUST

CASE 1

APIMEDICA & APIQUALITY APIMEDICA & APIQUALITY 20102010

PRACTICAL EXAMPLE OF CO-OPERATIVE TRADE MARKETING

800 international participants of the Forum

10.000 daily visitors (beekeepers)

5.000 daily visitors (general public)

200 exhibitors at API EXPO (3.000 m2 nett exhibition space)

budget 750.000 – 980.000 €

CO-OPERATIVE TRADE MARKETING PPP

SLOVENIAN CONVENTION BUREAU AND GO.MICE

COLLABORATE IN THE PROMOTION AND BIDDING FOR THE CONGRESS!

• BID SUPPORT • CONVENTA + FAM TRIP• PR + MARKETING• ON-SITE BID SUPPORT

CO-OPERATIVE TRADE MARKETING

CASE 2

APIMONDIA APIMONDIA

CASE 2

APIMONDIA APIMONDIA

CASE 2

APIMONDIA APIMONDIA

COMPETITON BETWEEN DESTINATIONS IS FIERCE

EXAMPLE: BID FOR APIMONDIA 2013 ------------------------------------------------------------------------------------------------- UKRAINE, Kiev (won the bid with support of Mr. V. Yuschenko)------------------------------------------------------------------------------------------------------------- HUNGARY, Budapest ------------------------------------------------------------------------------------------------------------- TURKEY, Istanbul ------------------------------------------------------------------------------------------------------------- ITALY, Verona ------------------------------------------------------------------------------------------------------------- SPAIN, ------------------------------------------------------------------------------------------------------------- BULGARIA, Sofia --------------------------------------------------------------------------------------------------

COOPERATIVE MARKETING

CONVENTA, MEETINGS AND INCENTIVE TRAVEL SHOW FOR THE SOUTH-EAST EUROPE

CONVENTA, MEETINGS AND INCENTIVE TRAVEL SHOW FOR THE SOUTH-EAST EUROPE

CONVENTA, MEETINGS AND INCENTIVE TRAVEL SHOW FOR THE SOUTH-EAST EUROPE

WHY SOUTH-EAST EUROPE?

CONVENTA, MEETINGS AND INCENTIVE TRAVEL SHOW FOR THE SOUTH-EAST EUROPE

Kongres Conventa.flv Paul Cunningham Interview l Kongres magazine @ Conventa.flv

-NEW-REGION-DIFFERENT BUT COMMON USP’S

-SYNERGY-INCREASE MARKET SHARE-ENTER NEW MARKETS/CONTINENTS-EDUCATION-RESEARCH & DEVELOPMENT

CONVENTA, MEETINGS AND INCENTIVE TRAVEL SHOW FOR THE SOUTH-EAST EUROPE

WHY PPP?

CONVENTA, MEETINGS AND INCENTIVE TRAVEL SHOW FOR THE SOUTH-EAST EUROPE

PUBLIC SECTOR

CONVENTION BUREAUS

CONVENTA, MEETINGS AND INCENTIVE TRAVEL SHOW FOR THE SOUTH-EAST EUROPE

Croatian Convention Bureau (20+ years)Slovenian Convention Bureau (5 years)Serbia Convention Bureau (2 years)Montenegro Convention Bureau (1 years)Macedonia Convention Bureau (?)…

CONVENTA, MEETINGS AND INCENTIVE TRAVEL SHOW FOR THE SOUTH-EAST EUROPE

PRIVATE SECTOR

MEETINGS INDUSTRY SUPPLIERS

CONVENTA, MEETINGS AND INCENTIVE TRAVEL SHOW FOR THE SOUTH-EAST EUROPE

-Convention Centres-Convention Hotels-PCO’s-DMC’s-Incentive & Teambuilding providers-Airlines & Transportation companies-Caterers, Technology providers, etc.

CONVENTA, MEETINGS AND INCENTIVE TRAVEL SHOW FOR THE SOUTH-EAST EUROPE

PUBLIC SECTOR +

PRIVATE SECTOR =

SUCCESS

CONVENTA, MEETINGS AND INCENTIVE TRAVEL SHOW FOR THE SOUTH-EAST EUROPE

FEEDBACK 2009

EXPECTATIONS: ABSOLUTELY YES 83 % BUYERS, 88 % EXHIBITORS

WOULD YOU SUGGEST CONVENTA TO COLLEAGUES AND FRIENDS?

YES, 81 %

CONVENTA, MEETINGS AND INCENTIVE TRAVEL SHOW FOR THE SOUTH-EAST EUROPE

21 – 22 JANUAR 2010