Success Strategies for a Changing Market Place

Mike Williams

Success Strategies for a Changing Market Place

The changing needs of associations- Globalisation- Regionalisation- The increasing security and financial risks- Extensive growth of supply

- (including regions that have previously not had supply)

- Growing dependence on technology- Members needs

Success Strategies for a Changing Market Place

The changing needs of associations- Competition for membership- Competition for financial support- Staying relevant – at the forefront of

industry trends and technology that impact on their sector

Success Strategies for a Changing Market Place

Today's associations must be more…• Knowledgeable• Business like • Outcomes focused• Effective in gaining and nurturing

stakeholder support• More professional• There are of course exceptions to this rule

Success Strategies for a Changing Market Place

Globalisation and Regionalisation- Rotational patterns – from Europe / North America

to include Asia Pacific, Africa, Middle East and / or South America

- Regional headquarters- Catering for diverse needs

- e.g. accessibility for delegates from all parts of the world (especially developing countries)

- visa restrictions

Success Strategies for a Changing Market Place

Security and Financial Risks- Concern about dependence on local hosts - Do they have the experience and expertise to

deliver- Greater control from Headquarters - Use of core / global PCOs for reasons of

consistency and financial security- Greater demand for risk sharing- Greater demand for local financial support

Success Strategies for a Changing Market Place

The distribution channels are becomingmore blurred

Success Strategies for a Changing Market Place

1. Distribution Channel

Success Strategies for a Changing Market Place

2. Distribution Channel

Success Strategies for a Changing Market Place

Success Strategies for a Changing Market Place

Extensive growth of supply- Greater choice- Wider rotation- Greater bargaining power- Greater competition at bid phase- Greater expectation of support- More extensive bid criteria to differentiate

between destinations

Success Strategies for a Changing Market Place

Greater dependence on technology- Site selection- Bid phase- Event organising. E.g. handling abstracts- Event promotion- On site event management- Post event surveys and analysis

Success Strategies for a Changing Market Place

Greater dependence on technology- How are bureaus and industry responding

to this ?- Electronic support tools for each phase of

bidding and planning - Development of staff core competencies

Success Strategies for a Changing Market Place

Membership needs- To meet the needs of their

increasingly diverse memberships- Demographics- Disciplines- Geographic spread

Success Strategies for a Changing Market Place

Membership needs- Better return on investment- Greater business opportunities- To think and act globally- Professional development and industry

regulation / accreditation- Meeting expectations of members, board,

exhibitors, sponsors

Success Strategies for a Changing Market Place

Membership needs- Which destinations will provide the best

business opportunities ?- Development of exhibitions alongside

conventions - Which destination will appease the membership

- Cater for their language, dietary and religious beliefs- Safety and security- Accessibility – air, cost, visa restrictions

Success Strategies for a Changing Market Place

Membership competition- Staying relevant to members- Creating greater benefits- Keeping up with technology and industry trends- What does the destination offer that will help

association remain relevant ?- Is it a leader in its field ?- Are there business opportunities?- Is there potential for membership growth?

Success Strategies for a Changing Market Place

Membership competition- Association profile and branding - What can you offer locally, regionally or

international to consolidate the associations profile ?

- Media exposure and platforms ??

Success Strategies for a Changing Market Place

Financial competition- How will you help the association with their

bottom line ?- What financial management expertise do you

have ?- Local support from government, industry,

sponsors ?- New member potential ?- Delegate attendance within your region ?- Potential for exhibition ?- Risk sharing opportunities

Success Strategies for a Changing Market Place

Association needs ….• They are all at different stages of their evolution• You can typecast an association • BUT for every time you do there is one that will

break the mould• How well tuned are you to their ‘individual’ needs?• How prepared are you to find out about their

individual needs and at what stage of evolution is the association?

Success Strategies for a Changing Market Place

Association needs….the question is no longer ….what are you looking for in a destination?It is ….What are you trying to accomplish for the

association through your meeting ?

Success Strategies for a Changing Market Place

Mike Williams