Industry Advocacy:

Why We All Have a Role!

ICCA, November 2014

JMIC: A Global Industry Council

• AACVB

• AIPC

• ASAE

• COCAL

• DMAI

• ECM

• EFAPCO

• EVVC

• IAPCO

• ICCA

• IFES

• MPI

• PCMA

• SITE

• UFI

150+ Countries

JMIC Objectives:

• Facilitate industry communications and exchange

• Encourage and recognize industry achievements

• Provide a unified, consensus “voice” for the industry

• Advance the measurement processes required to validate the value of meetings

• Increase awareness of the industry and its benefits

Our Communications Strategy:

• Broaden the value proposition for the Meetings Industry to include its role in global

economic and professional development

• Reach new audiences (business, academic, professional, government) with this wider

message

WHY?

Government Policies Top Industry Concern:

6

All Europe N. Amer Asia Australia

Government policies including

reduced spending 58% 54% 63% 33% 93%

Economic recovery 50% 56% 75% 22% 40%

Energy costs 31% 21% 38% 44% 33%

Changing government

priorities 29% 19% 13% 33% 67%

Unemployment 24% 30% 38% 0% 0%

Political changes, instability 20% 19% 19% 22% 20%

Other 7% 7% 13% 11% 0%

Source: AIPC Member Survey 2014, Preliminary Data

This rose to the top last year!

It’s Good for Business!

Securing required investment

Expanding your sales force to include trade officials

Accessing new business contacts and opportunities

Attracting financial support for specific events

What We’ve Done So Far:

• Developed and articulated the key messages

• Encouraged more consistent EI measures

• Launched a process to develop better measures of broader meetings benefits (economic, policy, professional, academic, community)

• Created tools to facilitate communications

• Aligned efforts with WTTC, UNWTO via a joint statement of collaboration

The Big Message:

Our Meetings Industry Value

Proposition

Direct Revenues

Direct Revenues

Broader Economic Impacts

New Tax Revenues

Direct Revenues

Broader Economic Impacts

New Tax Revenues

Long Term Policy, Community Benefits

Industry Benefits Include:

• Bringing global expertise into the community

• Attracting new investment / talent

• Showcasing local products / accomplishments

• Positioning in key industry sectors

• Facilitating networks for local professionals / academics

• Enhancing destination profile / image

• Boosting education /innovation /knowledge transfer

• Advancing professional standards and practices

We’ve Come a Long Way:

We have consensus within the industry

Ongoing economic focus has worked to our advantage

Governments are starting to “get it”

Key value measures have been advanced

Collaboration with key global travel organizations is extending our reach

The UNWTO / WTTC Agreement:

• Recognition of the uniqueness of the Meetings Industry and its incremental values

• Collaboration in three key areas:

– Aligning messages and values

– Coordinating research in areas of mutual interest

– A commitment to sustainable development

“The fact is that the Meetings Industry today is a fundamental source of knowledge and exposure to various nations that are yearning for that. In almost every meeting I have with a head of state, Prime Minister or Minister they say “How can we attract more meetings – how can we become better involved and engaged with the Meetings Industry?”

Taleb Rifai, Secretary General, United Nations World Tourism Organization

Where Do We Go From Here?

Enhance global value measures

Adapt, deliver industry message to local audiences

Create practical, lasting outcomes

Value Measures Are Evolving:

• National EI studies now done for Canada, US, Mexico, Denmark, UK

• Models have adapted and become more relevant

• Industry associations developed EI models for specific applications (AIPC / Ipsos, DMAI, IAVM)

• JMIC “Best Practices” overview to encourage consistency

• Next challenge: documenting the broader economic benefits

Principles for Measuring Economic Impact Prepared For: Joint Meetings Industry Council May 3, 2013

Delivery: We All Have a Role

Industry Associations:

• Create an “umbrella” for consistency

• Provide tools, materials and resources

• Share experiences / successes

Industry members:

• Access available resources

• Connect with colleagues in your area

• Translate messages into local context

• Deliver into the community

Why is Local Action So Important?

• Our industry is diverse; widely dispersed

• Local governments = key investment decisions

• Value measures have more relevance; impacts are felt directly by the community

• Local industry members in the best position:

– Better understand local issues and priorities

– Are more likely to have access to decision-makers

– Can develop ongoing roles and relationships with business, professional and academic communities

The Three Key Questions:

• What exactly do you want to accomplish?

• Who are the decision-makers?

• Who / what will influence them?

Defining Objectives is Critical!

It could be:

• New investment

• Change of policy

• Better support

• A structure for ongoing involvement

… but if you don’t know what it is, you won’t get there!

Remember the Basics:

A communications strategy requires:

• Clarity: What exactly is your message?

• Targeting: Who are your audiences?

• Adaptation: How can you make it relevant?

• Backup: What evidence supports your claims?

• Delivery: What are the most effective tactics?

• Consistency: How do you maintain the impact?

Where We Have an “Edge”:

• Our events are often high visibility

• We interact regularly with community, business and academic leaders

• We relate to today’s top priorities

• We (and our activities) are “newsworthy”

• We have the expertise and facilities required to stage major events and host key groups

• We have a compelling story to tell!

Some JMIC Resources:

www.themeetingsindustry.org

Industry Advocacy:

Why We All Have a Role!

ICCA, November 2014

For Discussion:

• What specific actions would most improve industry prospects in your community?

• Who are the most important audiences to reach in order to achieve these?

Industry Advocacy:

Why We All Have a Role!

ICCA, November 2014