Transcript Document
International Congress and Convention Association
The Convergence of Association &
Corporate Events
Robin Lokerman, MCI
44th ICCA Congress & Exhibition,
7 November 2005
iccaworld.com
About MCI –
the little big company
• MCI is the foremost Pan-European association,
communications and events management company
• MCI was founded in 1987 and has organised over 3’000
events
• One company, a world of experience: 320 staff, €130 M
turnover
• Offices in Barcelona, Berlin, Brussels, Geneva, Lyon,
Madrid, Paris, Stuttgart, Zurich, Petersfield/London,
Singapore and Washington
• Unique business mix: 50% Corporate / 50% Institutional
Overview
• Market Environment
• Trends in Associations
• Trends in Corporate Meetings
• Impact on Suppliers
• Audience Panel Discussion
Market Environment
• Companies and associations are using global strategies,
creating a need for a global approach to strategy, with
local execution.
• Modern communication tools force the meeting and
communication industry to increase the efficiency and
effectiveness of programmes.
• “Relationships” are no longer sufficient in the world of
procurement departments, we have to move towards longterm contracts.
• Commoditisation and consolidation
Market Environment
• Increased return on investment and shareholder
value are key business drivers nowadays
• Transparency, competence, flexibility and price
are important elements in outsourcing as
businesses and associations focus on core
competencies
• Co-opetion between different partners (like
PPP) is the new way add value.
• It is all about Better, Faster, Cheaper
Trends in Associations
• Institutions are becoming global and have to compete in a
marketplace
• People are looking for credible referent groups or
communities of interest as a source of trustworthy
information, exchanges, training and representation.
• Associations have to be run like ethical businesses
• Congresses are a strategic source of income and
knowledge for associations
• Associations are building their brands
• The move towards integrated association management
will increase the role of central leadership and
professional HQ.
Integrated Association
Management
Admin
Sec. Gen
Advocacy
President
Finance
Treasurer
Conference
Community
Education
Members
Past
Conf.
LOC/POC
Present
Web
Education
Locals
Journal
Publisher
Web
IT Partner
Publishing
Institutional
Relations
More centralised control
Industry
Relations
Trends in Corporate Meetings
• Companies value face2face communications as a strategy
to create relevant and authentic links with their brands,
products and services (communities of interest)
• “Live” interaction and people immersion are recognised
by top management as being key drivers for motivation,
change, learning, reward and marketing communications
• Companies are focusing on core competencies –
outsourcing
• Speed to market, forces unique public/private partnerships
• Procurement is playing an increasingly important role
• Measuring Return on Investment – a challenge
• Logistics are being commoditised
Experience Economy
Tell me, and I will forget
Show me, and I might remember
Involve me, and I will understand
Convergence
Association
Corporation
• Professionalising
• Centralising Decisions /
Management
– Internal or Core-PCO
• Build Special Interest
Groups
• Compete
• Outsourcing
• Global Strategy /
Centralised Sourcing
– Prefered Supplier
• Build Stakeholder
Communities
• Cooperate
Impact on Suppliers
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Multi-level contacts Local & HQ
More Professional Clients
Long term relationships – Process integration
Consolidation
How can you support the Meeting Experience
............
Other – Audience Panel Discussion
International Congress and Convention Association
Audience Panel
with Martin
The Convergence of Association &
Corporate Events
ICCA Montevideo, 7 Nov. 2005
iccaworld.com