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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 • • • • • • • 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