Transcript Slide 1

International Congress and Convention Association
HOW TO USE STATISTICS
TO MAKE FRIENDS AND
PERSUADE PEOPLE.
-Rob Davidson
-University of Westminster
44th ICCA Congress & Exhibition,
Monday 7 November 2005
iccaworld.com
THE USES OF STATISTICS
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To help us understand emerging trends in our
industry
To guide our product investment decisions
To influence the ways we spend our marketing and
promotional budgets
To give us ammunition, when representing the
interests of the conference sector to politicians,
the media, business leaders and the general
public
Rob Davidson
Centre for Tourism
University of Westminster
THE CHALLENGE
Most of the general public have zero
understanding of our industry
 Politicians have little understanding of our
industry – and little sympathy
 We can change this, by turning statistics
into effective messages
 … but we ALL need to make an effort!
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Rob Davidson
Centre for Tourism
University of Westminster
Meetings Industry Association Australia
Survey of Members:
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The MIAA’s role in representing the interest of the
industry to governments is …?
6%: not important
28%: somewhat important
47%: important
19%: very important
…. but…
Rob Davidson
Centre for Tourism
University of Westminster
Meetings Industry Association Australia
Survey of Members:
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Interesting topics for networking functions ?
1. MICE business
2. Business generally
3. Motivation
4. Humour
5. Entertainment
6. Government policy
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‘The industry is often keen to see governments lobbied, but
does not want to play an active part in this effort’. (Bauer,
Lambert & Hutchison, 2000)
Rob Davidson
Centre for Tourism
University of Westminster
EVERYONE’S RESPONSIBILITY
We cannot simply rely on the industry
associations. Everyone must be an advocate
 A consistent message is required
 We need regular contact with politicians at
all levels
 We need stronger relationships with the
media
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Rob Davidson
Centre for Tourism
University of Westminster
WHAT CAN GOVERNMENTS DO
FOR US?
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Construction of conference and exhibition centres
Marketing and promotion
Special rates for delegates
Visas on arrival for delegates from any country
Tax holidays for the construction of conference
centres …
Rob Davidson
Centre for Tourism
University of Westminster
BUT WE NEED …
A better understanding of how politicians
(and the media) think, and …
 How we can best use research and statistics
to excite their interest
 BUT, we DON’T need ….
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Rob Davidson
Centre for Tourism
University of Westminster
BAD RESEARCH
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The Brookings Report, by Heywood Sanders (University of Texas),
January 05 examined conference centre ‘feasibility reports’ for over 30
US cities, and found:
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Flawed market analyses
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Naïve extrapolations of historical data
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Consistent overestimation of demand in the national convention and tradeshow market
and economic impacts
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Ignoring of important weaknesses in destination’s ability to attract events
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Ignoring of the fact that even if there was a national meetings boom, this would not
bring business to a poorly-located or undesirable conference centre
Rob Davidson
Centre for Tourism
University of Westminster
SANDERS’ CONCLUSIONS
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“These analyses may well serve as effective pieces
of political rhetoric … (but)
…. They do not suffice as a basis for the public
investment of hundreds of millions of dollars.”
More transparency is required
Consultant feasibility and market studies should
be subjected to a process of independent, outside
audit and review
Rob Davidson
Centre for Tourism
University of Westminster
EFFECTIVE USE OF STATISTICS
Use statistics to make comparisons
 Gives perspective, and adds interest
 “Birmingham welcomed 952,500
conference delegates in 2005. That’s more
than the populations of both Oxford and
Cambridge combined”.
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Rob Davidson
Centre for Tourism
University of Westminster
EFFECTIVE USE OF STATISTICS
Paint a visual picture
 Makes the abstract more concrete
 ‘One participant in an international meeting
produces economic benefits that are equal
to the export earnings of 0.4 cars and 27 TV
sets’. (Korean executive)
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Rob Davidson
Centre for Tourism
University of Westminster
EFFECTIVE USE OF STATISTICS
Use human-interest
 “If it bleeds, it leads”
 ‘The annual number of overseas conference
visitors to Malta exceeded 1 million last
week’.
 ‘Mr Joshua Doppelganger Junior, of Salt
Lake City, became the millionth conference
visitor to Malta, last week’.
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Rob Davidson
Centre for Tourism
University of Westminster
International Congress and Convention Association
THANK YOU!
-Rob Davidson
-University of Westminster
[email protected]
Rob Davidson
Centre for Tourism
University
of Westminster
iccaworld.com