Te09 China Focus – half-day mini-conference

52nd ICCA Congress

International Congress and Convention Association.

Twitter: #ICCA13

Marketing to Chinese delegates – Audience Motivations to Engage

Peter PecoticTurningpoint

International Congress and Convention Association.

Twitter: #ICCA13

ExperienceExperience

Your Your InterestsInterests

AudienceAudienceInterestsInterests

StrategyStrategy Motivation Motivation to Engageto Engage

Creating the ExperienceCreating the Experience

International Congress and Convention Association.

Twitter: #ICCA13

New New SurpriseSurprise

Desired EmotionDesired EmotionValuableValuable

KudosKudosConfrontingConfronting

Motivation to EngageMotivation to Engage

International Congress and Convention Association.

Twitter: #ICCA13

Objective: Chinese Central and Provincial Govn’t to attract international investment in IT OutsourcingStrategy: Create a Symposium, attract an audience of International CEO and CIO Level Delegates.Raise awareness of Destination through experiential Program.Networking opportunities to make new friends with Chinese Private Sector and Government Counterparts.

Project Western China

International Congress and Convention Association.

Twitter: #ICCA13

Tactics: Brand Align with Major International IT Consultancy, Leverage their database, have them drive Program Design to align with audience expectations.Make clear in invitation process “This is a C level only event – Non Transferrable”Audience motivation to engage:New – Unknown new alternative in IT Outsourcing to traditional destinationsValuable – Networking opportunity with peersKudos – C Level only event

Project Western China

International Congress and Convention Association.

Twitter: #ICCA13

Objective:To generate Export Revenue from the China Market in the Advanced Engineering Sector.Strategy:Minister Led Trade Mission to China1 Day Conference and Exhibition(Extremely important to attract highly qualified Chinese Delegates)

EU Government Trade Mission

International Congress and Convention Association.

Twitter: #ICCA13

Tactics:Have event endorsed by EU Gov’t Led by a Trade Minister and AmbassadorUtilise Channels from the China and EU based Trade MissionsResearch and approach relevant Chinese Associations, with the seal of the EU Ambassador to seek assistance in Chinese Delegate Acquisition.Half Day of one on one business matching

EU Government Trade Mission

International Congress and Convention Association.

Twitter: #ICCA13

Audience motivation to engage:Kudos – Foreign Government Ministerial and Ambassador level representationValuable – Networking opportunityNew – Business opportunities 

EU Government Trade Mission