Working with an Association Management Company (AMC)

Working with an Association Management Company (AMC)

Idoia Rodés TorrónteguiMichele Sanvictores

11th ICCRM

Seville, Spain

7-9 July 2005

www.iccaworld.com

11th ICCRM, Seville, 2005

• Agenda

1 About Idoia Rodés & Michele Sanvictores2 What is an AMC?

• Types of AMCs, clients, meetings• MCI’s AMC structure

3 The conference activity within an AMC 4 How does this relate to suppliers?5 2 case studies 6 Lessons learnt: from basics to

understanding the supply chain7 Q & A


About us: Idoia Rodés, CMM

• Spanish Belgium since 1996

• UB: Masters in Economics

• 94-95: Meeting Planner (Madrid) (Medical Assoc.)

• 97-2000: Meeting Planner (Brussels) (Medical Assoc.)

• Since 2000 : MCIFocus

Associations Meeting Management Managing 15 Staff in Conference

Division

(35 meetings annually)


About us: Michele Sanvictores

• American Belgium since 2000

• Education: Degrees in Finance and Marketing

• 1994-1999: Marketing & Communications in Corporate Sector

• 1999-2002: Marketing & Communications in Association Sector

• 2002-Present: Business Development & Special Projects in Association Sector

• With MCI since April 2003


• Agenda


• Types of AMCs, clients, meetings3 The conference activity within an AMC 4 How does this relate to suppliers?5 2 case studies 6 Lessons learnt: from basics to


Definition of an Association:

Two or more entities with a shared objective


Quick Overview of Basics

Types of Associations:

a) Leisureb) Cause-orientedc) Businessd) Virtual

Trade Associations:

Company Members, Represent Interest of an Industry


The “Business” Association

Activities:

a) Lobbyb) Standards Settingc) Promotiond) Education

Professional Associations:Individual Members, Represent interest of people or profession


The “Business” Association

Activities:a) Educationb) Certificationc) Networking

Other Professional Groups:User Groups, Federations


What is an AMC

• A firm of skilled professionals

– Provides management expertise, cost-effective services and flexible solutions

– Provides centralised office

• Several types of AMCs

– Specialty focus (only healthcare, only technical)– Different management models

– Administrative vs Strategic– Allocation of Resources/Dept Structures– MCI’s focus: strategy and added value

MCI Structure

MDMD

Talent Talent FacilitiesFacilities ITITAccountingAccounting

ConferenceConference

PCO

EventsProgram Mgt.

Exhibition

StrategyRegist. & Housing

Assn MgmtAssn Mgmt

Membership/ Certification

Sales

ExecutiveFinance/ Systems

CommunityGovernment Affairs

Mktg.& CommMktg.& Comm

DesignMktg &

PR

Web/

e-solutionsContent

Print Prod.Comms


AMC and/vs. PCO

AMC goes beyond PCO characteristics:

• Long term perspective• Integrate Conference in other Association

activities• Active involvement in Programme

Development• Finances through accounts of the clients• Values:

– Pro-activity (you are the client)– Transparency– Integrity

„What is good for the Client is good for us“


Merger of Large AMC and Large PCO

Why:•Access to more potential clients•Enhanced internal systems •Cross-fertilisation of resources•Increased Buying Power•Build long term relationships Proof of Success:

•Clients only looking for combined AMC/PCO solution•Depth of resources•New contracts signed

ISN: International Society of Nephrology

• 8000+ members • 3 types of events

Forefronts in Nephrology Bench-to-Bedside WCN

• AMC: MCI Brussels office• PCO: MCI Geneva office


Client use of AMC and PCO services

ISN: International Society of Nephrology


How the AMC works for ISN

AMC

Executive DirectorMarcomDir.

ConfDir.

Bench to Bedside

ForefrontsWorld

Congress

(AMC) (AMC) (AMC+ PCO)


Sampling of Clients


• Agenda




A team of 15 staff organising conferences

(35/year) for our associations

all over the world

The conference activity within an AMC

Who We Are

Programme ManagementRegistration ManagementConference Management(Logistics & Finances)

Strategic Analysis

Areas of Expertise


We understand conferences are a tool for associations to help them

follow their vision and achieve their mission.

Conferences are part of the

association’s life cycle.

Our Drive


Our Added Value

– Cross-fertilisation

– Strategic Advice

– Long-Term Relationships

– Buying Power

– High Experience Working with Volunteers



• Agenda




Model 1


How does this relate to suppliers?

AssociationsAssociations

Suppliers

CVB, Hotels, Convention

centres, PCOs, DMCs

Suppliers


centres, PCOs, DMCs

Conferences & Congresses

Model 2



AMCAMC

Suppliers


centres, PCOs, DMCs

Suppliers


centres, PCOs, DMCs

Conferences & Congresses

Differences between Model 1 & 2:

• Professional staff vs volunteers

• Efficiency: getting the right questions and answers

• Long-term view

• Multiplying leads




• Agenda




2 clients: ESCP and ASME

• MCI manages these 2 clients.• Purpose of the exercise is for you to

think what is the best approach to sell your destination/property.

• Each table will look at one case study.• At the end of the exercise a

spokesperson will summarise their discussion.

• Brief presentation on the 2 clients follows (copy on your table)


Case studies

About ESCP: European Society of Clinical Pharmacy

• 1000 members from all over Europe• 2 events/year (Spring Conference and

Annual Symposium in the fall)• Goals of their conferences:

educational, networking and internal business (GA)

• Past conferences specified on the sheet

• Meeting specs on the sheet


Case studies

About ASME: American Society of Mechanical Engineers

• 120,000 members worldwide• 50 events/year; 15 in Europe• Goals of their conferences:

educational and networking • Past conferences specified on the

sheet• Meeting specs on the sheet


Case studies


• Agenda




It is all about common sense you will think….


Lessons learnt

…but reality shows it is not always the case.

Demographics AccessibilityRotationResearchRelationship building

(pre, on-site, post)

Trends

1. Conferences = a key source of non-dues

revenue

2. Sophistication of sponsorship model

3. Bid process is changing

4. Centralisation

5. Conferences are a strategic tool for

associations


Lessons learnt

The ideal relationship

1. Know your prospect

2. Keep the momentum

3. Lobby locally (but follow the right procedure)

4. Focus on your strengths but acknowledge

your weaknesses

5. Smart selling


Lessons learnt


Typical Client Congresses

Sector: Business Solutions Europe, Asia and Latin America (600+ pax)

Sector: TransportationWorldwide (600-850)

Sector: HealthcareRegional Congresses (1,500 pax)Worldwide Congresses (4,500 pax)

Sector: HealthcareEMEA Congresses (2,500-3,000 pax)


Q & A

Idoia Rodés-Torróntegui [email protected]

Michele Sanvictores [email protected]

Thank you

Working with an Association Management Company (AMC)

Documents

pco amc

iccrm seville

amc andvs

client use of amc

merger of large amc

bedside wcn amc

meetings mcis amc structure

conference activitywithin