International Congress and Convention Association
The Convergence of Association & Corporate EventsRobin 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 long-term 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
Past
Advocacy
President
Journal
Publisher Web
IT Partner
Education
Locals
Conf.
LOC/POC
Finance
Treasurer
Community Conference
Education
Web
Institutional
Relations
Publishing
Members
Industry
Relations
Present
More centralised control
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
Tell me, and I will forget
Show me, and I might remember
Involve me, and I will understand
Experience Economy
Convergence
Association• Professionalising
• Centralising Decisions / Management
– Internal or Core-PCO
• Build Special Interest Groups
• Compete
Corporation• 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
The Convergence of Association & Corporate Events
ICCA Montevideo, 7 Nov. 2005
iccaworld.com
Audience Panel with Martin
