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