Executive Perspective 2016 - FULCRUM

Executive Perspective 2016 Destination Marketing Insights from Meeting Executives

January 2016

Key Takeaways for Destination Marketers •  Executives are increasingly looking to DMOs to provide financial incentives to offset escalating meeting costs. •  Executives are expecting DMOs to provide services that increase the business performance (attendance, sponsorship) of their meetings. •  Meeting executives are best engaged through face-to-face appointments and events.

Key Takeaways for Destination Marketers •  DMO print advertising, print materials and email marketing are seen as ineffective by executives. •  DMOs need to do more to demonstrate they understand the business elements of the meetings they are trying to place in their destinations. •  DMOs need to stop cold-calling and emailing meeting executives.

1. What best describes your meeting industry professional role?:

10%

ASSOCIATION EXECUTIVE

5%

20%

4% 3%

CORPORATE PROFESSIONAL ASSOCIATION PROFESSIONAL INCENTIVE PROFESSIONAL

24% 34%

ASSOCIATION MGMT FIRM EVENT MANAGEMENT AGENCY OTHER

Source: FULCRUM/Kliman Group 2016 2. How long have you been working in the meeOngs and events industry?:

3% LESS THAN TWO YEARS

7%

2-5 YEARS

55%

Who did we ask?

35%

6-10 YEARS 11-20 YEARS 20+ YEARS

Source: FULCRUM/Kliman Group 2016

398 primarily USbased meeting professionals 90% had over 11 years meeting industry experience November web survey

3. Where respondents place their business: 4% 2%

OCEANIA (AUSTRALIA/NEW ZEALAND) 5% ASIA

6% 6% 8%

LATIN AMERICA OTHER CANADA

69%

EUROPE USA


Over 30% of respondent’s business was placed outside the US.

4. The biggest things rocking my professional world: WIFI CAPACITY AND COSTS INCREASING F&B COSTS INCREASING LODGING COSTS KEEPING UP WITH TECHNOLOGY MULTI-GENERATIONAL NEEDS TAKING MEETINGS GLOBAL OTHER PERSONAL CAREER GROWTH CSR CONSIDERATIONS DEALING WITH SHARING ECONOMY KEEPING MY JOB Source: FULCRUM/Kliman Group 2016 0%

10%

20%

30%

40%

50%

60%

•  “Costs are out of control.” •  “Incremental service charges and fees being added…” •  “Breaking with talking head format to create more innovative meetings.”

70%

5. Community support elements that contribute to desOnaOon appeal: SUBVENTION/INCENTIVE PROGRAM BROAD MEETING INDUSTRY COLLABORATION STABLE DMO FUNDING ECONOMIC DEVELOPMENT PARTNERSHIPS DMO ADVOCACY PROGRAM LEGACY DEVELOPMENT OPTIONS POSITIVE LOCAL PERCEPTION OF MEETINGS LOCAL EDUCATIONAL SUPPORT 0%

10%

20%

30%

40%

50%

Source: FULCRUM/Kliman Group 2016 No appeal

Limited Appeal

Considerable Appeal

60%

70%

80%

90%

100%

Game Changing Appeal

Planners are looking for destination financial support to offset the effects of escalating costs and additional fees.

6. DesOnaOon strength elements that contribute to desOnaOon appeal: LODGING ACCOMMODATIONS AIR ACCESS MEETING ASSETS (E.G. CONVENTION CENTER) INTERNET CAPACITY

ENTERTAINMENT, ATTRACTIONS, SHOPPING AND DINING TECHNOLOGY TO SUPPORT PLANNER/ATTENDEE NEEDS DESTINATION BRAND LOCAL TRANSPORTATION UNIQUE EVENTS RECENT MEETINGS INDUSTRY RANKINGS 0

10

20

30

40


No appeal

Limited Appeal

Considerable Appeal

50

60

70

80

90

100

Game Changing Appeal

Destination infrastructure continues to be the game-changer.

7. Change in frequency of engagement with DMOs over the last 12 months 4.7% 2.8% 4.7% NO CHANGE 44.3%

INCREASED SOMEWHAT INCREASED SUBSTANTIALLY DECREASED SOMEWHAT

43.4%

DECREASED SUBSTANTIALLY


Executives have been engaging more frequently with DMOs.

8. How do you expect your business relaOonship acOviOes with DMOs to change in the next 24 months? ATTENDEE MARKETING SPONSORSHIP IDENTIFICATION & SOLICITATION ROOM BLOCK SOURCING NATIONAL/GLOBAL COMMUNICATIONS DATA GENERATION & MANAGEMENT LOCAL COMMUNICATIONS LEGACY DEVELOPMENT ENTERTAINMENT & CULTURAL ACTIVITIES SOURCING CONTENT DEVELOPMENT/SOURCING KEY SUPPLIER SOURCING VOLUNTEER IDENTIFICATION & MANAGEMENT LOCAL LEGISLATIVE & REGULATORY SUPPORT/ 0

10

20

30


Signiﬁcantly decrease

Slight Decrease

No Change

40

50

60

70

Slight Increase

80

90

100

Signiﬁcant Increase

Executives are looking to DMOs to help drive elevated business results from meetings in response to increased costs.

9. What current/emerging DMO pracOces and services would enhance the appeal of a potenOal meeOng desOnaOon for your business? EVENT SUBVENTION/INCENTIVE PROGRAMS SOCIAL MEDIA SERVICE/SUPPORT DEVELOPING "BIG DATA" VISITOR ANALYTICS CVB/DMO PARTNERSHIP NETWORKS SUSTAINABILITY PRACTICES DEVELOPMENT OF COLLEGE EVENT MANAGEMENT CURRICULA PARTNERSHIPS WITH PROFESSIONAL CONGRESS ORGANIZERS (PCOS) OTHER Source: FULCRUM/Kliman Group 2016

0%

10%

20%

30%

40%

50%

60%

70%

80%

DMOs that offer financial support and attendee engagement services through social media will enhance destination appeal to executives.

10. Frequency of use of the following informaOon sources when researching informaOon or opinions about a desOnaOon: SEARCH ENGINE HOTEL OR VENUE WEBSITE DMO/CVB WEBSITE TRUSTED COLLEAGUE INDUSTRY SOURCING PLATFORM TRAVEL REVIEW SITE INDUSTRY PUBLICATION SOCIAL MEDIA GOVERNMENT INFORMATION WEBSITE 0

10

20

30

40

50

60

70

80


First Stop

Frequently

SomeOmes

Rarely

90

100

Never

Google dominates as the channel of first resort. Executives seek out colleagues more than TripAdvisor for information and opinions.

11. The MOST EFFECTIVE desOnaOon markeOng engagement tacOc to get your interest/alenOon: 5.1% 5.1% 5.1% 4.1% 5.1%

PRINT ADVERTISING DIGITAL ADVERTISING (WEB OR SOCIAL MEDIA) EMAIL MARKETING PHONE CALL FROM A DMO REPRESENTATIVE

37.8%

14.3%

NETWORKING EVENT F2F MEETING OR TRADESHOW APPOINTMENT

6.1%

22.4%

PROPRIETARY EDUCATIONAL/RESEARCH CONTENT SITE INSPECTION/FAM


Seeing is believing. Executives want to engage face-to-face to understand the destination value proposition.

12. The LEAST EFFECTIVE desOnaOon markeOng engagement tacOc to get your interest/alenOon 1.0%

1.9%

1.0%

PRINT ADVERTISING

6.9% 31.7%

DIGITAL ADVERTISING (WEB OR SOCIAL MEDIA) EMAIL MARKETING PHONE CALL FROM A DMO REPRESENTATIVE

32.7%

NETWORKING EVENT F2F MEETING OR TRADESHOW APPOINTMENT 11.9% 14.9%

PROPRIETARY EDUCATIONAL/RESEARCH CONTENT SITE INSPECTION/FAM


Cold calls and print advertising do not engage or make a positive impression with executives.

14. If there were ONE THING DMOs could START DOING to make their desOnaOons more appealing to your business, what would it be?


15. If there were ONE THING DMOs could STOP DOING to make their desOnaOons more appealing to your business, what would it be?


For additional meeting executive insights contact: David Kliman: [email protected] Bruce MacMillan: [email protected]