International Congress and Convention Association The Convergence of Association & Corporate Events Robin Lokerman, MCI 44 th 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 iccaworld.com Audience Panel with Martin