Presentation about how to approach the market for international conventions from a differnet perspective.

1. A NEW PERSPECTIVE ON EVENT DESTINATION
MARKETING IN A SMART SOCIETY
Mark de Greeff for Beeckestijn Business School 2011

2. 1> Motive & Challenge
MOTIVE:
> > There is no wide supported vision on how
Business Events can contribute to the branding of the
international position of the Brainport Eindhoven region < <
CHALLENGE:
>> Develop a strategy for Brainport Eindhoven region how to
enhance the international branding position by Business Events. This with
maximum use of creative power, technological knowledge and ability to co-create < <

3. 2> Market View
ACHTER DORT
GELDER HOEK
LAND MUND
HOLLAND
BOSTON
GOTHEBORG
CONVENTION
HELSINKI CENTER
CENTRE
WIEN
VANCOUVER
PAPEN DRU LONDON
FOOD HELLO…WE
DAL FABRIEK CB
VALLEY MPI CONGREX
ARE HERE
AHOY
TO!
EIBTM AIBTM
ARNHEM PROSPECT EIND PARIS
REE HOVEN
EURO MARRIOTT
HORST
CONGRES
JAARBEURS ICCA IMEX ROTTERDAM
ANTWERPEN
DEN HAAG SPORT
WORLD FORUM NORDRHEIN TORONTO AMSTERDAM PALEIS
MARKETING
WESTFALEN CONGRES RAI
CENTER

4. 3> Foundation Event Proposition
RED OCEANS
Do not focus on acquisition of existing
business events with no destination and
R validation fit. Every decent city in the world is
occupying this fighting market. Eindhoven
E isn’t build for 2500+ conference market.
LONG TAIL
S Focus on creation of niche business events
U with an ultimate destination and validation
fit. Let them grow organically to Brainport
L Hybrid and Social Flagship events that set
the new world standard.
T
S
GENERIC SPECIFIED
PRODUCTS PRODUCTS
Source: The Long Tail, Anderson, 2006

5. 4> In practice
DUTCH GOVERNMENTAL TOP CLUSTERS
BRAINPORT 2020 HIGH SMART SMART SOLAR INDUSTRIAL FOOD & FRESH
STRATEGIC FOCUS TECH MATERIALS MOBILITY ENERGY DESIGN TECHNOLOGY FOOD
PEOPLE
EDUCATION, LABOUR MARKET &
ENTREPENEURSHIP N N N N N N N P
TECHNOLOGY
KNOWLEDGE INFRASTRUCTURE &
OPEN INNOVATION N N N N N N N P
BUSINESS
VENTURES, SMALL BUSINESS CHAIN &
SMART MANUFACTURING N N N N N N N P
BASICS
CONNECTIONS, FACILITIES &
BRANDING N N N N N N N P
GOVERNANCE
COLLABORATION, EXCHANGE &
TRIPLE HELIX N N N N N N N P
LEGEND
N = NICHE EVENT F F F F F F F BRAND
COMMUNITY
P = PROGRAM EVENT
F = FLAGSHIP EVENT
Source: Event Destination Framework, De Greeff, 2010

6. 5> Bottum Up Approach
ACQUIRE BOTTUM UP APPROACH
We already have lot’s of events with perfect validation and fit.
Frame and support.
Identify the blind spots. Concept and create new events fore
CREATING NEW those spots. Nurture and Privatize.
Blind spots that can’t be filled with above, we acquire from the
market. Convince and Convert.
FRAMING EXISTING

7. 0> Insight
INSIGHT:
> > Goal is not to own events, but to provide expertise that
creates, supports and markets Brainport Eindhoven Business
Events < <

8. 6> In practice
DUTCH GOVERNMENTAL TOP CLUSTERS
BRAINPORT 2020 HIGH SMART SMART SOLAR INDUSTRIAL FOOD & FRESH
STRATEGIC FOCUS TECH MATERIALS MOBILITY ENERGY DESIGN TECHNOLOGY FOOD
DAE EXPAT
PEOPLE
EDUCATION, LABOUR MARKET &
ENTREPENEURSHIP N N N N N
GRAD
SHOW
N N P
WEEK
EMBEDDED SOLAR
TECHNOLOGY
KNOWLEDGE INFRASTRUCTURE &
OPEN INNOVATION N
SYSTEMS N N N
ENERGY N N N P
DOMOTICA STARTUP
BUSINESS
VENTURES, SMALL BUSINESS CHAIN &
SMART MANUFACTURING N N
DAGEN N N N N N P
WEEKEND
BASICS
CONNECTIONS, FACILITIES &
BRANDING N N N N N N N P
GOVERNANCE
COLLABORATION, EXCHANGE &
TRIPLE HELIX N N N N N N N P
3 HELIX
CONF
LEGEND
N = NICHE EVENT F F
NANO
SUMMIT F F F
DDW F F BRAND
COMMUNITY
P = PROGRAM EVENT
F = FLAGSHIP EVENT
Source: Event Destination Framework, De Greeff, 2010

9. 0> Insight
INSIGHT:
> > So, with the creative power we have in the Brainport
Eindhoven community we should focus on building new events
instead of ‘buying’ existing ones? How to do that? < <

10. 7> Starting Point Brainport Eindhoven
TED style Hybrid Open Online
Professionalize all Transform all Set up community Trust on shared
Business Events to Business Events to oversee and network, integrate
a future level of into Hybrid formats support marketing, social and focus on
expected to overstep sharing, co- mainly online
performance & geographical creating, co-making marketing of
precondition boundaries Business Events Business Events

11. 8> How to do that?
VISION
Because we believe that cooperation within the Brainport region is within our
DNA, and has managed to take us through turbulent circumstances.
Therefore we should enhance the existing ecosystem by leveraging all
sharable knowledge, and put it in the international spotlight. This to let the
WHY? world know that they should come visit innovative business events in world’s
nurturing room for inspiration.
MISSION
HOW? We build and maintain a Hybrid Event Community form the center of Brainport
related business events, to enhance internal cohesion and external brand
awareness
We do that by creating new events, supporting existing events in organizing
and marketing. If needed we focus on acquisition of events. We do that by
getting a maximum number of events in a hybrid, ted style and social format, to
obtain a global interest in our community.

12. 9> Strategic focus
> CONVINCE
Deliver Expertise
> MARKET > ALIGN
Bring Online Build Database
VISION &
MISSION
> UNIFORM > INVOLVE
Gather Content Create Community
> TRANSFORM
Set Hybrid

13. 10> Managerial
BOARD OF MANAGEMENT
(MAJOR, COMPANY CEO’S)
BRAND BOARD BOARD OF ADVICE
(RESEARCH & STRATEGY) (TRIPLE HELIX)
CMO
DOMAIN DOMAIN DOMAIN
LIVE WORK VISIT
LEISURE & BUSINESS
TOURISM EVENTS
Source : Citybranding, zin of onzin?, Riezenbos, 2007

14. 11> Venue Selection
AVAILABILITY BUSINESS ‘FIT’ Q PERFORMANCE PRICE

15. 12> Co-Created Events
Marketing organisation
Venue pays Marketing
subsidies organizer by
Organisation kick back
pay per visitor
per visitor
VENUE MARKETING
ORGANIZER
Organizer pays venue
Marketing organisation
base price, plus
supports organizer with
variable price per visitor
organisation (venue
selection)

16. 13> Business Model
KEY PARTNERS KEY ACTIVITIES VALUE PROPOSITION CUSTOMER RELATIONS CUSTOMER SEGMENTS
• Marketing Organization • Event Creation The Brainport Eindhoven • Support & Service • Niche markets
• Brainport Development • Event Support Hybrid Event community • Community • Diverged markets
• Eindhoven companies • Event Marketing is there to enhance the • Co-creation • Multisided platform
• Educational institutes • Event Acquisition international branding • Share to win
• Business Networks position of the region.
• Relevant Busin. Media
This by structuring and
professionalizing the new
KEY RESOURCES and existing business
CHANNELS
Events from a central
• Prospect Databases point of view.
• Existing Networks
• Event Community
• Online Media
• Event Web Community
COST STRUCTURE REVENUE STREAMS
• Structural funding Citymarketing organization
• Personal related costs • Licensing or affiliate fee
• Market & Developing costs • Consulting & Support revenue
• Community advertisment income
Source : Business Model Generation, Osterwalder, 2010

17. THANKS FOR LISTENING. QUESTIONS?
Mark de Greeff
BACKGROUND FOTOS: GLOW FESTIVAL EINDHOVEN