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MICE Presentation Quarter 1 Results (March, April, May) Beck Morley Destination Port Stephens PO Box 435 Nelson Bay NSW 2315 Email: [email protected] com. au Phone: 0401 720 120
MICE PLAN SWOT ANALYSIS S Strengths W • PS offers some established MICE product • PS offers some MICE knowledge & contacts • Great diversity of “other” experiences outside meeting space (a room is a room) • Prime position to capitalise on interstate / international MICE traffic through airport • Higher yielding market with propensity to share economic benefits around PS • Assists in offsetting seasonality O Opportunities • Strategic partnerships with Newcastle, Hunter Valley for funding, co-op events etc • Inroads with technology development ie conference apps etc • Regional conference bureau development • SVCB closing 2013 -2016 • Corporate and social responsibility to staff and clients – promote team and health benefits (ethos fit with PS features) Weaknesses • Preconceived notion – PS only leisure? • Outside core MICE group, members may find it hard to see benefit of market & group • Competition – Newcastle and Hunter Valley both have established conference bureaux • Reluctance to share knowledge / contacts • Product development needed (large scale) • Professional development needed / customer service for MICE needs improving T Threats • Higher dollar • Limited regional knowledge & promotion • Strong competition overseas destinations • New competitors and regions • Consumer choice • Technology (inhouse meetings ie webinars)
MICE PLAN OVERVIEW SALES MARKETING PRODUCT Goals and Objectives PEOPLE PR / MEDIA
MICE PLAN Sales Actions 1. Membership 2. Enquiries and Conversion Sales Overview 3. Database Build and Reach 4. Client Relations
MICE PLAN Sales Results 1. MEMBERSHIP • Industry buy in and support has been strong since launch 1 st March, 2013 • 7 x Tier 1 members • 14 x Tier 2 members • 3 x sponsors including Newcastle Airport, Port Stephens Coaches and HBC • Latest “new” members include The Retreat. (Vues, Oceanview, Jet Ski Hire)
MICE PLAN Sales Results 2. ENQUIRIES AND CONVERSION • Business Leads (warm)– 11 enquiries valued at $1, 561, 679 (1597 delegates) • Nothing confirmed as yet , 1 lost business (Hunternet – Crown Plaza, HV) • Business Leads (cold)– 32 enquiries valued at $14 million (32, 540 delegates) • EAN Tradeshow – 58 leads for MICE PS members to follow up directly • HBR Leads – 34 leads for MICE ps members to follow up directly
MICE PLAN Sales Results ENQUIRIES AND CONVERSION PLEASE NOTE: - Estimated total value – two studies. 1. Conference / multi day meetings with accommodation. This is calculated based on the guidelines from AACB. Set estimated value of $377 per domestic delegate. 2. BTR Meetings Make Their Mark – Average daily expenditure per delegate per part day value of $58 per domestic delegate.
MICE PLAN Sales Results 3. DATABASE INTEGRITY, BUILD AND REACH • Database – 686 total and opportunities to build (qualify process) • Existing 429 contacts (AIME 88, National Assembly 225, Mousetrap 116) • EAN – total 140 – see chart reference • HBR – total 117 – see chart reference • Database sharing – Newcastle and Hunter Valley (7000 respectively) providing co-operative means to access their databases with intent to build ours • Opportunities to build also through new memberships MEA, BES, HBC
MICE PLAN Sales Results EAN Statistics
MICE PLAN Sales Results EAN Statistics
MICE PLAN Sales Results HBR Statistics
MICE PLAN Sales Results HBR Statistics
MICE PLAN Sales Results 4. CLIENT RELATIONSHIPS • Sales calls conducted in Sydney early June. Targeted PCOs including ICMS, Choice Conferencing, CC Conference and Events, CI Events • Presentations / training conducted in May with Business Events Sydney • Presentations / meetings conducted in June with Meetings Events Australia • Site inspections; informal site inspection Rotary (April), formal site inspection Rotary (July), ARTN formal site inspection (July)
MICE PLAN Marketing Actions 1. Collateral 2. Website Statistics Marketing Overview 3. Advertising 4. Electronic Database Management
MICE PLAN Marketing Results 1. COLLATERAL • Facilities Guide produced with small run of 250 to support shows • Online flipbook produced and PDF sent as main sales tool • Due to reprint if members want to change ads (June 30 th yes, there is cost) • Itineraries developed and relaunched to marketplace: domestic (2 and 3 day options) as well as international (up to 14 different options) • Sales kits developed as support collateral for client relation calls
MICE PLAN Marketing Results 2. WEBSITE STATISTICS • Website stats www. portstephens. org. au/conferences • March, April, May • Priority to redevelop MICE page – website revamp urgent
MICE PLAN Marketing Results WEBSITE STATISTICS – March, April
MICE PLAN Marketing Results WEBSITE STATISTICS – April, May
MICE PLAN Marketing Results BITLY LINKS
MICE PLAN Marketing Results 3. ADVERTISING • Advertising : CIM magazine • Advertising: Hunter Business Review negotiated full page for Tier 1 members to promote Winter specials. • New opportunities for co-operative advertising features through The Nibbler, mice. net but will not be offered until rebrand launched and media sites have taken place. We have a platform at ABEE, Sydney in August.
MICE PLAN Marketing Results 4. ELECTRONIC DATABASE MANAGEMENT • E Newsletters main form of follow up for shows • Executive Assistants Network – see chart next slide • Hunter Business Review – see chart next slide • Main merged database – sent information every quarter
MICE PLAN Marketing Results EAN FOLLOW UP E NEWSLETTER
MICE PLAN Marketing Results HBR FOLLOW UP E NEWSLETTER
MICE PLAN PR / Media Actions 1. Editorial 2. Relationship with Media PR / Media Overview 3. MICE Media Famils 4. Media Event
MICE PLAN PR / Media Results 1. EDITORIAL • Dedicated stories from media releases valued approx. $10, 000 • Dedicated stories in key MICE publications and online sites including e. Global, BEN, The Nibbler, etravelblackboard. com, Travel Daily News, CIM and Hunter Business Review. • Dedicated stories created in first quarter– 4 in total – who we are, what we do, new itineraries, new products (Blue Water Sailing and Shaol Bay Resort & Spa) and AITO conference (which we ‘borrowed’) • Focus for this quarter: - new members, new products, MICE branding, what we are achieving as a group (ie when confirmed business comes in and sites)
MICE PLAN PR / Media Results EDITORIAL SAMPLES
MICE PLAN PR / Media Results 2. MEDIA RELATIONSHIPS • Database building & making efforts to cement better relationships with editors and journalists of larger scale MICE publications for featured editoiral including mice. net, CIM, BTN, Spice etc • New template for stories developed by Siobhan and Janelle – pls use it!
MICE PLAN PR / Media Results 3. MEDIA FAMIL • Secured upcoming MICE famils including Spice Editor (Gwen O’Toole) • Andrew Mevissen supporting our efforts and getting us more reach for MICE so please send through messages etc • Taking advantage of Australian Business Events Expo – presentation to Top 5 MICE publications at the event (13 -14 th August 2013)
MICE PLAN PR / Media Results 4. MEDIA EVENT • Possibility of looking at event in Sydney to present stories to MICE media • The joint regional approach for next year’s MICE promotion with Hunter Valley and Newcastle includes roadshows to Melbourne, Sydney and Brisbane and includes dedicated media functions – the opportunity for you to meet directly!
MICE PLAN Product Actions 1. Infrastructure 2. Industry Collaboration Product Overview 3. Launch of new facilities and products 4. Regional Collaboration
MICE PLAN Product Result 1. INFRASTRUCTURE • DMP process acknowledges and identifies MICE as key market • This group has identified gaps for ongoing success to attract MICE market into Port Stephens through provision of better infrastructure • New Birubi Resort gaining interest off preliminary media coverage for larger scale events ie awards ceremony for 500 delegates August 2014.
MICE PLAN Product Result 2. INDUSTRY COLLABORATION – PACKAGING • My Business is Your Business industry famil (May) • Operators working together – packaging and onselling to the MICE market • Rotary bid – demonstrates how we can work together to take on larger scale business enquiries which otherwise we would have declined
MICE PLAN Product Result 3. LAUNCH AND RELAUNCH • Launch of new products > something new ie Blue Water Sailing restaurant transfers, Shoal Bay Resort & Spa cooking schools, The Anchorage “High Tea” launch, Horizons conference centre online, Tamboi Queen fishing adventure packages, Wests Diggers loyalty card system, Moonshadow Odessy • Welcome to new members (typically outside MICE sphere) ie The Retreat • Open dialogue with support services who supported the famil (Fordtronic, Opulent Events), professionals in their own right but add to MICE product offering as a destination. Helps operators and delegates.
MICE PLAN Product Result 4. REGIONAL PARTNERSHIP • Working at all levels with Newcastle and Hunter Valley to ensure best value for PS MICE members ie Demand Building Funding for MICE promotion 2014 • Combined product and promotion such as 3 D Famil allows for intergrity with buyers and genuine interest for 3 areas; different products, different experiences • Regional partnership is introducing Port Stephens to key stakeholders in the MICE spcae that we haven’t seen before ie Association of Australian Convention Bureaus. Can assist us with models of other regional areas, stimulate investment in MICE, research, stats etc
MICE PLAN People Actions 1. Better Knowledge and Insight 2. Professional Development People Overview 3. Exposure to key industry identities 4. Port Stephens Ambassadors
MICE PLAN People Result 1. BETTER KNOWLEDGE AND INSIGHT • Better knowledge after “Your Business is My Business” industry famil • Better knowledge of logistics for delegates • Information imparted onto delegates is accurate & consistent, more professional as a destination • Fostering closer ties and referral opportunities amongst operators • We now have understanding on our limitations and how to deal with them • Cross promotion – no competition as such • New people to area and some in positions that may have been typically leisure
MICE PLAN People Result YOUR BUSINESS IS MY BUSINESS INDUSTRY FAMIL
MICE PLAN People Result 2. PROFESSIONAL DEVELOPMENT • Professional development – opportunity for accredited courses are available to members • MEA membership entitles us to Professional Development seminars ie Sales Seduction • Provision of webinars, e books etc that provide opportunity for education and excellence
MICE PLAN People Result 3. EXPOSURE • Exposure to key industry identities through tradeshows and famils • Decision makers – client relation apppointments that we wouldn’t otherwise have had because we are seeing them as a region (efficencies of scale) • Builds confidence with our operators on theirs and others products & benefits • Improved face to face exposure to MICE buyers – start talking the talk! • Key stakeholders are coming to see Port Stephens for themselves ie MEA guest speaker appearance to be held in Quarter 2
MICE PLAN People Result 4. AMBASSADORS • Port Stephens ambassadors – all singing from the same textbook (I don’t mean literally although some may argue from HBR show… dooby doo!) • There is a sense of pride – it is tangible and feels good! • Difference between just promoting own product and overall Port Stephens • My Business is Your Business Famil – got to experience, learn USPs, provide feedback to peers (formerly competitors) … preparation for 3 D mega famil • Overall satisfaction score 88% - improvement is necessary!
MICE PLAN People Result ROOM FOR IMPROVEMENT – OVERALL SATISFACTION 88%
What Next? June, July, August 2013 ✓ 1 Sales Calls – Brisbane, Sydney, Regional (HBC 27 th June) ✓ 2 MICE rebrand – watch this space, it’s UNCONVENTIONAL! ✓ 3 Qantas Corporate Travel Show – Brisbane 24 th July, 2013 ✓ 4 ABEE Show – Sydney 13 th to 14 th August, 2013 ✓ 5 2 x EDMs scheduled – please supply information ✓ 6 Site inspections and MICE media famils ✓ 7 MEA professional development courses and speakers
FROM LITTLE THINGS, BIG THINGS GROW… WHAT CAN YOU DO TO MAKE THE MOST OF YOUR MICE MEMBERSHIP? Turn quotes or requests around as quickly as possible and please remember to send me a copy! Provide media releases / information on anything new ie product, people, packages etc using the PR template Send through high res images with captions so we can forward to MICE media in support of stories Join me for client relation calls in Sydney, Brisbane or around our Region (Tier 1 members) Come as an exhibitor or visitor to Australian Business Events Expo held in Sydney on 13 -14 August Use Destination Port Stephens as referral system to help support other operators Reinforce our brand – use Facilities Guide to support your MICE quotes and information Provide feedback on how we can improve – research, other destinations, articles etc – we love it! Think about meeting and/or hosting MICE buyers on 3 D Famil that will take place 12 -14 September
Questions? Thank You Beck Morley Destination Port Stephens PO Box 435 Nelson Bay NSW 2315 Email: [email protected] com. au Phone: 0401 720 120