Monthly Archive: August 2010


Penetrating or Expanding Global Markets through Meetings

Ajay Bhojwani and I presented this session at yesterday’s ASAE Business of Meetings Track in Los Angeles, USA.  The core message is that associations can use meetings as platforms to penetrate and grow presence in a region if they:

  1. Spend more time assessing the region’s strength and weaknesses from a strategic business perspective and have considered the strategic intent of the meeting (e.g. brand awareness).
  2. Recognize the need to determine the target audience’s needs and desired outcomes and then adapt content to fulfill those needs.
  3. Have an event business and operational model that can achieve a sustainable presence for projecting into a region over time.

Here is the session description and a link to three more case studies that we couldnt include in the presentation.

The European League Against Rheumatism (EULAR) has grown its annual congress attendance from 4000 in 2001 to over 12,000 today during an era of heightened security around the world.   The tremendous growth of this event is due to several critical components that you may find instructive: 1) Development of a “delegate loyalty” program strategy for European audiences 2) Building a consistent and permanent industry sponsorship program with pharmaceutical companies.

Case studies on the 8th World Congress of the Council on Tall Buildings and Urban Habitat held in Dubai, UAE will also be explored.