New Models of Collaboration II 崭新合作模式.ppt

1、New Models of CollaborationMonday 22 October 2012,Engage Suntec Singapore (International Convention & Exhibition Centre) to provide sales & marketing representation from their base in Singapore, for the Adelaide Convention Centre.,Model of Collaboration,Capital of South Australia 1st convention cent

2、re in Australia (1987),Adelaide South Australia,Regional destination 1.2m population,Direct international air service from Singapore, Hong Kong, Malaysia & Dubai,Adelaide South Australia,Generate increased international conference business Support the expansion of the ACC (to be completed in 2014 &

3、2017),Objectives,Establish a presence in Asian markets.,Asian Century Associations looking for Asian membership & Asian delegates Capitalise on Adelaides position within the ASPAC region and rotation Capitalise on the international air lift into the city Best opportunity for international conference

4、s = Asia,Focus on Asia,Suntec had offered this service to the market Track record in hosting major international events No direct conflict of interest Cost effective solution Local market knowledge, culture, language & contacts,Why Suntec?,Association hub of Asia International commercial centre Exte

5、nsive options for air access Daily direct flights between ADL & SIN Strategically co-operation made sense Potential competitor advantage over local competition in Australia,Why Singapore?,Structure 1 x Business Development Manager Shared option with Vancouver 1 year deal with rollover option to exte

6、nd Agreement running for almost 2 years,Scope of the Agreement,Territory Asia Priority - Singapore Include - Malaysia & Hong Kong China? Maturing in the association market Scale presents challenges on limited resources Remained focussed on original priorities,Scope of the Agreement,Services Represen

7、t ACC in the association market Target 20 face to face sales calls p/month 80% activity to be association focussed Research & identify new leads Provide points of contact and respond to enquiries be the face of ACC in Asia,Scope of the Agreement,Services Maintain & develop a client database Attend t

8、radeshows Advise on preparation of bid documents Develop marketing collaterals for Asia Assist with strategies and reports,Scope of the Agreement,BDM operated in isolation outside the team The Alliance aspect of the relationship failed to materialise Started from zero new database BDM only using the

9、ir past experience & contacts Opportunities arising from the partner destination Vancouver were limited Vancouver targeted other areas - China,Findings,Some leads from the representative failed due to lack of local committee support Corporate market and incentives were the low hanging fruit and a di

10、straction Adelaide is not a corporate HQ Adelaide is not set up for large incentives Operating separate databases didnt encourage fluid communication Trust with rates, packages & strategies,Findings,System worked best in supporting research and leads generated from ACC Sales calls to ACC targets Lob

11、bying with associated organisations Delegate boosting Relationships with PCOs complete the loop Benefited from general presence and having an Asia representative is a selling point,Findings,Clear definition of the personnel & the structure of the office Especially if another Centre is involved Clear

12、 scope, KPIs or specific outcomes Clear lines of communication, especially if theres no database access Joint co-operation with convention bureau or cost share with other non conflicting convention centres,Recommendations,Orientation trip for the representative to know the Centre and destination Trust them with the necessary information if you are look