How can we use technology to our advantage and build an intuitive support system? How can we use data to predict trends and stay ahead of the crowd? How can we create new business opportunities during times of economic downturn? How can destinations identify their unique selling points and turn this into a competitive advantage? How can associations identify new growth opportunities and potential partners? Are clusters the new buzzword for the association meetings industry? Join this session to be inspired to join the ranks of those working smarter and not harder in growing your organisation!

1. How can we use technology
to our advantage and build
an intuitive support system?

2. AVOIDING A
IT CAN BE A MEANS TO
STIMULATE CREATIVITY &
INNOVATION
:

3. …
?
WHAT
WOULD
YOU DO
CITY ECONOMY
REVENUE
NUMBER OF EVENTS
BUDGET
REVENUE PER SQUARE FOOT

4. PLENTY OF HISTORICAL EXAMPLES:
OF THE 100 BIGGEST COMPANIES 10% FAILED WITHIN 10 YEARS
OF 43 SUCCESS STORIES 33% WERE IN SERIOUS FINANCIAL
TROUBLE 2 YRS LATER
18 SUCCESSFUL COMPANIES 7 NO LONGER GREAT (39%)
(GOOD TO GREAT)
1912:
1982:
1994:

5. WHAT HAPPENED?
• COMPLACENCY
• BLAME GAME
• DENIAL
• FAILURE TO ADAPT / INNOVATE
• INTERNAL PROCESS CONCERNS

6. CRM’S CAN
SEEM SCARY:
BUT THEY
DON’T HAVE
TO BE!

7. GROUP DISCUSSION:
HOW DO YOU USE YOUR CURRENT DATA?
WHAT DO YOU MEASURE?
WHY IS IT IMPORTANT TO MEASURE?
DO YOU USE DATA FOR FORECASTING?

8. SOURCES OF DATA?
• Market segments
• Lead times
• Historical Data
• Reasons for cancellations
• Conversion Rates
• Cost structure
WHAT TOOLS DID WE CREATE?
• Demand calendar
• Pricing Update
• Revised Forecasting Model
• Profit Calculator
• Client Avatar
WHAT DATA WAS ANALYZED?
• CRM
• Event Licensing System

9. MEETINGSBANQUETSCONVENTIONS
EVENTS BY WEEK OF THE YEAR (2005-2015 CUMULATIVE)

10. Event
Revenues Square Footage Estimation Food and Beverage AV
Room Rental (Pre-Tax) 5,000 Room Block Days Delegates 700 Room Number
Room Discount 0 Exhibition Hall 1 Meal Number Small Breakouts 0
F&B 49,000 Telus Rooms 0 Breakfast 0 Large Breakouts 0
A/V 60,000 Macleod Hall 0 Breaks 0 Ex Hall - Full 1
Show Services 0 Macleod E / Pacific 0 Lunch 0
Ex Hall - 1or2
Sections
0
Décor 21,000 Chinook Rooms 0 Dinner 1
Macleod Hall:
2+ Sections
0
Total Revenues 135,000 Glen Rooms 0 Reception 1
Macleod Hall:
1 section
0
CTCC Revenues 47,393 Override Override 49,000 Override 60,000
Expenses Décor
88,200
Show Service
25,000
Square Footage Used 47,047 Using Décor TRUE Room Number
Total Expenses 19,760 Booths 0
Total Profit 27,633 Profit % 58% Posters 0
Dreams Take Flight

11. HOW DO YOU TRANSITION BASED ON YOUR DATA?

12. GROUP DISCUSSION:
HOW DO YOU USE YOUR DATA TO STAY
RELEVANT?

14. AN EVOLUTION IN OUR FOCUS
To encourage
you to bid with
Abu Dhabi

16. … CHARLES DARWIN

17. HOW DO YOU UNDERSTAND YOUR CUSTOMER?

18. HOW DO YOU UNDERSTAND YOUR CUSTOMER?