Business Events Market Segmentation James Seymour CEO: Durban KwaZulu-Natal Convention Bureau 27 09 2013
There are some 28 Core Factors that determine the success of a business event or business tourism destination
Responsible Practices Social Business Tourism Intermediaries & Services The Fundamentals Perceptions of crime, grime, service and price Environmental Accessibility & Transport Systems Business event destination marketing Strategy & Management Leadership, skills and business practices Venues & Accommodation Business Destination Competiveness & Success
Convention Bureau s Convention Bureaus promote the business tourism potential of a destination... their main purpose is to to increase the number of events, conferences and meetings held in the destination; whether a city, a region or a country (ICCA, 2010)
Durban KZN CB Vision and Mission Vision: To showcase Durban and KwaZulu-Natal as the premier business and tourism destination in Africa Mission: To aggressively identify and bid for small, medium and large meeting, exhibition and incentive gatherings with researched potential of significant return on investment (ROI) and to passionately raise the level of awareness of Durban and KwaZulu-Natal s wide range of business tourism related venues and associated services.
Convention Bureau Complimentary Support together with Partners Assistance with bids and presentations Accommodation blocks and complimentary rooms MICE Fares Supplier Information and Quotations; Educational Trips and Site Inspections; Promotional Materials; Value adds reception functions, sponsorships etc.; Pre and Post Tours and Incentive Packages;; Convention Publicity and Delegate Boosting; Destination Display and Promotion; Information Kits and Welcome packs for delegates;
Dividends
Destination Marketing Strategy Tourism destination marketing strategy decisions about long and short term marketing goals and objectives. Attempts to answer: Where are we now? How did we get there? Where are we heading? Where do we want to be? How do we get there? How are we doing?
Segmentation. Segmentation is a critical element in the process of developing a marketing strategy as it is the first step in defining the who are the specific markets you are going to target in terms of your tourism
Examples of variables used for segmentation Number of tourists Spend Purpose of Visit Region Seasonality Needs Frequency of travel
Tourism Targeting Selecting specific segments that will provide the most significant ROI for a tourism offering.
Tourism Positioning Placing a tourism offering in such a way and particularly in the minds of potential tourist so that it meets an actual need or needs of such individuals. This is often achieved by a clear positioning statement or brand message..
The core leisure tourism segments that South African Tourism are targeting Young South Africa Seekers and the South Africa Seekers (Wanderlusters); Mature South Africa Seekers or the Next Stop South Africa Tourists; UK USA and Canada Germany Netherlands France India China Japan Australia SADC, Nigeria and Kenya
Domestic tourism segmentation Two key variables are income and purpose of visit; 11 segments identified 3 core target markets New horizon families, high life enthusiasts, spontaneous budget explorers, seasoned leisure seekers
Business Events Segmentation Local, national, regional and international Association, government or corporate meetings Incentive tourism Exhibitions Key source markets
Business Events Targeting Primarily regional and international association, and government meetings most lucrative; Secondary focus - Incentive tourism Pioneering - Exhibitions Key source markets UK and Europe, North America and to a lesser degree Africa and Asia/Australasia Key principal engage locally before going regional or international