Business event - what, how, who
What
To attract new target sector events and exploit existing ones, Markeing Birmingham will lead partners to work together to research targets and produce tailored event bids using a newly created digital bid system. The project will develop and build on strategic connections between events and invest priorities, using conferences as a platform for investment by attracting decision-makers, influencers or media and showcasing leading edge business and university research and knowledge transfer.
How
- Marketing to position the area as the best destination for events, conferences and exhibitions.
- International Sales missions led by MB to secure international association conferences
- Generate 20 international association bids by April 2012
- 12 new proposals for event organisers currently using or scheduled to use NEC Group facilities and BCB (Birmingham Convention Bureau) services
- Meet Website - following independent research and user testing the site will be
- Attract and retain business events in the region, particularly UK and international association conferences: actions include research to target events, sales, event bids and presentations, attending key trade shows, targeted event support and retention, marketing / PR, websites
- Customer service – (a) Publications - Meet Birmingham Area Conference Guide - event organisers and Birmingham credentials brochure, used at international events and sales missions, (b) Birmingham Convention Bureau team and service
Examples of strategic sector specific events include:
- Medical conferences such as the Epstein Barr Virus Conference at the University of Birmingham in Autumn 2010, which included the 2008 Nobel prize winner for Medicine as a guest speaker.
- Professional service niches such as Islamic Finance, Aston Business School are staging a conference to showcase the strength of this growth area in June 2011
- Low carbon themed conferences - NEC events such as Generating hydrogen and a fuel cell future and Innovation for a Low Carbon Future.
- Building on work undertaken in the 2008 -11 West Midlands Conference to use conferences as platforms to link to investment. The aim is to increase SME capacity to compete specific sectors provide face to face contact to access new markets or increase sales e.g. ‘meet the buyer events’.
The organisational aspects will be delivered by the Marketing Birmingham ‘Meet’ work stream and will require negotiation with the event organiser to access delegates / exhibitors.
Who
The Meet workstream will be led by MB’S Commercial Director and delivered by staff at Marketing Birmingham via Birmingham Convention Bureau events team, PR, online and staff supporting visitor experience supporting visitor needs. The work stream will also align the work of partners such as the NEC Group and university and hotel venues that host significant events.