Title: SETTING UP AN AMBASSADOR PROGRAMME AND START WINNING BUSINESS OPPORTUNITIES
1SETTING UP AN AMBASSADOR PROGRAMME AND START
WINNING BUSINESS OPPORTUNITIES Joaquin
Miranda Carolina García Gijón Convention
Bureau 11th ICCRM Seville, Spain 7-9 July 2005
www.iccaworld.com
2- SETTING UP AN AMBASSADOR PROGRAMME AND START
WINNING BUSINESS OPPORTUNITIES
- Our reasons for having an ambassador programme
- To increase the number of meetings
- To predetermine medium and long term activities
- To be in the best position to face our most
direct competition - To smash preconceptions about our town
- To increase the self esteem of our professionals
11th ICCRM, Seville, 2005
3- SETTING UP AN AMBASSADOR PROGRAMME AND START
WINNING BUSINESS OPPORTUNITIES
Reasons for having an ambassador programme 6 So
you know exactly where Gijon is on the map ..
SOME DATA Asturias, the region 10.000 sq.
Km. 1.075.000 inhabitans
11th ICCRM, Seville, 2005
4- SETTING UP AN AMBASSADOR PROGRAMME AND START
WINNING BUSINESS OPPORTUNITIES
- THE TOWNS
- Gijón 300.000 inhabitants
- Oviedo 200.000 inhabitants
- 25 mn. From Gijón
- Avilés 100.000 inhabitants
- 25 mn. away
11th ICCRM, Seville, 2005
5- SETTING UP AN AMBASSADOR PROGRAMME AND START
WINNING BUSINESS OPPORTUNITIES
- What makes things tricky?
- Gijón is not the regional capital
- It has neither the historical fame nor the
architectural prestige of its neighbouring town - It has not been the cradle of Asturian University
- The shadow of our recent industrial past
- The eternal comparison with the regional capital
11th ICCRM, Seville, 2005
6- SETTING UP AN AMBASSADOR PROGRAMME AND START
WINNING BUSINESS OPPORTUNITIES
- What do we have up our sleeve?
- Gijón is a 2000 year Roman Town
- That has gone through a breathtaking urban
transformation - With outstanding natural outskirts
- A large number of professionals with a sound
national or international reputation - It is an established host for many international
cultural events
11th ICCRM, Seville, 2005
7- SETTING UP AN AMBASSADOR PROGRAMME AND START
WINNING BUSINESS OPPORTUNITIES
It is Gijón. It is another world DVD
11th ICCRM, Seville, 2005
8- SETTING UP AN AMBASSADOR PROGRAMME
- Even if different approaches towards the
ambassadors had been taken before, The Gijón
Ambassador Programme was properly established in
2004. The are 3 main strategic areas of work - Identifying ambassadors
- Establishing and extending permanent
relationships - Showcasing of the new city venues and
specialized services
11th ICCRM, Seville, 2005
9IDENTIFYING AMBASSADORS
- Previous approaches (1994-2004)
- First approach (2004-05)
- Presentations in town
- Second approach (2006-07)
- Regional Presentations
11th ICCRM, Seville, 2005
10IDENTIFYING AMBASSADORS
- Presentations a way of saving time
-
- How to select the right guests?
- Using pre-established local networks
-
- How to succeed in encouraging the guests to
attend the presentation? - Why extra regional presentations?
11th ICCRM, Seville, 2005
11IDENTIFYING AMBASSADORS
CASE 1.- Presentation to the medical
professionals working in Gijón
The previous idea
- To get the main town hospital manager involved
in the project - To use the right arguments to convince him
- Contribute to local development
- Increase the profile of his institution
- Show the professional standing of the staff
- Offer them the free services of the CB
- Design an in-house presentation during working
hours
11th ICCRM, Seville, 2005
12IDENTIFYING AMBASSADORS
CASE 1.- Presentation to the medical
professionals working in Gijón
The final presentation
- An invitation letter addressed to the medical
professionals of the three hospitals in town -
- A selection done by the hospitals managers
- The choice of coming alone or with the person
they choose
11th ICCRM, Seville, 2005
13IDENTIFYING AMBASSADORS
CASE 1.- Presentation to the medical
professionals working in Gijón
The final presentation
- An evening event organized in the most recent
tourist - attraction in town The Botanical Gardens
- A formal welcoming by the tourist councillor
- A nocturnal guided tour of the gardens
- and. A special party for them in one of the
most - exclusive venues in the Gardens core
11th ICCRM, Seville, 2005
14 CASE 1.- Presentation to the medical
professionals working in Gijón
Results
Sent invitations 116
Guest welcomed 56 (48)
- Event diffusion
- Free coverage by the local press and media
- The event was well talked over during the next
days in the hospitals
11th ICCRM, Seville, 2005
15 CASE 1.- Presentation to the medical
professionals working in Gijón
Results
- BUSINESS OPPORTUNITIES
-
- For Gijón X
- For CB Members
- For Gijón Convention Bureau
- Booking of the venue
- Botanical Garden included in
- Conference social programmes
- Booking of the Jazz Band
- New relationships
- Data base improved
- More services offered
11th ICCRM, Seville, 2005
16IDENTIFYING AMBASSADORS
CASE 2.- Presentation to the University local
colleges
Different public, different draw backs
- THE ASTURIAS UNIVERSITY
- In the capital
- The Principal Office
- 21 colleges
- the oldest ones
-
- In Gijón
- 8 colleges
- The Engineering and technological studies
-
11th ICCRM, Seville, 2005
17IDENTIFYING AMBASSADORS
CASE 2.- Presentation to the University local
colleges
Different public, different drawbacks
THE NATIONAL OPEN UNIVERSITY CENTER IN
ASTURIAS In Gijón The Principal Office
The tutorial centre
Sorting out the tricky aspects
- Analysing the technical professors profile
- Finding more about the open university
- tutors
-
11th ICCRM, Seville, 2005
18IDENTIFYING AMBASSADORS
CASE 2.- Presentation to the University local
colleges
Taking advantage of the past experience
- Involving the colleges chairmen/women
- Professors selected by the chairmen/women
- Organising an evening event
11th ICCRM, Seville, 2005
19IDENTIFYING AMBASSADORS
CASE 2.- Presentation to the University local
colleges
Improving our strategies
- A first e-mail invitation
-
- A more formal invitation addressed by the local
- authority
- A follow up trough the phone
- A more personalized welcome at the presentation
11th ICCRM, Seville, 2005
20CASE 2.- Presentation to the University local
colleges
Results
Sent invitations 63
Guests welcomed 40 (63)
Professors 34 (54)
BUSINESS OPPORTUNITIES
-
- For Gijón
- For Gijón Convention Bureau
- For CB Members
Three conference proposals to be presented in
medium term
Key contacts made to approach regional
presentations
New enquiries made to the event suppliers
11th ICCRM, Seville, 2005
21IDENTIFYING AMBASSADORS
- What ideas did we reinforce?
-
- To be where our potential ambassadors are
- To use pre-established networking
- The effect of helping them to discover their own
town - The helpfulness of being backed by local
authorities - The time that a successful presentation can save
11th ICCRM, Seville, 2005
22IDENTIFYING AMBASSADORS
- What have we learned?
-
- That ambassadors can help to extend the
networking - The need of taking in account the specific
conditions of each destination
11th ICCRM, Seville, 2005
23ESTABLISHING AND EXTENDING RELATIONSHIPS
- Previous approaches (1994-2004)
- Giving them a full menu of services
- First step (2004)
- Giving full publicity to the assistance they can
get - Establishing the annual awards
- Second period (2005-07)
- Implementing the annual party
11th ICCRM, Seville, 2005
24ESTABLISHING AND EXTENDING RELATIONSHIPS
Menu of services
- Free expert advice selecting venues and
accommodation - Guidance in the choice of social and cultural
programmes - Support in preparing a detailed proposal document
for the selection committee - Free audiovisual and graphical material for a
bid - presentation on Gijón
11th ICCRM, Seville, 2005
25ESTABLISHING AND EXTENDING RELATIONSHIPS
Menu of services
- Availability of staff members to support the
presentation - Co-ordinate and finance a site inspection on
behalf of the decision-making committee - Provide promotional support to encourage maximum
attendance - Free delegate literature for welcome packs
- Sponsorship of the conference if needed
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26ESTABLISHING AND EXTENDING RELATIONSHIPS
And more.
- Giving the old ambassadors full support when
introduce new ones to us
- Keeping in contact in specific celebrations
- Using their testimonials as a marketing tool
- Following up their professional and social
careers
11th ICCRM, Seville, 2005
27ESTABLISHING AND EXTENDING RELATIONSHIPS
- Promoting public acknowledgment of the important
role they play - The annual award party
- Hosted by the local authorities
- Sponsored by our private partners
11th ICCRM, Seville, 2005
28ESTABLISHING AND EXTENDING RELATIONSHIPS
The annual award party
- Values considered in 2004
- The pioneer spirit
- The contribution to international projection of
the town - The altruist and foreseeing proposal of the
biggest - conference held in the region
11th ICCRM, Seville, 2005
29ESTABLISHING AND EXTENDING RELATIONSHIPS
The annual award party the recent past
- The Venue the Congress hall
- The Guests
- the awards winners and their families
- some of the local ambassadors
- the convention bureau members
- The Hosts
- the lady mayor
- the private representatives of the
- Convention bureau members
11th ICCRM, Seville, 2005
30ESTABLISHING AND EXTENDING RELATIONSHIPS
The annual award party the recent past
- The event
- A formal ceremony
- A more informal cocktail
- The communication of the event
- Paid special articles in the local paper
- Special advertisements in the regional
- papers
- Free coverage of the event
11th ICCRM, Seville, 2005
31ESTABLISHING AND EXTENDING RELATIONSHIPS
The annual award party the future
- The Venues
- Showcasing the different options in Town
- The event
- A formal ceremony
- An occasion for the winners to explain their
experience - An special event offered exclusively for them
- An opportunity for socializing and exchange
impressions
11th ICCRM, Seville, 2005
32ESTABLISHING AND EXTENDING RELATIONSHIPS
The annual award party the future
- Values to be considered
- The quality importance of the conference, not
- only the number of delegates.
- The permanent contribution to the town being
able - to bring different conferences through the
years. - Their international reputation
11th ICCRM, Seville, 2005
33ESTABLISHING AND EXTENDING RELATIONSHIPS
- What ideas did we reinforce?
-
- The usefulness of increasing our professionals
self-esteem - How they can contribute to extend the networking
and arise more business opportunities - The important effect of helping them to discover
their own town
11th ICCRM, Seville, 2005
34ESTABLISHING AND EXTENDING RELATIONSHIPS
- What have we learned?
-
- The convenience of getting a bigger contribution
by the private companies - The usefulness of an ambassador programme
- even for increasing the number of members in the
convention bureau
11th ICCRM, Seville, 2005
35Gijón Convention Bureau www.gijon.info
11th ICCRM, Seville, 2005