This is what executive meeting professionals want their DMO partners to know about providing more value and what to START doing as well as what to STOP doing.

1. Executive Perspective 2016
Destination Marketing Insights
from Meeting Executives
January 2016

2. Key Takeaways for Destination
Marketers
• Executives are increasingly looking to
DMOs to provide financial incentives
to offset escalating meeting costs.
• Executives are expecting DMOs to
provide services that increase the
business performance (attendance,
sponsorship) of their meetings.
• Meeting executives are best engaged
through face-to-face appointments
and events.

3. Key Takeaways for Destination
Marketers
• DMO print advertising, print materials
and email marketing are seen as
ineffective by executives.
• DMOs need to do more to
demonstrate they understand the
business elements of the meetings
they are trying to place in their
destinations.
• DMOs need to stop cold-calling and
emailing meeting executives.

4. 20%
24%
34%
3%
4%
10%
5%
1.What best describes your meeting industry
professional role?:
ASSOCIATION EXECUTIVE
CORPORATE PROFESSIONAL
ASSOCIATION PROFESSIONAL
INCENTIVE PROFESSIONAL
ASSOCIATION MGMT FIRM
EVENT MANAGEMENT AGENCY
OTHER
3%
7%
35% 55%
2. How long have you been working in the meeOngs and events
industry?:
LESS THAN TWO YEARS
2-5 YEARS
6-10 YEARS
11-20 YEARS
20+ YEARS
Who did we ask?
398 primarily US-
based meeting
professionals
90% had over 11
years meeting
industry experience
November web
survey
Source: FULCRUM/Kliman Group 2016
Source: FULCRUM/Kliman Group 2016

5. 2%
4%
5%
6%
6%
8%
69%
3. Where respondents place their business:
OCEANIA (AUSTRALIA/NEW ZEALAND)
ASIA
LATIN AMERICA
OTHER
CANADA
EUROPE
USA
Over 30% of respondent’s business was placed outside the US.
Source: FULCRUM/Kliman Group 2016

6. 0% 10% 20% 30% 40% 50% 60% 70%
KEEPING MY JOB
DEALING WITH SHARING ECONOMY
CSR CONSIDERATIONS
PERSONAL CAREER GROWTH
OTHER
TAKING MEETINGS GLOBAL
MULTI-GENERATIONAL NEEDS
KEEPING UP WITH TECHNOLOGY
INCREASING LODGING COSTS
INCREASING F&B COSTS
WIFI CAPACITY AND COSTS
4. The biggest things rocking my professional world:
• “Costs are out of control.”
• “Incremental service charges and fees being added…”
• “Breaking with talking head format to create more innovative
meetings.”
Source: FULCRUM/Kliman Group 2016

7. Planners are looking for destination financial support to offset
the effects of escalating costs and additional fees.
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
100%
LOCAL EDUCATIONAL SUPPORT
POSITIVE LOCAL PERCEPTION OF MEETINGS
LEGACY DEVELOPMENT OPTIONS
DMO ADVOCACY PROGRAM
ECONOMIC DEVELOPMENT PARTNERSHIPS
STABLE DMO FUNDING
BROAD MEETING INDUSTRY COLLABORATION
SUBVENTION/INCENTIVE PROGRAM
5. Community support elements that contribute to desOnaOon appeal:
No appeal Limited Appeal Considerable Appeal Game Changing Appeal
Source: FULCRUM/Kliman Group 2016

8. 0 10 20 30 40 50 60 70 80 90 100
RECENT MEETINGS INDUSTRY RANKINGS
UNIQUE EVENTS
LOCAL TRANSPORTATION
DESTINATION BRAND
TECHNOLOGY TO SUPPORT PLANNER/ATTENDEE NEEDS
ENTERTAINMENT, ATTRACTIONS, SHOPPING AND DINING
INTERNET CAPACITY
MEETING ASSETS (E.G. CONVENTION CENTER)
AIR ACCESS
LODGING ACCOMMODATIONS
6. DesOnaOon strength elements that contribute to desOnaOon appeal:
No appeal Limited Appeal Considerable Appeal Game Changing Appeal
Destination infrastructure continues to be the game-changer.
Source: FULCRUM/Kliman Group 2016

9. 44.3%
43.4%
4.7%
4.7% 2.8%
7. Change in frequency of engagement with DMOs over the last 12
months
NO CHANGE
INCREASED SOMEWHAT
INCREASED SUBSTANTIALLY
DECREASED SOMEWHAT
DECREASED SUBSTANTIALLY
Executives have been engaging more frequently with DMOs.
Source: FULCRUM/Kliman Group 2016

10. 0 10 20 30 40 50 60 70 80 90
100
LOCAL LEGISLATIVE & REGULATORY SUPPORT/
VOLUNTEER IDENTIFICATION & MANAGEMENT
KEY SUPPLIER SOURCING
CONTENT DEVELOPMENT/SOURCING
ENTERTAINMENT & CULTURAL ACTIVITIES SOURCING
LEGACY DEVELOPMENT
LOCAL COMMUNICATIONS
DATA GENERATION & MANAGEMENT
NATIONAL/GLOBAL COMMUNICATIONS
ROOM BLOCK SOURCING
SPONSORSHIP IDENTIFICATION & SOLICITATION
ATTENDEE MARKETING
8. How do you expect your business relaOonship acOviOes with DMOs to
change in the next 24 months?
Significantly decrease Slight Decrease No Change Slight Increase Significant Increase
Executives are looking to DMOs to help drive elevated
business results from meetings in response to increased costs.
Source: FULCRUM/Kliman Group 2016

11. 0% 10% 20% 30% 40% 50% 60% 70% 80%
OTHER
PARTNERSHIPS WITH PROFESSIONAL CONGRESS ORGANIZERS
(PCOS)
DEVELOPMENT OF COLLEGE EVENT MANAGEMENT CURRICULA
SUSTAINABILITY PRACTICES
CVB/DMO PARTNERSHIP NETWORKS
DEVELOPING "BIG DATA" VISITOR ANALYTICS
SOCIAL MEDIA SERVICE/SUPPORT
EVENT SUBVENTION/INCENTIVE PROGRAMS
9. What current/emerging DMO pracOces and services would enhance the
appeal of a potenOal meeOng desOnaOon for your business?
DMOs that offer financial support and attendee engagement
services through social media will enhance destination appeal
to executives.
Source: FULCRUM/Kliman Group 2016

12. 0 10 20 30 40 50 60
70
80
90
100
GOVERNMENT INFORMATION WEBSITE
SOCIAL MEDIA
INDUSTRY PUBLICATION
TRAVEL REVIEW SITE
INDUSTRY SOURCING PLATFORM
TRUSTED COLLEAGUE
DMO/CVB WEBSITE
HOTEL OR VENUE WEBSITE
SEARCH ENGINE
10. Frequency of use of the following informaOon sources when
researching informaOon or opinions about a desOnaOon:
First Stop Frequently SomeOmes Rarely Never
Google dominates as the channel of first resort. Executives
seek out colleagues more than TripAdvisor for information
and opinions.
Source: FULCRUM/Kliman Group 2016

13. 5.1%
5.1%
4.1%
5.1%
14.3%
22.4% 6.1%
37.8%
5.1%
11. The MOST EFFECTIVE desOnaOon markeOng engagement tacOc to get
your interest/alenOon:
PRINT ADVERTISING
DIGITAL ADVERTISING (WEB OR SOCIAL
MEDIA)
EMAIL MARKETING
PHONE CALL FROM A DMO REPRESENTATIVE
NETWORKING EVENT
F2F MEETING OR TRADESHOW APPOINTMENT
PROPRIETARY EDUCATIONAL/RESEARCH
CONTENT
SITE INSPECTION/FAM
Seeing is believing. Executives want to engage face-to-face to
understand the destination value proposition.
Source: FULCRUM/Kliman Group 2016

14. 31.7%
11.9%
14.9%
32.7%
1.0%
6.9%
1.0%
1.9%
12. The LEAST EFFECTIVE desOnaOon markeOng engagement tacOc to get
your interest/alenOon
PRINT ADVERTISING
DIGITAL ADVERTISING (WEB OR SOCIAL
MEDIA)
EMAIL MARKETING
PHONE CALL FROM A DMO REPRESENTATIVE
NETWORKING EVENT
F2F MEETING OR TRADESHOW APPOINTMENT
PROPRIETARY EDUCATIONAL/RESEARCH
CONTENT
SITE INSPECTION/FAM
Cold calls and print advertising do not engage or make a
positive impression with executives.
Source: FULCRUM/Kliman Group 2016

15. 14. If there were ONE THING DMOs could START DOING to make their desOnaOons more
appealing to your business, what would it be?
Source: FULCRUM/Kliman Group 2016

16. 15. If there were ONE THING DMOs could STOP DOING to make their desOnaOons more
appealing to your business, what would it be?
Source: FULCRUM/Kliman Group 2016

17. For additional meeting
executive insights contact:
David Kliman:
david@klimangroup.com
Bruce MacMillan:
bmac@fulcrum-
marketing.com