Presentation by Terri Breining and Antonio Ducceschi during MPI Netherlands presentation at MarCom 2009, Amsterdam RAI, Wednesday 3 June 09

1. Integrating Meetings into Your Marketing Mix Ruud Janssen President, MPI Netherlands Chapter

3. Integrating Meetings into Your Marketing Mix Antonio Ducceschi, CMM Director of Sales and Partnership Development EMEA Meeting Professionals International Terri Breining, CMP, CMM Concepts Worldwide Carlsbad, California USA

9. Survey Demographics - Title

10. Survey Demographics - Revenue Key Take Away: 45% of respondents represent large enterprise companies.

11. Key Western Europe Findings: Marketing Budget Trends

12. Marketing Budget Key Take Away: 54% of respondents have marketing budgets over $1M. 25% have marketing budgets over $5M.

13. Primary Marketing Concern Key Take Away: Concerns about the economy (11%), reaching new customers (8%) and keeping customers (8%) are primary marketing concerns. Question: Thinking about your current marketplace, what would you say is your primary marketing concern today?

14. Event Marketing’s Share of the Marketing Budget Key Take Away: Event marketing’s share of the marketing budget has increased six points to 25%. Question: What percentage of your company's total marketing budget is currently spent on event marketing?

15. Marketing Budget Allocation Key Take Away: Event marketing (26%) and print advertising (24%) spend make up for half of respondents’ marketing budgets Question: How is your marketing budget split among disciplines?

16. Marketing Budget Increase Key Take Away: Event marketing and Web marketing gain equally from shifting marketing dollars. Question: If you have experienced a budget increase, where are you putting these additional dollars?

17. Meetings are the birthplace of ideas, the drivers of business results, the sparks of innovation, and the connections between people Meeting Professionals International

23. Not meetings OR other marketing tools… meetings as a PART of the marketing mix

24. Meetings are essential to business…but we MUST plan and conduct them differently

25. Branding campaigns typically last two years Meetings planned and executed in shorter time frame, with quicker results

27. Key Western Europe Findings: ROI Trends

28. The Greatest ROI in Marketing Key Take Away: Event marketing provides a higher ROI than broadcast advertising by a factor of 3. Question: Of the following marketing elements, which would you say provides the greatest return on investment?

29. Why Event Marketing Provides Greatest ROI Key Take Away: 66% of Western Europe respondents consider event marketing to provide the greatest ROI because it includes opportunities for in-person (face to face) contact. Question: Why does Event Marketing provide the greatest ROI?

30. Accelerating and Deepening Relationships Key Take Away: Event marketing is the overwhelming choice as the discipline that best accelerates and deepens relationships. Question: Of these marketing elements, which would you say is best for accelerating and deepening relationships?

31. Budget Allocations for Measurement Key Take Away: Budget allocations for measurement represent 6% of the event marketing budget. Question: What percentage of the event marketing budget is allocated to measurement?

32. Measurement Motivation Key Take Away: Thirty-seven percent of respondents measure to demonstrate marketing ROI. Question: Why do you measure?

33. Measurement Topics Key Take Away: The leading categories of event measurement are the number of qualified leads generated (24%) and sales increases (24%). Question: What do you measure?

34. Measurement Impacts Event Marketing Budgets Key Take Away: Companies that measure are over 3 times more likely to expect increases in their event marketing budgets than those that don’t measure. Question: How do you anticipate your marketing budget allocations will change relative to event marketing?

35. Measure the impact of the meetings we do

36. ROI Impact Application Learning Reaction, Satisfaction, Planned Action Level 2 Level 1 Level 5 Level 4 Level 3

41. Key Western Europe Findings: Green Trends

42. Green Initiatives Implementation Key Take Away: 38% of respondents are already integrating green into their event programs. 18% plan on doing so within the next 12 months. Question: When do you plan on implementing green initiatives within the event function?

43. Motivations for Green Key Take Away: Abiding by a corporate responsibility mandate is respondents’ primary motivation for going green. Question: Why is your company implementing a green initiative?

44. Green Initiatives Key Take Away: Respondents that implement green initiatives dedicate 15% of their event budgets to related activities. Question: What percentage of your event budget is dedicated to green initiatives?

45. Integrate elements of CSR into meetings

46. Sustainability will be assumed

47. APEX Standards for Green Meetings www.apexsolutions.org

49. Key Western Europe Findings: Event-to-Experience Trends

50. Perception of Experience Marketing Question: Which of the following statements best describes for you the term Experience Marketing?

51. Experience Marketing at Work Key Take Away: Respondents most use experience marketing to motivate purchases (20%) and build brand loyalty (14%). Question: What primary marketing objectives do you currently use experience marketing for?

57. Focus on the business of meetings, not the meetings business

58. Understand the priorities of procurement

59. Bean Counters Need Beans to Count

60. Integrate technology before, during, after

61. Deal with shortened planning windows

63. Planners & Suppliers must work together

64. A good crisis is a terrible thing to waste

65. Final thoughts…

66. Thank you!