Hello beer and chips
By Yeoh Siew Hoon
The buzz in Melbourne, as I heard it.
1. Let the youth in
We slipped into the ICCA Youth Forum run by Elizabeth Rich and found it brimming with ideas and enthusiasm. Listening to the questions and group discussions imbued us with hope for the industry.
This is the lot that will take our business into the future and they reflect the new customers. Engage with them.
2. Dare to be different
Quote from Jill Henry of the Sarawak Convention Bureau which won the ICCA 2008 Marketing Award. “It is better to be different than better.”
3. Technology is the new green
Businesses will look to technology to drive business efficiencies. Suppliers will look to the online channel to drive direct business. Customer behaviour is being shaped by new technologies.
All will converge to drive a sea change in our industry. Don’t keep saying, people will always need to meet face to face.
Instead, say, how can we use technology to better improve face to face communications?
4. The age of austerity
At a time when companies are being bailed out, and people are losing their jobs, the industry has to be more sensitive to the times or else risks being labeled as “junkets” and face legislation.
Look to what’s happening in the US under Obama. Your customers have to be seen doing the right thing and suppliers will have to help. Goodbye, champagne and caviar. Hello, beer and chips.
5. CSR is the new black
It’s the word on everyone’s lips, well at least in Australia. From Tourism Australia to the Melbourne Convention & Visitors Bureau, the industry is abuzz with CSR as a way of business.
It is hoped it will give Australia a competitive edge when it comes to winning business. But are customers demanding it and willing to pay for it?
The Americans, British and Europeans seem to be asking for it but how about the biggest and fastest growing part of the world, Asia?
And will CSR stick in these tough economic times? As the saying goes, when poverty walks in the door, does love fly out the window?
Catch Yeoh Siew Hoon every week at The Transit Café http://thetransitcafe.com/
Ian Jarrett
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