Eric Bakermans, Meetings & Conventions Marketing Manager, Netherlands Board of Tourism & Conventions

14/12/2010

« We create a captive audience and mix it with some humour as well »

The Netherlands Board of Tourism & Conventions has a very dynamic and original approach for catching the attention of buyers during the tradeshows they take part in, like recently at EIBTM. Meetings & Conventions Marketing Manager Erik Bakermans shares his strategy with BWMN.

BWMN: Can you tell us more about the way you try to stick in the mind of buyers?

Eric Bakermans: We’re quite well aware of the fact that hosted buyers need to attend to 20 appointments a day. Just another talking head in the midst of so much interference at a trade show isn’t going to make our story stick in the minds and hearts of our guests. So that’s why we have to think of original ways to get our story across! At EIBTM for instance, we used jugglers this year, because we try to involve our buyers in an interactive way. The jugglers tell a story about Holland as a green meetings destination including the audience to interact with them. We informed them via a wireless headphone. Like this, we create a captive audience and mix it with some humour as well.

BWMN: You organized last week a 2 day showcase for the European and North America market? How many of them do you organize a year? For how many participants? What are the profiles of the buyers you invite? What is the ROI of this type of event?

Eric Bakermans: In 2010 we organized 2 Holland Showcases. For next year we’re planning for 3 editions, although just one in the original format, the other two in a so-called ‘light version’. The profiles are thoroughly checked by us as well as our partners in the Dutch Meeting Industry. We have completed a survey last year, measuring the ROI of the Holland Showcase. Without going in every detail, we have all the good reasons to continue this activity. Planners have booked their business in Holland as a direct result of participating at the Holland Showcase.

BWMN: According to you, what are the best assets of Holland for meetings and events?

Eric Bakermans: There are two types of assets. There’s the so-called hardware, which we have in place to become an attractive business events destination: accessibility, infrastructure, a stable environment politically and economically, etc. But there’s also the software. How do we make sure that an international buyer, both for corporate meetings as well as associations understands that Holland is the best destination for doing business? That’s the level of service and the professionalism expected in our meetings industry. And we’re able to understand the specific wishes of a meeting or congress planner, which sometimes go beyond a meeting, a hotel room or catering requirements.

The image of Holland as a meetings destination is conveyed via our ‘Fresh Dutch Views’ campaign. This is where we try to accomplish that a meeting planner will bring his/her business to our country, will come back with new business and last but not least, he or she will be happy to share this with others.

BWMN: You have an RFP tool on your website, how much business does that bring in for you & the Dutch partners? Do the meeting planners prefer a personal approach by calling you, or do they use this tool?

Eric Bakermans: It’s something you’ve got to have and that needs to be in place, functional and user friendly. Sure, it brings business, but it is not a purpose on its own. This tool is one of the many services we offer to our buyers. And in the end, the link and contact being a key factor in our industry, we welcome those buyers who pick up the phone and ask and share their RFP’s with us!

BWMN: Holland occupied 10 ^th place in the ICCA annual ranking. Do you intend to reach the top 5 destinations? If so, what will be your strategy?

Eric Bakermans: I believe we also ranked 6 in the past. Of course it’s nice to see that we are in the top 10, given the fact that we are a small country. Actually, I’m much more interested in our market share in relation to our neighbouring countries and even more: what is the perception of the international meeting planners and how they rate the Netherlands as a destination for business events. And how we make sure that they keep on choosing the Netherlands as their next destination. That is basically our strategy!

www.holland.com