MCI, a globally integrated Association, Communication and Event Management Company, welcomed its president, Asia Pacific and ceo of their Association Division, Robin Lokerman to Australia to share insights with association leaders and the Australian events industry from his highly successful and expansive career.
During his time here he and other MCI Association experts hosted more than 200 influential associations throughout a roadshow that took in Brisbane, Sydney, Adelaide and Melbourne over the past week.
Speaking during a breakfast at the Sydney Convention & Exhibition Centre, Lokerman spoke of the innovative strategies for maximising revenue potential and increasing the brand value of associations and their events.
Identifying five emerging global trends relevant to the Association market – including the changing worldwide demographic of a “hugely growing middle class”, he said, “right now 50% of the world is in the middle class and it’s a massive influencer and a huge challenge.”
Another trend was connecting with different age groups and sexes.
“How do we connect among the generations such as the baby boomers, old timers, Gen X & Y, male and female?
“Gen X & Y are not interested in conferencing like grey audiences are, we need to engage them”.
Lokerman went on to say how things had changed after 9/11 with a shift towards the East, predicting that this decade would see a further move towards Asia.
“Shanghai international arrivals in 2010 were 7 million, domestically it was 230m, so there is a massive domestic market that are currently
getting to know their own country but in the next 10 years they will be travelling to other destinations.”
MCI regional director for Associations in Asia Pacific, Stephan Wurzinger, said the costs & time involved for Associations in lobbying for their members is especially difficult if they don’t have the budget or the staff, “something that can be done through MCI,” he said.