The National Congress Bureau presented a marketing strategy for promoting Russia in the global business events market

07.07.2020

In 2019-2020 The National Congress Bureau, in cooperation with the ENITED Business Events company (Austria) and with the support of the Roscongress Foundation, initiated the development of a strategy for promoting Russia as a favorable place for business events, which is intended to form the basis of the NCB's activities on the international market. The main goal was to develop key areas for working with international associations and promoting the country's regions more effectively, taking into account the expectations of the foreign audience.

The online platform hosted a presentation of the main provisions of the strategy and a discussion with developers and invited speakers. The conference was attended by Alexey Kalachev, Director of the National Congress Bureau, Alexander Porodnov, General Director of the investment attraction Agency of the Sverdlovsk region, Pavel Mayorov, General Director of the Krasnodar territory development Corporation, and foreign experts - Ivo Franchits, managing Director and owner of ENITED Business Events, and Henrik Vaughn Arnold, chief consultant of ENITED Business Events.

The document presented by the ENITED Business Events team provides a detailed overview of target audiences both on a geographical scale and by field of activity, as well as offers formats and tools for working with them. The article assesses competitors and key advantages of the country in the global business events market, including the exceptional diversity and event potential of the regions, well developed infrastructure and the availability of scientific and technical potential for interaction with foreign scientific associations.

We present several key points of the marketing strategy presentation:

One voice and one message

The main mission, goals and objectives of the Russian National Congress Bureau is to create and promote a unified brand of Russia within the framework of any marketing activities of any player (city or region) on the market of international business events.

Network of regions

Russia, through the National Congress Bureau, should create a "network of strong cities / regions" with the required support at the local level and willingness to cooperate and promote the region's unique offer on the international business events market.

Cost-effectiveness of destinations

According to research conducted by the ENITED Business Events team, Moscow and Saint Petersburg are considered quite expensive cities for business events, while there are regions where coast advantage will be more attractive.

To create results

Given the level and scale of the challenges facing a destination as large as Russia, one of the key factors is the availability of resources, especially human resources.

According to foreign experts, Russia is a fairly new and interesting player in the international event market. Many customers are looking for "unknown destinations" and new opportunities for events.

Target markets and regional ambassadors

It is worth paying attention to the major industries and business areas that work with Russia. The presence of economic ties becomes an excellent tool for organizing business meetings and business events.

Russian regions are also considered as an economic and scientific cluster, so human contacts will play an important role in their promotion at the international level. Owners of export businesses and their managers, prominent scientists and doctors who attend international events of associations, become ambassadors of the region in the foreign expert market.

Let's remind that at the end of 2019 in the rating of the International Association of congresses and conferences ICCA, Russia took 35th place, improving by 7 points its result for the previous period (at the end of 2018, our country was in 42nd place). In the same ranking, but among European countries, Russia entered the top 20

Link to the broadcast: https://youtu.be/gsRnPA1Mb_k