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Mipim 2009: reduce your costs and increase your activity
Tim Cocking, CEO of vca international, talks at PSMG event.
Mipim – Should I stay or should I go now?
Getting the most from Cannes in the current climate
Session presented by Tim Cocking of Callian Ltd (vca international)at the Professional Services Marketing Group event, held in Central London on Tuesday 3 November 2008.
Introduction
1. It is generally recognised that in a recession, marketing budgets get hit but the exhibition sector does well.
2. Mipim is no exception and gives the opportunity to meet maximum number of clients/prospects in a short period.
3. Don’t forget it’s a global event, not UK only. So if you operate globally (or you want to!), you should be there and target accordingly.
This presentations analyses the different cost areas and offers practical advice on how to reduce COSTS (people) and increase ACTIVITY (targeting)
Remember, many delegates to Mipim are not necessarily experienced international travellers or French speakers so buying local services can be a bit daunting.
1.Travel
Flights
-Don’t leave it too late.
-Consider flights in to Marseilles as well as Cannes.
-Forget business class – unjustifiable for a 90 minute flight.
Some fare comparisons as at 03 November 2008
Outbound Sunday 08 March; return Saturday 14 March
-Easy jet ex LGW to NCE £ 142
-Easy jet ex LGW to MRS £ 60
-BA ex LHR £ 728
-BA ex City £ 732
Limousine and chauffeur driven transfers to Cannes from Marseille cost around €500 one way, but you can rent a car for 6 days at £ 160 and either park it at your hotel/apartment/villa and/or obtain a car park pass from the Cannes Tourist Office for the duration of the market.
Self drive to Cannes
-Quite economical for 2 or more.
-Useful if you’re taking promotional material (airlines now are very strict on baggage).
Your budget will need to include petrol, ferry crossing, tolls and overnight accommodation – budget £ 500 round trip.
Train
St Pancras via Paris. 8 hours. £ 174 return
2. Accommodation
As Mipim has grown, unofficial and dodgy companies will bombard you with the promise of accommodation once they’ve debited your credit card! Beware – you’ll end up with something quite different to what you booked and paid for.
Hotels
There are 7000 rooms in Cannes and Reed control 90% of them. The best, and vast majority of rooms go to major exhibitors and VIPs. If you request accommodation through Reed, be prepared to be in Nice or further afield.
vca international, working year round in Cannes, have rooms available for their clients.
Hotels require a minimum stay of 4 nights. There are ways of getting round this.
Apartments and villas
Many clients elect to stay in self catering accommodation in order to be in or near Cannes.
A number of accommodation agencies offer this service. Vca international have their own apartments and villas negotiated direct with owners.
Boats
The Port of Cannes controls the allocation of berths. Applications have to be made one year in advance for Mipim, due to the demand. For the record, vca international have 15 years experience of chartering boats at Mipim.
3. Out of pocket expenses
Subsistence
-Give delegates a daily allowance. This is common practice at other festivals.
-If you have an apartment, eat in. Buy the basics from the supermarket.
-Have breakfast out of the hotel (unless included), don’t use room service, mini bar or the hotel phone
-Avoid restaurants and bars on the Croisette, Rue d’Antibes and in the main hotels, unless entertaining.
Mobiles
-International calls are very expensive – both caller and receiver get hit with a charge.
-Get the office to call you – pre arrange a call once or twice a day and prepare an agenda.
-Buy a French sim card. This can be expensive these days.
-Rent a French mobile. In advance so you can circulate your number.
Registration –
- Only register if you need access to the Palais, the Port and the main hotels during the day. Access is strictly controlled by Reed.
-Hold your event after 18h00 if you want to invite non-registrants.
Hospitality and Entertainment
Next year, there could well be less large events. Therefore it may possibly be harder to get in. Access will be by invitation rather than gate crashing!
Guests will stay longer because there will be less opportunities to move on.
How to get the right restaurant and table
If you want Michelin starred restaurants (there are only two in Cannes, both in hotels) you’ll get better value by going to the small towns within a 10 mile radius of Cannes. Round trip transfers can be arranged
vca international has its own restaurant grading system based on feedback from clients year round and know every establishment.
-It’s worth going for Originality. A lot of delegates are over familiar with central Cannes restaurants.
-Have a budget in mind.
How to get the right larger venue
On the wrong assumption that 2009 would produce exponential growth, the cornering of beach and hotel venues by local agencies, hoping to find one company to rent the venue for 4 days, has backfired. Beware of the off loaded deals as these agencies try to recoup losses.
There is still availability although this is not likely to last beyond December.
4. Targeting activity
And finally, some tips to pass on to your fee earners.
Define your objectives
-Is it to maintain contacts, make new ones, sign deals?
Pre Plan your key meetings
-Use the Guide and web site
-Make sure you let your own contacts you’ll be there