Maximizing Your CAPS-I Trade Mission Experience Samuel Vetrak , CEO, StudentMarketing Maria Gibalova , Head of Events & Business Solutions, StudentMarketing CAPS-I CONFERENCE 07 & 08 • 0 5 • 2018
2 ABOUT US | OUR APPROACH HQ VIENNA STUDENTMARKETING IS A UNITED NATIONS WORLD TOURISM ORGANIZATION AFFILIATE MEMBER. AS AN ESOMAR MEMBER, I COMPLY WITH THE ICC/ESOMAR INTERNATIONAL CODE ON MARKET AND SOCIAL RESEARCH AND ESOMAR WORLD RESEARCH GUIDELINES. SAMUEL VETRAK, CEO, STUDENTMARKETING
3 ABOUT US | OUR INDUSTRY EXPERTISE
4 ABOUT US | OUR CLIENTS DESTINATIONS, ASSOCIATIONS AND OTHER ORGANIZATIONS
5 WHAT WILL YOU LEARN? 1. How CAPS-I paves the way 2. How you can maximize your trade mission experience and conversion Pre-mission • During mission • Post-mission • 3. Benefits & Upcoming missions
6 PAR ART T 1 HOW CAPS-I PAVES THE WAY
7 HOW CAPS-I PAVES THE WAY • Listens to members ’ feedback • Has a long-term strategy • Plans in advance • Works with a reliable partner • Enables members to connect with best quality agents
8 CAPS-I CONNECTS YOU TO THE GLOBE 2018 2016 2018 2014 2017 2013 2014 2016 2019 2015 2019 2019 2015 2016 2017
9 CAPS-I CONNECTS YOU TO THE GLOBE (2013-2018) • 10 Trade Missions • 60+ CAPS-I members • 3 continents • 9 provinces • 10 countries • 350+ agencies (450+ reps) • 14 cities • 23 countries • 7,400+ meetings scheduled
10 WHAT FEATURES DO CAPS-I MISSIONS HAVE? TRADE MARKET INTELLIGENCE EMBASSY NETWORKING PRESENCE
11 WHAT DO YOU GET? Cherry-picked quality agents • Interested in Canada & K-12 • Pre-scheduled 1:1 meetings • Trade Mission catalog • Waitlist for additional meetings • Presentations by Canadian Embassy • Complete event management • 5 star event venues • Briefing dinner • Networking cocktail reception •
12 PROFESSIONAL PLANNING FOR A SUCCESSFUL TM CAPS-I & SM plan and design TM (12+ months) CAPS-I recruits members & Confirms TM (8+ months) SM researches and identifies best suitable agencies SM recruits agents SM evaluates in-house and application data SM conducts additional interviews SM provides list of agents whom you will meet SM provides waitlist for additional meetings
13 AGENT SELECTION: BEST VS. REST • Agency profile • Portfolio (programs, destinations, schools promoted) • Sending power • Track record • Membership/credentials/accreditations • Decision-making power • Participation in industry, Canadian & K-12 events • Assessment of interest, demand and potential via interviews
14 CASE STUDY FROM 2017 CAPS-I TM IN BRAZIL 16,000+ After-event survey: Agencies worldwide Extremely 100 270+ Suitable agencies in Brazil satisfied % Very likely to 160 Promoting high school abroad 100 attend future % missions 130 Promoting high school in Canada 87 Interested and registered 41 41 Suitable and accepted from 12 Brazilian states & 17 cities 82% owners/executives , 11% senior managers, 7% consultants
15 WHAT CAN YOU DO PAR ART 2.1 2.1 BEFORE MISSION?
16 WHAT DO YOU GET? Agent list • Wailist for scheduling extra appointments • Trade Mission catalog : • Event information • Agency profiles • Portfolio (programs, destinations) • Sending power • Contacts • Complete appointment schedule •
17 PREPARATION = 50% OF SUCCESS Source market data and intelligence • Cultural differences & business etiquette • Local marketing channels • Update your institution profile & collateral • Enhace your Trade Mission program with additional meetings •
18 HOW TO PERFECT YOUR PRE-MISSION PREPARATION? Plan your meeting strategy Determine value proposition, USP and elevator sales pitch • Prepare marketing collateral and media • Study agency and representative profiles • Prepare questions for agents • Prepare pricing information, terms and conditions • Have your 24-hour follow-up email and written agreement ready •
19 HOW TO PERFECT YOUR PRE-MISSION PREPARATION? Stand out by providing Location aspects Student support services • • Accommodation options Visa support • • Extra-curricular opportunities Alumni & Partners • • Nationality mix, class size, max. ratio Testimonials • • per country Rankings • Teacher qualifications •
20 PAR ART 2.2 DURING MISSION
21 PREPARE FOR RUNNING A MARATHON! Arrive in time and well rested • Set up your table in advance • Create multiple touchpoints with agents • Have a well-planned meeting strategy • Use the Trade Mission catalog • Start and finish meetings on time • Follow appointment schedule • Take meeting notes and photos • Report no-shows • Listen to agents (needs, clientele, support) • Hand out all business cards •
22 PREPARE FOR RUNNING A MARATHON! Build professional and personal relationships • Record anything what ’s personal • Attend networking opportunities • Fill any unscheduled time with additional meetings/visits • Attend student/parent appointments with agents • Be present (make 100% use of your time) • Be visible on social media • Approach Trade Mission Coordinator with Qs •
23 POST-MISSION PAR ART 2.3 2.3 FOLLOW-UP
24 HOW TO MAXIMIZE YOUR FOLLOW-UP? Immediately after the mission Send a personalized call-to-action follow-up email within 24 hours • Send information package • Follow up with a training • Offer support • Always get commitment on next steps •
25 HOW TO MAXIMIZE YOUR FOLLOW-UP? Nurture leads beyond initial contact Respond promptly to agents ’ questions and queries • Create follow-up schedule and use different contact formats • Time your follow-up to maximum impact • Keep your profile & collateral updated • Provide regular updates to agents • Maintain contact with compelling content •
26 HOW TO MAXIMIZE YOUR FOLLOW-UP? It takes several follow-ups Organize webinars and individual online trainings for agents • Cooperate with Canadian Trade Commissionaire Service on events • Schedule frequent personal in-office visits, seminars, fairs • Attend student/parent appointments with agents • Invite agents to Fam Tours to show-case your institution • Assign a local sales representative in market (later stage of recruitment) •
27 BENEFITS & PAR ART 3 UPCOMING MISSIONS
28 WHAT DO MEMBERS FIND MOST BENEFICIAL? 1. Quality of agents & Access to DMs „ The agents were incredible. Very well selected and very respectful. Clearly interested in the Canadian market. “ "Very qualified agents who were familiar with the Canadian market and who seemed to be very well picked for the meetings – hardly any inexperienced agents. “ „ The quality of agents was very strong. It was evident that the agents wanted to work with institutions in Canada and they had done their homework on which locations they were looking for. “
29 WHAT DO MEMBERS FIND MOST BENEFICIAL? 2. Cost & Time efficiency "It was fantastic to have the opportunity to meet so many agents. This event allowed me to expand our program's agent network in Brazil in such a way that might have taken years to accomplish otherwise. “ „ Meeting so many agents from various cities without spending time and resources traveling to them. “ „ I liked having the list of agents that were not able to attend so that we had a vetted list of agents to contact during our down time. “
30 WHAT DO MEMBERS FIND MOST BENEFICIAL? 3. Efficient market penetration „ This was the first time for our board to market our program in Mexico. This model was quite effective to connect with agents and to learn about the opportunities in Mexico. “ „ Having the opportunity to meet so many agents and hear from the Consulate/Immigration Program Manager about the Vietnam market was very valuable to me because we are very new to the Vietnam market. “ 4. Piggy-backing on CAPS-I ’s strategy „ I enjoyed the mix of returning and new agents that were proposed to us since the last mission. It was a wonderful way to reconnect or start up new partnerships. “
31 UPCOMING CAPS-I MISSIONS
Thank you!
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