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training
marketing
strategy
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A boutique consultancy helping destinations,
venues and hotels increase MICE business.

TRAINING    |    MARKETING    |    STRATEGY

Category: Business Matters | Marketing Matters

TOPIC: BUILDING YOUR BRAND

If "culture eats strategy for breakfast" (Peter Drucker) then how do you build a successful brand?

TYPE: 90 min keynote address with Prezi | PPT

DELIVERED BY: Patrick and/or Padraic

AUIDENCE: All sectors

LEVEL: Senior - Owners, CEOs, MDs, VPs, Senior Managers, Division Leaders

SESSION DESCRIPTION: Peter Drucker, the famous management guru, provocatively claimed that "Culture eats strategy for breakfast". Without strategy there's no vision for the future and no road map to get us there. But without culture there's no reason to travel at all, no real meaning to the journey.

Download brochure (pdf)

Delaney and Gilligan are lifelong friends who started to work together within the Meetings and Events industry in 1994. Over 20 years they took a two man Irish based DMC to a 100 destination global organization with total revenues of well in excess of $100 million.

During that time they made a lot of small and big mistakes and therefore learned the importance of strategic planning, of agreeing short, medium and long range goals, of establishing matrices for measurement. However, the also learned the over-riding importance of culture and the need to express this with clear, concise mission, vision and values statements.

They also learned, above all, that culture needs to be lived and modeled daily, particularly by the leadership in the organisation.

LEARNING OUTCOMES
By the end of the session delegates will:

  • Be energised, enthused and motivated
  • Understand what workplace culture is and its seminal importance
  • Be able to identify the positive and negative aspects of their own corporate culture
  • Know how to craft a vision, mission and values statement for their organization or department

Category: Marketing Matters

TOPIC: SELLING YOUR DESTINATION

How to generate €20m in meetings and incentives revenues by collaborating with your competitors

TYPE: 60 minute keynote or 90 minute workshop

DELIVERED BY: Patrick and/or Padraic

AUIDENCE: CVB, NTO, Hotels, Venues, Agencies

LEVEL: Senior Level – CEO, MD, VP, Director, Manager, Sales and Marketing Manager

SESSION DESCRIPTION: Planners of meetings, incentives, conferences and events are not particularly interested in individual hotels or venues, DMCs or motorcoaches. First and foremost they're interested in how destinations - as a whole - can provide them with integrated solutions where all players pull together seamlessly to deliver the perfect event.

Download brochure (pdf)

As a small company in a 2nd tier destination we quickly learned that clients had limited or no time to listen to "another DMC pitch" but endless scope to hear how an entire destination could bring added value to their meeting and event requirements.

Following this insight we created a branded destination consortium and, over 3 years, conducted more than 100 face to face sales calls in a key geographical market resulting in business revenues of $20m.

This dynamic session provides a step by step approach to destination selling and how to create added value for clients by collaborating with your competitors.

LEARNING OUTCOMES
By the end of the session delegates will:

  • understand the buyer's perspective in the sales dynamic
  • be able to identify opportunities for collaboration with competitors
  • build a sales strategy based on selling the destination first
  • identify other destination entities – CVB, airlines etc – who can contribute value to the plan

Category: Business Matters | Marketing Matters

TOPIC: BUILDING YOUR BRAND

Building a brand with Teddy Bears and Hugs: Our Story

TYPE: 90 min keynote address with Prezi | PPT

DELIVERED BY: Patrick and/or Padraic

AUIDENCE: All sectors but particularly relevant to start-ups

LEVEL: All levels but particularly relevant to Senior Level – CEO, MD, VP, Director, Manager, Sales and Marketing Manager

SESSION DESCRIPTION: How do create demand for your services when you're only starting off and have no trading history? How do you market yourself so as to create awareness of your difference, your uniqueness, that elusive "je ne sais quoi" that separates you from the competition?

Download brochure (pdf)

This fundamental conundrum faced Delaney and Gilligan in 2007 when they set out to transition from a single destination DMC to a multi-destinational, global company: Ovation Global DMC brand at over 100 locations around the world.

They realised they needed a compelling story and an appropriate character around which to weave the tale: Enter Ovation Bear.

Ovation Bear became the spokesperson for the new evolving brand, had his own social media channels and blog, his own annual awards programme called the Huggability Award and, eventually, went on to become the recipient of a prestigious Meetings Industry Marketing Award (MIMA)

LEARNING OUTCOMES
By the end of the session delegates will:

  • Be energised, enthused and motivated
  • Understand the funadamentals of brand building and marketing
  • Appreciate the centrality of story to all marketing actions
  • Be able to sketch out the fundamentals of their own unique story

Category: Business Matters | Marketing Matters

TOPIC: NETWORKING

Networking: The Power of Human Connections

TYPE: 90 min keynote address with Prezi | PPT

DELIVERED BY: Patrick and/or Padraic

AUIDENCE: All sectors

LEVEL: All levels – particularly relevant for newbies and neophytes!

SESSION DESCRIPTION: You pause at the door but then decide on another trip to the bathroom. You've been at the entrance to the ballroom twice before but, each time, found good reasons not to go in.

First time, when you looked into the room, there was nobody there. Second time the room was too packed. As you leave the bathroom you see a familiar face. Happy days! You enter the ballroom together and stand there for an hour sipping drinks and smiling hopefully at anyone who makes eye contact.

You then convince each other it's a boring party and leave.

Download brochure (pdf)

Attend this high octane session and learn the tricks of networking for business success but remember to leave your inhibitions outside the door!

LEARNING OUTCOMES
By the end of the session delegates will:

  • Be energised, enthused and motivated
  • Understand the importance of networking
  • Be able to clarify and list objectives for a networking event
  • Be equipped with some key tools for effective networking

Category: Business Matters | Marketing Matters

TOPIC: PRESENTING YOUR BRAND VALUE PROPOSITION

Just one chance to make a first impression - How to say what you do in 30 seconds

TYPE: 60 minute keynote or 90 minute workshop

DELIVERED BY: Patrick and/or Padraic

AUIDENCE: All sectors

LEVEL: All levels – particularly relevant for newbies and neophytes!

SESSION DESCRIPTION: "Hold please!"

You reach for the "Open Door" button faster than a politician's promise and gallantly hold the elevator as the magnificent Tina Hoffman enters, Chief Buyer at GrabaGuy.com, the biggest user of hospitality and out-sourced meetings services in your region.

She thanks you profusely as the door closes and selects the 35th floor. You chat easily and amiably but then comes the heart-stopping question: "So what do you do?" You're already at the 10th floor. You reckon you have about 30 seconds.

How do you describe your value proposition in easy, bite-sized portions so that it's tantalizingly appetizing, causing your prospect to want more?

How do you make the complexity and sophistication of your product or service readable and easy to understand so that people can buy it?

Download brochure (pdf)

This session uses real business examples and case studies to help you deconstruct your brand value proposition and pull together all the essential elements so as to have a compelling and convincing elevator speech that Tina Hoffmann will fall in love with.

LEARNING OUTCOMES
By the end of the session delegates will:

  • Be energised, enthused and motivated
  • Understand the concept of brand value proposition (BVP)
  • Know great case studies and examples of well articulated BVPs
  • Take first steps towards crafting your own elevator speech

Category: Marketing Matters

TOPIC: DIGITAL MARKETING & SOCIAL MEDIA

"It's marketing, Jim, but not as we know it" – the brave new world of digital and how to leverage it for MICE success

TYPE: 60 minute keynote or 90 minute workshop

DELIVERED BY: Patrick and/or Padraic

AUIDENCE: All sectors

LEVEL: All levels – particularly relevant for newbies and neophytes!

SESSION DESCRIPTION: The digital revolution came as a consequence of the internet and changed the face of the business world to the extent that the acronyms BC and AD might be interpreted as "before computers" and "after digital".

Download brochure (pdf)

And nowhere in business has the digital revolution been more tsunami-like than marketing where global communication is instanteous and big data facilitates laser-like measurement.

But what are the threats and opportunities that stem from this for the meetings, incentives, conferences and events market?

Does digital turn face-to-face on its head? Does it challenge the pivotal importance of relationships in our industry? Or does the digital revolution bring in its wake immense opportunity and far-reaching positives?

This session highlights the opportunities, particularly with Social Media, for meetings and events professionals to leverage digital platforms to build profile, grow their businesses and win global clients.

LEARNING OUTCOMES
By the end of the session delegates will:

  • Develop an appreciation of the power and appeal of digital marketing
  • Understand some of the key principles of digital marketing
  • Appreciate how companies in the meetings industry are using social media successfully
  • Know the basics for building a digital strategy for your own company

Category: Business Matters

TOPIC: DEALING IN A MULTI-CULTURAL MARKETPLACE

How to thrive in a Multi-cultural Marketplace: First steps in becoming culture savvy

TYPE: 60 minute keynote or 90 minute workshop

DELIVERED BY: Patrick and/or Padraic

AUIDENCE: All sectors working with or in international markets

LEVEL: All levels

SESSION DESCRIPTION: The advent in recent decades of globalisation and the internet has created a global marketplace in which all meeting and event professionals participate.

Download brochure (pdf)

For some of us this manifests itself in the attendee demographics at events in our own destinations; for others it's seen in the destination selection of our clients who now travel to places we never thought possible only 10 years ago.

Thriving and prospering in this brave new world means being equipped to deal with multiple perspectives and understanding that, despite our common humanity, one size doesn't fit all.

As former leaders of a enterprise with offices at over 100 locations around the world, Delaney and Gilligan have first hand experience at negotiating this cultural minefield and building a successful business across several lingustic and ethnic groups.

In this session they share their successful framework for unlocking the cultural conundrum and equip you with tools and strategies to maximize your success in an exciting but perplexing multi-cultural marketplace.

LEARNING OUTCOMES
By the end of the session delegates will:

  • Understand that cultural diversity is a fact of contemporary business
  • Appreciate that one size doesn't fit all regarding business protocols and expectations
  • Be familiar with The Lewis Model of cultural types
  • Learn some basic do's and don't's

Category: MICE Matters

TOPIC: DOING BUSINESS INTERNATIONALLY

International101 – 10 things you need to know

TYPE: 60 minute keynote or 90 minute workshop

DELIVERED BY: Patrick and/or Padraic

AUIDENCE: All sectors working with or in international markets

LEVEL: All levels

SESSION DESCRIPTION: Meeting Planners, increasingly, are required to plan, stage and execute meetings, incentives, conferences and events outside their comfort zone, in countries or geographical regions that they've never been to, speaking languages they don't know and using currency they don't understand.

It's a daunting prospect if you haven't done it before, full of unknow dangers and hidden fears and reminiscent of mediaeval maps of strange lands with "Here be dragons" marked on them!

Download brochure (pdf)

Delaney and Gilligan, who established Ovation Global DMC at over 100 destinations worldwide, know a little about international travel and they've broken it down for you into a convenient 10 point plan.

Researching security issues, hedging currencies, working with different time zones and negotiating the delights of VAT are some of the mysteries that Gilligan and Delaney solve for you in this entertaining, engaging and highly interactive session.

LEARNING OUTCOMES
By the end of the session delegates will:

  • Be energised and excited by the prospect of doing international meetings and events
  • Know what they don't know about doing international programmes
  • Have a 10 point check list for doing international business

Category: Marketing Matters | MICE Matters

TOPIC: SITE INSPECTIONS

How to design and execute a killer site inspection

TYPE: 90 - 120 minute workshop

DELIVERED BY: Patrick and/or Padraic

AUIDENCE: All sectors

LEVEL: All levels

SESSION DESCRIPTION: You stand in the lobby your eyes fixed at the door.

Forty grand of revenue is about to walk through that door and it's either here or The Allerton. You've planned a killer site inspection, leaving nothing to chance and in ninety minutes time you're certain you'll be sipping champagne with the client, the business secure.

The client suddenly materialises in the lobby and you wave at her in giddy anticipation. You open your arms to welcome her warmly and just then the fire alarm goes off...

Download brochure (pdf)

We all know that even the "best laid plans" can sometimes go pear-shaped in the live show that makes up a typical day for a MICE sales professional. However, without meticulous planning and execution your plans are certain to get distorted.

Delaney and Gilligan have designed and conducted site inspections to win €5m contracts; they've also denied €5m contracts to hotels, venues and destinations that didn't win their confidence during a site inspection.

This is your A to Z of Site Inspections, the definitive guide to winning business as you showcase your venue, hotel or destination.

LEARNING OUTCOMES
By the end of the session delegates will:

  • Be able to design and customise a site inspection suitable for corporate, association or agency clients
  • Know the difference between a feature and a benefit
  • Know the importance of involving owners | directors | senior management in site inspections
  • Master the dos and don't's

Category: Marketing Matters | MICE Matters

TOPIC: FAMILIARISATION TRIPS

How to design and execute a killer fam trip

TYPE: 90 - 120 minute workshop

DELIVERED BY: Patrick and/or Padraic

AUIDENCE: All sectors

LEVEL: All levels

SESSION DESCRIPTION: You'd never buy a pair of shoes without first trying them on … or buy a home without visiting it and experiencing how it feels to be there … or marry someone without first dating them …

Familiarisation Trips or Educational Trips are the way our industry allows a potential client to try out the destination, visit the venue, experience the hotel without commiting to buy. A "fam" is a destination showcase involving a substantial time commitment on the part of the client and an immense opportunity on your part to win that client's business by ensuring a flawless experience.

Download brochure (pdf)

Great fams require forensic planning and meticulous execution. The entire destination supply chain must pull together to weave magical moments, enchanting and bewitching the client.

As DMC professionals Delaney and Gilligan quickly learned the incomparable benefits of fams and accelerated their company's growth by designing extraordinary fam experiences.

LEARNING OUTCOMES
By the end of the session delegates will:

  • Be able to design and customise a familiarisation trip suitable for corporate, association or agency clients
  • Know the difference between a fam trip and a site inspection
  • Know the importance of involving owners | directors | senior management in site inspections
  • Master the dos and don't's

Category: Marketing Matters | MICE Matters

TOPIC: HOW TO CRAFT A KILLER RFP

How to design and execute a killer fam trip

TYPE: 90 - 120 minute workshop

DELIVERED BY: Patrick and/or Padraic

AUIDENCE: All sectors

LEVEL: All levels

SESSION DESCRIPTION: In our turbo-powered IT world, clients can dispatch Requests for Information (RFI) and Request for Proposals (RFPs) to all and sundry at the mere press of a send button.

Our inboxes have never been so full of potential business but our processes are not set up to deal with this efficiently, effectively and engagingly.

Download brochure (pdf)

In this programme Delaney and Gilligan steer you safely and securely through the tricky waters of the RFP process, helping you design and customise your response strategies as one response does not fit all in the world of RFPs.

Learn how to set up your sales processes so as to maximize conversion of all types of RFP from electronic submissions to those informal ones that come in over the phone. Hear about good – and bad – RFP documents and discover what a winning RFP looks like.

LEARNING OUTCOMES
By the end of the session delegates will:

  • Be able to analyse and evaluate a Request for Information | Request for Proposal | Request for Tender
  • Know the difference between each of the above
  • Be able to craft an effective, compelling response that highlights client benefits
  • Master the dos and don't's

Category: Marketing Matters | MICE Matters

TOPIC: EXHIBITIONS & TRADE SHOWS

How to maximize your ROI from an Exhibition or Trade Show

TYPE: 90 - 120 minute workshop

DELIVERED BY: Patrick and/or Padraic

AUIDENCE: All sectors

LEVEL: All levels

SESSION DESCRIPTION: Trade shows and exhibitions are a key channel to market for the meetings industry as they provide a convenient time and place for the entire industry to meet and do business face to face.

Today, however, we're faced with a breath of choice with national, regional and global exhibitions all vying for our time and marketing investment.

Download brochure (pdf)

With an aggregate 50 years + in the Meetings Industry, Delaney and Gilligan know the trade show and exhibition landscape as well as their own back gardens. They have participated at trade shows both as exhibitors and attendees and bring a unique 360 degree perspective to the discussion.

Get a clear orientation on all the trade shows and exhibitions on offer and find out which ones best suit your product and budget. Learn how to work a trade show before, during and after the live event. Discover how to attract customers to your booth and to have meaningful discussions with potential buyers that lead to revenues.

LEARNING OUTCOMES
By the end of the session delegates will:

  • Understand the various types of exhibition and trade show for the Meetings Industry
  • Evaluate which Exhibitions | Trade Shows best suit your business model and budget
  • Devise an engaging strategy to maximize traffic to your booth

Category: Marketing Matters | MICE Matters

TOPIC: EXHIBITIONS & TRADE SHOWS

Criteria for destination Selection: Why Meeting Planners always select certain destinations, venues or hotels for their events

TYPE: 90 - 120 minute workshop

DELIVERED BY: Patrick and/or Padraic

AUIDENCE: All sectors

LEVEL: All levels

SESSION DESCRIPTION: Destinations, venues and hotels are selected to host business events – or not, as the case may be – because they meet the needs of the client in search of the meeting location. But these needs are not unique to specific clients. Most of them, in fact, are common needs, shared across the entire buyer spectrum.

In this programme Delaney and Gilligan guide you through the criteria for destination and / or venue selection providing you with an easy benchmark against which to measure your own objective appeal as a MICE destination.

Download brochure (pdf)

So what are buyers looking for these days? What constitutes "destination appeal" in the eyes of the buyer community? What infrastrutural investment is needed in your destination in order for it to really compete for MICE business? How have destinations deficient in one or more of the key criteria for selection overcome these limitations and flourished against the odds?

These, and many more questions will be posed and answered during this informative destination presentation.

LEARNING OUTCOMES
By the end of the session delegates will:

  • Understand the destination and | or venue selection from the perspective of the client
  • Be able to evaluate their own destination | venue | hotel appeal
  • Know how to highlight their benefits when presenting their destination
  • Be able to work around destination weaknesses and turn challenges into opportunities

Category: Business Matters

TOPIC: THE FUTURE OF DMC'S

Is there a bright future for Destination Management Companies?

TYPE: 90 minute presentation

DELIVERED BY: Patrick and/or Padraic

AUIDENCE: All sectors

LEVEL: Leadership

SESSION DESCRIPTION: Destination Management Company (DMC) is a relatively new term in the travel industry probably dating back no further than the 70s when it was coined to denote a specialist incoming tor operator, expert in the art and science of logistics as required by upscale, discerning groups.

Download brochure (pdf)

We've come a long way since then and can now regard ourselves as seminal MICE players, as vital in the supply chain as airlines and accommodation providers. As DMCs we are the portal to the destination, the go-to source for local knowledge and expertise.

The internet, however, has caused extreme disintermediation alomg the supply chain and this has impacted hugely the DMC business model.

As leaders at Ovation Global DMC Delaney and Gilligan have participated personally in the extraordinary upheaval that is re-defining how DMCs conduct their business.

In this provocative presentation they present their views on the future of DMCs.

LEARNING OUTCOMES
By the end of the session delegates will:

  • Understand the seismic changes that have impacted the Meetings Industry over the past 10 years
  • Grasp the core brand value proposition of the DMC sector
  • Understand the need for DMC evolution in an ever changing marketplace
  • Consider 6 different scenarios for the future of the DMC sector

Category: Business Matters | MICE Matters

TOPIC: KEY QUESTIONS FOR MEETINGS & EVENTS PROFESSIONALS

Meetings and Events: Industry or Segment?

TYPE: 60 minute presentation

DELIVERED BY: Patrick and/or Padraic

AUIDENCE: All sectors

LEVEL: Leadership

SESSION DESCRIPTION: The year 2008 in the US was a watershed year for Business Events due to the so-called "AIG Effect" which led to the cancellation of billions of dollars of meetings and events business.

The post "AIG effect" fall-out, however, has been entirely positive with our previously fragmented industry finally rallying together and beginning to speak with one voice under the Meetings Mean Business alliance.

The "AIG Effect" caused us, perhaps for the first time, to be thoughtful, to self-interrogate, to pose to ourselves the difficult questions about our industry story, its characters, about how we tell that story and about its meaning.

Download brochure (pdf)

With an aggregate 50 years in the Meetings Industry, Delaney and Gilligan have seen huge evolution and transformation in our industry and in how it's perceived. They're convinced, however, that more questions need to be posed, asked and answered.

This thought-provoking presentation identifies the questions and issues at the heart of the Meetings Industry.

LEARNING OUTCOMES
By the end of the session delegates will:

  • Understand the seismic changes that have impacted the Meetings Industry over the past 10 years
  • Appreciate the unique value an contribution of the Meeting Industry to society at large
  • Think about the future of the Meetings Industry
  • Understand the hard questions that need to be asked about the Meetings Industry and its future direction

Category: Business Matters | MICE Matters

TOPIC: INTRODUCTION TO MEETINGS, INCENTIVES, CONFERENCES AND EVENTS (MICE)

Everyone in tourism and hospitality loves MICE but what are they?

TYPE: 60 - 90 minute workshop

DELIVERED BY: Patrick and/or Padraic

AUIDENCE: All sectors

LEVEL: All Levels

SESSION DESCRIPTION: MICE, the Meetings Industry, Business Events, M&E, M&I – the list goes on. Different sectors and different geographies all use different names, acronyms, titles to describe an industry that includes meetings, incentives, conferences, congresses, conventions, exhibitions, events.

Download brochure (pdf)

The markets are diverse, the demographics radically different yet, somehow, there's a unifying factor that causes governments and global entities to treat meetings, incentives, conferences and events (MICE) as a single sub-category of travel and tourism.

This 101-style presentation solves the mystery once and for all and provides a thorough explanation of the precise difference between each of the letters of the acronym, revealing the uniqueness of the client typology and helping to build appropriate profiles.

LEARNING OUTCOMES
By the end of the session delegates will:

  • Understand MICE
  • Appreciate the unique value an contribution of the Meeting Industry to society at large
  • Draw up clear profiles for the buyer types of each of the 4 sectors
  • Match their own product or service to the profiles

Category: Business Matters | Marketing Matters | MICE Matters

TOPIC: FACILITATED DISCUSSION

What do you think?

TYPE: 60 – 90 mins panel discussion with audience engagement via Sli.do

DELIVERED BY: Patrick and/or Padraic

AUIDENCE: All sectors

LEVEL: All Levels

SESSION DESCRIPTION: Research shows that more than 70% of audiences would NEVER ask a question or make a statement or comment during a conference or event. Now Sli.do, the audience engagement platform, gives voice to this silent majority. Patrick and Pádraic have teamed up with Sli.do to create a truly interactive session involving questions | answers, live polling and on-the-spot content curation and selection.

Download brochure (pdf)

This session works well with a panel of experts who discuss and debate topics of relevance and importance while the audience contributes proactively via Sli.do. Access to Sli.do is via WiFi and no downloading is required.

LEARNING OUTCOMES
By the end of the session delegates will:

  • Have actively contributed to the session with questions, comments and statements
  • Have "voted" on a variety of hot topics
  • Feel that they have been heard

what we do:
training

Since we started working together in the early 90s we've been leveraging Pádraic's backgroud in academia and Patrick's in the service industry to create educational content for meetings and events professionals that's both theoretically sound and practically useful.

If "Culture eats strategy for breakfast"
(Peter Drucker) then how do you build a
successful brand?

Peter Drucker, the famous management guru, provocatively claimed that "Culture eats strategy for breakfast". Without strategy there's no vision for the future and no road map to get us there. But without culture there's no reason to travel at all, no real meaning to the journey.

Type:
90 minute keynote address with Prezi | PPT
Target Audience:
All Sectors
Level:
Senior - Owners, CEOs, MDs, VPs, Senior Managers, Division Leaders

How to generate €20m in meetings and
incentives revenues by collaborating
with your competitors

Planners of meetings, incentives, conferences and events are not particularly interested in individual hotels or venues, DMCs or motorcoaches. First and foremost they're interested in how destinations - as a whole - can provide them with integrated solutions where all players pull together seamlessly to deliver the perfect event.

Type:
60 minute keynote or 90 minute workshop
Target Audience:
CVB, NTO, Hotels, Venues, Agencies
Level:
Senior Level – CEO, MD, VP, Director, Manager, Sales and Marketing Manager

Building a brand with Teddy Bears and Hugs:
Our Story

How do you create demand for your services when you're only starting off and have no trading history? How do you market yourself so as to create awareness of your difference, your uniqueness, that elusive "je ne sais quoi" that separates you from the competition?

Type:
90 minute keynote or 90 minute workshop
Target Audience:
All sectors but particularly relevant for start-ups
Level:
All levels but particularly relevant to Senior Level – CEO, MD, VP, Director, Manager, Sales and Marketing Manager

Networking: The Power of Human Connections

You pause at the door but then decide on another trip to the bathroom. You've been at the entrance to the ballroom twice before but, each time, found good reasons not to go in.

First time, when you looked into the room, there was nobody there. Second time the room was too packed. As you leave the bathroom you see a familiar face. Happy days!

Type:
90 minute keynote or 90 minute workshop
Target Audience:
All sectors
Level:
All levels – particularly relevant for newbies and neophytes!

Just one chance to make a first impression -
How to say what you do in 30 seconds

"Hold please!"
You reach for the "Open Door" button faster than a politician's promise and gallantly hold the elevator as the magnificent Tina Hoffman enters, Chief Buyer at GrabaGuy.com, the biggest user of hospitality and out-sourced meetings services in your region.

She thanks you profusely as the door closes and selects the 35th floor. You chat easily and amiably but then comes the heart-stopping question: "So what do you do?" You're already at the 10th floor. You reckon you have about 30 seconds.

Type:
90 minute keynote or 90 minute workshop
Target Audience:
All sectors
Level:
All levels – particularly relevant for newbies and neophytes!

It's marketing, Jim, but not as we know it" –
the brave new world of digital and how to
leverage it for MICE success

The digital revolution came as a consequence of the internet and changed the face of the business world to the extent that the acronyms BC and AD might be interpreted as "before computers" and "after digital". And nowhere in business has the digital revolution been more tsunami-like than marketing where global communication is instanteous and big data facilitates laser-like measurement.

Type:
60 minute keynote or 90 minute workshop
Target Audience:
All sectors
Level:
All levels – particularly relevant for newbies and neophytes!

How to thrive in a Multi-cultural Marketplace:
First steps in becoming culture savvy

The advent in recent decades of globalisation and the internet has created a global marketplace in which all meeting and event professionals participate. For some of us this manifests itself in the attendee demographics at events in our own destinations; for others it's seen in the destination selection of our clients who now travel to places we never thought possible only 10 years ago.

Type:
60 minute keynote or 90 minute workshop
Target Audience:
All sectors working with international markets
Level:
All levels

International 101 – 10 things you need to know

Meeting Planners, increasingly, are required to plan, stage and execute meetings, incentives, conferences and events outside their comfort zone, in countries or geographical regions that they've never been to, speaking languages they don't know and using currency they don't understand.

Type:
60 minute keynote or 90 minute workshop
Target Audience:
All sectors working with international markets
Level:
All levels

How to design and execute a winning
site inspection

You stand in the lobby your eyes fixed at the door.
Forty grand of revenue is about to walk through that door and it's either here or The Allerton. You've planned a killer site inspection, leaving nothing to chance and in ninety minutes time you're certain you'll be sipping champagne with the client, the business secure.
The client suddenly materialises in the lobby and you wave at her in giddy anticipation. You open your arms to welcome her warmly and just then the fire alarm goes off...

Type:
90 minute keynote or 120 minute workshop
Target Audience:
All sectors
Level:
All levels

How to design and execute a winning fam trip

You'd never buy a pair of shoes without first trying them on … or buy a home without visiting it and experiencing how it feels to be there … or marry someone without first dating them...

Familiarisation Trips or Educational Trips are the way our industry allows a potential client to try out the destination, visit the venue, experience the hotel without commiting to buy. A "fam" is a destination showcase involving a substantial time commitment on the part of the client and an immense opportunity on your part to win that client's business by ensuring a flawless experience.

Type:
90 minute keynote or 120 minute workshop
Target Audience:
All sectors
Level:
All levels

How to craft a winning RFP

In our turbo-powered IT world, clients can dispatch Requests for Information (RFI) and Request for Proposals (RFPs) to all and sundry at the mere press of a send button.

Our inboxes have never been so full of potential business but our processes are not set up to deal with this efficiently, effectively and engagingly.

Type:
90 minute keynote or 120 minute workshop
Target Audience:
All sectors
Level:
All levels

How to maximize your ROI from an Exhibition
or Trade Show

Trade shows and exhibitions are a key channel to market for the meetings industry as they provide a convenient time and place for the entire industry to meet and do business face to face.

Today, however, we're faced with a breath of choice with national, regional and global exhibitions all vying for our time and marketing investment.

Type:
90 minute keynote or 120 minute workshop
Target Audience:
All sectors
Level:
All levels

Why Meeting Planners always select certain
destinations, venues or hotels for their events

Destinations, venues and hotels are selected to host business events – or not, as the case may be – because they meet the needs of the client in search of the meeting location. But these needs are not unique to specific clients. Most of them, in fact, are common needs, shared across the entire buyer spectrum.

Type:
90 minute keynote or 120 minute workshop
Target Audience:
All sectors
Level:
All levels

Is there a bright future for Destination
Management Companies (DMCs)?

Destination Management Company (DMC) is a relatively new term in the travel industry probably dating back no further than the 70s when it was coined to denote a specialist incoming tor operator, expert in the art and science of logistics as required by upscale, discerning groups.

Type:
90 minute keynote or 120 minute workshop
Target Audience:
DMC sector but relevant to all
Level:
Leadership

Meetings and Events: Industry or Segment?

The year 2008 in the US was a watershed year for Business Events due to the so-called "AIG Effect" which led to the cancellation of billions of dollars of meetings and events business.

The post "AIG effect" fall-out, however, has been entirely positive with our previously fragmented industry finally rallying together and beginning to speak with one voice under the Meetings Mean Business alliance.

Type:
60 minute keynote or 120 minute workshop
Target Audience:
DMC sector but relevant to all
Level:
Leadership

Everyone in tourism and hospitality loves MICE
but what are they?

MICE, the Meetings Industry, Business Events, M&E, M&I – the list goes on. Different sectors and different geographies all use different names, acronyms, titles to describe an industry that includes meetings, incentives, conferences, congresses, conventions, exhibitions, events.

Type:
60 minute keynote or 120 minute workshop
Target Audience:
DMC sector but relevant to all
Level:
All levels

What do you think?

Research shows that more than 70% of audiences would NEVER ask a question or make a statement or comment during a conference or event. Now Sli.do, the audience engagement platform, gives voice to this silent majority. Patrick and Pádraic have teamed up with Sli.do to create a truly interactive session involving questions | answers, live polling and on-the-spot content curation and selection

Type:
60 – 90 mins panel discussion with audience engagement via Sli.do
Target Audience:
All Sectors
Level:
All levels

Intro

Building your brand

Selling your destination

Building your brand

Networking

Presenting your brand value proposition

Digital marketing and social media

Dealing in a multi-cultural workplace

Doing business internationally

Site inspections

Familiarisation Trips

RFP's

Maximize your ROI

Criteria for destination selection

A bright future for DMCs?

Key questions

Introduction to MICE

Facilitated Discussion

what we do:
marketing

Maybe it's because we're Irish and have an innate knack for storytelling that all our businesses have been marketing-led, built around creating demand for our products and services by telling compelling stories.

Our marketing activities over the past 20 years have won many awards: from the SITE Crystal Award for a destination marketing project for the Irish Tourist Board to M&IT's Best Marketing Award for a social media campaign for Croke Park Meetings & Events.

Tactical Social Media Campaign

As part of an action plan to target international business our client Croke Park Meetings & Events decided to exhibit at IMEX with the objective of building awareness of its unique facilities for a global MICE audience.

Shortly before the show Croke Park Meetings & Events found themselves light on scheduled appointments and needed to act. Together we created a campaign where visitors to the booth could win a VIP trip to Ed Sheeran at Croke Park by accumulating re-tweets or likes of pictures of themselves in colourful Gaelic jerseys.

Objective:
Stimulate trade booth traffic, generate face-to-face meetings, grow revenues
Target Audience:
Meetings, Incentives, Conferences and Events Planners both Corporate and Association
Activation:
We used Twitter and Facebook to promote the competition and attract planners to the Croke Park Meetings & Events booth; at the booth contestants uploaded pictures of themselves wearing GAA county jersey and then solicited likes and re-tweets.
Result:
Over the 4 days of the campaign over 170,000 Twitter impressions were achieved along with a coveted spot in the IMEX Daily newspaper. Unscheduled meetings with twenty-two buyers were also generated €135,000 for a modest campaign investment of investment of €2500.

Destination Marketing Campaign

During our time at Delaney Marketing we created and executed the ground-breaking Ireland: the Luxury Partnership, a destination marketing campaign, with 6 destination partners including the National Tourist Authority, the National Airline and 4 hotel and venue partners. Never before had an agency brought together public and private enterprises to collaborate on a destination-specific campaign, working to a specific 3 year strategy.

Objective:
Increase visitor numbers to Ireland from high yield incentive sector
Target Audience:
Agency and Intermediary meetings and incentives planners in USA
Activation:
Fully integrated campaign involving website, print collateral, direct mail, telesales, face-to-face presentations
Result:
This brand initiative and integrated campaign produced significant return on investment delivering the following additional MICE visitors to Delaney Marketing: Year 1 - 300 additional visitor; Year 2 - 900 additional visitors; Year 3 - 2,200 additional visitors

New Brand Launch

In 2007 Ovation Group was acquired by MCI [Switzerland] and we were mandated to create and launch a global destination management brand with its own brand value proposition, standard operational procedures and offices all over the world. Working from a clearly articulated mission, vision and values foundation we create a 6 person management team that over 5 years established Ovation offices on 5 continents.

Objective:
Conceive, create and craft the first truly global destination management organisation comprised of wholly owned offices and strategic partners
Target Audience:
Existing MCI offices in tier 1 destinations and legacy DMCs in locations where MCI didn't have an office
Activation:
Fuse vision, mission and values of Ovation Group and new parent company MCI into new brand identity; craft new brand value proposition; create new global website with standardized presentations for each destination; create and implement standard operational procedures
Result:
Ovation Global DMC became a multi-award winning organisation with offices at 120 locations around the world.

Intro

Tactical Social Media Campaign

Destination Marketing Campaign

New Brand Launch

what we do:
strategy

While we've always believed with Peter Drucker that "culture eats strategy for breakfast" we also know that without strategy there's no breakfast to eat in the first place. Strategy is the road map that takes you where you want to go while culture is the compass that keeps you always pointed in the right direction.

Having taken Ovation from a single destination management company to a 100+ global network of wholly owned offices, partnerships and alliances, we know a thing or two about the vital importance of aligning vision, planning and workplace culture to create platforms of success.

Strategic Plan

The Slovenian Convention Bureau is a member-based organisation funded by a combination of government contributions and membership fees from convention centres, hotels and venues. Its raison d'être is to attract high yield meetings, incentives, conferences and events (MICE) to Slovenia. We were asked by Miha Kovočič, Executive Director of the Bureau, to work with him on the creation of a 3 year strategic plan aimed at improving visibility for Slovenia as a MICE destination and improving its position on the ICCA rankings of conference destinations from xx to yy.

Objective:
Improve visibility of Slovenia as a MICE destination; improve ICCA ranking; increase MICE business.
Target Audience:
Meetings, Incentives, Conferences and Events Planners both Corporate and Association.
Activation:
We identified 10 strategic priorities for the 2015 – 2017 period and selected 4 to work on during the 2015 calendar year – brand language and pillars, brand value proposition, elevator pitch and trade show marketing.
Result:
Deploying the new brand and communications tools, the number of contacts attracted to and scanned at the Slovenian Convention Bureau booth at IBTM World, Barcelona in November was 680, an increase of 230 over the same event in 2014.

Strategic Review

Shannon Heritage owns, manages and markets 8 important heritage sites in Ireland in Limerick, Shannon and Dublin that collectively attract over 1 million visitors annually for day tours and evening functions and banquets. A legacy business that started in the early 1960s, Shannon Heritage wanted a total strategic review of their business model with recommendations regarding future growth. We partnered with our great friends at Treacy Consulting to win this tender.

Objective:
Conduct complete strategic review across entire business from operations to marketing to HR;
Target Audience:
The Board at Shannon Heritage
Activation:
The 90 day strategic review involved individual interviews with key members of the Board, visits to each site, interviews with the management teams at each location, 2 facilitated staff focus groups along with detailed analyses of historical data around finance, visitor attendance, spend on sales and marketing and so on.
Result:
We presented a 100 page report to the Board of Directors of Shannon Heritage that contained detailed recommendations on Finance, Operations, HR, Sales & Marketing, Product Development and new Venue Acquisition.

New Strategy for Meetings, Incentives & Events

The Westbury Hotel is a 5 star luxury hotel located at the heart of Dublin's City Centre. It is the flagship property for The Doyle Collection, a family owned network of 10 hotels in Ireland, the UK and the USA. In the 1990s The Westbury Hotel was the leading property in Dublin city for lucrative US-originating incentive business. From 2000 onwards, however, it lost its prominent position in this sector due to increased competition from new market entrants. We were asked by the management of the hotel to investigate why and to create a strategy to re-position The Westbury as the first hotel of choice for US incentive buyers.

Objective:
Review the present market position of The Westbury by preparing a detailed competitive analysis; Devise a strategy to re-position The Westbury as first hotel of choice for incentive buyers;
Target Audience:
MICE buyers in the US and the UK;
Activation:
This 6 month project followed The Gibson Model, our proprietary 5 point strategic methodology involving discovery, creation, alignment, implementation and evaluation. Starting with "what's here now" we moved systematically towards "where we want to go" defining what human and financial resources would be needed to get us there. In the course of the project we identified brand pillars and provided statements around brand value proposition. We also provided customized training for MICE activities such as site inspections and familiarization trips.
Result:
Overall uplift of 12.5% in MICE business in 2015 with bigger improvements in pipeline business for 2016 and beyond.

Intro

Strategic Plan

Strategic Review

New Strategy for Meetings, Incentives & Events

what we do:
testimonials

case study

testimonials

The team here at Croke Park has benefitted enormously from their hands-on, energetic sessions, all of which have been customised precisely for our needs.
MARK DORMAN, HEAD OF STADIUM BUSINESS, CROKE PARK
As long-time chairperson of ICCA's Best Marketing Award judging panel and moderator of the live competition during our Congress, Patrick has helped make BMA one of our association's annual highlights. Whether number-crunching the data to make sure the voting is objective, or giving an impromptu demonstration of how to correctly wear a sarong (!) when the technology collapsed during one finalist's presentation, he's always a pleasure to work with.
MARTIN SIRK, CEO, ICCA
Pádraic brought the legendary SoolNua energy to Norway recently, delivering a challenging but inspirational speech on how we can grow our market share in the highly competitive MICE marketplace. Collectively SoolNua brings more than 50 years of MICE industry experience to their presentations so they know how to convert the latest business thinking into really practical steps towards success.
FRODE AASHEIM, MANAGING DIRECTOR, NORWAY CONVENTION BUREAU

Pádraic is married to Rita and together they have 6 children, 1 boy and 5 girls

Pádraic and Patrick have been working together for 20 years, having started Delaney Marketing Consultants in 1994

Patrick is an avid collector of all types of fine art and has been known to return from business trips abroad with more than just his suitcase!

Before Sool Nua, Delaney and Gilligan successfully re-branded 3 times – Delaney Marketing became Ovation became Ovation Global DMC

From Dun Laoghaire pier to the Wicklow Way, from Kilimanjaro to the African bush, Patrick has walked them all!

In 2012 Pádraic was awarded DMC Professional of the Year from ADMEI, the Association of Destination Management Executives International.

Patrick is a member and former President of Carrickmines Croquet and Lawn Tennis Club, on of the oldest clubs in Ireland.

who we are

Writing and performing his own songs since he was 14, Pádraic was a recent finalist on "The Hit" a reality TV show matching songwriters and artists.

Patrick and Pádraic like to conduct most of their meetings while walking Dun Laoghaire pier

Patrick is married to Mary and together they have 4 children, 1 boy and 3 girls.

In 2013 Patrick was awarded the Lifetime Achievement Award from Reed Travel Exhibitions at EIBTM, Barcelona.

Already a 3 time veteran of the 180km Ring of Kerry Cycle, Pádraic is an avid cyclist always preferring the bike to the car.

Patrick and Pádraic are much in demand for advisory boards – EIBTM, The Special Events Magazine, IHG, FICP comprising the current roster of assignments

Throughout his teenage years Pádraic worked in a liquor store developing an interest in and a taste for fine wines.

or to put it another way...

number of years Patrick and Pádraic have been working together
successful rebrands of companies
revenue in millions produced by Ovation Global DMC
number of years since Patrick last wore a tie
number of songs Pádraic has composed

1994

Patrick and Pádraic launch Delaney Marketing Consultants, an Ireland based DMC

TODAY

Patrick and Pádraic bring SoolNua, another viewpoint for Meetings & Events, all over the world

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who we are:
our community

IMEX

We work together with the IMEX team to produce exciting and alternative education for the annual Exclusively Corporate at IMEX programme.

DOTDASH

We've worked with DotDash on numerous website design & build projects - including our own!

sli.do

Patrick & Padraic love collaborating with Peter & his team to bring live polling technology into meetings & events.

Croke Park Meetings and Events

We are proud to have been part of the recent re-imagining of the meetings and events facilities at Croke Park Stadium.

IACC

SoolNua has moderated conferences for IACC and even given keynote speeches at their events too.

HOTEL SOLUTIONS

SoolNua work closely with Stuart and the Hotel Solutions team to bring their large scale events to life through social media.

MEETING ESCROW

SoolNua and Grant Snider worked together on the exciting launch of this innovative company in the meetings & events industry.

LAMNOS CONSULTING

SoolNua has learned a lot from Dara Lawlor at Lamnos Consulting around the consulting process and business model design.

TRIPPUS EVENT SOLUTIONS

SoolNua partnered with Trippus to help them formulate and refine their strategy for global market entry while utilising Ireland for pilot testing and market research.

TREACY CONSULTING

SoolNua has collaborated with the team at Treacy Consulting on many high profile tourism and hospitality projects.

blogs & social

blog from padraicino
DESTINATIONS
August 26 2016
tweets from soolnua
blog from padraicino
MEETING MATTERS
September 16 2016
tweets from padraicino
soolnua spotify playlist - september 2016
soolnua on youtube
blog from padraicino
VIEWPOINTS
September 23 2016
soolnua newsletter
SoolNua Newsletter August 2016
Each month, SoolNua, seek out important & diverse tips across business, health and culture from our industry friends to share with you.
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soolnua on instagram
soolnua world ICECREAM index
#MICEireland Leaderboard

contact us

Patrick M. Delaney

Managing Partner

Pádraic Gilligan

Managing Partner

Aoife McCrum

Manager, Social Media
& Digital Marketing

Gerard Mulligan

Director Finance,
Administration & HR