Continent Exchange

MICE Venues - what about cruise liners?

2009-11-02T09:14:00.002+08:00

I read an article in The Sunday Times yesterday showcasing MICE venue options on cruise liners. One cruise giant - Royal Caribbean - has been making strides in promoting its liners as venue options for MICE activities. How interesting! I thought it would be a good exercise to take a peek into what liners have to offer MICE organisers:
- state of the art equipment (audio-visual)
- meeting rooms with a variety of space configurations (depending on the size of the liner, this could go up to seating for 400 attendees): Royal Caribbean liners offer executive boardrooms, multimedia screening rooms, Conference Centres etc.
- dining spaces - from casual dining to fine dining
- accommodation - various levels of luxury
- leisure activities, facilities - making it easy to run team-building exercises
- staff services - porters, guest relations officers etc

I guess the list can go on. One great thing - you don't have to travel far to the next venue. Having said that, the liners these days are massive with each level covering areas equivalent to multiple football fields joined together.....so maybe ther might be quite a lot of walking to do.

The one drawback, though, is that guests have to commit to slightly longer periods for attending the event, unlike a land-based venue where one can leave at any time. But, that is a small price to pay for an experience that would be impactful and very unique.

It would be great to see more and more MICE actvitities being held on cruise liners.....then I would have the opportunity to attend one of such meetings or events!

Haitus....please check back in late October 2009

2009-09-04T10:53:00.002+08:00

Am going on a haitus. Need some inspiration to make this blog more useful to readers. For those of you who check out this blog every now and then, I salute you and thank you for the support.

Will be blogging again in late October 2009.

Incentive Travel - still a big business

2009-07-23T09:37:00.009+08:00

Incentive travel is a fascinating business, and a major revenue earner within the M.I.C.E. industry. It's the one area where planners can exercise all their creative genius in developing and creating "one-of-a-kind" itineraries. I have always enjoyed the times when I was involved in planning and managing incentive travel programmes - visiting a variety of destinations; staying at the luxury hotels and resorts; enjoying 5-star treatment, dining etc. All paid for by the event owner.

I recently had the opportunity to visit Phnom Penh (Cambodia) and was pleasantly surprised by what I saw. The streets were fairly well maintained and the air clean (i.e. visibility was good). Here are some pictures:

This is one of the common noodle dishes eaten by the general populace (it goes by the name Nom Bonh Chok). You have the choice of 3 different soups - the traditional Cambodian soup (a blend of spices, mainly ginger); Thai hot and sour soup; and a yellow curry. I had the traditional Cambodian soup. The condiments include raw vegetables (basil leaves; tapioca leaves etc) fresh lime; pickled cucumber and raw green chilli padi.

I also had the opportunity to visit the Royal Palace or at least the grounds surrounding the King's residence. The grounds included the Coronation Hall (where the coronation ceremony and other official ceremonies are held); a pagoda (where the King worships); dance halls etc. Very interesting from an Incentive Travel point of view. I kept asking the Cambodian government officers (whom I was with) if there was a possibility of private sector companies using the Palace for a dinner (like treating award winners on an incentive trip to a "royal" banquet within the palace grounds). Sad to say the response was not very encouraging. However, when it comes to incentives, its very much about being creative and finding unique things to do/experience within unique settings and venues.

The incentive travel organisers who have done well are those who have been able to cross creative boundaries in coming up with once-in-a-lifetime experiences for the travel award winners.

The Case for Exhibitions

2009-06-24T11:12:00.003+08:00

I have been a bit derelict in my blog duties. The woes on the global M.I.C.E industry continue unabated - the latest stab in the back being the H1N1 influenza virus. But enough of woes. I have been re-visiting the Exhibitions sector feel that this is an appropriate time to make the case for Exhibitions.

Exhibitions (or Tradeshows as is the common term) provide a very important and useful platform for companies to market/sell/promote their products and services. At the same time Exhibitions also provide business executives a platform to engage with the said companies - all in a single location and within a fixed period of time. The costs - neglible to the companies exhibiting and to the visiting business executives.

I recall coming across a survey that was carried out in 2006 in the US. In this survey both tradeshow visitors and exhibitors were polled. Some of the interesting observations were:
- over 90% of the visitors polled stated that tradeshows impact their purchasing decisions as they were able to compare products, pricing, aftersales service packages etc;
- over 80% of the visitors (polled) had some form of purchasing power (on behalf of the companies they represented);
- more than 80% of the decision makers polled noted that tradeshows saved them time as they got to see/meet multiple sellers under one roof;
- the exhibitors who were polled estimated that participating in trade shows costs 30% less than having to go out and make sales calls.

I know that this is only one survey, but the results are very impressive and reflect the effectiveness of exhibitions/tradeshows.

Tradeshows and business exhibitions also bring value to the destinations in which they are held. The local industries benefit from exhibitions. Local business executives get to see first hand the latest technologies that are being developed/used in overseas markets. Industry players get to network with their peers from different geographical regions. Potential buyers get to see, touch, hear, smell and taste products and equipment without having to travel far. Opportunities to generate new business, new investments, new markets.......and the list goes on. Destinations gain from tourism receipts; filips to the local industries; possible inflows of foreign investments; platforms for government officials to share development efforts etc. All this from a single tradeshow/exhibition. Don't think you can beat that!

So, to all the tradeshow organisers out in the world. I salute you and hope that you will continue to do what you do best - create, develop and organise tradeshows!

KPIs for travel to meetings

2009-05-19T11:15:00.003+08:00

An article in today's Business Times quotes a recent global study conducted by CFO Research Services and American Expres (Amex), stating, "two thirds of respondents plan to keep in place or even bump up travel spending for existing clients, while 82 per cent of those polled will do the same for meetings with new clients or for business development". This is one of the several positive bits of news that has begun to appear in the media, pointing to a recovery of sorts for the meetings industry. Yahoo!!!

What caught my eye (in the same article) was a comment that some of the companies are now monitoring whether the time, money and effort spent on arranging and travelling to such meetings do result in revenue generation - sort of tracking to see if the event can be linked to new or additional business. Could this signal the emergence of stricter KPIs (key performance indicators) for evaluating meetings? I think this is important. It is heartening (as an industry practitioner) to see companies take meetings seriously. The success of a meeting should be measured in objective terms - this can only lead to a greater conviction in the benefits of holding face-to-face meetings. A lot of time, effort and dollars go into arranging and organising meetings. It is therefore only reasonable to want the meeting objectives to be not only met, but exceeded. Let's continue to cheer for the KPIs!!!

From double whammy to mini second whammy

2009-05-11T08:24:00.003+08:00

Phew!!! There must be sighs of relief going round in waves. What was shaping up to be a potentially disastrous pandemic (the H1N1 virus) is now tapering down. I can just imagine meeting organisers around the whole getting ready to pop the champagne. Working hard to revive a somewhat lame meetings industry, the overlooming threat of a flu pandemic only added to the woes. Thankfully, the virus can be combatted by vaccines and most governments have been quick to activate control measures that have prevented the mass spread of the virus.

Meetings organisers will need to work quickly to shore up support from their stakeholders and push ahead with their planned events. They need to and the industry certainly needs to see such events being held. In fact, the various stakeholders in the industry - venue owners, hotels, event management agencies, audio-visual service suppliers, direct marketing agencies, DMCs, the exhibition stand contractors etc - need to band together and provide value-added support to organisers and meeting convenors......nudge them out of their shells and kick start some meetings activities.

Picking the right destination

2009-04-29T13:03:00.003+08:00

Over the past couple of days I have been thinking about the impact the destination choice can have on whether one chooses to attend a meeting/conference or not. Using myself as a reference point I realise that the destination does play in role in my selection process when selecting a conference to attend. For example, there is a conference on the subject of gaming which I would like to attend. This conference is run both in Macau and Las Vegas (the Las Vegas version offering an expanded programme). My first choice was automatically Las Vegas - the mecca of gambling.

Funny thing, the programmes would be almost similar and it is of course a lot more convenient to go to Macau. However, as a destination Las Vegas is a whole lot more attractive - particularly from the stand point of view of the conference focus i.e. gaming.

So, what should we take into account when looking at destination options for a meeting or conference we are planning to organise? There are criteria which are practical in nature - geographical location, accessibility of the location; availablity of MICE facilities; safety and security; availability of manpower and support services etc. Then there is the emotional pull of the destination. This is an important criterion - the image and branding of the destination. In my example above, Las Vegas is the mecca of gambling - what more appropriate place is there to hold a conference on gaming than in Las Vegas. Of course the city is a fully functioning convention destination, exceeding all the "practical" criteria. The emotional pull was the tipping point for me.

The emotional pull is an important point. We see it subtly, and sometimes not so subtly, displayed in the destination branding advertisements put out by NTOs, particularly those targeted at the business traveller (business events etc). Next time you happen to watch a destination branding advertisement, do a quick calculation on how much focus is placed on the practical and how much on the emotional. I think you will be surprised by the results.

Is a meeting just a "meeting"?

2009-04-20T08:13:00.003+08:00

I know that my topic this week should focus on the M.I.C.E. industry in general. However, I came across something that got my engine firing on all cylinders ala "motor-speak". Martin Sirk, the CEO of International Congress & Convention Association (commonly known as ICCA) contributed his views in the lastest issue of the publication, Incentives & Meetings International.

In the short article he stated, "Leading companies have realised that the human capital brought together for a 3- or 4-day meeting has vast potential that's only limited by the imagination of the organisers". How true this is. Drawing a connection to the M.I.C.E. industry in general, the platform for networking and business business relationships is a major contributing factor to the succees of the industry.

Back to meetings and conferences. An organisation's ability to create, build and develop its business relationships - with customers and potenial customers; with business partners and suppliers; with vendors; with industry peers; with government and local authorities - is critical to maintaining and advancing its competitive position. This especially so when you consider customers/potential customers and business partners. When you can, therefore, get everyone together in one place and for a period of 2-3 days, imagine the benefits that the organisation can gain - the networking and business of relationships; the bonding over times of fun, enjoyment and relaxation; times for generating ideas and creating opportunities......the list just goes on.

Many of these benefits cannot be truly replicated when it comes to meetings held in cyberspace. The physical human presence still counts.....and in my book, it counts for a lot!

The Importance of the M.I.C.E. industry

2009-04-13T11:43:00.003+08:00

There has been a growing groundswell in the United States to encourage companies, corporations, organisations and associations to continue to organise meetings, conferences, tradeshows and other M.I.C.E.-related events, even in the face of worsening economic conditions. Members of the M.I.C.E. industry have banded together to lobby both the federal governments as well as business sectors in an effort to generate M.I.C.E. activities. This is important as M.I.C.E. events actually benefit a wide range of businesses in the cities they are held.

Lets take a look at some of these benefits:
- business visitors coming to attend an event: they spend money on accommodation, food, drinks, transportation, and even on shopping
- organisers spend money on venues, and purchase services from suppliers in the M.I.C.E. industry
- the spending generates sales for businesses and keeps people hired
- tourism numbers and receipts go up for the destination concerned (a city or state)

And then when this goes on long enough, both government and private sector will see the need to invest in the upgrading of facilities or the building of additional (and new) facilities. So what we have here is and economic cycle of activities that helps to perpetuate growth and development.

So we do need to lobby businesses to get them to continue to organise and participate in M.I.C.E. events. I think the American lobby - Keep America Meeting - is a good model to look at. If I remember correctly, I made a reference to this in an earlier post.

Let's keep pushing on. As much as the M.I.C.E. industry keeps going to government for assistance, reliefs, tax rebates etc. I think its equally important (if not more) to reach out to the general business community, organisations and associations to convince them of the need to continue holding and participating in M.I.C.E. events/activities.

Face-to-Face Conference vs Video Conference

2009-03-12T11:06:00.007+08:00

An article appeared in today's Straits Times highlighting the growing trend of companies resorting to videoconferencing instead of organising/attending face-to-face meetings. The article featured a variety of videoconferencing services that are available in Singapore. It also quoted research firm Gartner's prediction that high-definition video conferencing solutions would replace some 2.1 million airline seats (each year) by 2012.

As much as I believe in the use of technology to increase the efficiency and effectiveness of doing business, I cannot ignore the fact that in the area of business relationships and bonds with clients, face-to-face meetings cannot be replaced. The opportunities for such meetings often arise from attending conferences, conventions and tradeshows - all of which are face-to-face platforms. Personally, I find it a real challenge to build trust in a business relationship with someone I only am able to see via a computer/tv monitor. Maybe I am dinosaur-ish in my approach, but nothing beats a handshake, the physical exchange of business cards and even a pat on the shoulder, when trying to establish and business a business relationship.

Whilst videoconference solutions offer cost effective alternatives to face-to-face meetings, they do not take into account the intangible benefits that face-to-face meetings provide. So take heart all you M.I.C.E. practitioners - conferences, meetings, conventions and tradeshows will continue to bring strong benefits to the corporate world.......we live to fight another day!

M.I.C.E. in the dumps....maybe not!!

2009-02-25T17:45:00.002+08:00

I just received a quick report on the recently complete M.I.C.E. tradeshow AIME 2009. Inspite of the global economic downturn, visitor numbers to AIME rose by 9.6% (based on unaudited total audience figures). The number of companies exhibiting rose by 5.5%. The event attracted a total of 3,548 trade visitors including 467 hosted buyers. The figures augur well for the industry and perhaps are an indication that business in general continues to recognise the importance of M.I.C.E. events and how such events provide a platform for business exchange.

Without more details it is unwise to analyse AIME 09's show statistics. However, my own superficial reading of the success is that the corporate world is looking for more cost effective ways to organise business events - hence the need to meet with M.I.C.E. industry players to perhaps negotiate rates or explore cost effective options. As long as transactions continue to occur and contracts continue to be signed, M.I.C.E. will continue to move ahead......hurrah!

Picking up the pieces....

2009-02-11T14:33:00.003+08:00

I will be reducing the frequency of my posts over the next 6-8 weeks. The frequency level should pick up again in late April.

Tourism in Singapore got a shot in the arm on Monday when the government announced a S$90 mn injection of funding for the industry. At the top of the list for how this money will be spent is the "aggressive" marketing of Singapore (as a tourism destination) to countries in the region. This makes sense given the economic climate and the target markets are seemingly correct - capitalisiing on shorter travel times; cheaper airfares; and hopefully offering tourists good value for money (please note that good value for money does not mean cheap.....it simply means good value for money).

The other area of focus is the M.I.C.E. sector - convincing MICE event owners and organisers to hold their events in Singapore. Such events include tradeshows/expositions, conventions and conferences, sporting events, festivals and the like.

So this is great and should give our industry a filip. However, dark clouds loom. Companies in the US are reportedly cutting back on organising corporate conferences and events. They are also cutting back on the number of such events their employees attend. Meeting Professionals International (MPI) is expecting a 12% fall in the number of conference attendees in 2009; plus a 9% drop in off-site meetings and corporate events. Leading the move in these reductions are banks and financial institutions - some of the strongest supports of the MICE industry over the years. These corporations are cutting back on the number of conferences and events they get involved in - adding to the domino effect. Their counterparts in Singapore should follow suit - so the S$90mn boost announced by the government is really timely.

I look forward to greater things for M.I.C.E!!!!

Destination Marketing - Do or Die!

2009-02-04T08:20:00.004+08:00

The sudden and fast-paced transformation of the global economic landscape in the past 10 months has resulted in increased government intervention in business, not just the financial sector but other key sectors. One segment that has been sidelined (for now) is the tourism/MICE sector. Many countries and regions are seeing falls in the number of incoming visitors and are forecasting lower numbers and tourism receipts for the current year. People are travelling less - whether for business or pleasure.

This is precisely the time when government agencies responsible for promoting tourism need to step up.......its a lot of marketing of a destination; shouting out loud and being heard; being seen at all relevant tradeshows; frequently updating the destination website. The agency responsible for marketing the city as a destination for business-related events is more often than not a Convention Visitors Bureau (CVB). It can be quite a challenge for the CVB in times like these. Marketing and promotional efforts require money and the eyes of the general public, spending on marketing campaigns, advertisements etc is sometimes misread as being wasteful.

In tight economic times, government agencies are being cautioned against unnecessary spending (that means cut out the bells, whistles and frills). Unfortunately, destination marketing is made up of a lot of bells, whistles and frills and the more the better. I think full-on efforts are needed, in times like these, to promote destinations as M.I.C.E. ready.

Wondering about the "I" in M.I.C.E.

2009-01-19T09:23:00.002+08:00

Ever wondered what the "I" in M.I.C.E. stands for? Its something of a mystery to those who are not part of our industry. The Incentives business is a big one.....actually a huge one. I daresay most or all organisations/companies use some form of incentives to motivate staff to exceed performance expectations. It's one of the oldest tricks in the book.....er..I mean management tools. The introduction of a travel package or holiday as the incentive is, however, somewhat recent.

In order for a travel package or holiday to function as a "incentive", it has to have a very strong appeal to the employees participating in the incentive programme. The programme will not work if the prize at the end of the race is not perceived as attractive. So how does one characterise an "attractive" incentive travel award? I would look at a few things:
- the travel itinerary has to be unique, customised to a point that it is not something that a holiday maker can buy off the shelf;
- the overall perception of the award has to be one of "high value", "luxury" and the elements of the award needs to deliver on this perception via the treatment of the award winners, the type and quality of the accommodations, the food & beverage etc;
- at the end of the day, the award winners should walk away one of the most memorable experiences of their lifetime;
-details of the travel award - destination, accommodation, activities - need to be made known to employees at the start of the incentive programme so that they have a clear picture of the prize that awaits them.

With the aim of making every award winner feel like royalty, incentive travel programmes put great demands on the organisers. But that is the fun part - the challenge to be creative, to come up with unique itineraries, to put special touches into simple day-to-day activities etc......I leave this with you for now.

CLOSED to members of the Press!

2009-01-06T17:16:00.002+08:00

I have been contemplating the on-site aspects of running a conference/convention the past couple of weeks. On-site event management is one of those areas that more often than not test the nerves of event managers. You have a bagful of variables that are not in your control and that seem to have a life and will of their own. These variables always pop up at the most inconvenient of times.

For the large conventions and conferences, or those which run for 2 days or more, organisers and event managers like to have a room set aside as the Event Secretariat or Organiser's Office. This room has multiple functions - its a meeting room for the organiser and event manager to sit down and review ops plans; its a storage place for event staff to keep their handbags and other personal belongings; its a resting place for event staff during break times....and so on.

To keep it short.....keep the Press/Media out of the Event Secretariat/Organiser's Office. In fact I never let the Press/Media know that such a room exists. Do not get me wrong.....this is in no way a negative reflection of the Press/Media. I believe that the Press/Media is great for the MICE industry and for the specific conference/convention. Its just that the Event Secretariat/Organiser's Office is mostly manned by temporary staff and confidential event operations documents are kept in the office for easy reference (by working staff). Hence the danger of "wrong information", "mis-information" or "misleading information" being picked up by the Press/Media and splashed out for all to see the next day.......so the moral here is keep the Press/Media out of the Event Secretariat/Organiser's Office.

Sponsorships - making it meaningful!

2008-12-30T07:56:00.002+08:00

An article I recently read in one of the local business dailies got me thinking about sponsorships. Sponsors are a key stakeholder in any MICE event and their contributions (financial and otherwise) go a long way in aiding event organisers/hosts to cover event costs. With the increased scope of media coverage afforded to MICE events and the pervasive use of search engines to pull up news clips and photographs, the life-span of sponsorship branding has extended into years. This provides a very strong selling point for purveyors of sponsorship packages.

However, it is not enough for organisations to simple sponsor a MICE event. The real and high incremental value of sponsorship participation comes when a sponsor capitalises on opportunities to leverage on the sponsorship:
- gaining direct access to a group of potential clientele (in a single event), who under normal circumstances would required multiple efforts spread across an extended time frame to reach
- gaining VIP treatment for its own group of top customers during the course of the event (scoring brownie points)
- dovetailing its marketing activities to add on to what the organiser is already doing to promote, brand and market the event
- ensuring that its participating staff are adequately and properly briefed on its sponsorship objectives and are proactive in ensuring these objectives are fulfilled (if not exceeded)

Organisations which actively sponsor major sporting events have become quite adept at leveraging on the sponsorship. This same level and intensity should be applied to MICE events. No event is too small that it cannot help improve a relationship the sponsor has with at least one of its existing customers or potential customer.

Sponsors need to move away from viewing MICE events sponsorships as branding exercises, to exploring how they can better connect with their customers (or potential customers) during the course of the event. Treat sponsorships as opportunities to carry out one-to-one marketing; networking; customer relationship building.......this will go a long way in increasing the return on investment for any kind of MICE event sponsorship.

Benjamin Cassim
Temasek Poly

The EXperiential Factor

2008-12-22T09:23:00.003+08:00

Meetings and conferences can be very monochrome in nature - colourless, officious and dare I say, boring. Two factors that stand out (in a conventional way), when refering to the attractiveness of a meeting/conference, are content and attendee profile. I am not going to address these here. Given the very competitive environment with meeting/conference organisers clamouring for the attention of potential attendees, the X Factor or Experiential Factor is now a "buzz" word when defining the attractiveness of one meeting/conference over another.

Meetings/Conference organisers need to pay close and careful attention to the overall experience of they attendees. Attendees are the best mouthpieces and their judgements (positive or negative take away from attending a meeting/conference) carry a lot of weight among their peers.

Some areas where EXperiential Factors come into play - the interface with frontline service staff (friendliness, efficiency, knowledgable etc); timeliness (sessions starting and ending on time); the ancillary activities like cocktail sessions, dinners, basically the fun stuff (with particular efforts made to showcase the uniqueness of the destination); friendliness of venue staff (something that organisers often forget to emphasise to the venue managers); and efforts made to accommodate special needs attendees.

Positive attendee experience leads to positive publicity. It is important to note that such publicity is not a one-time thing. People enjoy recalling positive experiences.....people enjoy reminiscing. So......as organisers we are in the position to create and delivery legendary memorable experiences to attendees!

Benjamin Cassim
Temasek Polytechnic

Meetings, corporate events need to flourish

2008-12-09T07:46:00.003+08:00

I shared a short video clip featuring Dr Patrick Dixon, author of Futurewise, with my students this past week. Dr Dixon was speaking on the topic, "Future of Corporate Events, Travel and Conferences". With the advent of advanced telecommunications technologies and the current great need to trim and manage costs, real-time communications across the globe via fibre-optic cables seem to be replacing the good old "let's meet tomorrow" route. However, Dr Dixon's view is that even with such advances, the need for face-to-face meetings will not disappear. There will be times when companies will need to gather people (staff or business partners or customers) together for such events.

This is something I believe in. As much as we talk of corporations and organisations, we must not forget that such entities are run and managed by people. People are not machines; people are beings with souls and spirits. We thrive on emotional and physical contact - the need to trust and be trusted; the need to convince others of our point of view; the need to shake the hand of a customer as a means of "sealing the deal"; the need to converse with a "real" person vs across communication cables. So......companies will continue to organise and host meetings; business executives will continue to attend seminars, conferences, talks etc.

Given the current downturn in most economies today and the failure of institutions which were meant to be foundation stones on which economies were built on, TRUST will come to the forefront when companies deal with each other or deal with their customers. The "face-to-face" encounter is an important element of this trust-building process.

Meetings will live on!

Benjamin Cassim
Temasek Polytechnic

Meetings - Bad times......hold more meetings

2008-11-30T16:26:00.006+08:00

This week I thought that I'd do something different. I want to share a letter written by Bruce MacMillan, the president and CEO of Meeting Professionals Intl. The letter is presented in its entirety.

October 22, 2008

Dear Editor,
I’ve followed with interest the coverage of executive excess at AIG and comments by Attorney General Cuomo that led to the subsequent cancellation of most of AIG’s planned meetings, events, and conferences for the coming year. I, like most of your readership, bristle at reports of extravagant corporate spending especially under circumstances like these, and fully support the forceful righting of a ship that’s gone dramatically off course.

But as the head of a 24,000 member global community of professionals who pride themselves on designing and delivering meetings and events that generate business results in both good and tough economies, I want to offer caution on the hazard of making sweeping public business decisions that might frustrate the rebuilding of AIG as a successful enterprise and also inadvertently establish a new precedent for other businesses to follow.

The bringing together of individuals and organizations to share ideas, learn new skills, co-create solutions and craft new business initiatives are crucial to American business success, even more so in a dynamic, faltering, global economy. In an increasingly faceless world, effective human connections are a powerful business weapon. Meetings and events are valuable to the individuals who participate, the organizations they work in, and the customers they serve. The revenue derived from supplying the infrastructure, products and services employs millions of middle-class workers, including housekeepers, chefs, restaurant, and support staff. These jobs and the opportunities they afford contribute to the overall financial health of both these families and the communities in which they live.

The important role that face-to-face meetings and events play in connecting people and driving business success is undeniable. The Meeting Professionals International Foundation/George P. Johnson EventView study reveals that Fortune 1000 Chief Marketing Officers view meetings and events as having the highest ROI (Return on Investment) of any marketing channel. In an increasingly competitive global economy, the ability to create and deliver strategically-focused events contributes to business value, and helps organizations deliver results.
Tough economic times demand thoughtful and transparent examination of how money is spent. The unprecedented shift in marketplace fundamentals means that business leaders must evaluate the ROI of every investment decision. But even in these tough times, or maybe especially now, to remove meetings and events from the business strategy playbook is short-sighted and ignores the role meetings, events and incentives play in business and community success.

So cancel the senior executive spa getaway and royal hunting retreat, but hold on to that sales event, educational conference, trade show and performance incentive program … the future of our businesses and communities around the world depends on it.
Sincerely,
Bruce M. MacMillan, CA
President & CEO
Meeting Professionals International

Companies need to be encouraged to continue hosting and holding meetings......

Benjamin Cassim
Temasek Poly

MICE Venues - a 360 degree approach

2008-11-23T18:21:00.006+08:00

I recently had the opportunity to make a trip the city of Yangon. While in Yangon, I visited the region of Bago - it is located from 80km outside of Yangon. It's one of the primary rice growing regions and is also famous for some of its pagodas. One of the interesting sites near the city centre of this region is the site of the original Kambawzathadi Palace. This was the residence of one of the 3 better-known monarchs of the country.

Foundations of the original palace were discovered at the site and the authorities rebuilt what is supposed to be a replica of the palace, including the king's bed chamber. Anyway, the site now stands as a sort of tourist attraction though lacking in the usual augmentation that accompanies such sites.

My first instinct was to view this place as a possible venue for M.I.C.E. activities. There are 2 fairly spacious halls - great for holding banquents, workshops, seminars and possibly exhibitions. However, this is where we need to take a 360 degree approach when considering venues for M.I.C.E. activities. Here are some points to note:

- the venue owner needs to be open to allowing the venue to be used for such activities

- the site needs to be accessible; this palace is a good 2-hr drive from the city of Yangon

- the site needs to be equipped with proper utilities - power supply, water

- the site needs to be equipped to host visitors for a considerable length of time (i.e. 2 hours or more); this palace does not have toilet facilities

- the site needs to look the part; although a palace, the grounds of this site were not reflective of the grandeur that usually represents a palace

I hope that some of the government officers I met in Yangon will be able to convey some of these points to the relevant authorities - yes I did bring this up with them. Just imagine - a royal banquet for important conference delegates or VIP buyers attending an exhibition being held on the actual site of one of the country's greatest rulers. Now that is what I call a value experience!

Exhibitions - it's the visitor experience, dummy!

2008-11-10T17:14:00.003+08:00

As great a platform trade shows are in helping companies to effectively reach their target customer markets, the overall environment is clogged up with marketing and advertising noise. Most potential customers now possess well-developed filtering processes that weed out the unnecessary marketing noise. It is precisely in the face of such competition that trade shows possess the mettle to succeed. We are now living in what is termed the "experience economy". Everyone one - from the general public to the discerning business customer - is looking for the value-added experience.

Trade shows are very versatile marketing instruments. A single trade show offers multiple platforms for creating positive visitor/participant experiences - the exhibition floor, the complementing education programmes (seminars, workshops); and the ancillary actvities (the networking parties; golf). The organiser has so many areas in which he can build in opportunities for very positive experiences.

It has become imparent for trade show organisers to recognise this trend to valuing the overall experience, and to deliver this to trade show participants - the exhibitors, the sponsors, the visitors and the stakeholders. The areas where value can be added to the customer experience include:

logistics
customer service
trade show content - programming
networking opportunities
right fit

I believe most trade show organisers are very capable and work hard at ensuring that their events remain relevant to the various industry segments. I also see more and more effort made in ensuring that there are ample opportunities for networking between all participants.

Customer service - the art of making a single attendee or exhibitor feel special - is one are where industry members will need to pay more attention to. This is an important element of the "experience economy" and can be very instrumental in separating a "good" trade show and a "great" trade show. It also goes a long way in ensuring repeat business - repeat exhibitors, repeat visitors, repeat sponsors. Great service also acts as a deflector for operational or content shortfalls. The overall experience sticks in the memory.

Exhibitions - target marketing at its best?

2008-11-04T17:25:00.005+08:00

One of the many, but crucial, challenges facing companies/organisations is how to make the most efficient and effective spend of marketing dollars. This takes on added importance in current times. Here's my quick fix to this problem - tradeshows and exhibitions.

Tradeshows and exhibitions are platforms for business exchange. They bring members of an industry together with customers/potential customers of the industry. Tradeshows and exhibitions offer a myriad of benefits:

- they are a great way for companies to market, promote and brand themselves to targeted markets;
- they provide a cost effective platform for the launch of new products;
- they offer companies a means to test/investigate new markets;
- they offer companies a means to test new products;
- they are goldmines for information on industry progress and intelligence
- they are a one-stop-centre for companies and individuals who desire to interact with members of the industry;
- they provide opportunities for networking - often resulting in some form of sales or business development.

The list can go on. Industry experts will tell you that tradeshows and exhibitions are a great avenue for companies and organisations to reach targeted markets in a cost effective environment.

Yes, a lot of commercial activity today gets conducted via the "e-environment" i.e. the internet and over the web. However, the face-to-face conducting of business still has a very important role to play.....nothing beats a handshake.

So, tradeshows and exhibitions continue to live on. I say "Amen" to that.

The M.I.C.E. Impact

2008-10-28T07:35:00.002+08:00

Over the past week or so I have been reading about destination management and the planning and processes involved in getting a destination to be "tourist-attractive". From what I read, its not an easy thing to do....in fact, its quite challenging. This got me thinking about the M.I.C.E. segment of the tourist market and how much quicker it is to see M.I.C.E. activities impacting a destination or city. It is no wonder that most local/regional/national governments have in their tourism development mandate the promotion of M.I.C.E. capabilities.

The M.I.C.E. segment impacts economies in numerous ways:
- generating increased visitor traffic (business travellers attending exhibitions, conventions etcO
- bringing in higher yield visitors (business travellers tend to have higher spending power)
- generating repeat visitor traffic
- as M.I.C.E. activities increase in a destination, there is almost always some increased investments in infrastructure and services upgrading
- the non-seasonality of M.I.C.E. activities helps take up the slack in low periods....periods when leisure visitor numbers fall
- generate demand for M.I.C.E. service suppliers - hotels, convention venues, audio-visual equipment, catering, stage builders/decoraters, photographers/videographers, performance artistes etc

The list goes on. There are, however, certain characteristics that a destination must offer in order to successfully capture the M.I.C.E. mindshare. These include accessibility; infrastructure; a wide range of service suppliers; political stability and safety; etc.

My own conclusion is that its easier to attract a business visitor as opposed to a leisure visitor.

M.I.C.E.- IS THERE MONEY TO BE MADE???

2008-10-20T09:13:00.003+08:00

Given the continuing focus on the state of health of global economies, I would like to keep the focus for the month of October on how the M.I.C.E. industry impacts economies and acts as a catalyst for new investments, infrastructure improvements, more spending by travellers etc. The one question that always comes to mind whenever I focus on the "impact" issue is, "Where is the money coming from?". Well, let me just share on example and this involves only 1 company - can you imagine how many companies there are out in the market!

In a recent article published in the New York Times, American International Group (AIG) reportedly agreed to cancel (with immediate effect) all conferences and events it hosts or organises. This number exceeds 160 per year. This cut-back will save the group more that US$8 million. This is just one company's budget.

The impact of the industry is therefore very real and in positive/growth times, the amount of money being generated by the industry can be very intoxicating.

Economic impact of M.I.C.E. - the other way round

2008-10-13T09:08:00.003+08:00

The past couple of months have seen a tremendous change in the global economic landscape. The unimaginable has become reality. Even as I pen this entry, governments of various countries - 1st world to 3rd world - are scrambling to protect the financial assets of their citizens. What does this mean for the M.I.C.E. industry?

We often talk about the economic impacts the M.I.C.E. industry has on a city/country. In fact this relationship is one of the first few things one learns about the M.I.C.E. industry. The common terms used include: catalyst, investment, place/destination marketing, repeat visitors, length-of-stay, higher yields.......and the list goes on. These are all very valid reasons why state and national governments will continue to place emphasis on promoting the M.I.C.E. industry. It has a very strategic role to play.

There is, however, a dark side to this and we are beginning to walk under this dark side. As much as M.I.C.E. brings economic benefits to a destination, an economic downturn tends to put the breaks on M.I.C.E. activities. I have already had first hand experience with this. A conference I was supposed to attend (next week) has been postponed to 2009. I expect to see a few more similar casualties over the coming months or at least until the dust from the current financial turmoil settles.

There are no compact or pre-packed solutions to this. My personal take on this is that M.I.C.E. event organisers will need to dig in and work hard to convince stakeholders, corporate sponsors and attendees to not only continue to support such events but invest more as well. M.I.C.E. events offer one of the best platforms to reach targetted audiences - a great way to effectively spend marketing dollars.

Ben Cassim
Temasek Polytechnic

"application101" - why?

2008-09-29T11:51:00.004+08:00

Before I start getting into the meat and bones of the M.I.C.E. subject, I have this need to explain my choice of the url, "application101". In my own metasphere, "application101" represents the main reason for this blog - to discuss, illustrate, explain, review......how M.I.C.E. theory is reflected in actual industry practices and real-world events - the "101" portion refering to this being just the starter kit. And I am hoping to have comments/contributions from people representing a variety of segments of the industry - this will help build up the body of knowledge for M.I.C.E. in our local context. At some stage, we can perhaps then move on to "applications201"........or maybe not!

Can Singapore's MICE industry weather the storm?

2008-09-24T10:26:00.004+08:00

Recent media reports (Sep 08) indicate that the M.I.C.E. (meetings, incentives, conventions & exhibitions) industry in Singapore has been holding its own despite the current downturn in economies and markets around the world. The Singapore government has been paying close attention to this industryover the past few years, facilitating and encouraging the set up of new convention facilities (the integrated resorts); hotels etc. We can expect to see most of these new facilities start to come on-stream from late 2009 onwards.

It not quite enough just to have such facilities, event organisers are attracted to a destination/city for a variety of reasons (the availability of facilities being one of the factors). Costs, accessibility, political stability, vibrancy, service-oriented culture, support services......the list just goes on.

My two personal concerns with the industry in Singapore are costs and flexibility. M.I.C.E. event organisers are a cost-conscious lot (at least the ones I know......I remain a cost-conscious event organiser). Even the organisers with big budgets, keep a tight rein on costs. We have continued to move prices up and up - and its really difficult to move prices down, especially if you are providing a service. However, there are way to deal with rising costs. I will reserve my comments on this subject for now so as not to give away industry secrets......

My other concern is flexibility. M.I.C.E. service providers will have to become increasingly flexible when dealing with event organisers. This can be quite a challenge when one has become so used to conducting business in a certain way. I speak from experience. In my past 15 years or so of involvement in the M.I.C.E. industry, I have found it very trying to have to exercise flexibility in the way I have had to provide event management services. The main reason is that it costs money to be flexible and its especially difficult when you cannot transfer the additional cost to a third party.

So, members of our M.I.C.E. industry will have to be very careful in how they deal with issues like rising costs and the exercising of flexibility - especially with more foreign-based organisers holding events in Singapore. It will be interesting to watch how Singapore, as a destination, remains competitive in the global M.I.C.E. sector.

Ben Cassim
Temasek Poly

Bringing reality to theory

2008-09-24T10:12:00.003+08:00

This is a new adventure that I am embarking on. My hope is that this blog will become a conduit for the exchange of insights, industry best practices, situational experiences and learning on all things that pertain to the M.I.C.E. industry. This is, perhaps, a tall order to meet but I realise that there must always be a starting point. Therein lies the adventure for me. This is a starting point as far as I am concerned. I do not know where this journey will take me and all those who actively contribute to this blog, but I hope that this journey will never reach an ending point.

As one of my main concerns is that this blog will provide snippets of relevant and useful information to students learning about the M.I.C.E. industry, I do ask that you list your name and the organisation you represent each time you add comments to this blog.

I look forward to active participation from both students and members of the industry. While we each play small parts everytime a contribution is made, the sum of the parts carries great value.

Ben Cassim
Temasek Poly