Introducing Global Conventions

Definition of Convention
A convention, in the sense of a meeting, is a gathering of individuals who meet at an arranged place and time in order to discuss or engage in

Source: Wikipedia
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What is M.I.C.E.?
It is an acronym for the Meetings, Incentives, Conventions and Exhibitions MICE is used to refer to a particular type of tourism in which large groups, usually planned well in advance, are brought together for some particular purpose

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What is M.I.C.E.?
It is business related segment, involving obligatory (non-discretionary travel) Incentive is usually provided to employees or dealers/distributors as a reward, it tends to be leisure based Recently, there has been an industry trend towards using the term "Meetings Industry" to avoid confusion from the acronym
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Who Holds the Gatherings?

Meetings of Industry-Based Organisations Association Management Companies Meeting Management Companies Independent Meeting Managers Event Management Companies

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Who Holds the Gatherings?

Other Organisations:
Political Organisations Labour Unions Fraternal Groups Military Educational Groups

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Estimate Global Size

Various sources report that the MICE market is worth around $30 billion a year worldwide. Some countries rely heavily on the MICE segment 30% of Singapores tourism revenue is from MICE Worldwide, at least 50 million trips are taken each year for MICE purposes.
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Potential For Growth

Exhibiting encouraging potential growth Russia, India and China likely to drive the market Companies tend to choose meeting locations based upon their core business values and relative expensiveness.

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Potential For Growth

The Incentives market is slightly more diverse with firms liable to send employees to more exotic long haul destinations The MICE market growth is dependent upon prevailing economic circumstances A confident market = more meeting and incentives A nervous market is likely to have the opposite effect
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Profile of Customers
Varies considerably slightly skewed towards the 30-45 age group, and around 65% male.

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Main Market Source

United States Germany United Kingdom France Italy Spain Scandinavia

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Emerging Market
Brazil Russia India China

Commonly referred to as B.R.I.C.

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Main Competing Destinations

Greatly influenced by safety and security Popular destinations
Vienna, Austria Paris, France Singapore Barcelona, Spain Berlin, Germany New York, United States

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Main Competing Destinations

For the incentives segment, upmarket resort locations in areas such as Asia and the Indian Ocean are popular

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World Incentive Customer

United States

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What is a Meeting?
It is a gathering for business, educational, or social purposes.
Associations often use the term to refer to a combination of educational sessions and exhibits. This can include seminars, forums, symposiums, conferences, workshops, clinics, etc

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What is a Meeting?
Some past meetings
Religious Gathering Pilgrimage to Mecca Events at the Coliseum in Ancient Rome King Arthurs Round Table

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Industry Terminology & Practice

Meeting
Domestic Meeting, National Meeting

Convention Expositions
Exhibition, Trade Fair, Trade Show

Seminar Workshops
Working Session, Breakout Sessions, Clinic

Assembly
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Industry Terminology & Practice

Conference Congress Symposium, Forum Institute Lecture Panel Incentive Travel
Incentive Event, Incentive Meeting, Incentive Travel Company
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Organisational Structure
Six Major Divisions
Lodging Food & Beverage Transportation Attractions Entertainment Shopping

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Why Have Meetings?

People prefer to meet face-to-face People meet with and learn from peers Includes all forms of communication verbal and non-verbal

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Why Have Meetings?

Build Communities of Practice
Strengthen skills Impact change Observe accomplishments Renew acquaintances Learn new products/services

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Employment
Event Planner Meeting Planner Wedding Planner Hotel Sales Restaurant Sales Entertainment Venue Sales Conference Services Destination Management Hotels Convention Centres Exposition Services Contractors Destination Marketing Organisations
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What Planners Do
Logistics
More than counting coffee cups

Strategic
Support the work toward an organisations bottom line Anticipate changes

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What Planners Do
Types of Planners
Association Corporate Independent

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What Planners Do
Overview of Site Selection Transportation Arrangements Function Rooms Guest Rooms Exhibits Food & Beverage Negotiating & Legal Considerations Speaker Arrangements Marketing On-Site Management
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Venues in General
Match the venue (location) with the goals and objectives of the meeting Know the physical characteristics/attributes AND the financial requirements of the venue

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Hotels
Locations:
Downtown Airport Suburban Family or Business Resort

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Hotels
Types of Hotel
Luxury Convention Extended Stay Bed & Breakfast Business Class Budget/Economy All-Suites Inns

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Hotels
Types of Space:
Board rooms Ballrooms Break-out rooms Exhibit space Temporary structures Outdoor space

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Hotels
Planners interact most often with the hotels
Sales Department Reservations and Front Desk Convention Services Department Catering Department Audio-Visual Department

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Hotels
Revenue Sources
Guest Rooms Guest Room charges
Restaurants, Bars, and Room Service Concessions at Pool, Spa, or Beach Telephone and Business Services Food and Beverage Space Rental Vendor Commissions
Audio Visual Entertainment Decor
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Meetings

Hotels
Additional Financial Factors
Theme Parks Casino Seasonality Time of Week

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Convention Centres
Host meetings and their exhibits have no sleeping rooms Offer banquet and concession food & beverage service Have large, flexible space; host large and small trade shows, as well as meetings and banquets Usually owned by city, county, or local government
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Convention Centres
Revenue Sources
Rental Fees for Exhibit Space & Meeting Rooms Catering Services Convention Service Fees
Electrical, Water, Gas, Air Telephone, Audio Visual Staging, Decor, Construction, and Lighting

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Conference Centres
Residential or non-residential Specialize in small to mid-size meetings Designed for the comfort of the meeting participant; focused on learning and teaching Offers Complete Meeting Package CMP May comply with guidelines of the International Association of Conference Centres (IACC)
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Retreat Facilities
Tend to be very rural Are similar to Conference Centres May be owned by religious or not-forprofit groups, families, or closely held corporations May specialise in extracurricular activities (e.g., nature, dude ranch, spirituality)

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Cruise Ships
Captive audience Variety of styles:
Incentive trips Special interest cruises Isolated meetings

Unique meeting space Complete meeting package pricing

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Specific Use Facilities

Theatres Amphitheatres Arenas Stadiums Sports facilities Nightclubs

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Colleges and Universities

Available mostly in summer months and at lower cost Quality of housing, food, and meeting space not as high as hotel or conference centre

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Unusual Venues
A variety of locations
Parks and nature preserves Airplane hangers Garages Tented parking lots

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Unusual Venues
A variety of challenges
Weather Permits/licensing Security/privacy Restrooms/trash removal Electricity/sound systems Accessibility

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Common Issues
Power
Special or additional requirements Use of a generator

Rigging
The support for the hanging of lighting trusses and lights

Floors
Floor load Dance floors Carpeting of exhibit halls Hardwood floors

Access
Loading Docks Elevators
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Recommendations
Research
Be detailed and thorough

Understand
Develop a professional sales relationship

Communicate
Provide accurate requirements

Verify
Determine the venues understandings and abilities
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Exhibition

Definitions
Tradeshow
business-to-business event

Trade Fair
international term for tradeshow

Exhibition
interchangeable term for tradeshow

Consumer or Public show

an exposition open to the public, usually not restricted admission may or may not be charged

Exposition
Similar in meaning to a tradeshow also known as Expo
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Organisation of the Exhibition

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Exhibition Marketing
Marketing to two groups
Exhibitors (sellers) Members of Trade or Public (buyers)
Members of trade internal marketing Public extensive media advertising

Marketing efforts must result in both:

Adequate variety and numbers of exhibitors to satisfy buyers Enough buyers to satisfy exhibitors

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Exhibition Management
Site Selection Factors:
Facility Size Amenities dining, telecommunications, etc. Availability of service contractors Preferences of exhibitors and attendees Logistical considerations: airline service and local transportation Cost Lodging and Entertainment
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Exhibition Management
Programme Planning
Educational and Entertainment programmes Exhibitor programmes Special sections for new exhibitors or technologies Celebrity or industry-leading speaker Meal programmes Continuing Education Units (CEUs) and industry certification programmes Spouse, guest, and children programmes Internet access and e-mail centres

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Exhibition Service Contractor (ESC)

Provides products and services to exhibition management company:
Freight handling Sound and audio visual Marketing services Exhibit furniture, carpet, amenities Telecommunications Computer needs

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Exhibition Service Contractor (ESC)

Provides products and services to exhibition management company:
Accessing utilities electricity, gas, water Floor plan layout Storing and warehousing materials Exhibits installation, maintenance, and dismantling Models, entertainers, additional exhibit staff
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Exhibit Service Manual

Prepared by both the service contractor and management for exhibitors and includes: All details needed to plan and implement an exhibit programme Forms to order exhibit service contractors products and services Rules and Regulations Registration process and badges
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Exhibition Planning
Location Major effect on attendance
Same place year after year
Negotiate good deals Attendance is steady Typically for association meetings Attracts visitors, guests, spouses Varies the local attendance base & allows new attendees Consistency in planning Familiarity with variety
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Move to various locations

Rotation between specific cities

Exhibition Planning
Housing
Accessibility to Convention centre Affordability for exhibitors and attendees Adequate accommodations

Transportation
Public (existing) to and from airports Private (contracted by show) to and from hotels and convention centres

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Exhibition Planning
Marketing & Promotion
Attendance of both exhibitors and attendees is key to success Marketing to exhibitors most common for trade magazines Tradeshow Marketing to Attendees
Trade magazines, direct mail, telemarketing Educational programming Partnership with exhibitors to attract attendees Free passes for customers Exhibition sponsor for special event
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Exhibition Planning
Marketing & Promotion (Continued)
Public Show Marketing
Local media advertisements Trade publications Requires significant expenses to reach wider potential audience

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Exhibition Planning
Technology
Internet
Impact on marketing Provides on-line registration, interactive floor plans, housing and transportation arrangements, exhibitor listings, review of educational programmes Gather all contact information in format usable on company computer Save time with data entry Promote campaigns products Exhibitor product information Educational materials
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Lead Retrieval Systems

CD-ROMs

Exhibition Planning
Shipping and Storage
Over-the-road is the most common Charges typically are per 100 lbs and based on distance Extra time allowed for transit (cannot arrive late) Must arrange for storage at destination

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Exhibition Planning
Housing and Transportation
Essential to success Negotiating room blocks, airline, and car rentals Sometimes outsourced to local firms Expectation is that these services will be transparent to attendee

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Exhibition Planning
When Choosing Transportation, Consider the Firms:
Experience Availability Special Services Insurance Condition of Vehicles Labor Contracts Cost

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Exhibition Planning
When choosing hotels, consider:
Are the facilities adequate? Are the rates within budgets? Is the hotel in close proximity to the trade show site? Will transportation be available?

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Exhibition Planning
Risk Management
Provides procedures to identify potential risks Quantifies each risk Assesses each potential risk Provides risk avoidance steps Provides risk mitigation steps

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Exhibition Planning
Crisis Management
A crisis poses a critical situation that may cause danger to someone else Crisis Management Plans address prevention, control, procedures, and reporting:
Fires Demonstrations Terrorism Food-borne illnesses Bomb threats Natural disasters

Appoint an on-site Crisis Management Team

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Why Companies Exhibit

Branding their name in the industry Annual presentation of product New product rollout Opportunities
Meet with potential and existing customers Learn customers needs Meet with trade media Learn about industry changes and trends, and competitors products
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Exhibit Expenses
Exhibit space rental Service contractors (personnel, travel, entertainment, etc.) Freight charges Exhibit design Photography Brochure printing/shipping Promotional items Training Post-show mailings
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Exhibit Design Principles

Exhibit Design Principles
Selecting the right size and layout for your budget and purpose Using proper signage, lighting, and personnel Location of space

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Exhibit Design Principles

Considerations:
Traffic patterns Location of entrance Food facilities Restrooms Location of industry leaders Location of competitors

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Exhibit Design Principles

Standard Booths
10 x 10 (100 sq. ft.) or multiples Inline

Peninsula four or more standard booths back-to-back with an aisle on three sides Island four or more standard booths back-to-back with an aisle on four sides

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Exhibitor Success
Prior to the Show
Plan that all material and shipments arrive on time Establish objectives for accomplishment

During the Show

Staff schedules and individuals roles Product demonstrations Coordinate with Exhibition Management and/or Service Contractor

Post Show
Lead follow-up Monitor commitments made during show
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Exhibit Staff
Most important part of exhibit Staff must be trained to:
Meet and greet warmly Qualify a visitor and ask the right questions Conduct product demonstrations that focus attention on the main message

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Exhibit Partners
Exhibition Management and Service Contractors
Develop a relationship with them Understand all contract requirements, deadlines, and responsibilities Consider additional marketing opportunities
General and special event sponsorships Advertising in the show daily and directory Promotional items

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International Issues in Meetings, Expositions, Events, and Conventions

MICE Around the Globe

Europe
Root of the trade fair industry Focal point of international trade fairs and trade exhibitions
Two Reasons
Location Crossroads of the world Transportation network Industrial base

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MICE Around the Globe

Europe
Germany
$10.5 billion annual 165,000 exhibitors in 133 international events each year 40% of exhibitors are non-European Hannover, Frankfurt/Main, Cologne, Dusseldorf

Italy
Milan fashion trade fairs Rome

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MICE Around the Globe

Europe
United Kingdom
1,800 exhibitions (2001) 17.3 million visitors 450 venues

The Netherlands and Belgium Eastern Europe Positive impact of the European Union

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MICE Around the Globe

Asia
Exhibitions Focus on
High technology Consumer electronics Food

Taiwan and Singapore are leaders China

Hong Kong, Shanghai, Beijing

Vietnam, Malaysia, and India

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MICE Around the Globe

Africa
Main centres
Cairo, Egypt Johannesburg, South Africa

U.S. Department of Commerce provides special assistance/rates

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MICE Around the Globe

Middle East
Main centres
Dubai and Abu Dhabi Furniture Automobiles Consumer Electronics

Exhibitions Focus on

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MICE Around the Globe

Latin America
Main centres
Sao Paulo, Brazil Santiago, Chile Mexico City
Las Americas Exhibition Centre

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Ownership, Sponsorship & Management Models

U.S.A.
Adjunct to association meetings Owned by associations Private/Entrepren eurial and forprofit

Other Countries
Associations play a minor role Government, with organizing companies, plan and operate

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Ownership, Sponsorship & Management Models

World Trade Centres Association
Not-for-profit, apolitical organisation Promotes the concept of World Trade Centres to bring together business and government agencies 300 World Trade Centres in 91 countries serving over 750,000 international businesses Many have exhibition facilities Sponsor trade meetings and educational events
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International MICE Considerations

Lessons to be learned from overseas
Excellence of infrastructure
Public transportation and access Specialized departments for exhibitors Simplified shipping and storage Government agencies and trade promotion organisation involvement

Logistics

Support organisations

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International MICE Considerations

Methods of Exhibiting
As part of government-sponsored pavilions Under auspices of another company Joint ventures between companies On their own

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International MICE Considerations

Terminology
Stand = booth or exhibit Congress = meeting or convention Others

Contractual and Procedural Issues

Labor Customs Clearance
Freight forwarder Duty/Taxes Carnet or Trade fair bond
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International MICE Considerations

Understand business protocol and cultural differences with other countries
Verbal and physical greetings, hand gestures, eye contact Use of first/last names Clothing styles Hospitality customs (food and beverage) Gift giving gift accepting Style of physical contact Business and corporate titles Class/rank

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International MICE Considerations

Understand trade show differences
Hospitality events held on show floor Nonexistent height restrictions Smoking Lack of lead retrieval systems Longer hours Systems
Metric Electric voltages Video format

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International MICE Considerations

When considering participation
Understand objectives and know the audience Difference between different fairs and expositions in the industry Determine method to measure Return on Investment (ROI) Costs Cultural consequences

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International MICE Considerations

When considering participation
Personnel resources of the company to support effort Type of participation method of exhibiting Identify and analyze the requirements Support of senior management Know the logistic requirements

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Trade Fair Certification

Programme of U.S. Department of Commerce
Promotes exports of U.S. products and services Endorses show organizers who manage and organize overseas events Program helps to attract more exhibitors Promotes the event Requirements:
U.S. pavilion or attract 10 other U.S. companies Have a U.S. agent or office Event has taken place before

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