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MICE - Lecture 9 : The meeting industry (Programme planning planning…
MICE - Lecture 9 : The meeting industry
Event concept
AIME - AIME. For a five star event
FHA - The apple of the industry
IAAPA Expo 2013 - Imagine the possibilities
Programme planning
Meetings & Conventions
Content
topics, speakers, presenters,
delivery of the content
Activity
Opening ceremony
Product displays @ F&B areas
Refreshing activities - non content related
Roundtable discussions, learning activities
Cocktails, gala dinner
Ancillary
Dine-around concepts
Site-visits
Tour programmes, leisure activities
Programme considerations
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Target audience
understand what they want most
out of attending the tradeshow
Costs, budget
important to identify activities that can be funded
& those that are costs to the organiser
Purpose of programme
helps prioritise the activities
Supporting institutions
stakeholders' request for certain activities,
take into consideration
Event objectives
purpose of the event
helps determine type of activities
& expected outcome
Operational capabilities
Know what you are capable of as the organiser..
e.g. hiring talent, services requires money
7 steps in programme planning
Set objectives
Determine demographics
Ascertain needs of participants
Formulate programme
Create theme
Evaluate media
Communicate message
Exhibition & Tradeshows
Exhibition floor
Activities on the floor
should match / enhance value to exhibitors
Don't detract from the main objectives
High-profile guests e.g. GOH / celebrities / hosted-buyers
Pavilion-linked areas
Education programme
Informative, relevant, complimentary, support sponsorship
Ancillary
Enhance overall event
networking elements
consider partner/spouse
sponsorship opportunities
showcase city
F&B programme
refreshment breaks
Hosted-buyer benefits
special touches
Post-event evaluation
Who & What are you evaluating?
Delegates & visitors
Speakers
Exhibitors
Sponsors
Staff
Service suppliers, event partners
Organiser
HOW?
Surveys
Interviews
Focus groups
Observation
Coding/ counting
Why conduct this?
-helps measure the event's success/failure
report to stakeholders
Identify areas of strength and weaknesses to improve or adapt for the next event
Builds a track record of the event's success & value to key stakeholders/ exhibitors / sponsors/ delegates
Client brief, proposal
Critical Information
Organiser
Objectives
Content/ programme
Housing needs
Target audience
Budget
Date
Venue
Speakers
Socials / ancillary
Requirements / others
What Stakeholders want
Sponsors
a. trade show visitors
b. media & marketing
c. exhibitors & other participants
Key stakeholders
a. event participants
b. media & marketing
c. event financials
Exhibitors
a. trade show visitors
b. media
c. exhibitors
