02 introducing global conventions

7/31/2019 02 Introducing Global Conventions

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Introducing Global Conventions


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Introducing Global Conventions 2

Definition of Convention

A convention, in the sense of a meeting,is a gathering of individuals who meet atan 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, usuallyplanned well in advance, are broughttogether for some particular purpose


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What is M.I.C.E.?

It is business related segment, involvingobligatory (non-discretionary travel)

Incentive is usually provided to

employees or dealers/distributors as areward, it tends to be leisure based

Recently, there has been an industrytrend towards using the term "Meetings

Industry" to avoid confusion from theacronym


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Who Holds the Gatherings?

Meetings of Industry-BasedOrganisations

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 MICEmarket is worth around $30 billion ayear worldwide.

Some countries rely heavily on theMICE segment30% of Singaporestourism revenue is from MICE

Worldwide, at least 50 million trips

are taken each year for MICEpurposes.


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Potential For Growth

Exhibiting encouraging potentialgrowth

Russia, India and China likely to drive

the market Companies tend to choose meeting

locations based upon their corebusiness values and relative

expensiveness.


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Potential For Growth

The Incentives market is slightly morediverse with firms liable to sendemployees to more exotic long hauldestinations

The MICE market growth isdependent upon prevailing economiccircumstances

A confident market = more meetingand incentives

A nervous market is likely to have theopposite effect


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Profile of Customers

Varies considerably slightly skewedtowards the 30-45 age group, andaround 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 andsecurity

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, upmarketresort locations in areas such as Asiaand 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 acombination of educational sessions andexhibits. This can include seminars, forums,symposiums, conferences, workshops, clinics,etc


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What is a Meeting?

Some past meetings

Religious Gathering Pilgrimage toMecca

Events at the Coliseum in AncientRome

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

Lodging

Food & Beverage Transportation

Attractions

Entertainment Shopping

Six Major Divisions


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Why Have Meetings?

People prefer to meet face-to-face

People meet with and learn frompeers

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

EntertainmentVenue Sales

ConferenceServices

DestinationManagement

Hotels

ConventionCentres

ExpositionServicesContractors

DestinationMarketingOrganisations


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What Planners Do

Logistics

More than counting coffee cups

Strategic

Support the work toward anorganisations 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 thegoals and objectives of the meeting

Know the physical

characteristics/attributes AND thefinancial 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 thehotels

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

Meetings Food and Beverage

Space Rental

Vendor Commissions Audio Visual

Entertainment

Decor


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Hotels

Additional Financial Factors Theme Parks

Casino

Seasonality Time of Week


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Convention Centres

Host meetings and their exhibits haveno sleeping rooms

Offer banquet and concession food &

beverage service Have large, flexible space; host large

and small trade shows, as well asmeetings and banquets

Usually owned by city, county, orlocal 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 themeeting participant; focused onlearning and teaching

Offers Complete Meeting Package

CMP May comply with guidelines of the

International Association ofConference 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-for-

profit groups, families, or closely heldcorporations

May specialise in extracurricularactivities (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 monthsand at lower cost

Quality of housing, food, and meeting

space not as high as hotel orconference 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 salesrelationship

Communicate

Provide accurate requirements

Verify Determine the venues understandings

and abilities


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Exhibition


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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 industrycertification programmes

Spouse, guest, and children programmes Internet access and e-mail centres


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Exhibition Service Contractor (ESC)

Provides products and services toexhibition 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 toexhibition management company:

Accessing utilities electricity, gas,water

Floor plan layout

Storing and warehousing materials

Exhibits installation, maintenance, anddismantling

Models, entertainers, additional exhibitstaff


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Exhibit Service Manual

All details needed to plan andimplement an exhibit programme

Forms to order exhibit servicecontractors products and services

Rules and Regulations

Registration process and badges

Prepared by both the service contractorand management for exhibitors andincludes:


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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

Move to various locations Attracts visitors, guests, spouses

Varies the local attendance base & allows

new attendees Rotation between specific cities

Consistency in planning

Familiarity with variety


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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 attractattendees

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 reachwider potential audience


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Exhibition Planning

Technology Internet

Impact on marketing

Provides on-line registration, interactive floorplans, housing and transportation arrangements,

exhibitor listings, review of educationalprogrammes

Lead Retrieval Systems Gather all contact information in format usable on

company computer

Save time with data entry

CD-ROMs Promote campaigns products

Exhibitor product information

Educational materials


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Exhibition Planning

Shipping and Storage Over-the-road is the most common

Charges typically are per 100 lbs andbased on distance

Extra time allowed for transit (cannotarrive late)

Must arrange for storage at destination


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Exhibition Planning

Housing and Transportation Essential to success

Negotiating room blocks, airline, and carrentals

Sometimes outsourced to local firms

Expectation is that these services will betransparent 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 thetrade 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 andtrends, 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

E hibi D i P i i l


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Considerations: Traffic patterns

Location of entrance

Food facilities

Restrooms

Location of industry leaders

Location of competitors

E hibi D i P i i l


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

Inline

Peninsula four or more standard

booths back-to-back with an aisle onthree sides

Island four or more standard boothsback-to-back with an aisle on four sides

E hibi S


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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/orService Contractor

Post Show Lead follow-up

Monitor commitments made during show

E hibit St ff


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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 rightquestions

Conduct product demonstrations thatfocus attention on the main message

E hibit P t


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Exhibit Partners

Exhibition Management and ServiceContractors

Develop a relationship with them

Understand all contract requirements,deadlines, and responsibilities

Consider additional marketingopportunities General and special event sponsorships

Advertising in the show daily and directory

Promotional items


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International Issues inMeetings, Expositions,

Events, and Conventions

MICE A d th Gl b


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MICE Around the Globe

Europe Root of the trade fair industry

Focal point of international trade fairsand trade exhibitions Two Reasons

Location

Crossroads of the world

Transportation network

Industrial base

MICE A d th Gl b


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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

MICE A d th Gl b


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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

MICE Aro nd the Globe


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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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Africa Main centres

Cairo, Egypt

Johannesburg, South Africa

U.S. Department of Commerce providesspecial assistance/rates



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Middle East Main centres

Dubai and Abu Dhabi

Exhibitions Focus on

Furniture

Automobiles

Consumer Electronics



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Latin America Main centres

Sao Paulo, Brazil

Santiago, Chile

Mexico City Las Americas Exhibition Centre

Ownership, Sponsorship & Management


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p, p p gModels

U.S.A. Adjunct to

associationmeetings

Owned by

associations

Private/Entrepreneurial and for-profit

Other Countries Associations play

a minor role

Government, withorganizing

companies, planand operate

Ownership, Sponsorship & Management


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p, p p gModels

World Trade Centres Association Not-for-profit, apolitical organisation

Promotes the concept of World TradeCentres to bring together business and

government agencies 300 World Trade Centres in 91

countries serving over 750,000international businesses

Many have exhibition facilities Sponsor trade meetings and

educational events

International MICE Considerations


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Lessons to be learned from overseas Excellence of infrastructure

Public transportation and access

Logistics

Specialized departments for exhibitors

Simplified shipping and storage

Support organisations Government agencies and trade promotion

organisation involvement



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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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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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Understand business protocol and culturaldifferences 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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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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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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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

Trade Fair Certification


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Trade Fair Certification

Programme of U.S. Department ofCommerce Promotes exports of U.S. products and services

Endorses show organizers who manage andorganize 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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