Major trend that is shaping the events industry, and MICE in particular this year, is influencer marketing. We know it from other industries – leisure travel, food, fashion, parenting etc. As much as there are many similarities with other industries, MICE sector works differently with influencers and has different set of expectations.
The product or service in the MICE industry is more complex, as well as the decision making process. In general, in the B2C sector influencers are tasked to promote a product for £20, or £200 or so, and the price sensitivity is lower. In the MICE industry, on the other hand, the sales funnel is longer because the product is more complex, more expensive and the decision making process is longer. An influencer who is tasked to to promote a MICE destination, for example, can contribute to the overall economy both directly and indirectly.
With stunning backdrops and grand architecture France is a popular destination for car launch events. France is one of seven destinations known for product launch events related to the automotive industry, and some events can attract as much as 20,000+ people. In past years there were multiple grand venue openings in France. Some of the venues have significantly important architecture features, and these features can sometimes compliment a desired storytelling element and increase audience engagement. One such building is the recently opened (2016) Fondation Louis Vuitton in Paris.
To get a further look into this interesting subject, Atout France hosted an expert session at their stand during IMEX Frankfurt 2017 entitled “Future architecture projects in France & automobile events” and invited two industry leaders to share their insights on the use of architecturally significant venues, both old and new, for automotive events. The event explored how these venues and their features can be used to create maximum impact at a car launch event. Kevin Jackson, CEO of Experience is The Marketing, interviewed Christian Seidenstücker, CEO at JOKE Event AG.
Over the past few years the French start-up scene has seen a fresh growth. To get further insights into this area, Atout France invited key industry players in the French start-up scene to share, with the international audience at IMEX Frankfurt 2017, the latest developments and how the MICE industry can benefit from working with start-ups. Entitled “how start-ups can improve the MICE experience”, the aim of this session was to showcase how the MICE industry can work closely with start-ups in the tourism space to deliver more authentic MICE experience for attendees.
The session was moderated by Hans Jürgen Heinrich, Publisher, Events-Magazin and speakers were Violaine Terreaux, Chef de Pôle Tech & Services, Business France, Christelle Larché, Business Developer, VizEat and Florian Benejean, Founder & CTO, My Jomo.
Developed by Walt Disney Studios in the 1930s, Storyboarding is used in film, theatre and the start-up industry. In the events industry, it creates a new and logical first step in meeting design. This first step is where the event idea is born. Event StoryBoard (EBS) helps to both create the idea in a team and communicate it clearly with stakeholders. Its focus on creative freedom will make meetings, conferences or special events more meaningful, more unique and best of all: more personalised to the audience.
Presumably the biggest travel trade show in the world, The ITB Berlin took place from 8-12 March in Berlin. Being known for mainly leisure industry, there is also a MICE niche emerging. SITE Germany event took place on Monday, the ITB Berlin MICE Day on Tuesday and several destinations had their representatives from the Convention Bureau to take meetings. Additionally, I met colleagues from the MICE industry. Is there a new trend emerging, where leisure and MICE merge into one trade show?
Before I come back to this question, let me tell you more about my experience in Berlin and ITB.