Back in July, I hosted a week-long Instagram Live series with Heidi Legein, Managing Director at The MICE Guru, a destination management company (DMC) based in Norway. During the past months of the lockdown, Heidi has been actively promoting her destination and inspiring and educating fellow event professionals about Norway. She has also felt encouraged to keep thinking about international travel and ensure that events are still being planned, rather than cancelling them. Heidi has become the face of Norway for the international event community and, in addition to having substantial knowledge about her product, she processes significant industry expertise. I am, therefore, highly excited to share this interview with you.
The overall series was about ‘DMC: The new value proposition’. I interviewed Heidi about her role and work across various business areas of the DMC, beginning by defining its role, how to host virtual site inspections, how DMCs contribute to destination marketing, sustainability and incentives.
Incentives are, perhaps, the most exciting part of MICE travel and involve attendees having highly unique experiences at a destination. But what is an incentive?
According to Heidi, ‘Incentives stimulate investments to motivate and encourage someone to do something.’ There are different types of incentives. Heidi mostly does incentives for mid- to high-level management, which are often multi-destination experiences. The most common incentive is a 5-day-4-night programme, often at two different destinations within Norway. This programme offers several exciting experiences along the way and many surprises that guests may not necessarily know about beforehand, which makes it particularly exciting.
Angeles Moreno is the founder of the Creative Dots, a company that helps corporations design their customer journey and create a culture of customer-centricity. Angeles has been in the events industry for over 30 years and possesses international experience with a large network.
Entrepreneurship is in her DNA. She has launched and run two companies during past crises and was able to overcome the obstacles they presented to her. Now running her third company, she is faced with a new crisis—COVID-19—which has unique components. But her previous experience has prepared her to navigate through the uncertainty.
I interviewed Angeles about her industry experience, specifically going through the uncertainty faced in the past, and I asked what event professionals should do now to remain resilient and come out stronger from this crisis.
‘There’s going to be a new normal. We’re not going to go back. It’s impossible to return to where we were; we’ve all changed, and the world has also changed.’ Kevin Jackson.
Kevin Jackson is the founder of The Experience is The Marketing and one of the most influential people in the events industry. He was working in the advertising industry during the 1987 crash and in the events industry during the financial crisis of 2007. Having gone through two major crises and established an impressive international career working with top global brands and building businesses, I immediately reached out to him to seek advice on how to navigate through the current uncertainty.
I have known Kevin for a number of years and highly value and respect his fresh and forward-looking perspective. His practical approach to business, which is based on many years of experience in advertising and events, is always spot on and can help businesses of all sizes. This time, the interview also brought a new perspective and a light of positivity during the current pandemic, with many important takeaways for events agencies to action upon. The complete interview from 15 April 2020 is provided below.
This year, I was supposed to host the first International MICE Forum at ITB Berlin, but unfortunately, it was cancelled. The announcement came on 28 February 2020, just a few days before the trade show was due to open to international visitors. According to the official statement on the ITB Berlin website, the event was cancelled ‘due to the rapid spread of the new coronavirus (COVID-19), the Federal Ministry of Health and the Federal Ministry of Economics have stated their opinion that ITB Berlin be cancelled.’
When an adverse situation develops, opportunities often arise. Within a few days, ITB Berlin came up with a solution to offer a ‘Virtual Convention’ where planned talks can be recorded (whether live or online) and uploaded onto the new website of the virtual convention.
The MICE programme at ITB Berlin was organised by the Verband der Veranstaltungsorganisatoren e.V., the largest event association in Germany. Following the event cancellation, they reacted rapidly to host a small event on 5 March at the International Club Berlin, which was initially booked for the MICE Night. This session brought together industry leaders to discuss crisis management, share experience and possible solutions.
I was in Berlin to attend this event. One of the International MICE Forum panellists—Han Talbot, Project Manager at Traverse—travelled to Berlin despite the event’s cancellation. Being both in Berlin, we arranged to meet and record this session about ‘Influencer events: from creating instagrammable moments to delivering ROI.’ On 6 March, we met at the highly ‘instagrammable’ hotel niu Hide to record our meeting, and I’m delighted to share with you this insightful interview about influencer marketing.
I want to introduce a new topic on the blog that I haven’t touched upon extensively until now, despite it being a significant industry within the MICE sector. Only in Germany, it accounts for approximately 639 million Euros spent in 2018 for research, congresses and events and supporting services for advanced training and lectures (according to Transparenzkodex 2018). These events are subject to strict compliance regulations.
This is the pharmaceutical industry.
Before I share with you some insights from the Pharma Fortbildungs-Forum, which I attended on 4 December 2019 in Mainz, I wish to provide an introduction to the Pharma Codex, which is a guideline for pharmaceutical events. According to the definition on the Aids Conference 2018 website, ‘All interactions between European pharmaceutical companies and healthcare professionals are governed by EU Directive 2001/83/EC. This directive establishes a code of conduct that regulates the relationship between industry and healthcare professionals.’ The definition continues with a focus on the Dutch legislation, in conjunction with the AIDS congress that took place in 2018 in Amsterdam, ‘In the Netherlands, the EU regulations are applied by the Dutch Foundation for the Code of Pharmaceutical Advertising. It defines what is considered to be drug advertising and who can be exposed to drug promotion.’
Each county has its own code of conduct, and the organisers need to respect this code when it comes to advertising.