Event And MICE The industry is evolving at lightning speed: last month, one thing was relevant, now it's become mediocre. New trends and formats, meanings and ideas, tasks and aspirations, and most importantly, mobility and trust with the client. Strategies without impressions don't work, which means you need to surprise and generate new ideas. III MICE FORUM SOCHI brought together approximately 400 experts from seven countries on April 4–6, 2019.
The forum, with its win-win approach, featured over 1,500 business meetings, where MICE leaders met to close lucrative contracts and discuss key industry development issues. Nine networking formats were offered, along with a service provider exhibition, nearly forty top speakers, and an interactive program at seven of Sochi's best venues. The forum also featured offsite sessions by the National Congress Bureau and the National Association of Event Organizers.
A balanced mix of agencies and clients, a welcoming atmosphere, and, as a result, meaningful connections and effective communication.
"Pack Your Time"
Three days to explore the region's diverse opportunities, and most importantly, a variety of formats and seamless logistics. Five hotels a day: one for sunrise, a second for a morning jog, a third for the conference, a fourth for a gala dinner, and a fifth for the night. Proof that it's possible to be flexible and on time. The event's motto, "The Energy of Change," set the tone for all discussions. In our unpredictable world, we must adapt and constantly adapt to new conditions to stay on top of things and keep our clients and partners on top of things. The world is becoming denser and moving faster, and we must skillfully integrate into these formats.
"Twenty minutes isn't enough to convey all your capabilities, but in reality, ten minutes is enough to understand whether we're speaking the same language or not, or sharing the same value system. At BEMA, we packed all the meanings into three minutes, and it turned out to be possible!" Ellina Akinshina, General Producer of "Mice Forum Sochi".
Emotional Management
We live in an era of experiences and sensations, where there's a need for customer-focused experiments, not big money. Experiences work better than advertising or social media, and emotions are at the core of everything, which can lead a customer down a negative path or vice versa.
"You can teach yourself to manage your emotions to move forward. First, recognize what emotion is inside you right now. Then accept that emotion and begin to manage it—whether you're going to kill someone or communicating your readiness to kill. This technique seems simple at first glance, but it simplifies interactions not only with your clients at work but also in everyday life," he said. Rodion Slepnev, "New Event Today".
"Corporate clients are increasingly holding specialized events with an emotional component—for lawyers, for economists—but it's important that these aren't always large, general events anymore," she noted. Catherine Kolyada, «Association of communications directors and corporate media»
According to experts, to teach someone something or set the tone of a conversation, you need to create the right environment. Hungry and cold people don't absorb information, so good catering, comfortable dining rooms, and high-quality service are essential.
"People are the most valuable asset of business"
The world of robots is growing, digital formats are improving, but the most important tool for measuring success has always been and remains people. The key to success and effective collaboration, in a human sense, lies in understanding what is truly important and necessary for clients, employees, and individuals. Companies chase numbers, creativity, and innovative approaches, when what's really needed is to be closer to people, their spiritual needs, and their inner microcosm.
"A participant's attention span is a bottleneck. Information can be poured into it evenly and effectively. Our school offers intensive courses, but people who aren't used to learning and have different attention spans don't absorb the information. We use different stories that are tailored to each individual so as not to undermine the purpose of the event," she said. Alexandra Zhirnovskaya, MACS
Networking as the Foundation of Business
Networking meetings have become a commonplace in the MICE industry, but a couple of years ago, the word wasn't even used in Russia. How does networking help in business?
- Format 1: Business networking
Marketplace is a service provider exhibition where professional event planners can meet representatives from the region's best companies.
Meeting Planners — scheduled meetings between MICE market professionals and corporate clients—large federal companies.
- Format 2: Sports Networking
A morning jog along the embankment with FC Sochi football players, followed by a welcome "Health" cocktail from partner London Group at the Magellan restaurant.
- Format 3: Intellectual Networking
Play a quest on the hotel grounds and collect the five components of "Energy of Change." Important: teamwork, logic, and communication. Networking in action provides an opportunity to meet and learn about people's qualities.
- Format 4: Entertainment networking
Welcome Party, Gala Dinner, Sunset Cocktail—entertaining formats where you can connect with potential partners and clients in a relaxed atmosphere.
- Format 5: Educational networking
Visiting Sochi's main attractions—casinos, Fisht Stadium, the Circus-2 zone, and more.
The core of the forum is its content—corporate events in the age of experiences. Industry experts' presentations, both in panel discussions and solo performances, addressed key issues related to the forum's main topic. Specifically, event formats in the new reality, what clients expect from a corporate event, how to build a loving client-agency relationship, how phygital communications work, how to use Agile in event management, how to measure ROI, and how to overcome force majeure.
Getting out of force majeure is easy: 4 key parameters from Evgeniya Izotova, "OMG»
- Focus on results. You must always see the end picture and do everything to make it happen.
- Cool team. There are people who are good at solving problems, and there are those who "hide in the closet"; those need to be gotten rid of immediately.
- Say no to fear. All emotions must be accepted and continued within the framework.
- Be positive. In any case. Literally force a smile onto your face.
The companies of our future are driven by effective metrics and a desire to reach new levels through digitalization and human relationships. The brand experience should be a "wow" moment.
MICE FORUM SOCHI explores how the meetings industry can inspire and transform audiences' attitudes toward brands, how employee happiness can lead to the achievement of business goals, and how a single emotion can make all the difference. MICE FORUM SOCHI 2019 is truly MICE—motivating, recharging, inspiring, and effective.
Source: trn-news.ru