Is there the same degree of innovation in the MICE industry as in other sectors? Is there a demand for innovation among those commissioning events? How are online solutions integrated into events? These and other matters were addressed by Carme Miro, director of Apple Tree Communications, and Delfi Torns, director of Ultramar Express Event Management, during a roundtable discussion organized by MPI Spain and moderated by Raimond Torrents of Torrents & Friends, the conclusions of which being that the Spanish MICE industry does indeed innovate, although there is still plenty of room for improvement.
The more knowledgeable a client is in event planning, the more he or she demands innovation and online tools. In the opinion of Carme Miro, the meetings and event industry does indeed innovate “although it is more difficult given the fact that it is very intangible and innovations are not so evident.” Along these lines, Delfi Torns believes it is the moment to change this and to create new products: “We mustn’t wait for clients tell us what they want, but offer them something with a differentiating factor.”
Now is the moment
From the standpoint of a destination Management company, Delfi Torns stressed that, in the current economic crisis, the aim is not to sell a destination but to offer value added. “The price factor is now essential for everyone working in the MICE industry.” Torns defined the current low-cost trend as the answer to the question “what value added am I offering the client that he or she does not now require?” As a consequence, Ultramar Express thought up “Convention Express”, an online solution standardizing meetings and events and ensuring the lowest price and the best value for money. “It is not about strategy, but tactics; now is the time to innovate, even though you are a top player,” stated Torns.
Likewise, Carme Miro pointed out that, although one can be innovative in the case of standardized event packages, she is firm believer in bespoke events: “We opt for creativity and tailor-made events.” Innovation also applies to corporate organization and the introduction of new systems. Miro mentioned the “event in a box” concept, “a process integrating the steps that should be taken by any professional working for our company with the aim of providing a good, quick service, without the need for six months of training, so that all our employees can offer the same quality service, regardless of the office in which they work.”
Technology applied to events
How is technology integrated into events? Tools such as Facebook and other social networks allow you to market services more cheaply and to a much wider audience, and they are becoming increasingly more popular in the meetings and event industry. Likewise, in USA videoconference events, or virtual events, are all the rage, which although they are no substitute for face-to-face events, above all as regards impact, they represent an opportunity for business,” highlighted Carme Miro. “Nowadays, what clients want is to reduce costs. This pressure obliges you to look for alternative solutions, to be more innovative, and technology is therefore a great help.”
Tactical solutions
Although clients look for the same impact at a lower cost due to the current economic climate, obliging planners to search for alternative solutions, Delfi Torns made a wish: “I hope that they are tactical solutions: I don’t want my company to depend on Convention express. If tomorrow I get the chance to sell an incentive in Costa Rica, I certainly will.”
