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Summary The Real MICEbook, ISBN: 9789492705020 Basic Event Management
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Basis event managementWhat is an event?
Some characteristics: - happening or activity
- organised
- for a target group
- to inform, entertain, Celebrate
- to achieve goals
Celebrate
- to achieve goals
Which domain? Public / Private
Leisure / Business
live or online happening or activity that is organised to inform,
entertain or offer an experience to a certain public- or business target
group to achieve predetermined goals.
What is management?
the control and organisation of a business (or other organization).
MICE
meetings
incentives
conferences
exhibitions
REASONS to attend a MICE event:
stimulation
strategic planning
product update
education
networking
selling
rewarding
FUTURE
- Technical possibilities
- Travel
- Globalisation
- Political decisions
- Growing world population
, - New concepts
- Safety
City marketing
- The emergence of city marketing: government, businesses,
residents
De industrialisatie in de negentiende eeuw had tot gevolg dat
fabrieken in de steden werden opgericht en dat werknemers in
de directe omgeving van deze fabrieken woonden. De
aantrekkelijkheid van de stad werd voortaan vooral bepaald
door locatiefactoren. Grondstoffen in de buurt of een gunstige
logistieke locatie waren cruciale elementen voor de beslissing
van fabrikanten om zich op een bepaalde plek te vestigen. Dit
is nog steeds te zien in verschillende landen. In de tweede
helft van de twintigste eeuw ontstond vooral in de westerse
wereld de dienstensector en sloten de fabrieken hun poorten of
werden ze verplaatst naar lagelonenlanden in andere delen van
de wereld. De levensstandaard van de mensen nam toe en het
werd mogelijk om buiten de stad te wonen. Naast de
historische steden en industriesteden ontstonden er
slaapsteden doordat mensen de industriesteden verlieten.
- The rise of city marketing
Als reactie op de uittocht van de steden zagen de
stadsbesturen de dringende noodzaak van actie in, omdat ze
niet alle inwoners wilden verliezen. Er werd erkend dat er iets
moest gebeuren om de stad aantrekkelijker te maken voor alle
partijen. Om de lokale economie op een hoog niveau te
houden, was het nodig om de stad te 'verkopen', zodat de
promotie van de stad werd ingezet en citymarketing als
marketinginstrument werd geboren. In een race om inwoners
en bedrijven te behouden en aan te trekken, zijn steden, maar
ook gebieden of zelfs landen steeds competitiever geworden.
Bezoekers kunnen nu ook aan deze lijst worden toegevoegd.
- Current state: - Globalisation
- McDonaldisation
- Shrink
- Leisure
City branding
Determining and promoting the city identity
Events: Important crowd pleaser in modern cities.
Key values of MICE (and public events)
- Higher expenditures
- Larger scale
- Stable arrangements
- Standardised services
- Low seasons cover
- Ambassadors
, - Indifference to lack of attractions
- Healthy competitions
- Using facilities for other purposes
- Enhance secondary businesses
The task of the government
Branding: politically stable / infrastructure / safety / education / goodwill
Providing support - Produce the event
- Own the event
- Sponsor the event
- Assist the sector Financial
Supporting
Material
Marketing
Moral
Advise
Easy entrance
Stakeholders
Clients: the initiatior of the event
Suppliers: directly involved
• Catering,
• Event agency,
• Hotel,
• Venue,
• Entertainment agency
• Transport
• Event equipment (technique)
• Security
• Decoration
• Sanitary facilities
• Hosts
• Printed matter
others: not directly involved
• Government Organisations,
• Associations,
• Sponsors,
• Media
How to choose the right supplier?
Step 1: What do you need and which goals have to be achieved?
Need: suppliers, employees, equipment
Goals: internal: employees, external: clients
To inform, motivate, reward
Step 2: Make a quote request with a clear message for the potential
suppliers.
Quote request: the same briefing for the suppliers to make a first ‘shortlist’.
Step 3: Acquire information about the potential suppliers
Acquire information: by using internet, checking references, asking colleagues
Step 4: Ask a quotation or offer from a number of potential
suppliers.
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