Business Events

NCUK Week 5 Lecture

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Your IEI Report Question
• Using the PESTLE framework, analyse the macro
environmental factors affecting the selected event sector.
Illustrate your answer with reference to relevant factors and
specific events where appropriate.

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• Due date: Nov 10, 2023
• Not exceeding 1,500 words (excluding the reference list and
appendices).
• Should be submitted to itslearning

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Learning Outcomes
SLO Events for Business

H1 Explain event types and their objectives

H2 Define and evaluate the consequences of MICE

H3 Explain and give examples of experiential marketing

H4 Identify key participants including buyers, suppliers and intermediaries

H5 Explain key planning characteristics, give examples and apply to given

scenarios

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Reading List

• Bladen et al. – Chpt 12

• Bowdin – Chpt 1
• Ferdinand & Kitchin – Chpt 14

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Experience–oriented Economy

Ideal Home Show

At Christmas

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Video of ‘Ideal Home Show at Christmas’
2013

• How did this show enhance visitors’ experience?

• Can we move this event to Shanghai?

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 Ideal Home Show, Shanghai
Dec 14-17 ， 2017
Shanghai World Expo Exhibition and Convention Center

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Customers are ‘experience hungry’
• Events are regarded as the perfect tool for delivering
the brand experience and inspiring customer loyalty.

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World Cafe Expo, Shanghai

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Corporate Events
• Significant revenue earners not just in the events sector, but also
within the global economy as a whole.

• Strategic drivers of the economy in their local and national

government plans for post-recession recovery.

(Ferdinand & Kitchin, 2012)

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Figure 1.2 The value of Britain’s events industry
by sector
Source: Adapted from Britain for Events Report 2010

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Corporate Event Objectives
Multiple aims
• Creating added value to the businesses and
individuals that are involved in their delivery (both
participants and event providers)
• Macroeconomic level – support the growth and
development of business tourism – boosting the local
and national income
• International profile of a particular destination

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Categories of Corporate Events
Internal External Both internal and
external
Incentive travel Product launches Corporate hospitality
and entertainment

Training and team Exhibitions Meetings and

buildings (TTBs) conferences

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Watch Cricket in a Corporate Suite

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MICE (Included in Corporate Events)
• M: meetings

• I: incentive travel

• C: conferences or convention

• E: exhibitions
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UK ranked as no.3 (ICCA)
ICCA country rankings measured by ICCA country rankings measured by
number of meetings organised in 2012 number of meetings organised in 2016

Rankin Country No. of meetings Rankin Country No. of meetings

g g
1 USA 833 1 USA 925
2 Germany 649 2 Germany 667
3 Spain 550 3 United 582
4 United 477 Kingdom
Kingdom
4 Spain 572
5 France 469
5 France 522
6 Italy 390
6 Italy 504
7 Brazil 360
8 Japan 341 7 Japan 355
9 Netherlands 315 8 China 333
10 China 311 9 Netherlands 333
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ICCA Statistics 2019
• Check the report in Moodle
• What are changes to the UK and China?
• Any new country in the list?

https://www.iccaworld.org/
A website where you can find knowledge and information about MICE industry

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Conferences and Meetings

Value to the UK visitor economy in direct spend --

￡ 19.9 billion

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Meetings
• ‘A gathering for business,
educational or social purposes’
(Fenich, 2008, p. 9)
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Conferences
• According to the ICCA
(International Congress and
Convention Association), a
conference is ‘a participatory
meeting designed for discussion,
fact-finding, problem solving
and consultation, with a specific
objective in mind’ (ICCA 2010)
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Key Components of Meetings and
Conferences

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Conference Venues

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Characteristics of Meetings
• Less formal gathering
• Still an important component of the corporate event industry
• Held off-site, with a chairperson and a specific agenda
• Focused on a very specific issue
• Attendees from various organizations
• Share similar business interests
• Smaller scale than conferences
• More opportunity for each attendee to contribute to the agenda, debate
or discussion
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Annual Meeting of Shareholders

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Characteristics of Conferences
• Vary in size, length and content
• Focus on one particular topic
• Discussed during a plenary
session of keynotes
presentations and panel
discussion
• Accompanied by breakout
sessions and workshops
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• Professionally organized
• Predominantly fee-charged
• With a published program of
speakers and activities
• Supported by sponsors
• Either one-off event or held
periodically
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World Internet Conference

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Video about WIC
• What is making Wuzhen a
location for this conference?

Wuzhen

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A link to China Joy News Report
• China Joy Conference

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WAIC-
Elon Musk and Jack Ma' Talk in 2019

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Key Trends for Meetings and Conferences

• CMP – Completely Customised Package

• Wireless EVERYTHING!
• Healthy Culinary Continues
• Meeting room demand – Secure environment and more space needed
• Teambuilding included – e.g. early morning group fitness runs
• Sustainability is not an end of Game

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‘CMP’ example: Kerry Dome

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MICE destination in China

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 Kempinski, Sanya

Hotel as key supplier of

MICE

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• Has announced and
promoted its Airbnb for
Business and Business
Travel Ready
programmes

• New focus on group and

convention demand

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 ‘a global management tool that uses an exceptional
travel experience to motivate and/or recognize
participants for increased levels of performance in
Incentive travel – VALUE TO
support of organizational goals.’

THE uk: £1.2 billion

The Society of Incentive Travel Executives (2006, cited in Rogers, 2008, p.67)

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Travel
-- The most effective motivator

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 Design of Incentives

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Definition of Incentive Travel
• Covers a wide range of events, including trips and travel, training,
away-days and team-building.

• The incentives branch of the events industry has long been seen as a
particularly lucrative (Bowdin et al. 2011),

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Key Issues of Incentive Travel
• Economic issues

• Venue, location and event program: be attractive enough

• Demographic make-up of attendees

• Age, sex, education, cultural background

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Which destination for incentives?

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Destination Trend

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Average per-person incentive spending
2008-2016

Source: The MeetingsNet/IRF 2016 incentive travel survey

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Top 10 Business Markets for the UK
2016 Market
2016 Market Spend (£m) % Share
Visits (000) %Share
1. Poland 872 9% 1. USA £1,035 19%
2. Germany 860 9% 2. Switzerland £378 7%
3. France 841 9% 3. Germany£357 7%
4. USA 688 7% 4. Irish Republic £349 6%
5. Netherlands 658 7% 5. France £313 6%
6. Irish Republic 649 7% 6. Netherlands £222 4%
7. Romania 519 6% 7. India £211 4%
8. Spain 476 5% 8. Spain £184 3%
9. Australia £142 3%
9. Italy 365 4%
10. Italy £139 3%
10. Belgium 288 3%
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Trends in Incentives
• Winners select the time and sometimes even the location of their
reward
• Turning reward into a private holiday with partner and/or family – 5%
of incentives
• In line with the organisation’s CSR policy
• UK organisations use domestic venues such as country houses rather
than going abroad
• Unique venues are preferred
• USA remains the largest national buyer of incentive travel – 50% of
the overseas market
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Discussion
• Work in pair, design incentive travel for the following teams:

Especially consider the destination and programmes

A. Sales department of HUAWEI Cell Phone Sector in Shanghai

B. 60-year-old professors who nearly have retired in USST
C. SBC Year 2 Business Students

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MICE (Included in Corporate Events)
• M: meetings

• I: incentive travel

• C: conferences or convention

• E: exhibitions
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Comic Con, SanDiego Convention Centre

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 SHCC

Shanghai Convention &

Exhibition Center of
International Sourcing

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Definition of Exhibitions
• “An exhibition is an organised presentation and display of a
selection of items”. Davidson (2003).

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Value: £11.0 billion
Exhibitions
• ‘… a presentation of products or services to an invited
audience with the object of inducing a sale or informing the
visitor. It is a form of three dimensional advertising where, in
many instances, the product can be seen, handled, assessed by
demonstration and in some cases even smelt and tasted.’
(Exhibition Liaison Council, 1995)

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Exhibition Centres in Shanghai

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 Trade Exhibitions in SNIEC
Marintec China
World of Concrete , Asia

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Trade Fairs in NECC
CMEF (Medical Equipment Fair)

• Exhibitors: 1,000; Visitors:

1,010,000
• Lasting for 8 days in April 2019

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Characteristics of Exhibitions

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Hybrid Shows

• A growing number of exhibitions and

trade shows are now targeting a
cross-sector market, these are known
as hybrid shows.
• Target market – both professionals
from industry and the general public.
• Example – Tattoo Jam

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‘Confex’
• Used to describe a
conference and an
exhibition taking place
simultaneously at the
same venue.

What exhibitors say

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Key Issues of Exhibitions
• Staging an exhibition is a very complex events management skill.

• lead times, from original concept to delivery, can be around 2 years

• Deal with from 100 to 3000 exhibitors, sponsors, caterers, venue, client, audio-
visual providers

• The building up and breakdown need tight control

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Legal Factors
Exhibition event managers need to comply with a
number of regulations, laws, permits and licenses.

• Health and Safety Acts (1974, 1981, 1999)

• Electricity at Work Act 1998
• Building Standards and Regulations

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Events - considerations

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When to hold Corporate Events?

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Where to hold MICE?

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Comparison/Justification

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Summary
• Definition and characteristics of MICE
• Key issues and trends of MICE (Read 2023 IBTM report)
e.g. What are typical changes in association conference and incentive
travel from the report?
• Key operators of MICE
• Emphasis of experiential marketing within MICE

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Extra Talk on Oct 20th – 1:30-3:20pm;
T602
• Session One
-- Emphasise the report requirement
-- Q&A
-- Reading activity (Check week 5 reading on Moodle)
• Session Two
Research on conference examples via https://10times.com/ or other
sources

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Session One: Reading about MICE – Preview of
Week 5 Lecture
• IBTM’s Trends watching brief – 15 minutes for reading

• Try the following questions – 15 minutes for understanding

-- What is the model applied by ICCA? What can delegates enjoy from this design?
-- What are the benefits for other stakeholder groups of association conferences?
-- What is the most popular subject in conferences based on ICCA survey?

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Session two – Conference Research
• https://10times.com/ (Use this website to research on diverse
conferences in different countries)

• Subject of conference example assigned to Group 1-4 in each tutorial

class
Group 1 – Education
Group 2 – Technology
Group 3 – Environment
Group 4 – Medical science

• Research target: time, venue and location, specific focus, organizer

and any other interesting findings

• Feedback in the following tutorials

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