L'innovazione nelle sedi per eventi - Rob Davidson
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Transcript of L'innovazione nelle sedi per eventi - Rob Davidson
INNOVATION IN MEETINGS
VENUES DESIGN AND
MARKETING
Rob Davidson, MICE Knowledge
#miceknowledge
#miceknowledge
Advances in venue design
• A shortage of time and money
• Clients are demanding more productivity and efficiency from the
meetings they organise – Return on Investment
• Venues must demonstrate that they add real value to the
meetings they host
Advances in venue design
• How participants learn:
• 70% social learning – learning from their peers – colleagues,
collaborators and competitors
• 20% self-directed learning – learning by reading / internet research
• 10% formal learning – such as training
• So we are moving away from the traditional classroom setting
towards spaces that promote social learning.
If you’re going to read ONE book this year …
Advances in venue design
The new emphasis is on flexible spaces that help participants
connect and interact with each other at conferences.
• Spaces where participants can meet on an informal basis
• Lounge areas with time-slots for participants to have
conversations with each other – and with presenters
• Facilities for videoconferencing: face-to-face + face-to-screen
• All-day access to food and beverage
#miceknowledge
#miceknowledge
#miceknowledge
Advances in venue technology
Time is money .... Connectivity is money
• Venues are finding that they need to provide greater levels of
connectivity in order to attract meetings
• Bandwidth capability must be sufficient for large numbers of
participants’ devices
• But starting the conversation about bandwidth can be a challenge
for event planners and venue staff, because of a lack of fluency in
bandwidth terminology
#miceknowledge
Advances in venue technology
Not only connectivity is important ... Power too.
• Venues are offering laptop touchdown spots, with power outlets
• These are also natural gathering places, which help maximise
opportunities for networking
#miceknowledge
Advances in venue supply
• Demand for meetings venues is becoming more fragmented and
diverse – and niche locations are becoming more popular, especially
non-traditional / unique / unusual venues.
• Many of these are based in tourist attractions / recreational
resources: museums, theme parks, zoos ...
• Many companies – particularly the media and fashion industries –
are looking for venues that reflect their own brand
• Unconventional, ‘quirky’, ‘funky’ venues can provide the wow factor
• But there are some challenges for planners using unusual venues
Not for Generation Y …
#miceknowledge
#miceknowledge
#miceknowledge
#miceknowledge
#miceknowledge
Advances in venue marketing
• Venues can harness the power of the social media, to win new
business
• For example, the Advanced Search function of LinkedIn: key
words ... ‘events’ + ‘planner’ and the relevant geographic range.
• Or, going further, the LinkedIn Premium service ...
Advances in venue marketing
• Venues can use Foursquare, to spread the word about who is in
the building, for an event
Advances in venue marketing
• Survey of UK conference centres (Davidson, 2011)
• Linkedin and Twitter were found to be the most popular
applications: used by 6/10
• Facebook was used by 5/10
• YouTube was used by 3/10
Advances in venue marketing
• ICCA Venue Trends Survey 2012
• ‘Does your venue use the social media?’
• 80% of the 154 venues replied ‘yes’.
• But only 47% of those using the social media monitored the
actual success of these tools
Advances in venue marketing
• Venues’ websites ... Under-used potential.
• Client testimonials
• Publishing research reports
• Virtual tours
• Case-studies of successful events
• Online enquiry forms
Advances in venue marketing
• Venues’ websites ... Under-used potential.
• Blogs: see Sydney Convention & Exhibition Centre
(http://blog.scec.com.au/)
• - ‘Attention ! How to excite and charm today’s easily bored events
delegates’
• - ‘Nine strange items brought into, or left behind at, the Centre’
• - Green meetings, chef’s recipes, how to organise events on a
budget ...
• BUT ... Comments made by the general public can be negative
as well as positive !
#miceknowledge
If you’re going to read TWO books this year …