A new report published by IMEX reveals senior corporate buyers’ successes as well as their ongoing frustrations and challenges in communicating the true value of meetings and events to internal stakeholders, especially C-suite directors.
The report summarises a three-hour debate among 16 specially invited senior, international corporate meetings and events buyers who participated in the first ever ‘Meetings for Success’ Forum at IMEX in May. Their aim was to discuss and formulate cross-industry recommendations on how best to promote the power of meetings and events to budget holders and strategy decision-makers, namely the C-suite.
The private forum was organised by IMEX in partnership with JMIC, the Joint Meetings Industry Council and facilitated by Eric Rozenberg, Chairman Elect of MPI and President of Swantegy. It welcomed 16 senior corporate buyers from a variety of industry sectors including pharmaceutical, online recruitment, banking, technology, electronics, management consultancy and alcoholic drinks. They were joined by representatives from several leading international events agencies, including MCI and Banks Sadler, plus representatives from meetings industry associations MPI, AIPC and ICCA.
No shortcuts
The report shows that corporate buyers are especially keen to share best practice and learning and to participate in active, ongoing communication within and about corporate meetings and events. The day’s discussions also centred on the chance to reinvent roles, as well as industry language and strategic focus. Many of the group acknowledged that the industry is at a turning point and that, although the current global economic downturn is unsettling, it also represents an opportunity to “reset and reshape” the industry, particularly the misconception that it is a branch of tourism. Typical comments from the day include, “the credibility of those who carry the message to the Boardroom is critical” and “the meetings industry crisis has resulted in the right stakeholders talking together and the possibility of dismissing those from the table who are distracting from the discussion… There’s a shortcut to everything except experience.”
Says Carina Bauer, IMEX Marketing and Operations Director, “Meetings for Success aims to first identify and then share lessons and experience about how best to communicate the value and importance of meetings, events and incentive travel programmes to business leaders. We want to show them that meetings and events are not simply a cost, but an effective tool that can help them achieve their corporate objectives – and one that can positively impact the bottom line. It is also an important complement to the lobbying and development work we do through the Politicians Forum and Meetings Under the Microscope.”
New head to head webinar series
IMEX will also be launching a series of new webinars to complement the Meetings for Success live forum. These will be facilitated by David Kliman, former international Chairman of MPI and recent delegate on the White House Conference on Travel and Tourism. Webinars will be free to attend and open to all. They will be aimed primarily at corporate buyers who want to hear how their peers are addressing the challenge of winning favour and strategic understanding from the Board. Each “Corporate Meetings: Head to Head” webinar will compare the successes and challenges of two senior corporate buyers from different industry sectors. As a result they will also offer important learning and insight for planners, associations and agencies. Webinars are planned for 5th November, 3rd February 2010 and 7th April 2010.
To register interest in the webinars, email rachel.james@imex-frankfurt.com.
A full copy of the Meetings For Success White Paper can be downloaded here – http://www.imex-frankfurt.com/meetingsforsuccess.html
