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Successful’debut’in’london’for’ M.I.C.E. In&The&Bag At’the’“MICE’of’cards”’Gathering’

March 23, 2017 MICE No Comments Email Email

The!first!B2B!Insider!Gathering!of!MICE6in6the6bag,!called!MICE!of! Cards,! took! place! in! London! on! Wednesday,! March! 15th! at! the! St.! Ermin’s! Hotel,! Westminster.!The! first!event!was! carried! out!according! to! the!unique formula! of!MICE6in6 the6bag:! a! pop6up,! one6stop! meeting! environment! for! delivery6ready!sellers! and! budget6 ready!buyers!of!MICE.!MITB’s!formula!is!to!match!pre6selected!sellers!and!buyers,!providing! savings! in! prospecting! costs! to! suppliers,! enabling! them! to! offer! buyers!more! attractively! priced!packages.

20! London6based! buyers! and! eight! suppliers! representing! countries! including! Turkey, Germany,!Italy!and! the!Netherlands!expressed!considerable!satisfaction!with! the!meeting,! commending!its!effectiveness!and!friendly!atmosphere,!which!proved! to!work!better! than! other!formal!environments.

Initial matches! were! pre6arranged between! buyers and! suppliers,! according! to! their! pre6 screened! needs,! after! which! further! meetings! took! place! throughout! the! evening! in! a! relaxed!buffet6style!environment.!

Points’from’the’keynote’speech’by’Paul’Revel,’editor’of’Buying&Business&Travel

Prior!to!the!event,!the!suppliers heard!a!keynote!speech!from Paul!Revel,!editor!of!Buying! Business!Travel presenting!the!latest!insights!on!the!MICE!industry.!“IBTM’s!forecast!for!this! year! predicts! the! balance! of! power! will! shift! from! sellers! to! buyers! in! the! global! MICE! market,”! he! said,! “pointing! to! a! ‘quiet! optimism’! towards! global! economic! performance! despite!the!turbulent!geopolitical!and!economic!environment.”

Revel!predicted that!cost6per6attendee6per6day!at!events!will! stay! flat!in!Europe! this!year,! compared!to!rises!of!3%!in!Asia6Pacific!and!365%!in!North!America.!“The!American!Express! Meetings!&!Events!2017!forecast!also!expects!European!meeting!budgets!to!remain!flat!this! year.!It!found!that!Britain’s!decision!to!leave!the!EU!hasn’t!had!an!effect!on!budgets,!but!has! caused! businesses! to! act! with! more! caution.”! The! study! showed! that! as! Europe! faces! its! share! of! global! political! and! economic! uncertainty,! MICE! activity! will! shift! in! terms! of! numbers,!size!and!length.

From!a!buyer’s!perspective,!Revel!commented!on!a!preference!for!end6to6end!management! and!budget!control,!saying:!“Experts!suggest!a!growing!percentage!of!companies!are!looking! at!their!programmes!to!ensure!that!planning!processes!address!every!element!and!stage!of! each!event.!One!UK!expert!says!buyers!are!increasingly!requesting!to!have!a!single!point!of contact! to! plan! sourcing,! location,! and! planning! with! full! visibility! of! the! budget! and! the! service”.

In!addition,!Revel!addressed!increased!attention!on!duty6of6care!and!risk!management,!but! that!ROI!against!objectives!remains!a!paramount!concern,!despite!the!familiar!problems!of! quantifying! staff! retention,! company! culture,! increased! brand! awareness,! or enhanced market!positioning.

An! emerging! need! noted! from! business6event! delegates! is! in!well6being! and! productivity.! Revel! commented! that:! “Focusing! on! the! experience! is! part! of! the! consumer6driven! approach!we’re!seeing!in!business!travel!and!events.!Overall,!I!would!say!that!the!focus!for! some!buyers!is!on!the!overall!value!of!an!event,!rather!than!just!its!cost:!they!are!looking!at what! the! whole! event! delivers! –! whether! that’s! incentivising! and! enhancing! performance! and!sales!or!building!loyalty,!relationships,!awareness!and!creativity”.

Points’from’the’speech by’Justin’Roux'(partner,’MICE’in’the’bag)

These!thoughts!were!echoed!by!Justin!Roux,!who!is!Communications!and!Marketing6advisor! of!MICE6in6the6bag,! SVP! of! Communications! for! Luvata!Group!and!advisor! to! some! of! the! Nordic!Capital!Portfolio!Companies. “The!key! to!success!is! to!define!uniqueness!in!a!crowded!market.!Generation!Z!customers! (i.e.!those!born!after!1982)!are!coming!–!people!who!want!to!capture!the!moment,!engage! in!culture,!ignoring!the!boundaries!of!the!previous!generations.” “New! business! travel! markets! are! following! global! commerce. Global! business! travel! is! predicted!a!30%!growth!by!2020!($1.2!trillion!to!$1.6!trillion)”,!he!said.!“At!the!same!time,! businesses!are!keen!to!become!global!citizens.!Growth!is!at!around!2%! for!the!current!big! spenders! like! China!and!US, but markets! such!as!Turkey,!India!and!Indonesia!are! likely! to! grow!by!13%!in!coming!years.”

Statements’from’the’organizers AYSE!SABBATINI!(managing!director,!MICE6in6the6bag) “Participants really! enjoyed! our! event.! They! liked! the! organization; they! liked their! hosts personally introducing buyers! to! suppliers! –! which! is! rare! in! an! industry! where! B2B! workshops!are!based!on!cold!automation.!They!also!loved MICE6in6the6bag’s!two!managing! directors running!the!event!personally.!It’s!our!passion –!we’re!people!who!have!been!there.!

The! buyer! selection! is! made! on! the! basis! of! three! important! details:! interest! in! the! destination,!next!year’s!planning!and,!if!possible,!the!available!budget. What!makes!us!really! different! and! effective! is! that! we! collect! this! information! from! the! buyers! right! before scouting!the!suppliers.!That’s!why!we!feel!we’ll!have!a!good!chance!of!success». ROSY!BURNIE!(managing!director,!MICE6in6the6bag) “The!MICE!industry!is!unique,!in! the!sense! that!you!are!constantly!meeting!people! from!a! global! perspective.! Face6to6face! gatherings! are! still! a! very! effective! way! to! do! business.! Getting!the!right!people!to!meet!each!other!and!getting!to!know!each!other!is!priceless,!as! they!will!be!more!comfortable!when!working!together.!This!is!the!core!business!of!MICE6in6 the6bag.!Given!the!feedback!we!had!from!both!buyers!and!suppliers,!I!feel!we!have!the!right! formula”.

Statements’from’participants'(buyers’’side) PERRI!NADARAJAH!(executive!assistant!to!CEO!&!CIO,!Pay!Point) “I! wish! to! say! thank! you! for! a! great! evening.! ! The! venue! was! superb! and! the! supplier! meetings! were! just! right.! You! and! your! team! did! a! great! job! My! thanks! also! go! to! your! speaker,! Justin! Roux.! !I! thought! he!was! great!and! his! presentation!was!most! informative.! Please!pass!on!my!thanks!to!the!whole!team. I!wish!you!all!the!best!with!your!new!venture!”

Statements’from’participants'(sellers’’side) CARLO!MARZORATI!(marketing!manager,!Charme!&!Adventure!–!Italy) “I!really!like!this!informal!way!of!networking.!After!all,!relationships!among!companies!are! relationships! among! people.! One! speaks! to! each! other,! thus! building! the! trust,! which! is! basic!for!any!professional!relationship.!I!am!positive!that!this!way!is!better!than!traditional! exhibitions,!where!you!don’t!always!get!properly!tuned!in!with!your!counterpart.!Ayse!and! Rosy’s!interaction!guarantees!that!every!detail!gets!tailored!and!aimed!to!match!the!actual! needs.”

EVELIN!RATTI!(head!manager,!Palazzo!Italia,!Berlin!–!Germany) “This!gathering!gave!me!an!excellent!opportunity! to!directly!get! to!know! the!buyers,!with! the! organizers! effectively! approaching! both! sides! (buyers! and! suppliers).! A! great! atmosphere!from!the!beginning.” DENIZ!ÜSTERTUNA!(board!member,!Regnum!Carya!Golf!&!Spa!Resort,!Antalya!–!Turkey) “Thank!you!for!the!great!organisation!!A!wonderful!location,!and!well!planned, selected!and! matched!buyers. I!am!looking!forward!to!the!next!event.”

The’next’workshop The! second! B2B! “MICE! of! Cards”! insider! gathering! by! MICE6in6the6bag! will! take! place! in! Stockholm’on’Thursday,’June’8,!in!a!venue!still!to!be!defined.!More!news!upcoming.

MICETinTtheTbag! is! a! unique! B2B! company! that! brings! together! buyers! and! suppliers! from! the! Meetings,! Incentives,! Conference! and! Exhibitions! (MICE)! industries.! It! is! targeted! at! reducing! the! prospective! marketing! spend! for! MICE! suppliers! and! providing! more! effective! service! for! buyers.! According! to! the! World! Travel! and! Tourism! Council,! MICE! industries! currently! make! up! US$650! billion!of!the!US$5.7!trillion!global!tourism!industry. Its!USP! is! the! brainchild! of! its! two! founders,! Rosy! Burnie!and! Ayse! Sabbatini,! both! of!whom! have!

extensive!experience!and!networks!within!the!four!industries.!The!concept!involves!the!creation!of! pop6up,!one6stop!meeting!environments! for! sellers!and!buyers!of!MICE.!Pre6selected! suppliers!are! matched! with! budget6ready! buyers! in! specific! conference! and! event! locations.! This! offers! a! significant!saving!in!prospecting!costs!to!the!suppliers,!putting!them!in!a!position!to!pass!on!savings! to! the! buyers! in! more! attractively! priced! packages.! In! addition,! MICE! in! the! bag! offers! continual! support!to!the!suppliers!ensuring!that!they!are!providing!the!right!packages!to!the!market.

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