Thank you for an eXtraordinary day!

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05.02.2020#meetMIS

IFEMA MADPalacio Municipal

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Infograph

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MIS 2020, an eXtraordinary experienceThe eighth edition of MIS (Meeting & Incentive Summit) has again, became the meeting point for professionals in the MICE sector. The conference-workshop celebrated an intense day with pre-scheduled appointments with meeting buyers, new formats and trends. The event was attended by 572 participants. Under the theme ‘Be eXtraordinary’, about 572 meeting professionals met at IFEMA Palacio Municipal: 31.93% were buyers (DMC’s, travel agencies, events and incentives, associations, OPCs, corporate organisers) and about 150 company-suppliers, 37.25% (destinations, hotels, venues and innovative services).

eXtraordinary meetings

MIS is designed for meeting professionals as a lab to try new trends, experiment with new formats to connect and network, and to discover the suppliers who can help planners to organise the best meetings. One of such formats is the elevator pitch, where suppliers have 30 seconds to capture the interest of the audience about their product or service. The speed networking activity had a high turnout - the business style of “speed dating” between buyers and suppliers where each had a minute to present themselves. Long lines were formed in the central hall for this networking marathon.

The power of experiences

In addition to the ‘Knowledges Dates’ appointments between buyers and suppliers that were held at specific time during the event, all participants enjoyed moments of fun and experimented with different experiences such as the Dragon O by the company Paraddax, a 3D space formed by thousands of pixels and real-time interaction; a giant interactive touch screen by AV media where participants doodled their drawings, and games and handicraft by Trackter.

To keep the crowd awake after a sumptuous lunch, participants were

invited to a silent disco by Bailaloloco, dancing to recharge our battery. The onlookers have as much fun watching as those of us who were dancing like crazy! For those who were looking for a quiet and relaxing moment, there was a massage corner by Time for Health and a beauty corner by Jesús Antón.

In 2020 we want to change the world!

At MIS, everyone can start their effort in making the world a better place. We have partnered with Auara to launch a challenge to the industry: convert water consumption in events into an action with a tangible social and sustainable impact. Water in

plastic bottles? Yes, but with bottles manufactured with 100% recycled plastic... and if we achieve the goal of 150,000 bottles sold during 2020, we would have contributed to recycling 4,500 kilos of plastic that will become bottles again. The funds collected will go to projects to provide drinking water that we estimate, could change the lives of more than 500 people. Our four-legged friends have returned to MIS with the NGO Abrazo Animal that brings awareness about animal adoptions. The dogs present were available for adoption and they not only brought smiles to many faces but also helped to make networking among the participants more natural.

Learning is always a must

Through the educational sessions, we learned the art of how to access the mind of the audience to capture their attention and transmit our messages with neuroscience; how to create the participant’s journey in our event so that they can live the event as a complete, pleasant, impressive

and coherent experience; and some mental training practices to get the best of ourselves as professionals in this sector.

And always, our thanks and appreciations to all…

None of this would be possible without the support of our sponsors and collaborators. So much so we had a new record for participants attendance. This success has however, caused delays at lunch service, who as the organiser of the event, this is definitely our shortcoming in underestimating the number of participants who had stayed for lunch! We thank the catering company, Artigot, for their dedication and quality.

Thanks also to IFEMA for the venue; to meetmaps for the event app; to the sponsors Cinesa Business, NH Meetings, to Meliá for sponsoring one of the coffee break areas, and to the two official destinations, Italy and Tenerife.

Thanks to our collaborators AV Medios; Atrezza’s furniture; Artigot catering, the stage built by Grupo Friends; TST electricity installation. Enbex provided wifi to MIS and has extracted data about the event through its heat maps that showed where were the most visited areas, the most visited route and traffic flow; Scena Design provided digital printing of the signage; photos and videos by Jesús Antón; wellness area by Time For Health; the dance activity by bailaloloco and Silent system; the official DMC In & Out; hostesses by Meridiana; lanyards by Zintex; the transportation for buyers by Milo; and hotels such as Meliá, RIU Plaza, VP Plaza España hotels who hosted the buyers, in addition to the Puerta América hotel where the closing party was held.

See you again at MIS next year!

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How can we improve attention and connection with attendees?Ben Moorsom is the founder of Neuroscaping, a methodology with application of neuroscience and psychology to design better experiences in meetings. Ben explained to us at MIS 2020 the keys to improve design decisions, audience connection and get better results.

Be aware of how the human mind works. In meetings in general, we have from 25 to 32% of the attention of the audience. There is a lot of distractions that help an audience to stray… like having a mobile phone at hand!

Reducing visual distractions is the first step for Ben. Take into account issues such as the placement of the screens so that a person need not be watching at different screens. Projection of slides on the screen can also take away attention on the speaker. Consider a blank black colour slide to cut out distractions at times.

Sometimes less is better. Too many lights and too many different sounds, an impressive staging... We love the wow at events, but knowing how much wow to put into a meeting is important to help the audience focus and concentrate. Too much stimulus can have a chaotic effect and confuse the mind.

Opt for a more informal sitting, let participants face each other with a “forced exposition” as “the more they are seen interacting with their phones in public, the less likely they are to do that.” Social pressure can help win the battle against the mobile phone.

And finally, a good communication campaign guarantees engagement, generates curiosity and prepares the participant as they will “prepared and activated to what they will experience.”

KEYNOTE SESSION

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How to create the attendee journeyEach event is a different experience, but it shares a common structure: the journey. A trip that the attendee makes when he decides to go to the event until it ends. From the moment you register or confirm your attendance, a journey begins, and it has to be perfectly designed. The customer experience and the customer journey must be integrated into events, because in live communication the journey has to be extraordinary. How to create it? At MIS 2020, Nicolás Santamaría, manager at Lukkap Customer Experience, held a workshop that helped us conceptualise that structure (the journey) and turn it into tangible events.

We are in the customer centric culture, putting the customer at the centre is important for companies. A strategy that starts from the basis that not all clients are equal and thus, you will have to listen to their needs and segment them to give everyone what they want or need. Well, if we extrapolate this to events, our strategy would be attendee centric. But what is the attendee journey and how is it built? We extract 5 lessons from this session.

1.The Attendee Journey is a tool that collects, in an orderly manner, the

set of experiences that attendee relates with the event. The sum of the interactions with the speakers, sponsors, spaces, activities, other attendees ... will help us to draw the map that will guide all our actions. Each point of contact is important in the design of the experience.

2.It is key to keep in mind that there is a before, during and after the event, and we are responsible for everything the attendee lives in these stages. The event not only consists of what happens in the place, but everything that surrounds it, from the invitation,

through the registration, the entrance and the welcome, the content of the event, the catering, the programmed activities...

3.This tool will allow us to measure concrete experiences, not general indicators. It can be designed based on the measurement of specific facts and perceptions at each moment of the event.

- Facts: objective actions that occur or not: “I waited less than 10 minutes to enter the event”. This we should measure with a Yes / No

WORKSHOP

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- Perceptions: subjective situations that depend on the attendee: “the wait was short.” This we propose to measure with a scale from 1 to 10.

4.When we know what our attendee goes through in every moment, we can then act. The key is to specify what actions the attendee will live, focusing on the pain or “painpoints” and the “key facts” (the ones that most correlate with KPIs).

5.Once we have designed it, we must implement it and, later, measure its success through an attendee “voice system”, which will provide us with data after each event that, in turn,

will become action levers for the following.

To create the Attendee Journey, the key is for the organiser to put themselves in the shoes of the attendees. There are several techniques to do this:

- Imagine yourself in the event, what are the moments that you are going through?

- What experiences do you have at every phase of the event?

- Ask a group of attendees (focus group) to collect different perspectives and reduce the opinion biases that can influence people individually

- Ask through questionnaires to the maximum number of attendees to explain what they have experienced (we recommend doing so after the qualitative part, which are the points mentioned earlier)

Just as a geographical map shows the way to reach a destination, the attendee journey is the map that helps to break down each step of the attendee’s journey from the beginning to the post-event follow-up.

MIS brings together the leaders of the MICE industry

A summit within another summit: in collaboration with NH Meetings & Events, we organised a lunch-debate with directors from some of the main agencies in Spain. Valeria Juste (American Express – GBT), Malin Nilsson (CWT), José Antonio Román (IAG7), Rafael Guerrero (In Out), Francisco Arranz (Nautalia), and Nancy Sanz (Viajes El Corte Inglés) sat together with Maria Rey (NH) and Eric Mottard (Grupo eventoplus) to break away from the daily work routine to answer some fundamental questions about the future of our industry: What will be automated? How will meeting revolutionised? What are the profiles we will need tomorrow? How should we prepare ourselves for the changes of the future? We are preparing another report with all the answers. Stay tuned!

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What participants said....

BUYERS

“Attending MIS was, without a doubt, a great help to widen my portfolio of providers, getting to know wonderful people with whom I can work with to ensure the success of my meetings. I will be back! Thanks a million for this gift :)”

Anais Auret NadalTailor Events Barcelona

“Being the one in charge of looking for providers, I am satisfied as I have made many contacts and strengthen others whom I already known.”

Cristina Jiménez HernandoParafina Comunicación

“A TOP event, very well organised by a five-star staff.”

Luis Miguel AmaralCosmos Viagens

PROVIDERS

“It was incredible! An indispensable event every year to get to know new professionals from the industry and reconnect with those who are now friends.”

Laura Domingo La Daurada Group

“1 day of MIS = 2 weeks of visits.”

Helena Castellón Claramunt Sagalés

“This year we participated as National Destination and we must say it is a good investment. Perfect communication with eventoplus, great international buyers and very interesting Spanish corporate clients.”

Diego Fernández Tenerife Convention Bureau

INTERNATIONAL BUYERS

“MIS is an amazing experience, which has already started showing results in my business. I have had the quickest responses from the suppliers. The best part was the pre-scheduled appointments with the suppliers, which helped to network with more people in a short time. I also attended the speed networking activity and is great. Well done!”

Irfan Ahmed Caravan Tours & Travel Ltd

“Inspiring event and a lot of great moments to share with others and find new friends, partners, business ideas!”

Gabriele Sasnauskaite Verslas ir poilsis

MIS in images

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