Singapore MICE Forum 2017
27 - 28 July 2017
Singapore

Singapore MICE Forum Programme


Day 1 - THURSDAY, 27 JULY 2017

TIME PROGRAMME
08:00 - 09:00 Registration
09:00 - 09:30 Opening Ceremony
09:30 - 10:30 Painting the Future: Vision 2050

2050 is the year to look towards the most relevant and bold predictions for the future of Business Events. Come and share the vision for Business Events in 2050 with some of the most relevant tertiary institutions in Singapore! Let them show you their wildest dreams and wow us as they envision the types of meetings they would like to be engaged in in the distant future.

Key takeaways:

  • A fresh look into the future of our industry from next generation leaders
  • Explore ideas on how future generations will be engaged
10:30 - 11:00 AM Networking Break
11:00 - 11:30

Kopitiam Talk with Song Seng Wun

A different and fresh economic talk.

Through his love for food, Song Seng Wun, Economist and Director of Group Private Banking at CIMB Private Banking, dishes out insights on how the current global economic situation globally affects the regional MICE industry.

Key takeaways:

  • Gain current insights on the state of the economy from both global and regional perspectives
  • Understand the most important macro and microeconomic variables in our industry
  • Know where the good foods are in Singapore!
11:30 – 12:15

The Challenge of Creating and Developing Communities

Come and get a fresh approach to this challenge via other industries. Learn how they create assets and build audiences around them – what models they use, what solutions they implement and what roadblocks they find.

Key takeaways:

  • Learn the thought process of how products are created from other industries
  • Gain insights on how other industries grow and engage their audience through their assets
12:15 - 13:30 Networking Lunch
13:30 - 15:00

O2O2O (online to offline to online) the new norm

O2O2O is no longer a marketing tool to interact with the target audience, nor is it a process to connect with conference delegates, association members, staff or exhibition attendees. It is a philosophy that enables brands to shorten the reach to consumers. It is a methodology that allows event audiences to have consistent experiences. With the increasing popularity of O2O2O, it will be interesting to see how the industry stakeholders respond to the changing dynamics.

Key takeaways:

  • Do’s and don’ts
  • How do we measure success with O2O2O developments
  • What are the game changers and roadblocks in our industry (value chain)
  • Mapping the audience journey
  • Best cases

 

The New Value Story

All industries – and the MICE industry is no exception – are being continually challenged by forces of change such as rising competition, new market developments and digital disruptions. With these challenges come a myriad of opportunities. For businesses to thrive, stakeholders across the value chain of the MICE industry need to move out of their comfort zones or risk becoming someone else’s lunch.

What value should stakeholders seek? Preserve or transform existing businesses and roles? Collaborate or compete? What are the risks and the trade-offs? What will success be? Key industry representatives from associations, government, and organisers will discuss how forces of change are impacting the roles they play and how they are addressing them to derive maximum value.

Key takeaways:

  • Gain fresh insights on business value propositions that industry players should review and redefine to remain relevant
  • Better assess when to pursue a new business venture; whether it makes commercial sense

The Art of Engaging Communities

This session will debate on research that draws a connection between reward and motivation. Can business events really motivate, engage and influence business performance?

Key takeaways:

  • Learn about attitudes, beliefs and perceptions of incentive travel as a motivational tool
  • Gain insights to what works from one company to another
  • Take home ideas on how to apply this knowledge

Unconventional Experiences

Discover a showcase of three unconventional approaches to events tailored to engage the audience and shift their mindsets into tomorrow's possibilities.

Key takeaways:

  • Learn about original event formats that are new and creative
  • Explore how to guide traditional audiences into tomorrow's event needs
Discover first-hand the ripple effect of an event beyond its duration
15:00 – 15:30 PM Networking Break
15:30 - 17:00

Competing in a (Hyper) Digital Age

Many MICE players have embraced facets of the digital economy for various objectives. Be it boosting business growth, more effective business matching, or more engaging conferences, technology is seen as the answer. Are we clear on what technology is? Does a mobile app mean one is digitally enabled? Does having an O2O platform signify we have arrived? Invariably, we will have significant data but the real value lies in the insights we can derive from the data and how we use them smartly to drive sustainable businesses. A panel of corporate, technology, association and organiser senior executives will attempt to define what their question is, and exchange views on what needs to be done for digital success.

Key takeaways:

  • Ascertain what digitising the business or aspects of the business can do to grow or sustain it
  • Learn what approaches can be adopted for a digital strategy so that the desired business outcomes can be achieved

It’s a B2H World

Listen to the stories from experiential event producers and event owners on how they managed to place participants' engagement at the heart of their event objectives.  

Key takeaways:

  • Learn how to remain focused on event objectives as well as managing budgets and owner's expectations
  • Find out how to measure the return on engagement and translate experiences into recruiting brand loyalists and new customers
  • Take home ideas on how to manage "upwards" through data-focused communications through the use of cost-effective technology

Branding Asia

For many brands, Asia is the future. In a region renowned for early adopters with vast disposable income, the potential to claim market share is vast. We will share insights from leading companies on what they see as important considerations when it comes to branding/positioning in Asia.

Key takeaways:

  • Learn how to brand your product according to your main source markets.
  • Suppliers will gain an understanding into how to speak the language of their clients

Our Industry: Evolution vs. Revolution

Our industry is facing threats: saturation, consolidation, new entrants, erosion of traditional business models, fragmentation. There are also great opportunities: market growth, disruptive innovation, digitisation, new players, less market barriers, new audience, new scalable models. The number of events is growing exponentially while some rules are changing. What are these new rules? What are the possible scenarios? Where will the market see top growth? What are the key ingredients for adaptability? Who are the new players?   

Key takeaways:

  • Potential future scenarios in our industry
  • The role of the industry players today and tomorrow
  • Macroeconomics and geopolitical impact
  • Ingredients for growth
18:30 onwards Networking Dinner: #EngagE SMF2017

 

Day 2 - FRIDAY, 28 JULY 2017

TIME PROGRAMME

08:30 - 09:00

Registration
09:00 - 09:45

Recap

Enjoy this “connect the dots session” where we will not only refresh the key learnings and moments of Day One, but also challenge the audience. Come and entertain yourself with this hyper-interactive (and funny!) session.

Key takeaways:

  • How different day 1 learnings apply to my sub sector
  • What’s in it for me
What are the key questions I should ask myself
09:45 - 10:15

Unleashing Knowledge

Through the lenses of four different groups of leaders (Corporate C-Level, Associations, Exhibitions, Industry organisations, and planners) you will take home the knowledge of elements that will define the future of our industry. Be ready for great bold predictions and meaningful rationale, but also thought-provoking ideas around evolution and revolution

Key takeaways:

  • Where our market will shrink/stretch
  • What I wouldn’t do if I were you
How the future won’t look like
10:15 - 10:45 AM Networking Break
10:45 - 12:00

Professional Convention Management Association (PCMA) Business School

The PCMA Business School offers you an opportunity to experience MBA-level education from inspirational academics at leading universities

Key takeaways:

  • Seek outside perspectives to sharpen our business acumen
  • Sharpen your strategic thinking
  • Provoke and encourage participants to view challenges through the MBA lens

Events & Marketing on Steroids

Deep dive into the opinions of leading multi-channel marketers on the ability to cut through a noisy and competitive environment. How does a company engage their customers without using much technology?

Key takeaways:

  • Learn better engaging marketing tactics catered to traditional and digital channels
  • Learn what messages are no longer working and other costs associated with customer acquisition
  • How to invest in events to get greater marketing returns and a stronger sense of customer loyalty

MICE Finance 3.0

Take a “front row seat” in this radio show-style conversation amongst leading finance professionals from Asia, addressing key issues of future finance and business management trends in the MICE industry. Find out from our experts about the looming challenges and potential business model disruptions, the opportunities that lie ahead, and the best practice solutions already being applied today on the road to “MICE Finance 3.0”.

Key takeaways:

  • Chasing the digital dollar: learn and discuss how to push value generation, improve financial performance and bolster business management efficiency in the new digital age of @ MICE Finance 3.0
  • Big numbers game or strategic meetings business management? Discover the effects of increasingly dynamic and self-enforcing trends such as digitalisation and globalisation of business models as well as potential “disruptors” entering our industry while mega M&A deals are leading to ever growing concentration, and how these might affect the future of @ MICE Finance 3.0

Skills to Succeed

Listen to what HR professionals have to say about the future of the industry, what opportunities this will create and how we can best prepare ourselves and our people for the changes ahead.

Key takeaways:

  • Find out about the skills needed to integrate into people and organisations to be relevant in the industry of tomorrow
  • Explore ideas on what the next generation of leaders will expect from us
12:00 - 12:30 Closing Ceremony

 

Note: The programme below is accurate as of 28 Apr 2017 and is subject to change.