Singapore MICE Forum Programme

RE:imagine #Engage

At a macro level, the Asian market continues to hold great promise given her rising affluence, reasonable GDP growth and regional collaborations. With all these factors at play, how has our industry leveraged on opportunities in “our backyard” and engaged our community?

At a micro level, the rise of technology is a double-edged sword – improving accessibility yet creating distractions. The digital age of online-offline platforms are evolving to make business events smarter.  Hopefully, maximising ROI for participants and event owners. Event and Exhibition owners and designers are driven to curate and harvest more relevant content and engaging the participants through experiential activities.   The challenge faced by the events industry is in its ability to engage the audience from the conceptualisation to materialisation stages of events.

The Singapore MICE Forum 2017 brings answers to the question, “Are we really engaging?”.


Day 1 - THURSDAY, 27 JULY 2017

08:00 - 09:00 Registration
Venue: Foyer outside Hibiscus Main Ballroom 3601AB-4 & 3701AB-4
09:00 - 09:25 Opening Ceremony
09:25 - 10:10 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
Venue: Jasmine Main Ballroom 3802-6 & 3902-6
10:10 - 10:20 Connect-the-Dots
Venue: Jasmine Main Ballroom 3802-6 & 3902-6
10:20 - 11:05

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!

Venue: Jasmine Main Ballroom 3802-6 & 3902-6
11:05 - 11:15 Connect-the-Dots
Venue: Jasmine Main Ballroom 3802-6 & 3902-6
11:15 - 11:45

AM Networking Break
Venue: Hibiscus Main Ballroom 3601AB-4 & 3701AB-4

11:45 - 12:30

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

Venue: Jasmine Main Ballroom 3802-6 & 3902-6
12:30 - 12:40 Connect-the-Dots
Venue: Jasmine Main Ballroom 3802-6 & 3902-
12:40 - 14:00 Networking Lunch
Venue: Hibiscus Main Ballroom 3601AB-4 & 3701AB-4
14:00 - 15:30

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

Venue: Hibiscus Main Ballroom 3605


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

Venue: Jasmine Main Ballroom 3802-6 & 3902-6

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:

  • An understanding of what trends are driving employee engagement and motivation
  • Insights into techniques that can be adopted to achieve engagement outcomes
  • An opinion on if and how the events industry will continue to play a key role in assisting organisations in driving the motivation of its employees

Venue: Hibiscus Main Ballroom 3706

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

Venue: Hibiscus Main Ballroom 3705
15:30 – 16:15 PM Networking Break
Venue: Hibiscus Main Ballroom 3601AB-4 & 3701AB-4
16:15 - 17:30

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

Venue: Jasmine Main Ballroom 3802-6 & 3902-6

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

Venue: Hibiscus Main Ballroom 3605

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

Venue: Hibiscus Main Ballroom 3705

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

Venue: Hibiscus Main Ballroom 3706
18:45 onwards

Networking Dinner: #EngagE SMF2017 (Venue: Marina Bay Cruise Centre Singapore)


Day 2 - FRIDAY, 28 JULY 2017


08:00 - 08:45


08:15 - 09:00

Welcome Breakfast
Venue: Hibiscus Main Ballroom 3601AB-4 & 3701AB-4
09:00 - 09:30

Opening Pandora's Box

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

Venue: Jasmine Main Ballroom 3802-6 & 3902-6
09:30 - 11:00

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

Venue: Hibiscus Main Ballroom 3605

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

Venue: Jasmine Main Ballroom 3802-6 & 3902-6

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

Venue: Hibiscus Main Ballroom 3705

Future of Workplace

With disruptions happening faster than ever, the future workplace environment is getting more complex and is driven by powerful evolutionary and revolutionary forces. The mega trends, especially digital disruption, are fundamentally reshaping the employment landscape. What does this all mean for your organisations' future? Combing group work and insights from HR professionals, contribute and learn 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
  • Discover how digital disruption will impact our future, our workforce and workplace
  • Build awareness of how your future employees will behave, think and feel and how to engage them

Venue: Hibiscus Main Ballroom 3706
11:00 - 11:30 AM Networking Break 
Venue: Hibiscus Main Ballroom 3601AB-4 & 3701AB-4
11:30 - 12:00

Closing Plenary - Spartan: Manufacturing Adversity

Had a tough day recently? When you think about what made that day hard, did it include navigating 20 miles through a blizzard? What about running out of food and water? Maybe you were just hoping to be alive next week? David James Watson challenges us to change our frame of reference in this inspiring look at the way global endurance racing brand Spartan has created a fiercely loyal community of millions of people worldwide determined to improve their lives.

Venue: Jasmine Main Ballroom 3802-6 & 3902-6
12:00 - 12:30 What If…
Venue: Jasmine Main Ballroom 3802-6 & 3902-6
12:20 - 12:30 Closing for SMF2017 (Expectations for SMF2018)
Venue: Jasmine Main Ballroom 3802-6 & 3902-6
14:00 - 17:30

Singapore MICE Challenge 2017
Venue: Jasmine Main Ballroom 3802-6 & 3902-6

Note: The programme below is accurate as of 24 July 2017 and is subject to change.