1. MICE
Ing. Ondřej Dufek, Ph.D., DiS.
Department of Marketing and Trade
FBE MENDELU in Brno

2. MICE
Meetings Incentives
Conventions Exhibitions

3. What is MICE about?
 Traveling
 Accommodation
 Food and beverages
 Transport
 Business
 Knowledge
 Contacts
 Interesting places
 Entertainment

4. What is MICE about?
MONEY

5. MICE events
 Open to public
 Unknown number of participants
 Unclear profit
 Segmentation needed
 Promotion strategy
 Closed to public
 Known number of participants
 Clear profit if neccessary
 Less (or no) and more targeted promotion

6. Types of MICE events
 Congress
 Conference
 Symposium
 Colloquium
 Seminar
 Exhibition
 Fair
 Business
presentation
 Press conference
 Workshop
 Company day
 Etc.

7. Accompanying events
Social events
Cultural events
Program for
accompanying persons
Pre-events
Post-events

8. Conventions statistics
 According to UIA (Union of International
Association)
 At least 300 participants
 At least 40% of participants are foreigners
 Participants are from 5 countries at least
 Convention is 3 days or more long

9. MICE events places
Congress centres
Congress halls
Multipurpose halls
Hotels and hotel resorts
Exhibition grounds
Universities
Specific places

11. MICE Cruise facts
 Floating conference centres
 Easier program changes
 Almost everything is included in one price
 Interest grown by 76% in 2011 in Middle East
 7 days mini-cruises in Middle East
 Combination of convention and incentive
 Many operators in Asia are diversifying
towards the MICE market
 Very young segment

12. Main hall
http://www.youtube.com/watch?v=ARuJQPd1V20

13. Possible layouts

14. Theather / Conference/
Concert / Cinema

15. Classroom

16. Cabaret

17. U-shape

18. Banquet

19. Boardroom

20. Cocktail / Reception

22. Who is the customer?

23. Who is the customer?
Organizer
Participants
Participants
Participants
Participants
Participants
Participants

24. Who is the customer?
Organizer
(Client)
Service
provider
Participants
Participants
Service
provider
Participants
Participants
Service
provider
Participants
Participants

25. Who is the customer?
Client
(Organiser)
PCO
Service
provider
Participants
Participants
Service
provider
Participants
Participants
Service
provider
Participants
Participants

26. Who is the customer?
Client
(Organiser)
DMC PCO
Service
provider
Participants
Participants
Service
provider
Participants
Participants
Service
provider
Participants
Participants

27. MICE technical equipment
Audio equipment
Video equipment
Special convention equipment
Conference microphones
http://youtu.be/TrdqfaueOrI
Interpreting equipment
http://youtu.be/qDyVDI4YGGY
http://youtu.be/dPF-iNmbxC8
Audience response systems
http://youtu.be/h5pNAyPIhsQ

29. Where to search for
information on technical
equipment
 Global industry information
 InfoComm International
 http://www.infocomm.org/cps/rde/xchg/infocomm/hs.x
sl/index.htm
 If you want an instalation
 CEDIA – Custom electronic and design instalation
association
 http://www.cedia.net/
 If you want to rent a concrete brand
 Bosh -
http://www.congressrentalnetwork.com/crn/home.aspx
 L-acoustics - http://www.l-acoustics.com/rentals-rental-
network-15.html

30. Associations
 International Association of Proffesional
Congress Organisers
http://www.iapco.org/
 Association Internationale des Palais de
Congres http://www.aipc.org/
 International Congress and Convention
Association http://www.iccaworld.com/

31. Convention bureau
 Czech Convention Bureau
http://www.czechconvention.cz
 Prague Convention Bureau
http://www.pragueconvention.cz/
 Moravia Convention Bureau
http://www.moraviaconvention.cz/
 Austria Convention Bureau
http://www.acb.at
 List of Convention bureaus
http://www.cvent.com/rfp/convention-
visitors-bureau-directory-
ee12b9994b424e4f91f7d48ae60d170c.aspx

32. How to promote you facility
 Use pictograms
 Use video
http://youtu.be/Zh3lbKZGZJM
 Have an easy-to-use
website
 Use direct marketing
 Cooperate with
Convention Bureaus
 Convention catalogues
 Ambassadors
 Cooperate with PCO
 Be different!

35. MICE manager requests
MICE
manager
Empathetic
Decisive
Targeted
Technically
skilled
Crisis manager
Authority
Communicative

36. Trends in MICE
 Lack of qualified employees
 Outsourcing
 Changing seasonality
 New meeting places
 Multiplexes
 Transport vehicles
 Airports
 Castles
 Ships

37. Thank you for your attention