Premium at the Iberian Mice Forum Sitges edition

On June 15th the national edition of Iberian Mice Forums was inaugurated in Sitges, Catalonia, where Premium participated as a sponsor of the event, providing furniture and carpeting for the different areas. The platform is known as an organiser of networking events in the MICE sector. Ángeles Moreno, Director of The Creative Dots; Iñaki Collado, President of the Association of Incentive Agencies, Javier Batanero, Director of Marketing, e-commerce and Digital Transformation at Shared-C and María Gómez, President of the Event Managers Association of Spain (EMA), were the protagonists of the panel held in the incomparable setting of the Finca Mas Solers. The members of the EMA Board of Directors, Pilar Jiménez and Rafael Grande, were in charge of moderating the debate. The panel, held during the thirtieth edition of Iberian MICE Forums, highlighted the importance of renewing the Event Manager business model so that it can offer new and better services that strengthen companies' marketing strategies. "We are looking for a business model that is not the one we have been using for two decades, but one that is scalable, adaptable, sustainable and resilient. Therefore, we need a new value proposition, as well as new solutions and services for our clients," said Óscar Cerezales, Global CEO of the Corporate Division of the MCI Group, in an explanatory video. María Gómez, President of the EMA, an association that brings together 320 corporate event organisers from the most important companies in the country, stressed that the event organiser needs to use digital tools such as e-mail marketing and also to know about communication strategies that enhance the value and commitment of the event. "Events should be content generators and should have clear objectives. If we do an event as part of a campaign we need to understand the KPIs (results) - what do you get when you know that you've sent out 2,000 invitations and only 20 have registered? The Event Manager has to know that, he or she has to be integrated in the marketing or communication team to give that feedback," says María Gómez. In terms of business consultancy, Ángeles Moreno commented that the Event Manager must change the idea that the event has a purely social value and begin to highlight its role as a business tool. To do this, he or she needs to take on a leadership role within companies and focus on obtaining data that benefits the purpose, strategy and return on investment of the event. "He has to take a leadership role, clearly understanding what his purpose is in the organisation and position himself as a person who understands how to make the event stakeholders grow with the events and bring value back to the organisation," stressed Ángeles Moreno, founder of The Creatives Dots. The two-day event was attended by more than 150 event professionals, who were welcomed by the Mayor of Sitges, Aurora Carbonell i Abella; Luis Miguel García Alcaraz, First Deputy Mayor, Councillor for Institutional Relations and Councillor for Tourism; María Sánchez Quintana, head of the Sitges Convention Bureau, Cristina Muñoz, Director of the Mas Solers Estate and Andrés Merino, Founder and Director of Iberian MICE Forums. The corporate event organisers, companies and suppliers present took advantage of the occasion to participate in leadership workshops, discover unique venues in various Spanish destinations and establish alliances for the reactivation of the sector. The IMF Sitges National Edition included destination presentations, an inspirational motivational talk by Francisco Unda, intense one-to-one appointment sessions, a gastronomic tapas team building and a catamaran trip along the coastline of the destination. The event was an injection of optimism and good feelings about the imminent reactivation of the national MICE sector. Credits: www.iberianmiceforums.com