MODULE2

MICE
It is a very unique term and a concept which cannot be truly and fully
limited, defined and understood only as either an industry, a market,
event, tourism or even just travel. It touches every of the above with
features and characteristics of travel, industry, tourism, market and
events.
MICE are a dynamic and growing market, focused or based on
organizing of events. Yet it has many faces & segments and is also a
unique travel and tourism market, an industry, events and more.
MICE acronym stands for all the following full forms:
• Meetings, Incentives, Conferences, Exhibitions;
• Meetings, Incentives, Conferencing, Exhibitions;
• Meetings, Incentives, Conventions, Exhibitions;
• Meetings, Incentives, Conferences, Events;
• Meetings, Incentives, Conventions, Events

Components of MICE Industry

Definition of MICE as tourism is that MICE is a specific and unique
form of group tourism where the tourists or travelers travel to attend
various business events and leisure gatherings in their prof essional or
individual capacity.
MICE is considered as group tourism because all the type of events of
MICE usually attract group of people travelling together to attend
those events. And if we look at the MICE acronym's full form, which
comprises its 4 key segments, we would better understand why MICE
is tourism. The incentive travel is actually completely tourism while
the other three segments now involve tourism as an integral part.
1. Meetings: Meetings is formal gathering of people who are
employees and professionals to conduct a business activity or for
formal discussions sometimes combined with informal activities.
Some forms of meetings are board meetings; annual general meetings
or AGMs; management meetings; training or onboarding meetin gs;
meetings with associates, partners, suppliers, dealers, etc; planning
meets. It also can include product launches and team building
meetings.
2. Incentives: Incentives is totally different segment of MICE and
type of meeting where the purpose is not bu siness but leisure.
Incentive events are fun and leisure tours and trips planned for
employees, staff or for associates and even sometimes for customers
as a reward or recognition for their contributions or support.

Incentive usually include a group trave l with hotel stay, local travel,
dinners, fun & recreational activities, and more.
3. Conferences: Conferences or often called as conventions are also
a form of meetings but with wider and higher number of participation.
This participation is usually not l imited to one company or
organization. Also, this type of meetings can last for few days and are
often organized by professional or industry bodies and associations.
These often may include small exhibitions.
This segment of MICE covers a broad range and f orm of official
focused gatherings like conferences, conventions, congresses,
conferences with small exhibitions or fairs. Basically all type of large
scale meetings which are not limited to a single organization and
mostly involving participation or repre sentation from industry and
professional associations and bodies.
4. Exhibitions: Exhibitions are largely a wide scale gathering of
buyers and sellers. Here sellers exhibit their products, services, new
launches and even information related to these. The b uyers are the
visitors who visit to buy or know about new products, services or
launches, and also to explore new markets.
Some common forms or names of exhibitions are trade fairs or trade
shows; expos or expositions. These are conducted both on business -
to-business (B2B) basis and business -to-consumer (B2C) basis.
Trade show

A trade show, trade fair, or exposition is an exhibition in which companies

promote their products and services. Most trade shows focus on a particular industry,
such as aviation, computers, tourism, smartphones, automobiles, etc.
 Trade fairs are held in a large conference/convention center or other indoor venue in
which members of a specific industry demonstrate, display, and talk about what they
aim to sell with visitors. Not all of them are indoors. For example, air shows are held
outdoors.
In most cases, trade associations sponsor expositions at different venues across the
world. There are literally thousands of large, medium, and small size shows every
year globally.
Some are open to the general public, but in most of the major ones, only company
representatives, association members, dignitaries, and journalists can attend.

A trade show is an event held to bring together members of a particular industry to

display, demonstrate, and discuss their latest products and services. Major trade
shows usually take place in convention centers in larger cities and last several days.
Local trade shows may be held at a local arena or hotel and allow businesses in the
area to connect with prospects.
Since the purpose is to bring together members of the trade—or industry—most
trade shows, which may also be referred to as trade fairs or expositions, only permit
industry members to attend.
Trade shows often provide:
• Exhibit space
• Workshops or presentations
• Opportunities to interact with the media
• Evening networking events
• Private exhibitor events
• Awards presentations
Exhibitors participate in the hopes of connecting with potential new customers,
reinforcing relationships with dealers and distributors, and networking with
influencers and the media.
Attendees come to trade shows to become familiar with the latest products being
introduced, to take advantage of special “show prices” from exhibitors, and to
become better educated about their industry.
Trade Fairs
Trade fair is an event in which firms belonging to the same industry present
their products and services in a defined setting to prospective clients, end-users,
retailers, wholesalers, and distributors. Some trade fairs have a massive audience as
they can attract visitors and participants from every nook and corner of the world.
Meaning of Trade Fair
Trade fair is a massive stage that provides widespread exposure and interactions. It
is one of the most popular means of promotion and gaining recognition as
participants can meet customers and industry partners, examine opportunities
and market trends, study the activities of their competitors and showcase their latest
services and products to one and all.
Some trade fairs are open to the general public, whereas others are open only to the
company representatives and media personnel. Some of them are hybrid and allows
some days for public viewing and some for corporate members.
Trade fair is commonly also known as
• Trade show
• Expo
• Trade exhibition
Importance of Trade Fair
• Helps to launch new products or services – The importance of a trade fair is
that it is generally used by organizations as a ground to launch new products
and services and do initial testing about them. Video
presentations, product demonstrations, free trials, and free samples are some of
the best ways to lure in potential customers and gain a consensus about
the brand and its offerings
• Helps to create lasting impressions – A trade fair offers numerous options of
interaction with potential clients, customers, and even rival companies. A well-
designed booth is one of the best ways to promote the brand image and
encourage others to view the products and services. When companies offer an
enhanced booth experience by drawing the attention of its target, it leaves a
long-lasting impression on their mindset. This promotional activity captures
and increases potential client engagement so that they can become actual
clients of the company
• It is a place for personal interaction – Personal or face-to-face interaction can
influence the other party very quickly. Trade fair provides this opportunity to
the companies who have their stall or booth in it as they can engage with
potential customers and make them understand the value of the goods and
services on display. The presentation and subsequent conversation matter a
great deal as this is the time when the potential customer tilts in your favor and
becomes a client of your company. The personal interaction helps in closing
the deal with a minimum of fuss
• Lead generation potential – Most of the trade fairs are very popular and have
been able to account for a massive attendance. Remember, every one of
the people in attendance is a potential lead waiting to become a regular client.
Trade fair is one of the best places to make and develop contacts, give business
cards, make a presentation and get a viable opportunity to impress others. Make
sure to follow up by contacting them when the event is still fresh in their minds.
 • Direct sales opportunities – A trade fair is a specific industry-related market,
and the people who visit them are most probably on the look-out for relevant
or related products and services. It gives a company the chance to gain direct
exposure for its products and services in front of its target audience. Be ready
with your statement so that you can create a favorable impression. The personal
meeting is the best way to create opportunities for direct sales and make sure
that you are not going to let it go to waste
• Cost-effective networking – Renting a booth for a trade fair, traveling to and
fro with a team, designing your box and paying for meals might look like
unnecessary and additional expenses at the onset for a single event. Still, if you
look at it from another angle, it surely is an investment in the future. The
business that a company receives after the trade fair is generally far huge than
the investment and this fact is the reason why organizations love taking part in
it. It is cost-effective networking that can lure in potential customers and make
them your loyal ones
• Levels the marketing field – Trade fair is one of the most popular platforms for
organizations belonging to the same industry. You will find all sorts of business
entities participating in it from locally-owned entities to companies at national
and international levels. One of the most exciting things about a trade fair is
that it gives ample opportunities to every company so that they can explain
their viewpoint to potential clients irrespective of the size of their company.
Trade fair levels the playing field, and this is one of the reasons why it is
considered so important in industry circles.
Leisure Events
Leisure event management is an interesting and diverse field. It involves managing
facilities like sports grounds, recreation centres, parks and entertainment venues.
Also, it can involve managing a celebration or festival, sporting contest or concert.
The leisure events companies that manage these activities hire an engaged and
enthusiastic workforce, who know their target audience. Moreover, these
professionals have the expertise to carry out all the necessary administration and
planning. The skill of the leisure event manager lies in his/her ability to understand
what the event taking place means to those who are in attendance.
Also, a leisure event manager needs to incorporate value adding measures, to
improve the experience of event goers. These measures could be delivered via
technology, such as simulators or white knuckle rides in visitor attractions, or screen
and sound systems in cinemas. The measures could be delivered through staff
management, with service blueprinting to define staff roles in animating, motivating
and engaging with customers. Or, the measures could be delivered through other
work procedures and customer communication methods, to enhance the service
quality, customer flow and circulation. This might encompass ticket purchasing,
automatic entry, sight lines and signage, booking systems, and other similar
technology that underpins the structure of an event.
Sports event
Sports event means an athletic game, race or contest involving two or more
competitors, who are natural persons or teams comprised of natural persons, in
which the winner is determined by score or placement.
Major Sports Events in the World
The list of some of the major sports events of the world is as follows:
1. FIFA World Cup
2. Olympic Games
3. The UEFA Champions League
4. Cricket World Cup
5. Super Bowl
6. Wimbledon Tennis
7. Tour de France Cycling
8. Rugby World Cup
9. Formula One Racing
10. National Basketball Association (NBA)
11. The Masters Tournament, United States
12. IAAF World Championships
13. Hockey World Cup
14. The Asian Games:
15. Commonwealth Games

EVENT ORGANIZER
An event organizer is responsible for planning, managing, and organizing
sensational events in the most efficient and cost effective way.
He/she is primarily employed by event management companies and work with
various clients in the public, private, and non-profit sector.
They communicate with clients to know their specific needs and deliver the best
events, including career, educational, technology, and trade fairs; film, music, art,
and cultural festivals; and exhibitions.
Other events that fall into their work description include product launch; gigs;
fashion or music shows; promotions; business or educational seminars; and charity
fundraising events.
Being a competitive industry, consistent delivery of results and excellence in the
event organizer’s performance is what will determine being selected for promotion
into a senior role.
The career prospect for this occupation includes working as a freelancer and setting
up an event management company apart from working for a company.
Event organizers perform various functions following the needs of the client and the
tasks assigned to them by management, however, they generally perform some or
all of the duties and responsibilities shown in the job description example below:
▪ Communicate with the client to understand their wants, needs, and special
requests for the event
▪ Plan and organize the event from concept to finish in accordance with the
preference of the client
▪ Create a budget that suits the client’s need and maintain it
▪ Select the most suitable location or venue; book, prepare, and arrange it for the
event
▪ Design a layout and agenda of the event; create event guides, tickets, pamphlets,
and any other marketing activities to promote the event traditionally or digitally
with the assistance of PR professionals or marketing executives
▪ Hire key volunteers and manage staff, as well as special guest appearance, MCs,
anchor or any other suitable entertainer for the event
▪ Attend event to oversee activities and ensure details are handled as planned
▪ Address any dispute that may arise, and remain on site after the event is over to
ensure proper clean up
▪ Work with and give guidance to volunteers and staff involved in event planning
and execution
▪ Negotiate and contract with vendors such as photographers, florists, caterers,
technical and transportation services on a variety of goods and services like
security, lighting, sound equipment, displays, stages, parking, food and drink
and any other essential item to ensure the success of the event
▪ Monitor delivery of goods and services to ensure contract terms are satisfied;
adhere to legal, insurance, and health and safety regulations
▪ Perform other related duties as may be assigned or requested by clients.

SPONSORSHIP
Event Sponsorship is a way of advertising your brand by “sponsoring” or supporting
an event financially in exchange for brand exposure to highly engaged attendees.
What makes an Event Sponsorship valuable?
Brands can gain tremendous opportunities from strategic event sponsorships. Here
are some of the benefits that you as a sponsor can enjoy for supporting an amazing
event –
1. Brand Interaction
Aside from the visibility and awareness, events are an opportunity for brands to
directly interact with prospects or current customers. It lets you connect with your
audience in a meaningful way.

2. Attendee Data
The database of highly qualified prospects from the attendee list is worth its weight
in gold. Events are a terrific platform for advancing your brand message and staying
connected with your fresh targets.

3. Media Exposure
High-profile events featuring VIP attendees and speakers get ample media coverage.
Sponsoring such events can give your brand free media exposure.

4. Direct Engagement
Small events are not to be dismissed. As a sponsor, your brand will likely get better
quality engagements with a niche group of prospects.

5. Brand prestige
Industry influencers, top executives, VIPs attending or speaking at events have
interests that may align with your business. Sponsoring the right events will open
doors for lucrative opportunities and lend some level of brand prestige by
association.

Event Management as a Profession

Event Management is a field which requires aspirants to conceptualise, plan, arrange
and organise an event, which can be a political rally, an award show, exhibition,
fashion show etc. One needs to identify the target audience, decide the theme for the
event, plan logistics and send invites for the event being organised. It is an extreme
creative field. Candidates need to possess excellent communication skills as well as
be willing to work odd and long hours in order to be successful in this field. Event
management as a profession requires people management apart from handling props
and taking care of logistics. Certain traits or skills that students need to possess while
getting into this industry are public relations, marketing skills, organisational skills,
management skills, networking skills, analytical ability and creativity.

Career and job prospects:

As the event management industry has continued to grow in leaps and bounds, there
are ample for jobs in this industry. Some of the sectors where there is a requirement
of an event manager are fashion industry, newspaper houses, Business Processing
Outsourcing, the corporate sector, tourism, hotel industry, and production houses. A
capable event manager can also work as a consultant in a corporation or can also
work on his or her own. Before making event management as a profession, one must
remember that enormous work pressure; long hours of work quite often beyond
standard business hours are all integral part of attaining achievement in this field.
After completing a course in Event Management aspirants can consider pursuing any
of the job profiles: event planner, event manager, exhibition organiser, stage
decorator, wedding planner, Logistics manager. And some popular firms/ companies
that hire event management graduates are Cox and King, Tafcon group, DNA
Networks Pvt Ltd, TCS Consultancy services and “e” Events, Wizcraft International
Entertainment Pvt Ltd, Top notch media and production house, cineyug
Entertainment.
Here are the most common roles every event manager should implement into his/her
everyday work:

• PR professional: almost all types of events are meant to attract public and
media attention and that’s a main prerequisite for their success. Here comes the
importance of having a strong PR expertise when organizing events. As event
managers we need to be skilled in writing attention-grabbing press-releases,
need to possess great interpersonal skills for building and retaining close
relations with media representatives, need to be creative in designing
campaigns for spreading the word and attracting the public attention toward our
events, and so much more. In short, without strong PR skills, your event might
fall into oblivion and pass unnoticed, which is like a death sentence for any
event.
• Marketer: not many people realize it but marketing the event is probably 70%
of the job for a great number of events. And how could it be otherwise since
the success or failure of almost any event depends greatly on the event
manager’s capacity to promote it. After all, a logistically perfectly organised
event is worth nothing when the event venue is empty, right?
• Copywriter: from the copy of the event website to the weekly e-mail
newsletters and all kinds of marketing communications, the event manager
needs exceptional copywriting skills.
• Social Media Expert: a strong social media strategy is an indispensable part
of any event marketing strategy, so social media expertise is another skill event
managers ought to master to be great at their job.
• Sales Manager: as event managers we need to be able to sell our event not only
to the target audience, but also to “sell” it to sponsors and partners. And just
like sales managers are the key figures and driving engines in any business, so
are sales skills crucial for the final turnover of any event.
• Event Tech Expert: OK, you don’t need to be a chief technology officer or
ingenious developer but you definitely need to be tech savvy and to constantly
follow the event technology trends.
• Negotiator: as event managers, we also need to possess excellent negotiation
skills since we have to come to terms and work out details with dozens of
providers and suppliers (like venues, catering companies, tech companies,
photographers, sponsors, partners, you name it) and, of course, with our clients
(if you organize events for customers).
• Project Manager/ Coordinator: not in the common engineering context, of
course. However, an event is an actual project with its typical cycles (initiation,
planning, execution and closing phases) demanding a kind of control-freak,
namely the event manager, to govern the whole process and parties involved.
• (On a funny note) Crystal-gazer: envisioning your event to the tiniest detail
and trying to predict all that could go wrong is an indispensable part of the event
planning process. Don’t really need a crystal ball, though ;). A meticulous and
detailed planning will do the job instead.