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03.06.2015
09:35

JMIC Conference advances a broader industry value proposition

Paris. Over fifty Meetings Industry leaders, academics, research organizations and related resources met on May 14 and 15 in Paris under the auspices of the Joint Meetings Industry Council (JMIC) to review the current status of progress on documenting and communicating the value of meetings as drivers of economic, academic and professional development and to and make strategic recommendations for advancing this in the future.
 
“We know from experience that governments are highly interested in the ways our industry can be used to advance their economic and community development agendas, but we have been slow to come up with the kinds of defensible measures for these benefits that can be used to support the required investment” said JMIC President and  IAPCO Past-President Philippe Fournier. “The purpose of this conference was to assess our progress toward such measures and to encourage better communications and alignment of the various industry organizations.”
 
The two day conference took place at the Palais des Congrès de Paris and included sessions that spoke to defining the need for better value measures, supplied case studies of work done to date and reviewed the kinds of data currently generated by both Meetings Industry and global tourism and travel organizations.
 
Amongst the conclusions and recommendations were:

  • The measures that best reflect the benefits associated with meetings conventions and exhibitions are those that capture their business, academic, professional and economic development benefits in addition to just their economic impacts;
  • Case studies or “compelling stories” that illustrate the key values are an equally or even more effective way to illustrate and communicate overall value principles;
  • Much related data is already available from various professional, corporate and academic sources would have to be re-interpreted to support value measurement;
  • Gathering additional specialized data would require a collaborative approach based on a shared sense of purpose amongst both industry suppliers and those organizing events
  • To be effective, value messages must be interpreted / adapted to address the needs and interests of a variety of different audiences;
  • Messages and case studies should align with societal priorities, local aspirations and governmental policies;
  • This approach would best be supported by creating a repository of relevant case studies consisting of submissions that
  1. Utilize a standard template to ensure consistency
  2. Have been curated by an academic / industry body
  3. Represent as wide a range of sectors and geographic regions, and
  4. Are developed and maintained in collaboration with event organizers.


“The challenge now will be to decide how best to act on these excellent recommendations, which is a task that must be undertaken by a number of industry associations acting both individually and collectively. It will be a challenging undertaking, but one that will have a huge impact on the future of our industry as we simply cannot fail if we want to be taken seriously by our respective communities and governments”, said Fournier.

www.themeetingsindustry.org

 

 

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