One of the key highlights of the Iberian MICE Forums event was “Consensum II”, a program spearheaded by the EMA (Event Managers Association) and sponsored by the Sitges CB as part of its F5 Sitges Refreshing MICE program. Adaptability and changes in their business model were the main topics of the work group that brought together the main event organizers and representatives of major Spanish companies in Sitges.
Ángeles Moreno, Director of The Creative Dots, Iñaki Collado, President of the Association of Incentive Agencies Idemice I’m+, 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 panel’s main speakers. EMA Board members Pilar Jiménez and Rafael Grande were in charge of moderating the debate.
The panel highlighted the importance of renewing Event Managers’ business model in order to be able to offer new and better services that will reinforce companies’ marketing strategies.
Via a live stream, Oscar Cerezales, Global CEO of MCI Group’s Corporate Division, stressed the importance of creating a business model different from the one that we’ve been using for two decades, but instead one that’s scalable, adaptable, sustainable and resilient. A new value proposition as well as new solutions and services for the end user.
María Gómez, President of the EMA, an association comprising 320 corporate event organizers from Spain’s most important companies, pointed out that event organizers need to use digital tools such as e-mail marketing and be familiar with communication strategies that enhance the event’s value and commitment.
In the area of business consulting, Ángeles Moreno stressed that Event Managers need to change the notion that events have a purely social value and start emphasizing their function as a business tool, which means they need to adopt a role of leadership within companies and focus on obtaining data that will benefit the event’s purpose, strategy and return on investment.
