Call for industry to ‘reinvent’ for the C-Suite

A report from a
private forum organised by IMEX, in partnership with the Joint Meetings Industry
Council, suggests
the meetings industry must change to communicate the true value of meetings and
events to what it calls ‘C-Suite’ – or the most influential –
corporate board directors.

Based on a debate
among senior buyers, agency and association representatives, the report
builds on IMEX’s
inaugural ‘Meetings for Success’ Forum in May, which formulated
recommendations on how to promote the power of meetings to budget holders and
strategy decision-makers.

The report calls
for “a reinvention of meeting
industry roles”, as well as language and strategic focus. The global economic
downturn, while unsettling, the report says, also represents an opportunity to
“reset and reshape” the industry, particularly the misconception that it is a
branch of tourism.

“The credibility of
those who carry the message to the Boardroom is critical,” the report says,
noting, “the meetings industry crisis has resulted in the right stakeholders
talking together and the possibility of dismissing those from the table who are
distracting from the discussion. There’s a shortcut to everything except
experience”.

The
forum was facilitated by Eric Rozenberg, chairman-elect of Meeting Professionals
International. The buyers came from a variety of sectors including
pharmaceutical, banking, technology and electronics. MCI, Banks Sadler and
industry associations MPI, AIPC and ICCA also sent
representatives.

A series of
webinars will follow on from the Meetings for Success live forum, to be
facilitated by David Kliman, former international chairman of MPI and recent
delegate on the White House Conference on Travel and Tourism.

Paul Colston

Author

Paul Colston

Managing Editor, Conference News & Conference & Meetings World.

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