Learning from Apple: Why MICE Sales Need a Communication and Sustainability Strategy
Dear Reader,
Welcome to issue 67 of #SupplierPost(s) ?? - the supplier newsletter with information and thoughts for MICE marketing and sales in a changed market. Yours Peter
In the MICE industry, where competition among providers is fierce and participant expectations are continually rising, communication and sustainability play pivotal roles in the success of MICE sales. These two aspects are fundamental pillars not only to ensure effective and engaging events but also to maintain long-term relationships with customers and stakeholders and to minimise environmental impact. Despite their importance, many sales departments in this sector exhibit significant deficiencies in these areas. Poor communication often results in products and services not being adequately marketed, and messages failing to reach or persuade target audiences. Similarly, sustainability, which is becoming an increasingly crucial factor for corporate reputation and customer loyalty, is often neglected. These deficiencies can significantly impact sales success and damage suppliers' long-term reputation.
It is understandable that communication is not the strength of the sales department; this is typically the remit of marketing. However, in practice, this does not seem to function well in many MICE sales departments. Communication regarding implemented sales measures is often simply inadequate. There is no sugar-coating it. Very little, if any, communicative capital is made from sales measures. This is concerning because successful selling today occurs through communication. Therefore, MICE sales in particular should be developing communication skills. However, this is happening far too infrequently, if at all.
MICE sales face the challenge of not only improving the efficiency of their communication strategies but also making their sales methods more sustainable. This article explores how widespread these deficiencies in communication and sustainability are, analyses the underlying causes, and offers practical solutions. The aim is not only to highlight the problems but also to show concrete ways in which the industry can overcome these challenges to ultimately become more successful, responsible, and competitive.
The Challenge of Communication in MICE Sales
Effective communication within MICE sales is a crucial component for the success of any event or exhibition. Despite the central importance of good communication skills, the sales force in this sector often exhibits significant shortcomings. These communication deficits manifest not only in insufficient interaction with target groups but also in a poor representation of the value that the events or products could offer. Effective communication extends beyond the mere dissemination of messages; it must engage, inform, and convince the target audience.
A striking example of this issue was once again demonstrated by the MICE sales communication for the IMEX trade fair, which took place in mid-May in Frankfurt. This event impressively illustrated the longstanding weaknesses in communication that plague the MICE sector. The strategy was limited to a staccato of inadequate, erroneous, and nonsensical communication, primarily due to ignorance and a lack of understanding of the need for targeted communication.
For instance, exhibitors sent out invitation emails, posted on social media, and placed ads with the same recurring message: "Visit us at IMEX at booth A123." Although widespread, this form of communication proved ineffective as it failed to answer the crucial question: "Why should someone visit your stand?" Without clear and compelling reasons that demonstrate the benefits of their offerings to visitors, such messages are largely worthless. They generate only free advertising for the fair itself, not for the exhibitor.
In contrast, Apple's approach exemplifies how effective communication should look. Apple does not merely invite customers to visit their stores but communicates specific products and the benefits they offer. Through comprehensive content marketing online, potential customers are not only informed but also motivated to purchase. Content and targeted communication are the tools with which Apple attracts and retains customers. However, this approach is rarely applied in MICE sales. Messages often consist of general invitations without clear justifications or incentives. This omission is usually not due to inability but to a lack of understanding of the importance of thoughtful communication. It seems as though MICE sales do not have blinders on but are rather blindfolded, preventing them from recognising and addressing the real needs and motivations of their target audience. These deficits not only reveal a weakness in strategy but also prevent MICE sales from fully capitalising on their sales methods concerning their offerings. Without a turnaround in the way information is conveyed and values are communicated, the sector will continue to face challenges in competition and customer loyalty.
Example: Fam-Trips
A specific example highlighting the need for a more sustainable approach is the organisation of Fam-Trips, which often aim to familiarise a select group of event planners with the services and offerings of hotels, convention centres, and other providers. The selection of participants is frequently conducted via simple invitation emails, and once the desired number of participants is reached, all further communication ceases. This practice is not only inefficient, as it reaches only a very limited number of interested parties, but also detrimental because it unnecessarily restricts the pool of potential participants.
This limited communication only reaches the ten invited participants and leaves out thousands of other potentially interested individuals. A more sustainable and inclusive strategy would involve broadly communicating the content and offerings of the involved suppliers before, during, and after the Fam-Trip. Utilising digital platforms and social media could extend the reach of this information to a much wider audience, not only increasing interest but also significantly expanding the pool of participants. This approach would also generate more qualified inquiries for participation and foster a broader discussion and awareness of the suppliers' offerings.
However, these opportunities are often overlooked. Instead, the follow-up is typically limited to sporadic postings on platforms such as LinkedIn and Instagram, which can occasionally trigger envy and resentment among those who were unaware of the event. This phenomenon can be likened to how information about major concerts, such as those by the Rolling Stones, is disseminated: It is expected that communication about the rock giants' concerts is so comprehensive in advance that no one should feel left out.
In a market increasingly valuing sustainability and inclusivity, it is clear that MICE sales must chart new paths not only to act responsibly environmentally and socially but also to achieve long-term economic success. This requires a rethinking of how sales activities are designed, promoted, and executed, with a stronger focus on holistic and sustainable sales strategies.
The Necessity of Sustainable Sales Strategies in MICE Sales
Sustainability in MICE sales extends beyond environmental compatibility and includes the longevity and efficiency of sales activities. A sustainable approach in MICE sales takes into account not only the ecological impact of sales events and activities but also their social and economic sustainability. This involves creating sales strategies that are sustainable in the long term and not just generating short-term successes. The current lack of such sustainable practices is particularly concerning as it not only exacerbates environmental and social issues such as overtourism but also undermines the effectiveness of the sales efforts themselves. The prevailing practices that rely on complimentary participation and the Hosted Buyer concept are effective in attracting participants but do not represent a long-term sustainable solution. This is particularly evident when considering the increasing competition among providers, who must offer more elaborate and costly sales events with ever more lavish complimentary Hosted Buyer programmes to attract attention. The sales methods of MICE sales, based on their Hosted Buyer programmes, have long ceased to contribute to solving climate and environmental problems and have themselves become part of the problem.
Recommendations for Improving Communication and Sustainability Strategies in MICE Sales
To effectively address the deficiencies outlined in MICE sales, targeted improvements in the areas of communication and sustainability are required. These improvements are crucial to enhance the effectiveness of sales strategies and to minimise the social and ecological impacts of the industry. Here are some specific recommendations:
领英推荐
Optimisation of Communication
Promotion of Sustainability
By implementing these recommendations, MICE sales can not only improve their own effectiveness and profitability but also take a leading role in promoting sustainability and responsible action across the entire industry. This will ultimately help to enhance the sector's reputation and competitiveness and have a positive impact on society and the environment.
Book recommendations for MICE sales and marketing (English-language editions ????)
Buch Empfehlungen für den MICE Vertrieb und Marketing (Deutschsprachige Ausgaben ????)
Supplier Post ??
This newsletter is aimed at suppliers from the MICE industry. It aims to stimulate, criticize and confront. It does not want to embarrass anyone, but to encourage out-of-the-box thinking. To have the courage to critically question the existing and to question methods of MICE marketing and sales.
It is not about right or wrong. It's about securing the future of an industry. If you are a MICE supplier, we would be very happy to hear your opinion on the topics.
The newsletter is published every 14 days and aims to stimulate thought with an article. Thank you for your time, we wish you a successful week!