Behind the scenes: the making of an M&I event

Ever wondered what goes into creating a world-class MICE industry event? At M&I, we pride ourselves on delivering exceptional meetings and events that stand out in the crowded landscape of MICE trade shows. Today, we’re pulling back the curtain to give you an insider’s look at the meticulous planning, creativity, and dedication that goes into every M&I Forum. 

The vision: reimagining business networking 

Before we dive into the nitty-gritty of MICE event management, it’s crucial to understand the vision that drives every M&I event. Our goal isn’t just to organise another MICE trade event – it’s to create an experience that transforms the way professionals connect and do business. 

Setting the bar high 

For each Forum, we ask ourselves: 

  • How can we create an environment that fosters genuine connections? 
  • What innovative formats can we introduce to break the ice and spark meaningful conversations? 
  • How can we ensure every attendee walks away with valuable contacts and insights?

This forward-thinking approach, as a MICE event company, sets the stage for everything that follows in our planning process. 

Stage 1: strategic planning 

The foundation of every successful international MICE Forum is laid months in advance. Here’s a glimpse into our initial planning phase: 

Market research and trend analysis 

Our team constantly monitors MICE industry trends, emerging markets, and shifting business needs. This research informs everything from our choice of location to the themes we explore in our educational sessions. 

Destination selection 

Choosing the right destination is crucial. We look for cities with the most MICE events that offer: 

  • Easy accessibility for international attendees. 
  • Unique cultural experiences that add value to the networking process. 
  • High-quality venues capable of supporting our innovative event formats.

Theme development 

Each MICE corporate event revolves around a central theme that resonates with current industry challenges and opportunities. This theme influences our speaker selection, workshop topics, and even the social events we organise. 

Stage 2: curation and invitation 

One of the hallmarks of an M&I event is the quality of our attendees. Our curation process is rigorous and ensures that every participant brings value to the table. 

Buyer selection 

For our hosted buyer programmes, we: 

  • Conduct in-depth interviews to understand each buyer’s needs and objectives.
  • Verify decision-making authority and purchasing power.
  • Ensure a diverse mix of industries and company sizes.

Supplier vetting 

Our MICE suppliers undergo a careful selection process to ensure they offer products or services relevant to our buyer audience. We look for: 

  • Innovative offerings that address current market needs.
  • A track record of excellent service and reliability. 
  • Commitment to sustainable and ethical business practices. 

Personalised invitations 

Once our attendee list is finalised, we craft personalised invitations that highlight the unique value each participant will gain from the MICE corporate travel event. This personal touch sets the tone for the bespoke experience to come. 

Stage 3: logistics and execution 

With the groundwork laid, we move into the detailed planning and execution phase. This is where the magic happens – turning our vision into reality. 

Venue preparation 

We transform ordinary spaces into extraordinary networking environments. This includes: 

  • Custom-designed meeting areas that facilitate both MICE 1-2-1 business networking events and group interactions.
  • Technology integration for seamless scheduling and communication. 
  • Branded touchpoints that reinforce the event theme and create a cohesive experience.

Schedule optimisation 

Our event schedules are carefully crafted to balance structured networking time with more relaxed social interactions. We use advanced algorithms to create personalised agendas for each attendee, maximising the potential for meaningful connections. 

Team training 

Our on-site team undergoes rigorous training to ensure they can: 

  • Facilitate introductions between compatible attendees. 
  • Troubleshoot any issues quickly and efficiently. 
  • Create a welcoming and professional atmosphere throughout the MICE workshop. 

Stage 4: the event experience 

When the doors open and attendees arrive, it’s showtime. Here’s how we ensure every moment counts: 

Welcome and orientation 

We kick off each MICE Forum with a comprehensive orientation, setting expectations and providing attendees with the tools they need to make the most of their experience. 

Facilitated networking 

Our team actively works throughout the event to: 

  • Introduce buyers to relevant suppliers. 
  • Facilitate group discussions on hot industry topics. 
  • Ensure that no attendee feels left out or overwhelmed.

Real-time adjustments 

We’re always ready to adapt on the fly. Our team monitors the event pulse and makes real-time adjustments to: 

  • Accommodate last-minute meeting requests. 
  • Address any logistical hiccups swiftly. 
  • Capitalise on emerging topics or interests among attendees. 

Stage 5: follow-up and evaluation 

The work doesn’t stop when the event ends. Our post-event process is crucial for continuous improvement and maintaining the relationships formed during the MICE and events tourism gathering. 

Attendee feedback 

We conduct thorough post-event surveys to gather insights on: 

  • Overall satisfaction with the event. 
  • Quality of connections made. 
  • Relevance of educational content. 
  • Suggestions for future improvements.

ROI analysis 

We work with attendees to track the business outcomes resulting from the event, measuring factors like: 

  • Number of deals initiated or closed. 
  • Value of new partnerships formed. 
  • Insights gained that influenced business strategies.

Continuous improvement 

Based on the feedback and data collected, we hold comprehensive debriefs to identify: 

  • What worked exceptionally well? 
  • Areas for improvement? 
  • Innovative ideas to implement in future MICE events 2024. 

The M&I difference: it’s all in the details 

What sets an M&I event apart isn’t just one big thing – it’s the culmination of countless small details, each carefully considered and expertly executed. From the personalised welcome gifts to the intuitive event app, every touchpoint is designed to enhance the attendee experience and facilitate meaningful connections. 

Technology integration 

We leverage cutting-edge technology to streamline the event experience: 

  • AI-powered matchmaking to suggest the most promising connections. 
  • Real-time scheduling tools for easy meeting management. 
  • Interactive digital displays for wayfinding and information sharing. 

Sustainable practices 

Sustainability isn’t just a buzzword for us – it’s a core part of our MICE event management: 

  • We prioritise venues with strong environmental credentials. 
  • Our catering focuses on local, seasonal ingredients to reduce our carbon footprint. 
  • We implement comprehensive recycling and waste reduction programs. 

Memorable experiences 

We believe that shared experiences create stronger bonds. That’s why we incorporate unique elements into every event: 

  • Cultural excursions that showcase the host destination. 
  • Interactive team-building activities that break down barriers. 
  • Gourmet dining experiences that spark conversations and create lasting memories. 

Join us for an unforgettable experience 

Now that you’ve had a behind-the-scenes look at what goes into creating an M&I event, why not experience it for yourself? Whether you’re a buyer looking for innovative solutions or a supplier ready to showcase your offerings, an M&I MICE Forum offers unparalleled opportunities for growth and connection. 

Ready to be part of something extraordinary?

Here’s how you can get involved: 

  • Explore upcoming events: check out our calendar of events to find the perfect opportunity for your business. 
  • Apply as a hosted buyer: if you’re a decision-maker in the MICE industry, apply for our hosted buyer program to experience our events first-hand. 
  • Become a supplier: interested in showcasing your products or services? Learn more about our supplier opportunities. 
  • Stay informed: follow us on social media and subscribe to our newsletter for the latest updates on upcoming MICE networking opportunities and beyond.

At M&I, we’re not just organising events – we’re crafting experiences that have the power to transform businesses and careers. Join us at our next event and discover the M&I difference for yourself. 

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Become a healthcare verified venue

Open your property up to a new range of events and opportunities by taking advantage of an online assessment created by our event partner, Healthcare Venues, which will determine if your venue is capable of hosting healthcare meetings and events.

 If your property passes, you’ll receive Healthcare Venue certification, verifying you to our buyer network as a specialist healthcare venue.

What’s included?

Our Compliant Venues assessment and training appears to have given bookers in the healthcare industry increased confidence in us. Knowing that we have been assessed and trained in the regulatory and compliance rules of their sector, they feel more reassured than ever that we are best placed to manage their events with expertise and sensitivity.

Tim Chudley
Managing Director, Sundial Group

Find out more about our partner, Healthcare Venues, and how to get verified.