< Previous“WE REMAIN ALMOST INVISIBLE IN TERMS OF REPRESENTING AN ATTRACTIVE CAREER PATH” WWW.EVENTPOINTINTERNATIONAL.COM 50 OPINION COMPETING IN TODAY’S “WAR FOR TALENT” How did we find ourselves here? And what do we do about it? We are referring to one of the biggest challenges to hit our industry in the last ten years – one that is also being felt by many other sectors at the same time, which makes things even worse. And that, of course, is the shrinking availability of the kind of skilled human resources we need to deliver on the increasing expectations being placed on today’s industry. This issue appeared quite literally overnight, and recent surveys show it is now a top concern amongst our AIPC members in almost every part of the world. We’re not alone in this – and demographics can explain a lot of it. But as an industry we do have some very unique problems that will have to be solved if we are to remain competitive in the labour market, and identifying what these are is a good first step toward finding solutions; First, in a world where everyone is competing for the best and the brightest, we remain almost invisible in terms of representing an attractive career path. Everyone knows what a doctor, dentist, engineer or accountant does – but how many have a clue about what happens in the meetings industry and the supply systems that support it? This is the product of a bigger, long‑term “image” issue that has challenged the industry for a long time – but that neglect is now expressing itself in a new way. It gets worse. To the extent that we have any image at all is it likely most associated with “tourism”, which itself is an issue, as it has become largely synonymous with low‑paid, repetitive work than anything that is likely to an ambitious graduate in any of the many areas we need to operate successfully in today’s industry. Third, we are still short on credentials and training that is recognised anywhere outside our own industry, which is by definition where much of our new work force must come from. Again, most college level programs that touch on our needs are imbedded in either tourism or facility management programs, neither of which are necessarily inspiring for those looking at a more rewarding career path. Even then, many of the skills we need in this industry are scattered across many disciplines rather than having an identifiable focus that could capture the attention of those whose attention we most want to attract! What to do? There’s no easy fix, but absent a concerted effort the problem will continue and in fact worsen in many areas. However, there are some clear opportunities; The first relates to enhancing our overall image and profile in our respective communities. Centres in particular represents a real and high‑profile presence wherever they are located, and putting more effort into using them to educate the local community about how dynamic and exciting this industry really is – what goes on in these facilities ‑ would pay a variety of immediate returns, including the attraction of potential employees. Secondly, we need to craft a more distinctive picture of what a career path in this sector can mean and why that is attractive to individuals with lots of other choices for employment and advancement. Having done this, we need to promote that where it matters: in job fairs, online and in literature relating to employment opportunities and anywhere else that those looking at career options are likely to be looking. Finally, we need to re‑consider what it takes to retain those we do attract in a world where turnover is a new expectation and opportunities abound. Incentives, training, certifications and other kinds of rewards all need to be on the table if we expect to be able to keep those we have successfully recruited ‑ and often, heavily invested in. We offer some of the most exciting and diverse career opportunities today – a window into many different professions, disciplines and interactions and a focus for some of the most important issues and developments in the world today. The fact that this remains largely unknown outside of our own ranks is a huge obstacle to attracting and retaining the very best – but one we can, and need to act on immediately to secure the future of our industry. Aloysius Arlando President of AIPC International Association of Convention Centres WWW.EVENTPOINTINTERNATIONAL.COM 52 OPINION DESIGNING MEANINGFUL BRAND EXPERIENCES Brand researchers in the Journal of Marketing define brand experience as “sensations, feelings, cognitions, and behavioural responses evoked by brand‑related stimuli that are part of a brand’s design and identity, packaging, communications, and environments.” All of the individual exposures or touchpoints taken together make up the experience. So, in other words brand experience is literally everything you have seen, heard, felt or even smelled or tasted about a brand. A great brand experience needs to be designed with a deep and empathetic understanding of the audience. WWW.EVENTPOINTINTERNATIONAL.COM 54 OPINION The nature of event audiences is changing. Event audiences are no longer happy to be one of the crowd. They will insist that events and brand experiences recognise them and know what they value. The days of thinking of event goers as a passive audience to be presented to are gone. Today’s event audiences are digitally enabled, more demanding, more impatient and have high expectations that events will be more engaging, personalised and participatory. Today, the most successful event experiences are based on significant strategic knowledge of the target audience. This insight is applied to creatively design an experience that is specifically intended to actively engage the audience. Changing audiences ultimately mean that event formats must evolve. Relying on the traditional approaches and expertise that the events industry has been using for years to design event experiences will not be sufficient to create the next generation of events. Continuing to design events in a traditional, logistics‑led way limits our potential to create engaging experiences that connect attendees in much more meaningful, memorable and shareable ways. We will also continue to see breakthroughs in new experience technologies, apps, social media, virtual, AI, VR, drones, interactive video, projection mapping, holograms and more. What we now need to think about is how we apply this dizzying array of technology in the best and most meaningful ways to enhance and extend the experience? Over the next few years expect to see an increasing amount of corporate marketing budget moving to experiences as marketers come to recognise the value of experience as a powerful approach to building and sustaining strong customer relationships and creating opportunities for brand innovation and growth. The most successful brand experiences will be based on significant strategic knowledge of the brand and its target audience. This insight will be applied to creatively design an experience that is specifically intended to achieve the brand’s objectives. Future experience marketing strategies will need to consider all of the relevant touch points, both live and online for the client to enjoy success and this will require an increasingly diverse range of skills. Kim Myhre CEO and Founder of Experience Designed CONVENTION BUREAUX / TOURISM OFFICES DMC ALGARVE PROMOTION BUREAU FARO +351 289 800 403 ATA@ATALGARVE.PT WWW.VISITALGARVE.PT WWW.FACEBOOK.COM/VISITALGARVE WWW.YOUTUBE.COM/USER/TURISMODOALGARVE WWW.INSTAGRAM.COM/ALGARVETOURISM EUROPE’S MOST FAMOUS SECRET. VISIT CASCAIS CASCAIS +351 214 666 230 MARIA.ALVES@VISITCASCAIS.COM CONVENTIONBUREAU.VISITCASCAIS.COM WWW.FACEBOOK.COM/WELCOME.CASCAIS.LIVE WWW.INSTAGRAM.COM/VISIT_CASCAIS WWW.YOUTUBE.COM/USER/ESTORILLIVE AN HIGH QUALITY DESTINATION FOR YOUR BUSINESS EVENT. COMBINE SUNNY DAYS, GREAT FOOD AND HEAVENLY ACCOMMODATION TO YOUR BUSINESS PLAN. PROJECT TRAVEL & EVENTS PORTO +351 939 853 457 COMERCIAL@PROJECT-TRAVEL.PT WWW.PROJECT-TRAVEL.PT WWW.FACEBOOK.COM/PROJECTTRAVELANDEVENTS WWW.INSTAGRAM.COM/PROJECTTRAVELANDEVENTS WWW.LINKEDIN.COM/COMPANY/PROJECT-TRAVELANDEVENTS PROJECT TRAVEL & EVENTS IS AN INDEPENDENT AND PRIVATELY OWNED DESTINATION MANAGEMENT COMPANY (DMC) BASED IN MATOSINHOS, PORTO – PORTUGAL. WE ARE SPECIALISED IN TAILOR MADE EVENTS AND EXPERIENCES FOR MEETINGS AND INCENTIVE GROUPS. THROUGH OUR OPENNESS, PASSION AND EXPERTISE, WE TURN YOUR VISION INTO REALITY. WWW.EVENTPOINTINTERNATIONAL.COM 56 COMPANIES INDEX EVENT ORGANISERS EVENT TECHNOLOGY THE HOUSE OF EVENTS PORTO +351 228 348 940 INFO@THE.PT WWW.THE.PT WWW.FACEBOOK.COM/THEHOUSEEVENTS BROAD COMMUNICATION SKILLS; WIDE RANGE OF TECHNICAL ABILITIES; MAJOR GROUND‑BREAKING CAPACITY TO FIND INNOVATIVE SOLUTIONS IN CONGRESS AND EVENT PLANNING. BTRUST PORTO | LISBOA +351 220 108 033 | +351 212 471 687 VIP@BTRUST.PT WWW.BTRUST.PT WWW.FACEBOOK.COM/BTRUST.PT WWW.INSTAGRAM.COM/_BTRUST WWW.LINKEDIN.COM/COMPANY/B-TRUST BTRUST IS A SPECIALISED AGENCY IN CORPORATE EVENTS, WITH STAFF IN MORE THAN 30 COUNTRIES. IT CONSISTENTLY CREATES UNIQUE SERVICES, INNOVATIVE SOLUTIONS, WITH UNPARALLELED CREATIVITY AND QUALITY. SHAKE IT ‑ WE MAKE APPS COME TO LIFE PORTO +351 918 044 562 INFO@SHAKEIT.PT WWW.SHAKEIT.PT WWW.FACEBOOK.COM/SHAKEIT.PT SHAKE IT IS AN EXPERIENCED SOFTWARE PROVIDER THAT SPECIALISES IN EVENT TECHNOLOGY. WE BUILD ROBUST, COMPLETE AND COMPREHENSIVE MOBILE APPS AND VIRTUAL EVENT PLATFORMS FOR EVENTS OF ALL SIZES AND FORMS. PROFESSIONAL CONGRESS ORGANISERS FACTOR CHAVE ALGÉS +351 214 307 740 CONGRESSOS@FACTORCHAVE.PT WWW.FACTORCHAVE.PT WWW.FACEBOOK.COM/FACTOR.CHAVE FACTORCHAVE WORKS EXCLUSIVELY IN THE FIELD OF HEALTH MEETINGS. TODAY WE BOOST 15 YEARS OF EXPERIENCE IN PLANNING EVENTS OF VARIOUS TYPES AND DIMENSIONS WITH MEDICAL ASSOCIATIONS, RESEARCH GROUPS, PHARMACEUTICAL AND EQUIPMENT COMPANIES. MARKETING IS A CENTRAL ELEMENT OF OUR WORK, WHICH ALWAYS REFLECTS PASSION, STRATEGY, KNOW‑HOW, COMPETENCE, ORIGINAL IDEAS AND TALENT. THE HOUSE OF EVENTS PORTO +351 228 348 940 INFO@THE.PT WWW.THE.PT WWW.FACEBOOK.COM/THEHOUSEEVENTS BROAD COMMUNICATION SKILLS; WIDE RANGE OF TECHNICAL ABILITIES; MAJOR GROUND‑BREAKING CAPACITY TO FIND INNOVATIVE SOLUTIONS IN CONGRESS AND EVENT PLANNING. VENUES STAFF BTRUST PORTO | LISBOA +351 220 108 033 | +351 212 471 687 VIP@BTRUST.PT WWW.BTRUST.PT WWW.FACEBOOK.COM/BTRUST.PT WWW.INSTAGRAM.COM/_BTRUST WWW.LINKEDIN.COM/COMPANY/B-TRUST BTRUST IS A SPECIALISED AGENCY IN CORPORATE EVENTS, WITH STAFF IN MORE THAN 30 COUNTRIES. IT CONSISTENTLY CREATES UNIQUE SERVICES, INNOVATIVE SOLUTIONS, WITH UNPARALLELED CREATIVITY AND QUALITY. ALTICE ARENA LISBOA +351 218 918 409 COMERCIAL@AARENA.PT WWW.ALTICEARENA.PT WWW.FACEBOOK.COM/ALTICEARENA www.TWITTER.COM/ALTICEARENA WWW.INSTAGRAM.COM/ALTICEARENA A NATIONAL BENCHMARK IN MULTIPURPOSE ARENAS AND SITES FOR LARGE EVENTS IN THE COUNTRY, THIS VENUE HOSTS AN AVERAGE OF 80 EVENTS A YEAR, OF VARIOUS DIFFERENT TYPES, AND FOR AROUND 400.000 PEOPLE. WWW.EVENTPOINTINTERNATIONAL.COM 58 COMPANIES INDEX Next >