Meeting Design, ultimate innovation in MICE activities

[:es] Meeting Design: cómo innovar en las reuniones creando valor e impacto [:en] Meting Design, ultimate innovation in MICE activities [:]

A decade has already passed since meeting design appeared in this industry, and more than a trend, is already a reality. This strategy goes beyond the very concept of meeting, fostering added value in them, and a much more complete, strategic vision.

In fact, meeting design is everywhere. One of the keys to its success is to have into account the needs and opinions of both organizers and participants.

Meeting design analyzes the ability of influencing the attendees’ behavior during event, so it turns into a long-term impact that fulfils the goals of the event. Possibilities are endless, always having in mind dynamic, even fun meetings that help organizers to achieve the best results. ROI has an important role here, as added value is what makes a meeting successful. Organizing a meeting, apart from creating a great atmosphere for attendees, must contemplate objectives such as leads or sale, so the event may justify our investment.

There are many ways to encourage a certain change of behavior: content strategies, spatial designs, varieties, speakers, etc. Some of the formats that we may use in order to apply meeting design to our meetings are:

 Meeting Design: cómo innovar en las reuniones creando valor e impacto 1  Meting Design, ultimate innovation in MICE activities 1

  1. Creative setups. For example, Open Space Technology is characterized by the circular disposition of the seating area to foster participation, while Fishbowl is a room design with concentric circles of chairs with 4-5 at the epicenter for the speakers of each session.
  2. Innovative formats: Campfire are sessions with a small number of participants around a debate moderator; World café, with venues customized as a bar, with small tables for participants to move around, boosting personal connection and engagement in a very short period of time.
  3. Outdoor celebrations: Freudian walks, for instance, are organized in open space and usually no extra furniture is needed; Walking Meetings, in turn, change offices and plenary rooms for the pleasure of a relaxing walkabout.

All these activities take into account the active participation of attendees, which implies short, interactive speeches, as human attention span is estimated to be around 20-minute duration.

At an international level, there are cities and countries which are generating very innovative proposals which have already become a referent. One of them is Denmark, pioneer in the management of events including initiatives such Meetovation, which combines destination positioning and professional training in meeting design.

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