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Of MICE and CATS for a better bottom-line

The difference between the term MICE (Meetings, Incentives, Conferences, Exhibitions) and Business Tourism is the focus, writes Helen Brewer.

MICE are focused on the requirements of the end-user. The end-users are the decision-makers (buyers) for holding a MICE gathering and approving the allocated budget items.

While Business Tourism (sellers of supplies & services) focus on the essential venue, staging, AV, travel, tours, transport, caterer, decor and the like) that are contracted to the MICE.

Same as any market – there is no business tourism (sellers) if there are not MICE (buyers) in the first place.

Knowing the different types of MICE buyers – and what makes them tick – can make for a better bottom-line.

MICE venues – with/without accommodation – should not only know the types of buyers and the various levels of decision-making – ‘product’ knowledge in relation to the types of buyers is equally essential.

The MICE Academy are holding sessions to focus tour and travel operators, venues, DMCs with a greater understanding of the differing types of MICE buyers and what they are and what they are not. Two topics will be covered:

(1) MICE Buyer Profiling

  • Types of MICE Buyers & their Difference
    Everyone’s an organiser/planner
  • Types of MICE Groups (Attendees / Participants / Committee)
    Meeting the needs of the right group
  • Financial Considerations in Proposals
    Charge structures & added values

(2) MICE Venue Marketing

  • Know Your ‘Product’ – inside & outside
  • Different Strokes for Different Folks
  • Marketing in Comparison to Sales

MICE business is big business. Most countries do not have accurate data as to the true MICE market share and South Africa is no exception.  Yet one question alone to a corporate* procurement manager’s travel/accommodation spend reveals a sobering answer of around 70% on annual budget has a MICE component.
* = 60% of MICE Buyer market are in the corporate sector  

(3) & CATS?

Information sharing undertakings – whether course, conference or session – should have the mechanism in which participants can ensure the recording within the CATS (Credit Accumulative Transfer System) is undertaken at the session.  CPD (Continuing Professional Development)  is important for all experienced industry individuals and wherever the red CPD logo is shown, certificates will be available in accordance with current RPL (Recognition of Prior Learning) legislation being concluded. Three (3) CPD points are available as indicated within the CPD logo block for these sessions which can be repeated in-house / public on demand.

Dates:           Wednesday 16 January & 13 February 2013
Times:           09h00 to 12h30
Venue:          SATSA Committee Room – Randburg
Fee:              R325.00 per participant
(10% discount 3 or more – same company)
Includes:      ‘Eats’ & Refreshments X 2. Docs / Parking on-site
Excludes:      VAT
Email:            info@miceacademy.co.za
Telephone:    011 3264000 or  082 820 5382
Registration: http//:www.tourismtattler.co.za/MICE-RegForm.pdf– Numbers per session are limited –

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