The MICE Blog has partnered with the Alliance of Independent Event Agencies (AIEA) to host an #EventPlannersTalk breakfast event examing the question of whether hosted buyer programmes and fam trips are actually effective.
Targetted at event professionals on 26 September from 8.00 – 10.30am at The Caledonian Club in London, the breakfast session will convene to consider the topic of the morning: ‘Hosted Buyer Programmes and fam trips – is it time for a change?’
The session will look at the current business environment and assess effectiveness of these two programmes and the challenges in attracting the right audience.
The topical issue raised by the industry concerning the vetting process of event attendees will also be discussed.
The issue was put in the spotlight in July after an anonymous email with an industry blacklist was sent to event organisers.
Clearly it is time to address an issue that has often been swept under the carpet. The question is how to properly vet people with no business to place and should they be ‘let in’ at all?
With technology, social media, ease and low cost of travel and buyers’ needs fast changing is it time to question also whether Hosted Buyer programmes and fam trips are still as effective as they used to be a decade ago? Do they deliver ROI and is it’s time to reassess their place in the marketing mix?
If the answer to these questions is ‘Yes’, then what are the solutions.
Martin Ellis, managing director at Team Umbrella Ltd and founder director of the AIEA says: “The issuing of an events attendee blacklist brought a wide range of reactions. Clearly it touched a raw nerve with some, but was welcomed by others. The question arises as to whether or not our industry self-polices sufficiently. The mere existence of this list suggests not…”
Buyers and suppliers are invited to attend the session and discuss this current industry topic. Register here.
More information about The AIEA can be found here.
