Quality not quantity key to 2017 event success in North America

ibtm america showfloor 2016
After two years of steady growth, 2017 will see North America’s meetings and events market consolidating, with spend predicted to remain stable. According to Jaime McAuley, Event Director, ibtm america, part of global event organiser, ibtm events’ global portfolio, organisers of events that support the MICE market will need to ensure they focus on delivering quality content, ever stronger ROI for their partners and must clearly demonstrate additional value in order for their events to continue to prosper.

“Against a changing economic and political backdrop and an increasingly competitive marketplace, 2017 will see our customers focusing even more on value for money. Therefore, organisers of MICE events who really focus on delivering top quality content and offering access to the most relevant pool of exhibitors and Hosted Buyers and which can best demonstrate tangible benefits of attending their events will win out”, said Jaime.  

“ibtm america is a boutique event, purposefully designed in an innovative ‘pod’ format to provide the optimum environment for a select group of elite industry professionals to make valuable new business connections.   

“We have a 1:1 ratio of exhibitors to Hosted Buyers and we use ibtm events’ bespoke ‘matchmaking’ software to create a personalised diary of 100% mutually matched pre-scheduled appointments for each attendee. This means that time is focused on meeting with people with whom there is a very high chance of doing business.  

“Rather than offering ibtm america as an open tradeshow with large stands, a more ‘exclusive’ meeting format is well received here, with our 2016 event being the most successful to date.  Testament to this is an overall satisfaction rating of 96% from exhibitors and 97% from Hosted Buyers last year, underlining the value of our event as part of our customers’ annual business development strategy.”  

Jaime adds: “The event takes place in a different location each year. The decision behind this was to ensure the event can always offer something completely new and fresh for attendees. From a new pool of Hosted Buyers and exhibitors, to a different destination to explore and discover, the fact the event ‘travels’ is a mainstay of its success. Florida is one of the world’s top travel destinations and we’re looking forward to showcasing more of its magic during our event.”  

The success of ibtm america is also the result of the ibtm events portfolio investing in its acclaimed ‘Knowledge’ programme, with a high profile keynote speaker taking the floor each year and an itinerary which includes an opening Discovery Day and a number of networking events, aimed at enabling attendees to build relationships ahead of their pre-qualified, scheduled appointments.  

Jaime continued: “We’re absolutely committed to delivering an event that facilitates our attendees doing great business and also that educates, inspires, motivates and excites; equipping attendees with valuable and long-lasting connections and also with the latest industry thinking and insights.”  

ibtm america 2017 takes place in South Florida from 14 – 16 June.

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