MICE Two: Meeting, Incentive, Convention & Exhibition Management Flashcards

Vocabulary flashcards covering core concepts in MICE marketing plans, post-event reporting, evaluation methods, and risk management.

Target Market

A specific group of people who are most likely to be interested in a product, service, or event.

Marketing Positioning

How a brand or company positions its product or service in the market relative to its competitors.

Market Segmentation

The process of dividing a larger market into smaller, more targeted groups based on similar needs or characteristics.

Demographic Segmentation

Dividing the market based on demographic factors such as age, gender, income, education, and occupation.

Geographic Segmentation

Dividing the market based on geographic factors such as location, region, or climate.

Psychographic Segmentation

Dividing the market based on psychological factors such as personality, values, and lifestyle.

Behavioural Segmentation

Dividing the market based on buying behaviour or other actions, such as past attendance at similar events or engagement with marketing materials.

Industry Sector Segmentation

Dividing the market based on which trade or industry sector the company or attendee represents.

Purchasing Power and Authority Segmentation

Dividing the market based on how much the buyer usually purchases for their company and whether they act as an influencer, specifier, or decision maker.

Bundle Pricing

A pricing strategy that sells multiple products or access passes for a lower rate compared to selling each item separately.

Tiered Pricing

A pricing strategy that segments prices based on specified target markets, charging different rates for different groups of attendees.

Competitive Pricing

Setting a price based on research and analysis compiled from competitors operating within the target market.

Demand Oriented Pricing

A strategy where prices are set according to customer demand—charging high prices when demand is high and low prices when demand is low.

Early Bird Pricing

Using time-sensitive discounted ticket offers to attract attendees to sign up early before a set deadline.

Destination Appeal

A destination's overall ability and attractiveness (such as infrastructure, safety, and unique attractions) to engage event organisers to host MICE events there.

Venue Appeal

A venue's specific ability and attractiveness (such as extensive facilities, public transport access, and track record) to draw event organisers to host an event.

Above-the-line (ATL) Marketing

Advertising and promotional activities using mass media channels (TV, radio, print, billboards) to reach a large, general audience and build brand awareness.

Below-the-line (BTL) Marketing

Targeted promotional activities focused directly on specific individuals or groups, such as direct mail, email campaigns, telemarketing, and personal sales calls.

Digital Marketing

A promotional approach utilizing online channels like social media, search engines, and email for cost-effective targeting and real-time tracking.

Target Audience

The specific group of potential MICE attendees and stakeholders to whom an event organiser directs marketing communications.

Brand

A name, term, design, symbol, or feature that identifies an organisation's good or service as distinct from those of competitors.

Return on Engagement (ROE)

An evaluation metric focusing on the qualitative interactions, experiences, social media engagement, and satisfaction levels of attendees.

Internal Post-Event Report

A detailed post-event analysis intended for the organising team and management, focusing on financial performance, operational issues, and internal improvements.

External Post-Event Report

A report designed for sponsors, partners, and external stakeholders showcasing the event's value, overall impact, and key success metrics.

Net Promoter Score (NPS)

A metric assessing attendee loyalty and event satisfaction calculated as the percentage of Promoters (rating 9-10) minus the percentage of Detractors (rating 0-6).

Qualitative Evaluation Data

Descriptive, non-numerical feedback collected via open-ended questions, observations, and interviews to understand attendee experiences and perceptions.

Quantitative Evaluation Data

Numerical evaluation data collected through structured surveys, tests, and attendance figures that can be measured and analyzed statistically.

Focus Group

A data collection method bringing together a group of participants or stakeholders to discuss their experiences and opinions in a interactive setting.

Contingency Planning

The development of alternative plans and procedures to manage unexpected issues, risks, or disruptions during an event.

Risk Assessment

The systematic identification, evaluation, and prioritization of potential hazards and risks to implement appropriate control measures.

Hazard

Something with the potential to cause harm, injury, or adverse health effects.

Risk

The likelihood or chance that harm will occur when exposed to a specific hazard.

Work Breakdown Structure (WBS)

A risk identification method that divides event operations into manageable components to isolate and evaluate area-specific hazards.

Table Top Exercise

A scenario development session where a cross-departmental team brainstorms hypothetical risk scenarios to formulate effective control and contingency plans.

Hierarchy of Control

A prioritized order of risk control measures: Elimination, Substitution, Engineering Controls, Administrative Controls, and Personal Protective Equipment (PPE).

Elimination

The most effective risk control measure in the Hierarchy of Control, involving the complete removal of a hazard before work or an event begins.

Personal Protective Equipment (PPE)

The lowest and least effective level in the Hierarchy of Control, used as a short-term contingency or additional protection against residual risks.