FRESH INSIGHT INTO THE CURRENT GLOBAL MEETINGS MARKET
One year has already gone by since event restrictions were first put in place globally. We’re convinced that we’re all optimistically looking forward to the end of the crisis, however, there are still many open questions that we want to address and thus help you exit the crisis.
Kongres Magazine has been collecting feedback and insight from meeting planners through in-depth surveys since the very start of the pandemic. As the owner of Kongres Magazine, Toleranca Marketing agency was entrusted with the logistics of carrying out 12 surveys that engaged over 7.000 meeting planners. The first survey was sent out exactly one year ago, on 15 March 2020. We look at it as our contribution to a quicker way out of the crisis and the surveys as time-capsules that captured the developments in our industry.
The research tackled topics such as post-coronavirus marketing strategies, coping with event restrictions, how to restart destination marketing, how to organise online events, event venues, event monetisation, the future of sales & marketing, most common F*!#UP’s at events and more. It is with great pleasure that we now reveal the results of individual surveys.
SURVEY 12: HIGH TECH OR HIGH TOUCH
Survey dates: 4 February 2021 – 4 March 2021
The main question that we wanted to answer was which approach will meeting planners choose for their future events – HIGH TECH (digital event solutions, focus on innovative technology) or HIGH TOUCH (live event solutions, focus on all human senses and emotions).
SURVEY 11: F*!#UP'S AT EVENTS
Survey dates: 5 January 2021 – 1 February 2021
The first Kongres Magazine survey of 2021 is slightly different than usual. We are all aware that Mr Murphy is waiting for us around every corner when organising events. We also know the saying: “What can go wrong, will go wrong”. This survey is dedicated to finding out how meeting planners deal with F*!#UP’s at events.
SURVEY 10: THE FUTURE OF MICE SALES
Survey dates: 27 November 2020 – 24 December 2020
The MICE sales process is very complex and demanding. Impulsive purchases are very rare, therefore marketing sales campaigns need to be thoroughly considered and calibrated. The corona crisis has shuffled the cards when it comes to sales and the results of this survey aim to help you plan your future sales strategy.
SURVEY 9: MONETISATION OF EVENTS
Survey dates: 21 October 2020 – 23 November 2020
Meeting planners have been racking their brains thinking about different ways of monetising events for quite some time now. The digitalisation of our industry combined with established methods of charging admission have brought new opportunities to the table. The event monetisation dilemma is very important, so we decided to analyse it in scope of our 9th research on the impacts of COVID-19.
SURVEY 8: EVENT VENUES AFTER COVID-19
Survey dates: September 18 – October 10, 2020
The 8th survey in Kongres Magazine’s extensive research addresses the expectations of meeting planners when it comes to event venues during and after COVID-19. A lot of event venues pride themselves on being “COVID-ready” and complying with all the necessary safety precautions. But, what do meeting planners actually expect from venues during these strange times?
SURVEY 7: EVENT PLANNING AFTER COVID-19
Survey dates: July 27 – August 24, 2020
This survey aims to defog the uncertain future of event organisation through the opinions of international meeting planners. We all want to know what we need for a quick and efficient business restart after COVID-19. This situation is an opportunity to reshape the meetings industry and make it more sustainable.
SURVEY 6: L-DAY: LIVE EVENT DAY
Survey dates: May 11 – June 6, 2020
We are certain that many colleagues wake up with the same question; when will I be able to organise events? To instil some hope and provide information from around the world, we launched the L-DAY campaign. L-DAY or LIVE EVENT DAY is the day that we will be able to organise events without limitations.
SURVEY 5: LIVE VS ONLINE EVENTS
Survey dates: June 10 – June 24, 2020
The coronavirus pandemic exposed many weaknesses and highlighted unexploited opportunities in the meetings industry. It seems that we finally found the solution; online events. These kinds of events existed before the global pandemic, but we want to know – Are live events really a thing of the past?
SURVEY 4: DESTINATIONS AFTER COVID-19
Survey dates: May 8 – June 1, 2020
What kind of destinations will attract meeting planners after COVID-19? What will be the deciding factor for meeting planners choosing an event venue? Where will they find information, what kind of marketing will prevail and which trend will shape the future of our industry? These are some of the questions we answered in the 4th survey.
SURVEY 3: COVID-19 EVENT RESTRICTIONS
Survey dates: April 24 – May 7, 2020
The third survey in a series of research articles by Kongres Magazine delves into restrictions connected to organising events and their gradual removal. We wanted to know what event organisers, venues, congress centres and hotels think about the measures that have brought our industry to a complete halt.
SURVEY 2: POST COVID-19 MARKETING STRATEGIES
Survey dates: March 31 – May 18, 2020
Restarting marketing activities after the coronavirus crisis is one of the burning matters that members of the meetings industry face right now. Kongres Magazine wanted to analyse their post-pandemic marketing plans and sales strategies. This is the second survey in a series of research articles that tackle the most interesting trends in our industry.
SURVEY 1: A SURVEY ON COVID-19
Survey dates: March 15 – April 2, 2020