MICE marketing as a positioning advantage
Together we will develop your city into a knowledge and convention hub
The challenge
What potential do conventions and conferences offer you?
Business and science are central pillars in the profiling of cities and regions: A clear positioning in the convention segment (MICE) brings decision-makers, multipliers and influencers into contact with a city. MICE marketing thus has the potential to activate a location holistically and achieve direct – also economic – effects.
In our experience, many players lack awareness and a view of the diverse potential of MICE marketing. – Or the interaction between the service providers at a location could be improved.
“Success in the MICE business requires: Trust, networking and cooperation.”
Thorsten Kausch, Managing Director of Stadtmanufaktur
Our approach
Using the know-how at the location
Successful convention locations are based on the trusting interaction of stakeholders from tourism, business and science. This requires a clear understanding of objectives and close cooperation. In other words, the success, reach and sustainability of MICE marketing are based on cooperation in terms of know-how, contacts and opportunities.
Let’s work together to identify – and activate – the opportunities for meetings, incentives, conferences and trade fairs at your location.
Our way of working
From status quo to location advantage
The basis of our strategic consulting is a thorough analysis of the current situation: What does your location offer? What are the roles, structures and processes in the local MICE industry? Based on the as-is analysis, we delve into the to-be – towards a common understanding of objectives, specific fields of action and defined responsibilities.
Strategic MICE management is derived from:
- an authentic, unique positioning,
- clearly defined fields of action,
- a value-oriented approach to the target groups and
- the continuous expansion of the sphere of influence of relevant stakeholders and partners.
The Stadtmanufaktur competencies:
Strong references, operational experience, strategic understanding: that’s why we are the right partner
- Development and implementation of the MICE segment in Hamburg by Thorsten Kausch (Managing Director of Stadtmanufaktur)
- Thorsten Kausch as Managing Director of the Hamburg Convention Bureau
- Years of consulting work for locations in the DACH region
Thorsten Kausch, Managing Director of Stadtmanufaktur
Components of our advice
Strategic positioning as a destination
Our strategic consulting starts with an analysis of the current situation in order to understand the status quo at your location. Based on these findings, we work with you to formulate a strategic positioning for your future MICE management.
Raising awareness of potential sharpen
Are all relevant stakeholders from politics, business, tourism and urban society aware of the potential of MICE? – This is what we need to find out in order to enter into direct discussions with potential partners.
Define fields of action
Your city and region are unique. That’s why we adapt the MICE strategy precisely to the requirements and possibilities of your location – and identify the most potential fields of action for you in the area of congresses, trade fairs, conferences and the like.
Process development for the site
Define responsibilities, optimize cooperation: We design and plan communication and cooperation processes as well as the spheres of influence between you and the various service providers in the MICE industry.
Our success stories:
Strategies for the future
Recklinghausen receives financial support from a funding program for the Recklinghausen-Süd district. We support the development of city center management and stakeholder management and accompany the process with strategic communication.
Development of a strength-based city brand: In cooperation with Brandmeyer Markenberatung, we are moderating the city brand process for the city of Siegen.
The city of Koblenz is very successful in terms of tourism. This leads to a high utilization of public spaces. An event strategy including a catalog of event criteria now serves as a management tool to influence the quality, number and content of events.