Targetted, nimble and effective. These are the ninja effects that the events industry is seeing. It's evident in the rising trend of small event formats preferred by global organisations.
As international corporations extend their geographical reach and ramp up their global events activity, the key strategy is to go local while being global. This trend translates into more events being held; albeit smaller, at a regional level. This affects event formats in the way programmes are designed. Whether it is a discussion topic that is indigenous to a country; or being more personalised in networking and deal making; planners recognise the importance of creating intimate quality interactions.
One such event is Asia Business Meet (ABM) 2018, which was launched last year to meet those demands. Organised by Northstar Travel Group and SACEOS, this 1-2-1 business-matching event will be held at Marina Bay Sands from July 23 to 26.
ABM attracted buyers comprising 72% of direct decision-makers. Fifty-six percent of buyers were from America and Europe, with 42% from Asia Pacific and 2% from other markets. These buyers represented associations, full-service planning companies, corporate in-house planners, large incentive houses, and other independent boutique agencies and companies.