Content 'no longer king' in the meeting world, says MPI report

Meeting Professionals International (MPI) has published its third paper in a series of supplements to its Future of Meetings research.

MPI has released the third supplement to its Future of Meetings research
MPI has released the third supplement to its Future of Meetings research

Context and connections

The MPI paper – From the Outside In: Meeting Content – notes that "content is no longer king in the meeting world as context and connections vie for the throne".

According to the supplement, fostering engagement at events will be a key challenge as meetings cater to wider markets, generations and sectors than before.

Shortening content

The report points out ways to combat this could include shortening content and adding lots of interaction, or specialising in "slow meetings" to create a unique selling proposition (USP) that moves against the trend.

Advice also includes the need to "consider carefully who will best engage audiences, and give delegates information in advance, so that they are prepared to ask questions and get more value".

The paper is one of five supplements being released over three months as part of MPI's Future of Meetings report, compiled by researchers from Leeds Metropolitan University, using information gained from interviews with 27 experts.

Innovation

Leadership expert Lars Sudmann said: "Just delivering some content won’t be enough; meetings will need to inspire and help guide people—that’s the big need."

Meanwhile, technology consultant Hans van Grieken explained: "Innovation will be a key driver for economic recovery. At the end of the day, our recovery will not come from massive cost reductions on public expenditures; it will come from new value creation and from innovative products and services. Event organisers, therefore, will also need to innovate, although clients might not like it."

The report also notes a need for instant access to information, as well as to provide opportunities for delegates to take part in "knowledge exchange" through online and face to face platforms before, during and after meetings.

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