By Kristi Casey Sanders, DES
How do you begin your strategic meetings management process?
MPI's European Meetings and Events Conference (EMEC) event leads used the Event
Model Canvas. Last month, they met up in Granada, Spain with the host
destination committee for an initial planning session facilitated by Event
Model Generation co-founder Ruud Janssen.
|Join us for the 2017 European Meetings & Events Conference, 5-7 March in Granada, Spain. For complete details, click here. |
"It was so fitting that we were using it as the tool because
it was born out of EMEC," says Andrew Walker, CMP, MPI's Manager of Events.
At EMEC 2013, Alexander
Osterwalder’s keynote about the "business model canvas" inspired Janssen and
colleague Roel Frissen to see how it applied to the events industry. At a
subsequent EMEC, Janssen and Frissen workshopped their idea. The Event Model
Canvas now forms the basis of an Event Design Certificate course.
Walker says the host committee and the MPI events team approached
the Event Model Canvas with two assumptions:
Great events change behavior.
also satisfy more than one stakeholder.
Then they identified the three main stakeholders of EMEC 2017:
The host committee and destination
Attendees, including MPI members and non-members
The team explored what would make EMEC a success for each
stakeholder. They asked themselves: How can we be true partners and fulfill the
needs of our host destination? How do we satisfy the different kinds of
attendees that come to EMEC? How do we encourage MPI members who have never
come to attend? How do we convince people who’ve never been to attend? And how
do we prove the value of sponsorship.
The Event Model Canvas helped them examine the different elements
to figure out the desired behavior or outcomes for each stakeholder groups, Walker
says. "That's the foundation to now move forward."
Want to learn how to apply the Event Model Canvas to your
meetings or events? The MPI Academy is offering a three-day Event Design
Certificate course at the University of San Diego Aug. 15-17 and at the
University of Amsterdam Aug. 25-27, 2016. Learn more here.