Home' Spice Magazine : SPICE FEB 2016 Contents As the new year comes around,
I would like to take the op-
portunity to reflect on what
we've done well in the past year, what
we can still improve on, and to speak
to the direction that our business and
industry are heading in 2016.
2015 was a year of consolidation.
Productivity became a key theme.
With a precarious global economy, all
businesses had to work harder and
smarter, do more with less, all the
while preparing for a possible eco-
nomic and market rebound.
It has been fascinating to observe
an evolving industry landscape. The
business of connecting people is being
challenged more than ever, with pres-
sures to evolve and provide new ways
to engage networks.
Over the past decade, the rise and
expansion of 'intermediation', the join-
ing of buyers and sellers, for example
through AirBnB, Uber, Facebook, Aliba-
ba, has meant that we must be acutely
focused on the way we do business
and the solutions we provide our
customers. For Moreton Hire, we must
consider how we adapt to support the
industry in building the future for Aus-
tralian business events. Our attention
must be focused on the exhibitions and
events of the future, while taking mac-
ro-level changes into consideration.
The challenge is how we max-
imise this opportunity to remain
relevant and provide compelling
reasons for visitors to engage
through event-marketing platforms.
We know customers want to touch
and feel. They want human inter-
action. There is still an innate need
for a sense of community attached
with every exhibition or event. The
digital age is not a replacement or
fulfilment of these customer desires,
but serves in parallel to greatly
strengthen the connection we have
with the customer.
Technology can help businesses to
further tell their story. It already assists
in creating relevant content that gives
brands the opportunity to connect
with customers 12 months out of the
year. For Moreton Hire this is an excit-
ing opportunity. Moving forward, we
will build experiences for customers
that are more than one-off events.
Whether its pre-event communi-
cations, post-show or check-ups in
between for attendees, delegates and
exhibitors, engagement now goes
beyond the venue, set-up, car park,
food or transport. There is a demand
for more. So much of this can be seen
in the growing trend of incorporating
'art and theatre' into the corporate
segment. All of this contributes to the
customer's overall experience. It is a
whole worth greater than the sum of
its parts. It is the X-Factor that will
bring them back next time.
chief operating o cer,
Moreton HireIn this way, harnessing technology to enhance
the customer experience during business events
will be critical in maximising delegate participa-
tion and engagement, and it will provide a unique
opportunity for us as an industry to adapt for long-
Looking at the future of our industry, our team is
making significant investments to ensure that our
basics are on track. We do this by taking a walk in
our customers' shoes, buying our own products and
services. We ask ourselves: How hard is it? What
are the barriers to conversion? What's the online
experience like with our company? Are we speaking
the right language? And to the right people? Does
our service provide the right solution?
This journey has provided important reminders
about simplifying the transaction for the customer
and offering practical solutions to their problems.
Lately we have been moving forward along the
avenue of big data, with our business analyst and
marketing manager working side-by-side to create
a team that better understands the market and our
customers' behaviour. We are always striving for
better insight into the market.
Marketing has become a more pivotal part of the
way we do business -- particularly in the current
industry landscape or during turbulent economic
times. We constantly ask ourselves 'Is this targeted?',
'Is this relevant?' and 'Is this productive?'.
We believe our investment in marketing is crucial
to our success. It's what helps us focus on the cus-
tomer's journey, keeps content relevant and clearly
defines our value proposition. It helps ensure we are
working for the customer, providing them with what
So, as we kick off 2016, I reflect on how Moreton
Hire is positioned to help grow the MICE and busi-
ness events industry of Australia. We are committed
to investment, growth and innovation, to contin-
ually evolving the offering of Australian providers
locally and on the world stage. We are focused on a
dynamic business model that will continue to work
on getting the basics right for our customers and
provide innovations for the industry.
Embracing the digital age, while investing in our
relationships, partnerships and collaborations will help
position us for short- and long-term outcomes, which
will, in turn, ensure success for all stakeholders. n
This journey has provided
important reminders about
simplifying the transaction for the
customer and o ering practical
solutions to their problems.
26 Spice February 2016
Links Archive SPICE NOV 2015 SPICE MAY 2016 Navigation Previous Page Next Page